Camp Representatives Part 1: Turning Viral Moms into New Camper Applications

Developing a Camp Ambassador Program for Your Summer Camp

[Note from Travis: I talked a lot on our Summer Camp Marketing Wall Calendar about developing a Camp Ambassador program.  A couple of camps asked for some more clarification and ideas.   Instead of making up some stuff off the top of my head I figured I'd reach out to the woman who's taught me everything about Camp Ambassadors - what Green River Preserve calls Camp Representatives - one of our Camp Code Podcast co-hosts: Ruby Compton!  Part II coming next week]

This morning I logged into CampMinder and was delighted to see the pink notification in the upper right hand corner. Tadaah! Another camper application and it is one of those golden ones that all directors are excited to see. It was a new camper application. Naturally, I peeked at the hometown of the child and it was from a market that we hope to grow into further and have had campers from in the past but do not currently have a strong camper population. How did this camper, who seems to be handing me an in to a relatively untapped market, find out about us?

“Lead Source: Camper Parent”

My next thought: “VICTORY. The system is working!” Over the past couple of years, our focus on word of mouth marketing has ramped up and accounts for half of our 180-200 new camper applications we see on average each year. One component of that is our Camp Representative program.

On Closing Days during the summer, parents have the opportunity to sign up to become a Camp Representative. In the fall, camp sends them a Camp Representative Handbook and some promotional materials.

In the Handbook, it sums up the role when it states, “You are the camp advocate in your community.”

In August and September, my co-director calls the folks that have signed up to be Camp Representatives and asks them two questions. First, “do you have people in your network who are interested in learning more about summer camp?” If their answer is no, then she asks if they have any questions about spreading the word about camp and lets them know we are happy to support the Rep as he or she shares about camp.

Offers of phone calls and videoconferences are presented if the Rep does end up with a family who has some questions. However, we always point out, the word of a current camper family is far more powerful than anything our camp directors will ever say. After all, it is my job to sell camp. In contrast, it is a parent’s reputation and friendship on the line if they recommend an experience for another person’s child that does not go well.

If a parent does have prospective families, then my co-director moves to the second question, “We plan to be in your area on these dates. Do you want to schedule an event?” Note that the question is not the open-ended “When do you want to host a party?” After coordinating with dozens of Reps over the past four years, I have learned that schedules are tough and families are busy. Unless you come to the table with some concrete dates, it can be very difficult to settle on a time for your event. Check out this follow up post for a common agenda for what a Home Show looks like.

Why should the parent bother with the trouble of hosting their child’s summer camp for what essentially boils down to a sales pitch? Many parents feel such gratitude for the experience their children have had that they want to help and are not seeking specific financial gain. However, most camps do offer some sort of referral incentive to their Reps. The most common amount I have heard in our area is offering $100 tuition credit per new camper that is referred. My camp offers that credit as a refund at the end of the summer or as a tuition credit towards the next summer to ensure that the referred child actually comes to camp (no Ponzi schemes here!). Another camp in my area offers a 10% discount per new camper referral. Basically, refer ten campers and your child’s tuition is free.

Ways to utilize this group of people who want to help camp

1. Every other fall, my co-director and I call our entire list of current Camp Reps and ask if they want to continue to be Camp Reps. Then we ask some specific questions about the community where they are including events, publications, or other organizations where our camp would be well-served to have a presence. This generally provides some key marketing and demographic information and is worth the time as well as generating a personal connection with the Reps themselves.

2. Send an exclusive periodic email newsletter to your Camp Representatives or have them join a unique Camp Representative Facebook group. At GRP, I send a monthly email newsletter during the off-season. During January-March, the newsletter is sent weekly with updates from travels, suggestions on how to talk about camp, information about which staff are returning, and other pertinent info that helps these families feel like they are getting the inside look into camp.

