communication (often aided by tech- nology) needs to be a part of your mar- keting strategy, and can actually differ- entiate you from your competition.
• Simple marketing techniques can be powerful. A handwritten thank you note, a clever direct mail piece or a well- timed phone call can break through all the electronic clutter. Happily, con- sumers seem to be craving simplicity again. Board game sales are on the upswing, and current TV programming is filled with “retro.” Nostalgia can be a powerful marketing technique too!
• Word-of-mouth is still important in camp marketing. Be sure you know what your camp families are saying about your program. Take your camp satisfaction surveys seriously and seek out input. Set up a Google alert for your camp or program and read comments on your social media sites.
• Experiences — both good and bad —live on for years. Make sure that the experi- ence you’re creating for your campers each summer is truly special.
A simple exercise you can do this season with your senior staff is to make a short list of all the “old” things about your camp or program that seem to still be working for you. And then, make a list of things that seem to have stopped being effective. Third- party research can help you find some of these truths. Sometimes, bringing in an out- side facilitator can help referee the tug of war between old and new and expand the team’s thinking.
Above all, resist the tendency to fear or fight change. It is inevitable. Campers have changed, their parents have changed and the way people get information has changed. Maybe it’s time for your camp to evolve too!
CC
Nancy A. Shenker is founder and CEO of theONswitch (
www.theonswitch.com /
nancys@theonswitch.com), a marketing consulting firm that specializes in “break through the clutter” marketing, public rela- tions, and social media for a variety of busi- nesses, products, and services, including summer camps and teen programs. She speaks regularly at the American Camp Association Tri State Camp Conference and other professional events on topics includ- ing brand marketing, social media, web strategy and website development, PR, research, and e-marketing.
www.canadacampsmag.com Winter 2011 Canada Camps 9
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