camphacker playbook - summer camp marketing evaluation

CampHacker Playbook

Your Camp Name Here!

AUTHOR: Travis Allison Travis is an online marketing

strategy advisor who specializes in the summer camp and private school industries. His work with clients focusses on using inexpensive online tools to reach out to potential clients who are looking for unique business experiences for their clients. !Travis produces podcasts and other multimedia content for our clients. !Travis is an international speaker and trainer who helps businesses, schools, summer camps and non-profit organizations simplify the use of online social tools. He believes that a good strategy is more important chasing after the new, shiny internet bauble. His motto: Consume Less and Create More. He firmly believes that LEGO is an essential youth development tool. He hopes you'll forgive him writing this all in the third person.

TABLE OF CONTENTS:

Objectives ............................................................................ 4

Priorities ............................................................................... 5

Marketing Score .................................................................... 7

Website Home Page .............................................................. 8

Website Usability ..........…...…................................................ 10

Google Analytics ................................................................... 12

Blog ……….……....................................................................... 14

Search Engine Optimization ................................................... 16

Contact & About Us Pages ..................................................... 18

Mobile & Domains ................................................................. 20

Selling Your Product .............................................................. 22

Email Marketing .................................................................... 25

Facebook ...............……….……................................................ 27

YouTube .……......................................................................... 29

Location-Based Services ........................................................ 32

Pinterest ............................................................................... 34

Instagram ............................................................................ 36

Twitter .................................................................................. 38

Google Plus .......................................................................... 40

LinkedIn ............................................................................... 44

CampHacker Playbook

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Objectives of an Online Marketing Strategy ✓ create an online marketing presence that is easy to use and will draw clients to YOUR CAMP when they are looking for excellent educational experiences for their children with special needs ✓cultivate an image of a modern, creative, camper-focussed camp ✓ create a strong marketing tool that will allow you to serve your present families and capture the information of prospective customers ✓ improve search engine placement

What are we going to measure? (How will we know if we are succeeding?) ✓ increased web traffic ✓ the number of leads per month captured by online forms, e-news subscriptions and checklist requests ✓ positive interactions on Groups and Pages on social networks like LinkedIn and Facebook ✓ mentions of YOUR CAMP in social media ✓ mentions of YOUR CAMP in traditional media

Priorities:

Order of Implementation

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Each CampHacker Playbook is written so that clients can implement the changes in priority: categories closest to the front are the most critical to business success. It is essential that your website is functioning at it’s peak and that it is your marketing priority. Using Facebook or Twitter as your main marketing vehicle means that you are giving away all of the value that Google measures to place you in search results. The second priority should be a focus on email marketing. Research shows us that for every $1 spend on email marketing you will have a return of $42.

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Critical

• Optimize & enhance website • Create a blog (or News) link in the top Navigation structure, add more articles focussed on information that families would appreciate who are not already YOUR CAMP families • Create unique landing pages to measure what marketing is effective • Optimize design and usability elements of the website

Important

• Prominent SEARCH box • Develop an Email Marketing Strategy • Develop a strategy for creating more content on a regular basis

Future Consideration Google Plus Company Page

Order of Implementation

CampHacker Playbook

The purpose of a good website home page is: ✓ give text and design clues to the type of camp you are ✓ allow users to self-select - “We are already clients” or “We are interested in becoming clients” ✓ allow quick access to the most important information, such as your phone number

Focal Point:

Website Homepage

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Element Present?1. Design style gives clues to your camp specialty

2. Logo links to Home Page

3. Prominent SEARCH box

** Elements 4 - 9: Proprietary CampHacker Questions

GRADE 0/9

Catalyze YOUR BUSINESS MARKETING ✓ Re-make your front page to show the “I am a client” and “I want to

become a client” choices ✓ Add your phone number in a prominent place in the top 1/3 of what is

visible without scrolling down ✓ Add your physical address and phone number to every page. Make sure

this is written in text, not shown as an image ✓ Simplify the front page so there will be less chance of “decision panic”

Website Homepage

CampHacker Playbook

Website design so often only focuses on the look of the webpage and undervalues the way that people will use that site.

Focal Point:

Website Usability

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Element Present?1. Website compatible with all browsers

2. Quick load time


GRADE: 0/14

Catalyze YOUR BUSINESS MARKETING ✓ Focus your design on making your site as easy as humanly

possible for client to access the information they need

Website Usability

CampHacker Playbook

Analytics can provide an over-whelming amount of information about who and who our website is used. The problem, of course, is that it’s overwhelming. We break down some of the important information in this section

Focal Point:

Google Analytics

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AnalyticsCampHacker Playbook

Lessons ✓A quick example of how to understand how the Analytics for your site impact your ability to market your summer camp. ✓The lessons are individually tailored to your specialties

A blog is an easily updated section of your website where people check for regular news. You may choose to call it whatever fits your school culture.

A blog is essential because Google ranks websites the highest that update frequently with high quality content.