3. Did you see this post from Sarah Kurtz McKinnon on the Summer Camp Professionals page? It is brilliant.

4. Ask your Camp Representatives to send out invitations for any camp events to their networks, whether the Rep is hosting or not. Any camp event is a great way to inspire discussion about camp. Your Reps can help you generate a buzz about camp even if the prospective families don’t attend the event.

5. My Reps are the network of people I turn to when a prospective parent calls camp to ask for parent references.

6. Get them on video talking about why they chose your camp for their children and why your camp is different. This is amazing content that can be recorded at home and shared with you or more professionally done when they come to pick up or drop off their campers.

7. Encourage them to contact relatives in other cities. Their ability to share camp is not limited by geographic boundaries.

Other best practices for getting the most out of your Camp Representatives

1. Provide them with information on how to talk about camp. It’s their personal experience that will be most impactful but it doesn’t hurt for them to know what your camper to staff ratio is.

2. Join wordofmouth.org’s email list for fantastic tips on getting your customers to talk about what you do. {Travis' add: and their sister email Damn, I Wish I Thought of That)

3. Be patient. Understand that a family starting to look at camps this year may not actually be ready to sign up for camp for another year or two. It may take a couple of years for a Rep to feel comfortable or ready to share about camp. They need to know that you will be there to support them when they are ready.

4. Know your Camp Representatives and their children. One of their benefits of being a Camp Representative is really getting to know some of the camp directors. Be prepared on closing day to tell a story about their child and reach out throughout the year to check up on their lives. In my experience, your commitment to a personal relationship and interest in their family will benefit camp (and, perhaps, you as a professional) in the long run.

5. Encourage your Reps to communicate with their networks via text. Also encourage them to consider the time of day your Reps are communicating with the prospective families. When does a mom start thinking about what she is going to serve for dinner the next night? That's when she needs to get your Rep's text message reminding her friend about coming over for pizza tomorrow night (when the camp director will happen to be there to share about camp too!).

What are some of your best practices for working with your Camp Representatives?

[Travis' Note:  Check out Part II: What is a Home Show and Learn From My Mistakes]

A Letter to Our Glen Mhor & Cairn Family, With Love.

This past weekend our family made the annual trek up to Glen Mhor to help with Staff Orientation. For the last 6 years, we have cooked for them so that kitchen staff members can be a part of the training and group building that goes on during this weekend. Zoic has also had the opportunity annually to take staff photos and Topaz to lead a community-focused training session.

As we drove home today, we could not help but remark to one another how amazing it would be if parents, families, board members, ministers and members of Synod could have been present during this training weekend to see what goes into the planning and facilitating of such an important piece of camp development.

Perhaps these small glimpses of the weekend can serve as the next best thing. 

Please understand, after having been Camp Director's at Glen Mhor and Cairn for 15 years and now Camp Consultants for seven, we have a very critical eye for how a camp should be run. How wonderful it feels that our "critical eye" landed only on so many positive things. 

From the moment we exited our car, we were greeted by every staff member we encountered with a warm and genuine "Welcome Home".  Not only was the reception friendly, we were so very impressed with how clean, tidy, and organized the site was this early in the season (with a touch of camp magic, of course - like the special drawer in the kitchen labelled, 'Unicorns and Mermaids') .  The pride of the Spring Staff was obvious.  To work that hard and humbly is seen as a badge of honour and they have much to be proud of this year.

The leadership team consists of a group of veteran staff members with a passion for camp who have worked hard to acquire the skills to advance this ministry.  Their sense of servant leadership has been instilled so deeply by their Directors, it is simply a part of them. In every activity, every session, every preparation for a meal, they just noticed what needed to be done and did it with out being asked.  Those who are new to staff this year were never told or even asked to pitch in but, by the end of two short days together, had already begun to follow this example.  They are already learning that a summer camp professional always asks, "what can I do?"

