11 Beginner Tips for Marketing Your Summer Camp
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Transcript of 11 Beginner Tips for Marketing Your Summer Camp
from CAMPHACKER
Marketing YOUR Camp
11 Tips for Getting Started
One day at a camp fair...
#CampPros
c4mp.pro
The Marketing 10STRUGGLE BASICS TIPS
1
TheSTRUGGLE
the PROBLEM
We aren’t good at communicating our value with people who don’t know summer camp.
Overwhelmed by
SURVIVING
As Camp Directors we are
Client
FAMILIES
While our
are overwhelmed, worried about the economy.
COMPLICATEDCamp is
(15 page forms, 4 different pay rates, sessions that don’t line up with family vacations… and
paying by cheque - who has cheques?!?)
Marketing
SPEAKUSPMETRICS
DIFFERENTIATING
VALUE
PROPOSITION
I won’t overwhelm you with
MARKETINGLet’s look at
basics
(the world doesn’t
NEED another summer camp)
Marketing is: getting someone
who has a NEED to KNOW, LIKE &
TRUST You
John Jantsch - Duct Tape Marketing
need = your
UNIQUE SKILL or
perspective
or...
LOCATION/ BUS SERVICE/
LANGUAGE PROGRAMS
UNIQUE SKILLS
sell on your
or...
PRICEcompete on
race to the BOTTOM
(always someone who is willing to do it cheaper than you)
Be AMAZING or be
USEFUL
√ location √ expenses √ % of market share
Apple Store on 5th Ave., NYC
X location X expenses X % of market share
BUT...
APPLEwins
MARKETINGmore
basics
your IDEAL client
start with WHY
REFERRALS rule
1 2 3
who is your IDEAL CLIENT?
who is Sue Bryce’s IDEAL CLIENT? (HINT: her’s is very similar to your’s)
Check out Sue’s Video: http://zoic.ca/SueBryceIdealClient
START WITH WHY
People don’t buy what you do,
they buy
WHY you do it.
not just ANOTHER summer camp
Ask
YOURSELF
What’s your CONTRIBUTION?
What’s your IMPACT?
To ____________, so that ___________.
Ideal WHY statement in the Simon Sinek style:
CampHacker exists to be the BEST possible resource to the camp
community so that they can help
make summer camp a priority
for EVERY family.
Remember this guy?
John Jantsch - Duct Tape Marketing
John Jantsch !
DUCT TAPE MARKETING
Show, don’t
TELL
Marketing
USE TO BE
TEACHthem.
Now we...
WHAT YOU DO BEST
That better be
Seven Referral
Steps
Narrow your focus
Communicate your WHY
Package your business
Marketing materials that educate
CONTENT MARKETING
STRATEGY
businesses call this a
For a CAMP...
telling STORIES
Narrow your focus
Communicate your WHY
Package your business
Marketing materials that educate
Generate leads
Harness technology
Live by a calendar
10TIPS
TOOLSIt’s not about the
1
(except when it is...)
It’s about
TELLING YOUR
STORIES
STARTStart at the
2
Your Website is your FOUNDATION
usability
search-ability
13 Choices
front page challenge
I GO HERE! I WANT TO
GO HERE!
VISUAL MEDIUM
Remember: It’s a 3
what’s their story?
I WANT to go here
I WANT to go here I ALREADY go here
EMAIL NEWSLETTER
Focus on your 4
TEACHthem.
solve a problem for parents
REACH OUT
to those who don’t UNDERSTAND
you.
POLICYHave a Social Media
5
http://zoic.ca/tTOLPf
Some examples of Social Media Policies
WHO/WHEN/
HOWyou post to Social Media
CRISIS Communication Plan
is ESSENTIAL.
OLD SCHOOLBe Social,
6
chat with them
Use
GOOGLE HANGOUTS
ON-AIR
PURPOSEFULBe
7
SEARCH ENGINES
Make
love you!
CONTENTWrite good
SHAREit.
REPEAT
MEASUREit
8
LANDING PAGECreate a
for everything
An example of a landing page.
campgray.com/aca
campgray.com/yellowpages
campgray.com/kidsincamp
campgray.com/WIcamps
campgray.com/campeasy
YOUR CHILDCommunicate like it’s
9
KINTAIL & THE
TORNADO
PEOPLEGo where the
are
10
SAID ABOUT YOU
Monitor what is11
Your name, staff names
Your camp’s name
Your industry: “summer camp Wisconsin”
Your closest competitor
Your biggest supporters
“anyone recommend…”
thank you
slideshare.net/zoic
