This ongoing engagement allows me to combine two of my passions – marketing communications and summer camp!
When my long-time friend, Eileen Price, contacted me in the fall of 2013 to create a website for her intown Atlanta Jewish day camp, In the City Camp, I was thrilled. And as you’ll see below, the website was just the beginning.
Eileen was determined to take In the City Camp to a new level in its third year. She hired me to increase enrollment and generate local and national awareness for the camp. The comprehensive marketing and communications campaign that followed continues to be a huge success.
- Enrollment growth: 346 kids attended camp during summer 2014. That’s 200 more than the number that attended in 2013.
- Email list and Facebook follower growth: Both have more than doubled since my work with camp began in October 2013.
- Targeted brand awareness as a primer for future program expansion – Almost 600 individuals and organizations shared or liked the eJewishPhilanthropy article about the power of Jewish day camp. The article generated comments from key members of the Jewish camping industry.
For all of the work, I handle the copywriting and project management and partner with my friends at New Tricks for any design and technical needs. You can view details about many of the deliverables below.
Website – The In the City Camp website provides all the information parents and potential staff members need within a clean, modern design. Content is organized within an intuitive navigation that is accessible from all pages of the site. Copy is fun, upbeat, clear, and action-oriented. Parents can sign up and pay for camp via the site’s integration with custom camp software from Campium. Visit the site to see it all for yourself!
Email – In the City Camp’s email communications fall in to three main categories – marketing, parent, and staff communications.
- Marketing emails share camp news, inform prospective parents of pricing periods, and encourage registration.
- Camper parent emails tell parents anything and everything they need to know about sending their child to camp. We send customized emails multiple times each week during camp to remind parents of field trips, pack list items, and carpool details. We have received overwhelmingly positive feedback about the depth, frequency, and tone of parent emails.
- Staff emails reminded counselors of mandatory training, request activity plans, and encourage social media participation.
Blog – The blog within the website houses all of camp’s latest news and communications. Articles include: “8 reasons to send your tween to In the City Camp,” a spring update, and an article about the positive impact of Jewish day camp. Once posted, we share each of these articles with camp’s email list and across its social media channels.
Social Media – In the City Camp communicates with followers on Facebook, Twitter, Pinterest, and Instagram. Social media allows camp to maintain a relationship with camp families in the off-season, share key registration messages before camp begins, and show followers all of the exciting things happening at camp during the summer. It also provides a highly effective platform to reach new families.
Media outreach allows camp to connect with an even broader audience. We pitched the four articles below to serve four distinct purposes. The Kveller.com article articulates the founder’s philosophy toward Judaism. The Atlanta INtown article highlights Jewish Atlanta’s geographic trends over the years and shows how camp is meeting the needs of a growing intown community. The eJewishPhilanthropy piece exposes camp’s founder to a global audience of people in the philanthropic and camp worlds. The Atlanta Jewish Times article provides an overview of camp to an audience of potential camp families.
- I Won’t Force My Kids to Attend High Holiday Services, Kveller.com, September 18, 2014
- Intown Jewish Youth Programs Thrive as Families Return to City, Atlanta INtown, June 1, 2014
- Jewish Day Camp Works Too – eJewishPhilanthropy.com, May 1, 2014
- Finally! A Jewish Day Camp for Intown Atlanta – Atlanta Jewish Times, January 17, 2014
Staff Recruitment Materials
Camp used these age-appropriate flyers to recruit teenage counselors.
Camper Recruitment Materials
We created a variety of materials for camper recruitment including print ads, postcards to hand out at camp events, and this flyer for placement around town. Marketing materials directly addressed the audience’s pain point.
Branded Materials for Summer 2014
We created activity room signs, business cards, welcome signs, and a variety of fun printed materials to create a strong, consistent brand identity. Here are a few examples:
Stickers to put on the individual mini challah each camper makes and brings home to bake every Friday: Achievement Certificates campers receive at the end of each week: T-shirts – The kids and staff love the tshirts! Here are the camper shirts.