We could not get over how many program staff members eagerly shared with us their hopes and plans for their program areas this summer as well as the staff and campers in their care. Their desire to develop the whole person is truly inspiring. They are force to be reckoned with.

Topaz had the privilege of leading a two-hour session on Saturday morning. She was so impressed with how attentive, respectful, and invested the staff were - including all of the first year counsellors. They were eager to share of themselves, get to know one another better, and prepare for the summer ahead. They are taking their responsibilities very seriously.  This mindset is an obvious reflection of the care and devotion of the three year-round staff members. 

What a joy it is to see the faces of returning staff when they greet Bridget Tilley, camp's administrator, for the first time each spring! This year was no exception.  Bridget has become such an important member of the team.  From her brave beginnings in 2008, when she arrived at camp knowing absolutely nothing about the culture and it's people, she has grown to become a wise and fierce advocate for the camp and its ministry. 

Rebecca "Palais" Jess and her joy for song has elevated an already strong singing tradition to a whole new level. The variety of music she brings each season, along with her passion for staff and campers to make their own music, has created an environment in which every staff member cannot wait to be part of this year's staff song (and just wait until you hear this one's!).  She understands that, for staff and campers who sing about what they stand for and what they believe and who do so with harmonies that give you goosebumps, these experiences unite people like few other things do. This is just one way she is creating opportunities for staff to live their faith.
 
It is always a privilege to witness the ease with which Chantal "Match" Jackson enters a room full of people and connects with every individual. In all of our travels to camps across the continent, we have never seen a director so focused on making people feel welcome and a part of something bigger than themselves. At the end of Saturday night's Hero's Journey, as the staff continued to sing, she moved around the circle and spoke quietly with each person, told them how pleased she was they were there, what she was looking forward to with them this summer, and embraced each one before moving on to the next.  Her way of making everyone feel valued and important is just one of her key elements to intentional programming at camp.
 
Match and Palais have put great effort over the years into developing a strong sense of legacy. From the creation of Seekers' Edge, the hill overlooking centre camp where ceremonies take place for current staff and alumni, to talking openly and often about the importance and role of alumni, to encouraging staff to reflect upon the legacy they want to leave, they have created a deep sense of history and respect for the Mission of Cairn. 

And to top it all off, we were so thrilled to see such exciting new additions to camp: a beautiful high ropes course (lovingly built, in part, by one of Cairn's former staff members, Jon "Little D" Fairley), fresh and updated washrooms in the Thicket and the Lodge, courtesy of alumnus, Neil "Fiddler" Rome, and the impressive news that registration is ahead by 130 campers compared to this date last year.  All point to promising things ahead as Glen Mhor marks it's 85th anniversary. 

As it was Mother's Day, our family prepared lunch but was leaving early so our sons could take us for our annual pilgrimage to Weber's. We would be leaving before the traditional time the kitchen staff is thanked for their work on the weekend. Match said to Topaz, "We will need to thank you early". Topaz replied, "We don't need to be thanked publicly, Match" and Match turned to her and said "I know you don't but it's important to teach our staff how to properly show appreciation to people for the gifts they share."  This understanding of acknowledging gratitude had already been impressed upon the minds of some experienced staff, who, when asked to prepare cards of thanks by Match, took the time to write each one in a personalized rap and couldn't wait for us to open them. What a great way to round off an exhausting (the good kind of tired) and fulfilling weekend.

Thank you to our Cairn Family for making us still feel so welcome and for taking up the torch so passionately. The future of camping in our Synod is in great hands. 

Love Topaz & Zoic

Keeping Kids at Summer Camp Safe

Child Protection & Safety Training at Summer Camp

The summer camp season is quickly approaching. As you work hard to finalize preparations for a busy and fun summer, it is also important to spend time focused on child protection safety training.

Training and educating camp staff, volunteers, and anyone else who comes in contact with child campers about how to best safeguard these children is a key component to preparing for a safe and fun summer season. Child safeguarding includes a range of health and safety issues, from protecting children against overheating and dehydration to preventing abuse or physical harm of children while in your care. 

