INSIGHT

FOUR WAYS TO IMPROVE COMMUNICATIONS WITH PARENTS

Inspired by ongoing conversations with leading camp marketing professionals, we’ll share ideas and strategies that drive successful branding and engagement with families. This month, Travis Allison of Go Camp Pro shares tips on how to effectively vary communications with parents so they’ll get the messages you’re sending.

“It’s a common complaint from camps that parents don’t read communications,” says Travis. “A root cause of this is probably over-reliance on email.”

Here are four suggestions to combat that:

1. “Email has its place but camps need to write so parents will read. Apply the basics of writing for the web:

   • Use bullet points.
   • Shorten sentences as much as you can.
   • Use attention-getting tricks to get them to stop scrolling.”

2. “It’s very effective to send out postcards. It’s a way of letting families know we're trying to communicate something with a unique value, by using a different medium. So, send out an email that has all the details you need for packing but a week before that mail a postcard that says, ‘Watch for our email with all the details about packing.’

   “Give them small chunks of things instead of a parent handbook PDF. The postcard helps make the email more effective.”

3. “We see a lot of camps having success with texting. Automate communications as much as possible. That way you have time for the parents who really need hand-holding and extra care. You're not wasting time on phone calls and emails asking for a packing list or ‘What time is drop off?’ Use postal mail, text messages, and other things instead of blanketing your communications with email.”

4. “Personalized video is very effective. I use an app called Bonjoro and I’ve set up automation so that when people sign up for something I get a to-do list right in the app. And then I record a video like, ‘Hey, Thanks for signing up.’ The open rate is incredible. The watch rates are incredible, and the click-through rate is beyond anything else we do. There's always a call to action button at the bottom of the video. That’s had incredible results with the camps of mine that are doing it.”

ACT

ADD VIDEO REVIEWS ON OUR KIDS AND SHARE WITH PROSPECTIVE FAMILY

99% of consumers consult reviews, and 94% seek visual content and “real-life” video in reviews. Video reviews on OurKids.net and Camps.ca are particularly influential because they address key questions families typically have about a camp or program. What’s more, these reviews are integrated with other useful information on our trusted third-party platform.

See all the questions we ask

NEXT STEP: Optimize your third-party presence on Our Kids with video reviews:

1. Log into your admin panel and follow the easy instructions.
2. Use one of our templates to ask parents, current campers, or alumni to participate.
3. Once they post a video, share it on your website and social media channels.

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The top seven benefits of summer camp Share this on your social media channels to help encourage families to invest in the experience your camp gives kids. The seven key benefits we explore in-depth are: Building friendships and social skills Developing resiliency and confidence Becoming and staying physical Overcoming Nature Deficit Disorder Learning the values of leadership Continuing education in the summer Carving time for “active play”