CAMP IS DYING

Travis Allison - @CampHacker

KINTAILfirst summer at

1979 TORNADO

SUMMER CAMP & ME

CAMP IS DYING

CAMP IS THE ANSWER

summer campIf we want to save

we have to get

RADICAL

10

IDEASto change

how you talk about camp

10

IDEASto change

how you talk about camp

13

1Stop talking about

YOU#GoCampPro

help families see themselves in your

#summercamp

#GoCampPro

2State yourWHY

#GoCampPro

2 3Part Part PartON TW THR

WHAT’S YOUR ANSWER?(If I’m a parent who says to you tell me a bit about your camp…)

We exist to

______,So that

______.

So that

host a learning community of camp pros,

more kids go to better camps.

We exist to

WHY Process 30-09-2014, 4:19 PM

30-09-2014, 4:19 PM

Easiest format to make stick in parent’s minds: We exist to ___________, so that _______________

20%

30-09-2014, 4:19 PM

Simon Sinek’s Start With WHY book & TED Talk

Link How Great Leaders Inspire Action

20%

30-09-2014, 4:19 PM

Pitcherific

Link Pitcherific

Another format for writing out your

GOAL:- Create an easy-to-remember statement that sets your camp apart. - Make it so good campers and staff will use it.

Resources

We exist to _______________________________

Define What You Do- what makes your experience magical? - what do you offer that transforms children? - what one thing do you do that you’re always shocked to find other camp’s don’t?

Ask others these same questionsCurrent staff Your best camp parents Your older campers (specifically the ones who have had the biggest transformation at camp) Alumni

20%

Look for patterns- Write all the answers out on post-its, find groupings of similar answers, try to come up

30-09-2014, 4:19 PM

So that _______________________________

Goal: narrow this down to 1 or 2 verbs + who you do it for.i.e. Transform the lives children 20%

30-09-2014, 4:19 PM

Another Alternative Format10 Second Commercial 1) You know how_________? (families are …) - Must be a question that they can answer YES 2) Well, we (or I) ___________________ (do this thing) (make that simple to use, easy to understand) 3) So that they (can) _________________

(Something happens)

Define Your Results- what are the transformations - look at social, physical, emotional, mental, spiritiual

20%

Format as a statement of the benefits you offer to families

“The purpose of your pitch

is to engage or intrigue

people so they want to hear

more.”

@terrryoinfluence

What’s your #TwitPitch?

3

FYK#GoCampPro

1+ kids

engages your staff

volunteers

donates

already referring

brings people to camp

Find Your Karen (FYK)

Look for your best current familiesIdentify 5 to 8 families who:

Pay on Time

Where Do We Look?

Treat your staff right

Have already referred you

Maybe also:- Maybe also: donate money & goods, volunteer, have more than 1 child

What Do We Need To Know?

What do they value most?

Where do they get their news?

What is their day like?

What activities do their kids do?

Job & level of seniority?

What social media do they use?

What is their neighbourhood like?

What smart phone do they have?

What activities do their kids do?

Who do they trust for advice about parenting?

Demographic Info- Gender- Age- # of working adults in the house- home owner?- get value of their home

What do they think & feel?

INTERVIEW 5 or 6 OF THEM

What concerns did they have before purchasing?

Is there any other thing we can do?

Did they talk to other families before deciding about camp?

What research did they do?

What do they want to gain from camp?

What problem did camp solve for their family?

Follow them on Social Media

Follow them on Pinterest

100%

Define Your Karen (or your Ken)Create all of your messaging to suit the needs of your Ideal Client

4Work

TOGETHER#GoCampPro

Collaborate with other camps

5Make a

PODCAST#GoCampPro

zoic.ca/podcastu1v4

6Teach others to

TALK about camp

#GoCampPro

We have to create experiences that are so stunning, so radically AMAZING at looking after families that we become their greatest resource

for helping them make their kids AWESOME.

7Be a PRO

#GoCampPro

You

BELONGto a fellowship of #CampPros

8Tell

YOURStory

#GoCampPro

The HERO’S Journey

9Share

OTHERS’Stories

#GoCampPro

Make it

SIMPLEbut Significant

What ways can you tell others’ stories?

10Stay

INSPIRED#GoCampPro

listen to podcasts

zoic.ca/1n1slDd

great newsletters

marketo.com

ducttapemarketing.com

www.hubspot.com/

www.damniwish.com

www.c4mp.pro

YouTube curation

The Parent

PATHWAY#GoCampPro

11

Be READY

The Parent Pathway

50%

What is their Pain Point? What makes it hard to be a parent?

How can you simplify things for them or show them ways to make parenting simpler?

Is it Safe?

- will he or she be safe in all 5 ways (physical, emotional, social, mental, spiritual)?- how will you deal with him/her being scared?- how will you make sure he/she eats well and sleeps well and goes to the bathroom well?- will you respect his/her differences and his/her beliefs?- will you challenge her/him in a safe environment?- will you make sure she/

Will it build her/his Self-Esteem?

- will it make him/her a better person?- will you notice her/him?- will you see his/her uniqueness?- will she/he take risks and try new thing?- will he/she learn new skills?- will you respect her/him and teach her/him to respect others?- will you teach him/her independence?- will she/he learn problem-solving skills?

Will you be good Stewards of the environment, your time, your talents, your resources?

- will he/she learn self-management skills?- will you be good role models of environmental stewardship?- will you use your talents and time for her/his benefit?

Will she/he learn about Servanthood?

50%

- will he/she feel part of a community?- will she/he have good role models?- will he/she interact with older leaders? -will she/he learn the golden rule?An

swer

thes

e qu

estio

ns fi

rst

Also

Con

side

r

What about your processes are complicated?Make their lives as camp parents simple and you’ve got a fan for life!

4 S TEST

MARKETING SYSTEM

#GoCampPro

12

13Study

PHOTOGRAPHY & DESIGN

#GoCampPro

(like it’s your job!)

shoot the shoulders

1979 TORNADO

http://www.flickr.com/photos/villamon/5078997859/">Vvillamon

thank youtravis@gocamp.pro

@camphacker