Here are four useful tips to share with your staff to help ensure your child campers remain safe. 

Employ a Structured Safety and Risk Management Program

The most effective safety training is accomplished through a series of orientations, training sessions and skills assessments for all staff and volunteers. If you don’t already have one, consider developing a written Safety and Risk Management Handbook, which includes procedures to follow during a critical situation or emergency as well as safety regulations, standards, and inspection information.

Ensure Medical Care Policies are Written and Shared Among All Staff

Your camp should have written health policies and protocols that have been reviewed and approved by a physician with specialized training in children's health, preferably a paediatrician or family physician. Be sure to inquire about the previous training and camp experience of the camp health care provider and all staff, so you can identify any knowledge gaps and plan for additional training before the busy season kicks off.

Also consider establishing relationships with local dentists, orthodontists and mental health professionals who are willing to treat emergencies if the need arises.

Communicate Zero Tolerance Policies Regarding Abuse

Clearly worded, written and published rules of conduct consistent with law and camping industry standards must be established. Campers and staff must be trained, supervised and evaluated on their performance and appropriately disciplined should a breach occur, including expulsion from camp or termination from employment. It’s wise to always employ “two deep counsellor supervision,” which means that no adult will be allowed to be alone with a camper in an isolated place.

Staff should be trained to recognize signs of abuse as well as misconduct and report these to their supervisor or manager.

Train Staff to be “Upstanders” to Prevent Bullying at Camp

Bullying is prevalent and has a high impact on emotional functioning, so it is vital that summer camps take steps to tackle the problem head on. An “upstander” is someone who recognizes, responds to, and reports bullying behaviour. Dedicated anti-bullying training for staff, and campers, will stop cycles of abuse before they even begin and ensure a positive camp experience for every camper.

About the Author

Keir McDonald MBE is founder and Director of EduCare, an online training solutions company that specializes in child protection, exploitation and online safety, and bullying and child neglect. EduCare is associated with both Kidscape and Family Lives and customers include over 4,000 schools and colleges and 12,000 pre-schools as well as councils, the NHS, charities and more.

Getting the Story Straight - Guest Post from Michael Thompson

Making the most of your summer camp marketing opportunities

I love it when I pick up the phone to interview a camp director.  With rare exception, there’s a palpable passion that comes through, an absolute joy and pride in his or her camp home and the experience that’s created each summer.  When this shines through, it’s difficult not to get swept up into the director’s personality and love of camp. 

I’m struck, however, by the common refrains I hear once a director begins to explain his or her camp.  I’m in a unique position, having spoken to nearly 80 camp directors in an in-depth way that most parents don’t get to hear.  Part of the reason I get behind the curtain is that I know the right questions to ask. Without those, I confess that I’d be lost in a sea of commonality; left in a cloud of confusion about what is truly unique among camps.  Are we all really just the same? I fear that some parents think so.

So what do I hear?  Let me ask how many of us have ever uttered the following phrases, or something similar:

1. “We’re a family-run camp” or “have a family-feel” or “become a part of a summer family”
2. “We are definitely top-tier” or “we have a top-tier ‘x’ program”
3. “Our camp is set along a pristine lake” or “nestled next to a gorgeous lake”

The list goes on…

I have no doubt that each of the statements is true, and that each is somewhat consumable among families who drink the camp juice.  Also, I am not suggesting that these aren’t valuable marketing points.  

What I’d like to challenge, however, is the messaging.  As parents try to sort through the noise of summer choices, these common refrains are not distinctive.  They become hollow, sound well-rehearsed, and dare I say, seem disingenuous.

So what are we to do?  Yes, a family-run camp is a potentially powerful marketing point.  Yes, lakes are lovely locations for camp, and yes, if you believe you have one of the top facilities or ‘x’ programs, then it should be noted.  The key is how you message it.  It is about authenticity.