Focal Point:

Blog

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PHOTO OF BLOG OR NEWS - IFNO BLOG KEEP THIS IMAGE

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Element Present?1. Content management system that is easy to use

2. Consistent posting schedule


GRADE: 0/10

Catalyze YOUR BUSINESS MARKETING ✓ Brainstorm ideas for posts you could do throughout the year - if it helps

you could use the 50 Blog Topics form: www.zoic.ca/50BlogTopic ✓ Every business has seasons in the purchasing process. It helps to manage

the seasons with a marketing editorial calendar. If you would like to download an example check out the Social Media Publishing Template Excel sheet - download at http://sclctly.st/NJDftC

✓ Use social media and your email newsletter to draw people back to the business website: create weekly events on the blog that will be a hit with clients and staff such as Remember Who - pictures of the past

BlogCampHacker Playbook

The trick to great search engine optimization for a busy camp is to focus on 2 or 3 keyword phrases and implement the 20% of strategies that will bring you 80% of the possible results.

Focal Point:

Search Engine Optimization

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Element Present?1. Page titles properly formatted: Keyword Content - Business

** Elements 2 -6: Proprietary CampHacker Questions

GRADE: 0/6

Catalyze YOUR BUSINESS MARKETING ✓ Survey your existing clients and ask them what term they would use to

find a camp like yours. Incorporate those words as you add to the site ✓ It will be important to write to the keyword phrases people are using to

find YOUR CAMP: summer camp, resident camp, overnight camp, etc ✓ Create great website content, share it, do it again

SEOCampHacker Playbook

There are several important elements to your Contact Us page. The purpose of this page is to provide quick administrative access, in multiple formats, to your business information. !About Us is where you show clients your WHY - what makes the camp, and it’s people, special.

Focal Point:

Contact & About Us Pages

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Element Present?1. Link is labeled as “Contact Us”


GRADE: 0/8

Contact Us Page

Element Present?1. Welcome Video (60-90 seconds long)

2. Professional Photo of Senior Staff Members


GRADE: 0/9

About Us Page

Mobile access to your website (and social media properties) is only going to grow in importance. At present almost 1/3 of all internet traffic is from a mobile device. !Domains are important branding elements for modern organizations and camps.

Focal Point:

Mobile and Domains

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photo credit: http://www.flickr.com/photos/zitona/3589128349/ *CC License

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Element Present?1. Website is optimized for all screen sizes


GRADE: 0/5

Mobile Marketing

Element Present?

1. .com version of whole name


GRADE: 0/4

Domains

Catalyze YOUR BUSINESS MARKETING ✓ Where to stop with domains? Ask yourself this question: If our site is at

www.yourcamp.org, would we be comfortable if a competitor (or a disgruntled former employee) built a website at www.yourcamp.COM?

✓ If at any point you have a discussion about a new product or service it is best to purchase any related domain names early in the brainstorming phase. Many companies will not name a product unless they already own the related domain.

There are many aspects to a great website that is focussed on marketing a product - the highlights of which we have covered in this Playbook. !Selling summer camp using a website has some unique requirements - potential clients must know, like and trust your organization in order to be confident in their choice.

Focal Point:

Selling Your Product

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Element Present?

1. Photos and/or video of the products or services


GRADE: 0/9

Catalyze YOUR BUSINESS MARKETING ✓ Remember your Maslow - client’s first concern is whether they will be

safe and well-cared-for ✓ YOUR CAMP has a great “story” - tell that story on your website with

frequent video and photo updates ✓ Make one day/week your Blast from The Past Day - post pictures of old

staff and campers and invite people to let you know who is in the photo

Selling Your Product

CampHacker Playbook

“

When you say to yourselves ‘we couldn’t be any weirder’... then you are starting to be remarkable.”

-author Seth Godin

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CampHacker Playbook

Probably the single most effective (and incredibly under-utilized) marketing tool for a camp is a newsletter that focusses on making potential clients comfortable with choosing your camp.

Focal Point:

Email Marketing (newsletter)

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Email MarketingElement Present?

1. Email newsletter available to read on website

2. E-news sign-up prominent

3. Double opt-in procedure


GRADE: 0/11

Catalyze YOUR BUSINESS MARKETING ✓ Create a pdf booklet of “20 Things Every Parent Should Know About YOUR

CAMP”, offer it as an incentive so that potential clients will sign up for your marketing email

✓ write 10 follow-up articles that will increase clients’ comfort in choosing your camp, schedule to release automatically to the list

✓ every dollar invested in email marketing equals $40 in sales

CampHacker Playbook

Facebook is a natural avenue for camps to reach out to current and past clients and staff. !How can camps use this as a tool to convert “Like-rs” in to purchasers?

Focal Point:

Facebook

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Element Present?

1. Remarkable cover photo

2. Profile photo that represents the brand


GRADE: 0/10

Catalyze YOUR BUSINESS MARKETING ✓ Effective Facebook marketing involves being truly remarkable - providing a

value that others will share. Use this space to tell great stories of people who have benefitted from your camp.

✓ By sharing the great work of your clients, your staff or other leaders on Facebook you can support the community that supports you

Facebook Marketing

CampHacker Playbook

Video sites, and in particular, YouTube are strong tools for marketing because it is so popular internet users. !A full video channel can help your camp reach people across the spectrum of your ideal clients.

