Camp is Dying - Heroic Measures for a Life Saving Industry
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Transcript of Camp is Dying - Heroic Measures for a Life Saving Industry
CAMP IS DYING
Travis Allison - @CampHacker
KINTAILfirst summer at
1979 TORNADO
SUMMER CAMP & ME
CAMP IS DYING
CAMP IS THE ANSWER
summer campIf we want to save
we have to get
RADICAL
10
IDEASto change
how you talk about camp
10
IDEASto change
how you talk about camp
13
1Stop talking about
YOU#GoCampPro
help families see themselves in your
#summercamp
#GoCampPro
2State yourWHY
#GoCampPro
2 3Part Part PartON TW THR
WHAT’S YOUR ANSWER?(If I’m a parent who says to you tell me a bit about your camp…)
We exist to
______,So that
______.
So that
host a learning community of camp pros,
more kids go to better camps.
We exist to
WHY Process 30-09-2014, 4:19 PM
30-09-2014, 4:19 PM
Easiest format to make stick in parent’s minds: We exist to ___________, so that _______________
20%
30-09-2014, 4:19 PM
Simon Sinek’s Start With WHY book & TED Talk
Link How Great Leaders Inspire Action
20%
30-09-2014, 4:19 PM
Pitcherific
Link Pitcherific
Another format for writing out your
GOAL:- Create an easy-to-remember statement that sets your camp apart. - Make it so good campers and staff will use it.
Resources
We exist to _______________________________
Define What You Do- what makes your experience magical? - what do you offer that transforms children? - what one thing do you do that you’re always shocked to find other camp’s don’t?
Ask others these same questionsCurrent staff Your best camp parents Your older campers (specifically the ones who have had the biggest transformation at camp) Alumni
20%
Look for patterns- Write all the answers out on post-its, find groupings of similar answers, try to come up
30-09-2014, 4:19 PM
So that _______________________________
Goal: narrow this down to 1 or 2 verbs + who you do it for.i.e. Transform the lives children 20%
30-09-2014, 4:19 PM
Another Alternative Format10 Second Commercial 1) You know how_________? (families are …) - Must be a question that they can answer YES 2) Well, we (or I) ___________________ (do this thing) (make that simple to use, easy to understand) 3) So that they (can) _________________
(Something happens)
Define Your Results- what are the transformations - look at social, physical, emotional, mental, spiritiual
20%
Format as a statement of the benefits you offer to families
“The purpose of your pitch
is to engage or intrigue
people so they want to hear
more.”
@terrryoinfluence
What’s your #TwitPitch?
3
FYK#GoCampPro
1+ kids
engages your staff
volunteers
donates
already referring
brings people to camp
Find Your Karen (FYK)
Look for your best current familiesIdentify 5 to 8 families who:
Pay on Time
Where Do We Look?
Treat your staff right
Have already referred you
Maybe also:- Maybe also: donate money & goods, volunteer, have more than 1 child
What Do We Need To Know?
What do they value most?
Where do they get their news?
What is their day like?
What activities do their kids do?
Job & level of seniority?
What social media do they use?
What is their neighbourhood like?
What smart phone do they have?
What activities do their kids do?
Who do they trust for advice about parenting?
Demographic Info- Gender- Age- # of working adults in the house- home owner?- get value of their home
What do they think & feel?
INTERVIEW 5 or 6 OF THEM
What concerns did they have before purchasing?
Is there any other thing we can do?
Did they talk to other families before deciding about camp?
What research did they do?
What do they want to gain from camp?
What problem did camp solve for their family?
Follow them on Social Media
Follow them on Pinterest
100%
Define Your Karen (or your Ken)Create all of your messaging to suit the needs of your Ideal Client
4Work
TOGETHER#GoCampPro
Collaborate with other camps
5Make a
PODCAST#GoCampPro
zoic.ca/podcastu1v4
6Teach others to
TALK about camp
#GoCampPro
We have to create experiences that are so stunning, so radically AMAZING at looking after families that we become their greatest resource
for helping them make their kids AWESOME.
7Be a PRO
#GoCampPro
You
BELONGto a fellowship of #CampPros
8Tell
YOURStory
#GoCampPro
The HERO’S Journey
9Share
OTHERS’Stories
#GoCampPro
Make it
SIMPLEbut Significant
What ways can you tell others’ stories?
10Stay
INSPIRED#GoCampPro
listen to podcasts
zoic.ca/1n1slDd
great newsletters
marketo.com
ducttapemarketing.com
www.hubspot.com/
www.damniwish.com
www.c4mp.pro
YouTube curation
The Parent
PATHWAY#GoCampPro
11
Be READY
The Parent Pathway
50%
What is their Pain Point? What makes it hard to be a parent?
How can you simplify things for them or show them ways to make parenting simpler?
Is it Safe?
- will he or she be safe in all 5 ways (physical, emotional, social, mental, spiritual)?- how will you deal with him/her being scared?- how will you make sure he/she eats well and sleeps well and goes to the bathroom well?- will you respect his/her differences and his/her beliefs?- will you challenge her/him in a safe environment?- will you make sure she/
Will it build her/his Self-Esteem?
- will it make him/her a better person?- will you notice her/him?- will you see his/her uniqueness?- will she/he take risks and try new thing?- will he/she learn new skills?- will you respect her/him and teach her/him to respect others?- will you teach him/her independence?- will she/he learn problem-solving skills?
Will you be good Stewards of the environment, your time, your talents, your resources?
- will he/she learn self-management skills?- will you be good role models of environmental stewardship?- will you use your talents and time for her/his benefit?
Will she/he learn about Servanthood?
50%
- will he/she feel part of a community?- will she/he have good role models?- will he/she interact with older leaders? -will she/he learn the golden rule?An
swer
thes
e qu
estio
ns fi
rst
Also
Con
side
r
What about your processes are complicated?Make their lives as camp parents simple and you’ve got a fan for life!
4 S TEST
MARKETING SYSTEM
#GoCampPro
12
13Study
PHOTOGRAPHY & DESIGN
#GoCampPro
(like it’s your job!)
shoot the shoulders
1979 TORNADO
http://www.flickr.com/photos/villamon/5078997859/">Vvillamon
thank [email protected]
@camphacker