Social Marketing

Partnering with other civic groups and incorporating activities into camp programming make the goal easier to reach, and keeps your camp business connected to members of the community. In any case, it is important to remember the key concepts for successful social marketing. Using a term branded the “Four Ps,” by industry experts, marketing should include:

• Create an enticing product (i.e., the package of benefits associated with the desired action)

• Minimize the price the target audience believes it must pay in the exchange

• Make the exchange and its opportunities available in places that reach the audience

• Promote the exchange opportunity with creativity and through channels and tactics that maximize desired responses

Key concepts courtesy of the Social Marketing Institute

Susan Langlois has over 25 years experience as a college professor, athletic administrator, camp director and sports facilities consultant. She is currently the campus director at Springfield College School of Human Services in Manchester and St. Johnsbury, N.H. She can be reached at

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Related posts:

  1. Expand The Marketing Potential Horizon
  2. Social Media
  3. Camper Recruitment
  4. Social-Media Best Practices for Camps
  5. Steps to Jump Starting Your Brand Marketing

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