Marketing to Families Who Don't Understand Camp - with Eric and Allison Wittenberg - Day Camp Pod #32
Did you know that 5/6 kids in the US don’t go to summer camp? Let’s change that ratio and get those kids to your camp.
Did that stat blow you away? For us camp folk, it’s almost unbelievable that we are part of the mere 17% of people that really understand the transformative, wonderful, magical power of a week, month or summer at camp.
What this means, is that unless you have a 100% return rate (you wish!), then this is a prime audience!
The thing is, we are really GOOD at talking to the 17%, but really BAD at talking to the 83%.
We make so many assumptions that people already know what the benefits of camp are. We also assume that they are looking for the type of experience that our core camp families say that they love about our program.
To help us all access that mystical 83%, Sam, Ehren and Andy are joined by Eric and Allison Wittenberg. Eric comes from the Berkshire Soccer Academy and an incredible camp marketing business, CamperMachine. Allison is a longtime membership director and trainer at the American Camp Association, NY/NJ and now working as a consultant herself.
Tune in to hear about:
How Eric and Allison grew up at camp and found themselves back in the industry
What is preventing non-camp families from signing up to your camp
How to switch up your marketing language and messaging to reach families who don’t get camp
How to analyze your sales funnels to get the best chance of finding something that clicks with new families
Understanding the difference between your camp’s features and benefits
Some awesome program tips that will make your camp better THIS summer!
Did we miss something? Please let us know in the comments or by email: daycampquestions@gocamp.pro
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The Day Camp Program Tip of the Week
Andy: 2 weeks for free -> pay for 2, at camp fairs
Sam: Therapy Barn-Inclusion training
Ehren: Camp Vendor Tradeshow at Open Houses, and other camp events
Eric: Maintenance Club, Glue Club, etc. The key is timing of this request for when staff have proven that they can make their unique personality & interests available for campers in a way that jives with the camp program. Presenting it as a possibility during orientation + individual on the job coaching will elicit some amazing talents being shared with kids.
Ali: After-hours staff rec. time - staff olympics, game night, open mic night, great bonding
Bonus Resources!
Andy and Eric’s slideshow from their session on Marketing to Non-Camp Families. Thanks Eric and Andy!
YOUR HOSTS:
Andy Pritikin, Owner/Director - Liberty Lake Day Camp, past president ACA NY/NJ, partner/founder Everwood Day Camp, founder/past president NJ Camps Government Affairs Project
Ehren Gluckstein, Assistant Director - Camp Robin Hood - Robin Hood Leadership Centre & Corporate Rentals, Volunteer Ontario Camps Association (OCA) annual conference/accreditation visitor
Sam Thompson, Recreation Supervisor - Crystal Lake Park District, Vice president ACA Illinois
Allison Wittenberg, Senior Consultant at Change Impact
Eric Wittenberg, Chief Marketing Officer, Camper Machine
Sponsors:
Thanks to our wonderful sponsors who help make this Go Camp Pro podcast possible:
American Camp Association, NY & NJ http://www.acanynj.org/
AM Skier Insurance http://www.amskier.com/
Commercial Recreation Specialists (CRS) https://crs4rec.com/
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Thanks, Camp Pro!