The Three Knows: Part Two

Because they understood the value of creating a holistic brand (Camp Tango’s directors were ardent readers of Camp Business magazine), they wanted their brochure to reflect the same message as the web site.

They chose the theme: Camp Tango: What Kids Want — What Parents Need.

The brochure was divided into two separate areas, one targeting the parents, the other targeting the kids. Each message was crafted to resonate with its particular audience. The parent side of the brochure focused strongly on tradition, life-skills and safety. The kid’s side was more visceral, with exciting photos, compelling layout, and words specifically directed at them as kids.

Because they directed their message distinctly and clearly, and because the messages were carefully targeted to both sides of the family decision makers, Camp Tango is expecting to see an increase in attendance this summer… and the next. And hopefully the next summer as well; because the camp understands strong materials, crafted with a strong message and carefully targeted, is an investment they can use over and over again.

It’s All In How You Say It

So you see, as we have discussed in this article, and as has been spelled out in past articles, the message is as important as how you deliver it. It’s not just what you say, but how you say it. Give families a reason to trust you, and you will have developed dedicated advocates for your camp. Miss the mark with your message, or deliver it in an uninteresting way and you may miss out on a great year of camper enrollments.

Miss The Message, Lose A Camper

If you sign up one new camper, what does that mean to your camp? Well, if Johnnie and Susie sign up for your camp, you have two direct sign ups. And they are so excited about attending, they each convince two friends to join them. So now you have six campers attending, all because of Johnnie and Susie.

The camp was so fun, the following summer, Johnnie and Susie, and each of their friends, get two more friends to enroll in your camp, and four of those 12 new campers bring one sibling each for a total of 22 new campers. And in the future, after Johnnie and Susie and all of their friends have married and started families of their own, which camp are they going to look at when its time for their own kids to go to summer camp? You guessed it. You’ve established a relationship for generations out, all because your message was strong enough to attract both sides of one family.

You can never really know how much is lost when you fail to excite your audience with the right message. How can you measure the impact on your camp of even one empty bunk? You can’t. But you can be sure your message is as strong and as compelling as it can be.

Tim Diering is the Vice President of Marketing at Summer Camp Design, a full service marketing and design firm. He can be reached at (800) 957-7175, at or visit . This summer Tim is also Camp Director for TTS Theater and Art Camp in Massachusetts.

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Related posts:

  1. Designing Your Marketing Budget
  2. Part Two – Getting The Picture
  3. Holistic Branding & Technology
  4. Staff Marketing
  5. Making the Most of Your Web Site

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