Focal Point:

YouTube

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Catalyze YOUR BUSINESS MARKETING ✓ Shoot intentional messages to come out for special events: holiday

greetings from the staff, or a welcome message from the leadership

YouTube MarketingElement Present?1. Branded YouTube Page

2. Show your clients’ talents

3. Show your staff talents

** Elements 3- 13: Proprietary CampHacker Questions

GRADE: 0/13

CampHacker Playbook

“

It’s getting easier and easier to DIFFERENTIATE yourself - no permission needed.”

- photographer Chase Jarvis

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CampHacker Playbook

Google has openly declared that location based search (people type in “thai restaurant” and Google displays restaurants close to their current location) is a huge focus for the search engine giant. !Summer Camp organizations need to include location references throughout their material to take advantage of this fact.

Focal Point: Location-Based Services

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photo credit: http://www.flickr.com/photos/williamhook/4225307113/ License

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Element Present?

1. Google+ Local page

2. Logo and contact info on Google+ Local page


GRADE: 0/10

Catalyze YOUR BUSINESS MARKETING ✓ Complete the Google + Local page for YOUR CAMP - add recent photos and

video to make the listing as attractive as possible ✓ Link to your Google + Local page in your newsletter and ask customers to

give you a review ✓ Check in at your office on the Facebook for iPhone app and claim your

location so that it is linked to your Facebook Page

Location Marketing

CampHacker Playbook

Pinterest is an under-utilized marketing resource for many camps. Recent studies (fall 2013) have shown that Pinterest in second only to Facebook for driving traffic to your website. !It is important to find a balanced strategy for Pinterest.

Focal Point:

Pinterest

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Element Present?

1. Business Page (not Personal)

2. Complete headers section of company profile


GRADE: 0/10

Catalyze YOUR BUSINESS MARKETING ✓ Create and complete the Pinterest company page for YOUR CAMP- add

recent photos and video to make the Boards as attractive as possible ✓ Follow Boards that would include people that fit your Ideal Client profile ✓ Share your staff training and safety procedures to make parents

comfortable with choosing YOUR CAMP

Pinterest Marketing

CampHacker Playbook

Summer Camps can use Instagram as a way to maintain the community of camp through out the year. !It is also an easy to maintain way to give campers’ families an “eye” while they are away from home.

Focal Point:

Instagram

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Element Present?

1. Account under business (not personal) name

2. Regular posting (once or more per week)


GRADE: 0/10

Catalyze YOUR BUSINESS MARKETING ✓ Create a strategy (including what to post and when) for your account. This

will give you the foundation of your Instagram marketing and will allow you to be as creative as possible with the extra photos and videos you answer along the way

✓ Think of Instagram as a very quick way to demonstrate your brand (show don’t tell).

Instagram Marketing

CampHacker Playbook

Twitter is often the social network that is hardest to understand the return on investment, in both time and energy. !Depending on your ideal client it may be less important to be on Twitter than another platform such as LinkedIn or Facebook.

Focal Point:

Twitter

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Element Present?

1. Twitter account to represent the camp

2. Twitter account for each “public” employee


GRADE: 0/11

Catalyze YOUR BUSINESS MARKETING ✓ Use Twitter to regularly promote articles from within your website ✓ The innovators of your industry are most likely already on Twitter. Develop

a relationship with them on this space. ✓ Think of Twitter as a space where there are professional conferences,

exchanges of ideas, going on everyday. Use it to find the right conference for your need at the time you need it.

Twitter Marketing

CampHacker Playbook

Google Plus is an essential part of any business marketing strategy. !Because Google puts so much value on the content and links posted to Plus, it is becoming a vital strategy to any organization that hopes for good search engine placement.

Focal Point:

Google Plus

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Element Present?1. Remarkable cover photo (properly sized)

2. Profile photo that represents the brand


GRADE: 0/11

Catalyze YOUR BUSINESS MARKETING ✓ Google Plus may not be very popular but because it is a service that Google

is prioritizing you still need to pay attention to it ✓ One of the great features of Google is the free video conferencing service

Google Hangouts ✓ Hangouts on Air allows you to live stream your video conference to Google

Plus AND to YouTube

Google Plus Marketing

CampHacker Playbook

LinkedIn can be a surprisingly effective place to market summer camps because the users have high household income (average salary is $109,000) and the members are often responsible for the purchasing decisions in their families.

Focal Point:

LinkedIn

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Element Present?

1. Company profile

2. Complete Home section of company profile

** Elements 3-10: Proprietary CampHacker Questions

GRADE: 0/10

Catalyze YOUR BUSINESS MARKETING ✓ Create and complete the LinkedIn company page for YOUR CAMP - add

recent photos and video to make the listing as attractive as possible ✓ Join Groups that would include people that fit your Ideal Client profile ✓ Share your training or marketing presentations on your profile using

SlideShare.net ✓ Fill in the Skills section of personal profiles so that others will endorse you

LinkedIn Marketing

CampHacker Playbook

Call CampHacker !Travis Allison 519.532.7366 [email protected]

Do you want an experienced social marketer to help implement these changes?