Our Kids go to Camp

A monthly pulse report on the industry we’re all part of.

CAMP AND PROGRAM MEMBER | June 2024


LEARN

HOW TO EMBRACE AND COMMUNICATE YOUR UNIQUE BRAND

Kids want more from you than just something to do. They want an experience that's memorable, worthwhile, even weird. Ideally, WOW!

Marketing for your camp or program can't be generic. The safe approach is actually risky. Anyone can play it safe.

Instead, lean into your weirdness—and your WOW!ness. Your uniqueness is why families will choose you over other options.

Here are four suggestions to combat that:

  • Tell us who your camp or program is, as if it were a person. Are you crunchy granola outdoors types or tech whiz computer camp geeks? Are you ultra-disciplined with a focus on character-building? Or are you laid-back and vibey? Whatever your organization's authentic personality is, put it front and center.

  • Tell us about the people who run your program—your staff and counsellors. Are they passion-driven idealists who want to infuse campers with enthusiasm? Are they disciplined, professional role models? The human beings delivering your experience are at the very heart of your brand.

  • Tell us the unique philosophy or approach that guides how you do things. Don't be afraid to polarize. When you're unafraid to differentiate yourself, you'll repel some people ... that’s life, and that's exactly what you want. Because for your raving fans—the ones who get you and identify with you—there is no substitute.

  • Tell us how we can join you for the ride. Registration should be simple and anxiety-free for the people who are a perfect fit. Build the excitement before they even enter your program, and validate their decision to choose you from the very beginning.

The masses go for the generic and the straightforward. But not your people. They crave something different and truly special. By putting what makes you weird front and center, you'll attract your tribe—the ones who matter.


ACT

ANSWER YOUR BRAND IDENTITY QUESTIONS

Articulate your WOW!ness by logging into your admin panel and answering four simple questions:

  • Who are you as an organization?
  • What do you do differently or uniquely well?
  • Who are your staff and counsellors?
  • What do families need to know about registration?

EDITOR’S PICK PHOTO: Here’s a chance to be highlighted in the 28th annual Our Kids Camp and Program Guide.

  1. Pick one great photo that truly captures the essence of your camp or program.
  2. Submit that one photo to [email protected].
  3. We’ll consider every submission and include those that fit in our annual magazine that goes out to 140,000 families nationwide.

NEW ONLY

Not a member? Let's get you set up. Simply reply to this email, and we'll help you hit the ground running on the Our Kids platform.


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The 17 most asked questions about camp
Right up until they drop kids off, parents have questions about camp. Is it really worth it? Is it safe? Are my kids ready? This article asks these and other questions and gives parents solid answers. Share it with your followers to help set their minds at ease and let them know that we all anticipate their concerns.



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