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Families are overwhelmed and crave shortcuts, guides, and clarity

Families often know very little about this decision when they start. The amount of information can seem overwhelming. As a marketer, position your content to introduce your brand, but focus on serving people. You can do this by enhancing parents’ understanding of the broader camp and program landscape. Be aware of all the information sources they consume, then make sure your brand appears there.

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Parents fear making the wrong choice, lengthening their decision time

Parents experience decision paralysis when choosing a camp. No one wants to make a bad choice. Hesitation stems from the desire to ensure their child’s safety, happiness, and growth. By acknowledging parents’ concerns, providing relatable social proof, and offering risk-reducing guarantees, you can help build their trust and confidence.

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Not all clicks are created equal

James highlighted this with a thought experiment: In ad bidding, true value isn’t just about cost per click—it’s about intent. A distracted or accidental click holds little or no value compared to a click from someone actively searching for your program. When assessing ad performance, focus on context. Are they engaged, focused, or just scrolling? The more relevant your message is to their moment, the more valuable that engagement becomes.

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The top question parents have is, “Will my child be safe?”

Travis Allison nailed it: The core message marketers must deliver is simple—show families that you have a safe space. Post-COVID, parents are laser-focused on kids' well-being. It’s not just about fun or education now; safety is a key expectation. But then, it’s not enough to just say that in marketing, you must live it in every interaction. Parents need to feel that you get their concerns, not just in your ads, but in how you’re present to them in interactions and how you handle all of their questions.

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The best time to ask for a testimonial is right after a camper signs up for another season

Alina Morkin shared a key insight: at STEM Camp, they had the most success asking for testimonials right after a camper signed up for another season. It’s a moment when they’re optimally positive. Since they’ve just taken an action they believe in, full of anticipation, they’re most likely to share their happiness with others. It’s all about timing: catch them when their enthusiasm is high and get authentic and glowing feedback.

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The “messy middle” is where decisions are made so we need to track that correctly

Agnes Stawicki shared something fascinating from a recent Google study on the “messy middle.” It’s that space in the decision process where people loop back to what they know while simultaneously exploring new information to feel confident in their choices. With regard to picking a camp or a program, it’s not a linear decision. As families dig deep into their options, they’re also discovering information and learning fully what they really want for their kids.