A Shrinking Window

Last May, a camp director called me in a panic. “We’re way behind in registrations, and I’ve tried everything! I don’t know what to do!” While we talked, I pulled up his Web site. I asked, “Are you aware that your Web site still has the 2006 dates and says ‘2007 registration coming soon’?” Hmm. Tried everything? When you hear “camp marketing,” what do you think of? Direct-mail brochures, postcards, Web pages, newspaper ads, camp fairs and an equally demanding …

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