1. The importance of engaging our families year round 2. Learning 3 areas of focus 3. Turning those 3 areas of focus into a 12 month plan Dan Weir, Director of Camping Services Amanda Hinski, Chief Marketing Officer

1. Keeping Camp Families Engaged
All Year Long
Dan Weir, Director of Camping Services
Amanda Hinski, Chief Marketing Officer
Frost Valley YMCA

2. 1. The importance of engaging our families year round

3. 2. Learning 3 areas of focus

4. 3. Turning those 3 areas of focus into a 12 month plan

5. Something about over communicating
What’s keeping you from staying engaged?

6. Don’t want to be annoying
Fear of angering
Has backfired before
Time
Money
Don’t have the skill
It’s not a priority
Reasons we lose touch

7. Our goal is to overcome these
obstacles

8. Cost 7x as much to attract a new customer than it does to
keep an existing one
(kapost.com 2016)
vs

9. Non-targeted Banner Ad
● Shown to 10,000 people costs
● One registration would be lucky
● $1,500 revenue (net)
E-blast sent to existing camper families:
● Email sent to 7,000+ opt-in addresses
● 87 registrations
● Revenue: $156,600 (net)
What it means for camps

10. Do you know the ROI?

11. Quietly referred to as the
“women’s disease”
Public awareness in a 1992
magazine
Became louder and more
prevalent with time
The Squeaky Wheel

12. The Squeaky Wheel

13. Deaths due to breast cancer have declined by
39%
between 1989 and 2015
www.cancer.org

14. Build enthusiasm
Create a movement
Be top-of-mind
Identity cultivation
Leads to change
Continue to guide that change
What it means for camps

15. The Case for Repetition

16. The Case for Repetition

17. Multiple touches on various channels
Personalized and segmented
Doesn’t let you forget (a.k.a. hounds you into submission)
What it means for camps

19. Pre-
Sale
During
the
sale
Post
Sale
Pre
visiting
While
visiting
Post
visiting
Delightful Relationship Building

20. Delightful Relationship Building

21. 3 Channels
for
Year Round
Engagment
Traditional
Methods
Digital
Content
Social
Media

22. Getting people
to your
website!
What’s the goal of digital content?

23. Opt-In Marketing Person-to-person
Two types of email

24. 3 Immutable Rules of Email:
Audience Segmentation - Why am I getting this?
● Behavior-based
● Demographic
Relevancy - Why am I getting this now?
Clear Call to Action - What am I supposed to do next?

25. Opt-In Email Marketing

26. Opt-In Email Marketing

27. Unlike Person-to-Person Email:
Get actionable data
Use eye catching brand visualization
More appropriate for new leads
Opportunity for cross-marketing
Opt-In Email Marketing

28. Person-to-Person Emails

29. Person-to-Person Emails

30. Person-to-Person Emails

31. Screenshot here:
Email from dan re: t-shirt plug
Unlike Opt-In Email Marketing:
More likely to get replies with
questions
Less likely to end up in spam
More urgent
Strengthens personal relationships
Person-to-Person Emails

32. Your Website
(new background…. Maybe an image that communicates you can’t ignore it after summer is over, since
we’ll be talking about blogging throughout the year etc…. Not really sure what kind of image says that!)

33. Seller Beware
Buyer Beware

34. 81%
of consumers do online research before
making a purchase.
(adweek 2014)

35. Blogging

36. Benefits of blog post in addition to
landing pages
Written by someone existing customers
know & trust
Less promotional, more informational
Less formal, more relatable
More likely to be shared on social media
Links embedded in text that point to
landing pages

37. 3 Channels
for
Year Round
Engagment
Traditional
Methods
Digital
Content
Social
Media

38. Engaging with Social Media Content

39. What is the Goal of Your Social Media Content?
80% - keep your camp top-of-mind (non-
promotional brand building)
20% - get people to your website
(promotional selling programs)
100% of content must be engaging!

40. Values-Based Content

42. Camps should be telling this story

46. Rules of Engagement on Social Media
1. Listen
2. Respond
3. Know your audience

47. The Power of Urgency in the Digital Age (FOMO)

48. 3 Channels
for
Year Round
Engagment
Traditional
Methods
Digital
Content
Social
Media

49. “Traditional” Methods

50. Isn’t Direct Mail Dead?
What Millennials say:
● 84% look through their mail on a regular basis
● 50% ignore digital ads
● 15% ignore direct mail
● 57% made a purchase from a direct mail offer
● 87% say they like receiving mail
Source: http://tribunedirect.com/wp-
content/uploads/2017/05/Still_Relevant-
A_Look_At_How_Millennials_Respond_To_Direct_Mail.pdf

51. Isn’t Direct Mail Dead?

52. Other Reasons to Continue
Making Brochures
More Inclusive - not everyone has
reliable internet access
Conversation Piece
Families more likely to see full
scope of programs

53. Birthday Cards

54. Postcards
Inexpensive ($300 total)
Segmented
Won’t be overlooked
Keeps us top-of-mind

55. ● Posters
● Family Handbook
● Yearbook
Cancellation Insurance

56. Personalized Phone Calls?
Jennie Snyder story
Development called to thank you

57. 12-Month Master Marketing Program
Evolves
Time-based
Delegated
Record keeping
Collaborative

58. Collaboration: We’re all on the same team

59. Master Marketing Program
Job Request System
Budget
Reporting
Transparency
Collaboration: Agree on tools, procedures, & responsibilities

60. Spreading the jobs
Collaboration: Spreading the jobs

61. Discipline
Collaboration: Having the discipline to follow thru

62. All you need to
remember is...

63. You know
how to do this

64. We work at the Y.

65. We’re
people-people

66. Families will be
angry at you
because you are
annoying
Families will be
angry at you
because they didn’t
find out first

67. Questions, concerns, and/or proclamations
Dan
Email:
dweir@frostvalley.org
Web:
www.danlovescamp.com
Amanda
Email:
ahinski@frostvalley.org
Web:
www.rocketshare.blog