Go After The Campers The Others Leave Behind Travis Allison's Online Marketing starter lesson for summer camps. Originally presented at the Congres de l’Association des camps certifiés du Québec (November, 2011).

1. CampHacker exists
to build great camp
community so that those
camps can serve others.

2. the pitch

3. Stop Selling To YOU

4. problem

6. (or... the world
doesn’t need
another
Summer Camp)

7. marketing is...
getting someone who has a need
to know, like & trust you.
- John Jantsch

8. doesn’t need
another
Summer Camp
but...

9. need: your
unique skill
or perspective

10. or...
location/
skill development/
language programs

11. sell on your
unique skills or...

12. compete on
price

13. (ra
c et
ot
he
bo
tto
m

15. ✓ location
✓ expenses
✓ % of market share

17. X location
X expenses
X % of market share

20. 1. your ideal client
2. start with WHY
3. referrals rule
basics

21. 1. your ideal client
2. start with WHY
3. referrals rule
basics

22. 1. your ideal client
2. start with WHY
3. referrals rule
basics

23. Who is your ideal client?

24. http://www.mindmeister.com/54181307/who-is-your-customer

25. ✓ 1+

26. ✓ 1+
✓ early & early

27. ✓ 1+
✓ early & early
✓ others

28. ✓ 1+
✓ early & early
✓ others
✓ donations

29. ✓ 1+
✓ early & early
✓ others
✓ donations
✓ volunteer

30. ✓ 1+
✓ early & early
✓ others
✓ donations
✓ volunteer
✓ after

31. http://www.mindmeister.com/54181307/who-is-your-customer

32. http://www.mindmeister.com/54181307/who-is-your-customer

33. http://www.mindmeister.com/54181307/who-is-your-customer

34. http://www.mindmeister.com/54181307/who-is-your-customer

35. Start with WHY

36. people don’t buy
what you do, they
buy WHY you do it.

37. WHY is
what makes
you distinct

38. and not just
another
summer camp

39. Simon Sinek - TED talk
http://www.youtube.com/watch?v=qp0HIF3SfI4

40. people don’t buy
what you do, they
buy WHY you do it.

41. les gens n’achetent
pas qu’es que tu fait,
mais, POURQUOI tu le
fais.

42. Ask yourself (and your
staff/parents/kids)

43. What is your contribution?

44. What is your impact?

45. What would you do with
a magic wand?

46. What do you do that
others do not?

47. To ____________,
So that ________.

48. CampHacker exists
to build great camp
community so that those
camps can serve others.

50. Referrals rule

52. very practical

53. Marketing to most
businesses is to...

54. sales
profits
brand
recognition

55. But for a camp...

56. trust
leadership
customer
loyalty

57. Show don’t tell

60. Teach them

61. Teach them
+++

62. That better be what you
do best

63. Be helpful

65. Seven referral steps

66. 1. Narrow your focus

67. 2. Find and communicate
your core difference
(your WHY)

68. 3. Package your business

69. 4. Create marketing
materials that educate
(write this one down!)

70. biz = Content
Marketing Strategy

71. Camps =

73. 5. lead generation
advertising
Text
referrals
pr

74. 6. harness technology

75. 7. Live by a calendar

76. http://zoic.ca/Marketing-Cal

77. 10 Days...

78. It’s not about the tools

79. (except when it is...)

80. it is about
telling
your
story

81. 50 blog topics
http://zoic.ca/50BlogTopics

82. Start at the start

83. fo
un
da
tio
n

84. usability

86. search-ability

90. front page challenge

91. front page challenge
I GO
HERE!
I WANT TO
GO HERE!

92. Remember:
It’s a visual medium

94. what’s their story?

96. Focus your email newsletter

97. Don’t you forget
about me!
Teach them

98. solve a problem for parents

99. not this one

100. but this one

101. Always capture “leads”

102. offer a trade

103. calculator - cost per minute?

104. feedback form

105. newsletter

106. checklists

107. contact page

108. Be social... old school

109. chat with them

111. answer questions on talkshoe

112. Be purposeful

113. make search engines love you

117. Measure it

118. Landing pages for everything

119. ✓ http://ouareau.com/acq
✓ http://ouareau.com/oca
✓ http://ouareau.com/ourkids
✓ http://ouareau.com/newsletter
✓ http://ouareau.com/print-ad
✓ http://ouareau.com/google

120. Communicate like it’s
your child

121. Camp Kintail and
the tornado

127. Go where the people are

129. Monitor
what is said about you

130. - your name (staff names?)
- your camp’s name
- your industry: “summer camp
quebec” “bilingual camp
quebec”
- your closest competitor
google alerts

131. Stop Selling To YOU

132. Travis Allison
Walking Maverick Consulting
519.532.7366
travis@walkingmaverick.com
@camphacker