Key Marketing Channels Your Camp Shouldn't Overlook
Families have more choices than ever when it comes to camps, and making your camp the obvious choice requires more than just great programming. It takes smart, strategic marketing that ensures your message cuts through the noise.
Many camps focus on traditional marketing methods, but in today’s digital-first world, those strategies alone might not cut it. By embracing innovative tools like eCards for peer referrals and optimizing your website for SEO, you can reach more families than ever while showcasing the joyful camp experience you provide.
This guide will show you how to maximize visibility and reach the right audiences. Whether you want to grow enrollment or simply solidify your camp’s reputation, we’ll lay out your roadmap to success.
1. Word-of-Mouth
Customers rely on others’ experiences and recommendations to make better buying decisions. In fact, 92% of people trust recommendations from people they know. Based on this, many organizations launch peer referral programs.
eCardWidget explains that a referral program relies on committed customers to do the legwork for you, which can reduce marketing costs and boost those individuals’ loyalty. For camps, former campers are some of your best advocates! Their stories and enthusiasm can encourage new families to attend, so ask past campers to recommend your camp to their friends.
eCards offer a modern twist on this classic marketing technique. Think of them as digital invitations your campers can send. Here’s how this approach works:
Use a digital platform to design peer referral eCards. These eCards can include an invitation to attend camp, a picture of happy campers, a personal testimonial, or even a special discount code.
Share eCards with former campers. Encourage families to send eCards to anyone who might be interested in your camp. Sharing the eCards on social media will broaden your reach to their networks. Ask them to write a short message to accompany the eCard to make it more personal.
Offer incentives for participation. You might reward eCard senders and recipients with perks like discounted merchandise, reduced registration fees, or early enrollment opportunities.
This approach builds excitement around your camp and creates a sense of community among campers before they even arrive. By sending out invitations, they’ll have more friends to enjoy your camp with, making them more likely to return.
2. Email
Email marketing is one of the most cost-effective and personal ways to connect with both prospective and returning families. To boost retention, send regular newsletters featuring updates on camp improvements, upcoming events, and inspiring stories. These communications keep families excited about your camp.
For recruitment, set up automated email funnels to nurture inquiries. For example, when a parent downloads a brochure from your website, follow up with emails that answer common questions, highlight your camp’s unique features, and offer registration tips.
Additionally, small personal touches, like sending eCards to welcome recent registrants or thank campers after your camp, can leave a lasting impression.
3. Your Camp’s Website
Your website is your central marketing hub. For many families, it serves as your camp’s first impression, the go-to source for information, and a platform for converting interest into enrollment.
Design your website to include info about your camp’s activities, feature past camper’s stories, provide registration details, and showcase vibrant photos and videos of camp life to give families a vivid sense of what their children will experience.
From here, optimize your website for search engines to ensure it is easily discoverable. Using search engine optimization (SEO) strategies, you can improve your camp’s visibility online to attract more families searching for the perfect camp.
SEO Factors
Search engines use a variety of algorithms to assess content and determine what websites they will show users searching for various keywords. According to Nexus Marketing’s nonprofit SEO crash course, ranking factors include elements such as:
Meta titles: These clickable headlines appear on search engine results pages (SERPs), acting as the first impression of each webpage. They should be concise, descriptive, and include relevant keywords.
Meta descriptions: Think of this as a short summary of each page that will be displayed on SERPs to entice users to click through to your website.
Headings (H2s, H3s, etc.): These break up each page into sections and tell Google what your content is about.
Image alt text: This briefly describes what an image or graphic represents, making it easy for screen reader users to understand images. Or, if an image fails to load, the alt text will be displayed in plain text.
Links: Content should link to other relevant content on your domain and reputable third-party websites.
Technical factors: Google factors in the user experience when ranking content, so improve page load speed, ensure mobile responsiveness, and secure your site with HTTPS encryption.
Keyword usage is essential. Adding targeted keywords like “summer adventure camps near [location]” or “STEM camps for kids” throughout your website’s copy, blog titles, and meta descriptions should get your content in front of interested families.
Website Content
To fuel your SEO growth, create engaging, rich content that answers prospective families' questions. You might create:
Activity highlight pages that showcase popular activities and what campers will learn from them.
A staff member page that highlights your team’s achievements to prove campers are in capable hands and to show employee appreciation, helping retain your staff and earn new campers at the same time.
Testimonials and success stories that share experiences from campers and their families.
Blog posts like “Top 10 Benefits of Summer Camps for Kids” or “How to Choose The Right Summer Camp.”
Videos showcasing activities, camper testimonials, and behind-the-scenes looks at daily camp life.
Downloadable guides or checklists for parents, like “How to Pack for Science Camp.”
By consistently publishing useful, keyword-rich content, you’ll not only rank higher in search results but also build trust with your audience. Families visiting your site will feel more informed and confident when choosing your camp.
Be sure to include a clear call-to-action in every piece of content. Whether it’s signing up for a newsletter, requesting more information, or registering for camp, make it easy for visitors to take the next step.
4. Social Media
Platforms like Instagram and TikTok are ideal for showcasing your camp’s personality and programs. Connect with parents and teenagers by sharing short video tours of your campgrounds, highlighting fun activities, and featuring heartfelt testimonials from campers and their families.
Interactive content is another way to boost engagement. Use features like polls, quizzes, and live Q&A sessions to answer prospective families’ questions, get feedback, and spark excitement.
Paid advertising on these platforms can help you reach interested families by targeting users based on their interests, demographics, and location. Create ads that highlight your camp’s unique qualities, such as its exciting activities, friendly staff, or beautiful atmosphere.
By building a dynamic social media presence, you can connect with families and make your camp the top choice for their child’s summer experience.
5. Partnerships With Local Organizations
Collaborating with local schools, clubs, and community groups is an excellent way to expand your camp’s reach and connect with families who already trust these organizations.
To engage with your local community, consider hosting joint events such as open houses, workshops, or family events. Partnerships should benefit both your camp and its partners, so explore opportunities for mutual promotion, such as sharing each other’s marketing materials online.
Strengthen these partnerships with thoughtful gestures. A small appreciation gift, such as a framed photo from a joint event or a camp-themed gift basket, can help foster goodwill and ensure long-lasting collaborations.
Effectively marketing your camp requires a blend of strategies to connect with families across multiple channels. As a camp director or marketer, you play a vital role in bringing these strategies to life.
To continuously improve your efforts, track how people find your camp. For instance, add a drop-down field in your registration form or use tools like Google Analytics that reveal traffic sources. Use this data to double down on the most successful channels and refine your approach for those that underperform. By focusing on what resonates with your audience, you can ensure your camp remains a trusted choice for families year after year.
Tim Badolato - CEO at eCardWidget
Tim Badolato is the CEO of eCardWidget.com an innovative platform for digital employee recognition, donor acknowledgment, business marketing, and nonprofit marketing. He has a passion for using technology to drive positive outcomes for mission-driven businesses and nonprofits.