I’m an advocate for story-telling to connect genuinely with prospective families.  A good story is engaging and illustrative in a way that catch-phrases or slogans aren’t.  Anyone who’s run a camp and loves kids has no shortage of great stories.  It can be a powerful way to illustrate what a family-run business means, how homesickness can be overcome, how hiring top-talent to run programs produces results, etc.  It speaks to parents in an authentic way and allows your passion to shine through.  I often advise parents to ask specific questions to get to the heart of a camp director. I am a believer that a camp is a direct reflection of its leadership, so if you discover more about the passion of the director, you will be more likely to learn more about the camp.

Great stories aren’t long ones.  They are succinct and often humorous or poignant.  Take a little time to think about the “why” for each of your selling points, and then think back to a moment, a time or an experience that illustrates it.

~Michael Thompson, Guest Contributor

[Travis' Note: Michael is one of our partners in the CampLighter Marketing Awards and the owner of Lantern Camps - a directory of fantastic sleepaway camps. He's a righteous dude.]

Could this be the best summer camp video ever?

Making great camp marketing videos is so important!

Birch Trail Camp for Girls just released their new 2015 marketing video and it is AWESOME.

[We're totally biased, of course, because we were involved in the production of the video but even if we weren't we'd still LOVE it.]

BTC's director, Gabe Chernov, came to me this past winter and said that he'd like to be the one to create the video that I've been talking about in so many of my presentations. (such as 10 Things Every Camp Should Do On YouTube)

I've been so inspired by how photographer Sue Bryce's promo video so clearly talked to her ideal client.   It was focussed on the life of a woman who would love to have her portrait shot by Sue - it wasn't a video about Sue at all.  Because her client could see herself in the video she would be much more likely to purchase a session from Sue than another photographer who's video is all : ME, ME, ME, BUY FROM ME.

The elements that make this video a success:

• It's narrative (it has a story) so people will watch longer that 60-90 seconds.  I don't know how to say this any plainer: your camp video is too damn long!
• The music pulls you through the story with a great melody and a wonderful message.
• It's high end.   Yes, you absolutely can create great camp marketing videos on an iPhone (so long as they are SHORT). This video, however, shows what you get when you're ready to invest in video as a marketing tool.
• It's emotional.   Yet another camp video of sailboats, kids swimming and your oh-so-clever-grouping of multi-ethnic kids hugging... not emotional.  Boring.
• It surprises you.  The camera work includes some great angles to really immerse us in the story (I loved being there to see the UAV camera work!).
• It plainly shows the ways that Birch Trail Camp transforms the lives of the girls and young women that go there.

 Check it out:

What elements of this video do you like or dislike?  Leave us a comment below!

What Lady Gaga Can Teach You About Marketing Summer Camp

Little Monsters - one thing camp people have in common with Lady Gaga. No, I'm not referring to our campers, I mean that we have affectionate nicknames for the important people in our life.

Lady Gaga is a top-selling music artist because she is amazing at building and looking after her community (whom she calls her Little Monsters).   Camp Leaders can learn a lot (and will in this session) from how Lady Gaga's treats her True Fans.

What Lady Gaga Can Teach You About Marketing Summer Camp from Travis Allison

What you will learn in this presentation
1. an understanding of the commitment Gaga makes to her True Fans and how easy it is to do with your camp families
2. a focussed plan to build an intensive two-way relationship with the campers and staff who LIVE to return to your camp.
3. specific actions you can take to build word of mouth referrals from your "Little Monsters"

This interactive presentation (strong visuals and videos) will show camps how to Lady Gaga has become an international sensation and how these lessons can work for camps.   
Your take home strategy: Focus on Your One Percenters, Lead with Values, Build Community, Make Them Feel Like Rock Stars and more.
We will break down each of these strategies and show how other camps are using them currently to fill their bunks.