A 'Change of Course' HINT from Joanna Warren Smith

19 Mar

We're Living in a New World!

On March 4, I encouraged you to be 'aggressively proactive' about 'putting more heads in the beds'. And now, a week later, I'm suggesting a course change that nurtures relationships with 2020 parents, their campers and those families who are considering your program.

Right now, moms and dads are nervous and stressed about their kids being out of school and the health uncertainties they are facing. None of us can predict the future, but you can calm concerns by intentionally communicating with current and perspective families in a matter-of-fact manner that is warm and succinct.

TAKE ACTION NOW!

Keep 2020 Parents in the Loop. Let them know that camp is still happening and your protocols that will keep campers and staff healthy. Share your refund policy in a non-threatening way and encourage conversations. Continue with your normal communications about the start of camp and intersperse these with updates if and when things change.
Be Vigilant to Parent Calls, Emails & Posts. DO NOT ASSUME that you know what they're thinking, asking or sharing. Use all resources to keep you informed and respond immediately!
Build Anticipation for 2020 Campers. Come up with 2/3 items that you can share separately with new and returning campers to get them psyched for camp in spite of the virus threat. A 'cute' energizer to kids via parent email is likely to bring Client #1 (the camper) together with Client #2 (the parent) to chat enthusiastically about camp ... sounds like a good plan to me!
Revise Communications for Prospective Parents. One size does not fit all. You must customize the Current Parent Messages to resonate with families who are still in the market for camp.

This proactive approach has the best chance to minimize 'drop outs', affirm the choice of your camp for parents and keep kids eager for your summer experience.