Marketing a summer camp is about more than filling bunks for a few weeks in the summer. It’s about creating trust, excitement, and a lasting connection with families. Over the years, I’ve had the privilege of working with camps like Kanakuk, Camp Cedar Cliff, and Camp Eagle, helping them refine their camp marketing strategies to tell their stories in ways that resonate with parents and inspire action.
This guide is your step-by-step introduction to camp marketing, designed to help you grow enrollment, build your camp’s brand, and create an experience that families won’t forget. Whether you’re just starting out or looking to refine your approach, these strategies will set your camp apart.
Running a successful camp is a unique challenge. The industry is seasonal, competitive, and emotional — parents are trusting you with their child’s safety, happiness, and development. To earn that trust and fill your sessions, you need a strong camp marketing plan.
In today’s digital-first world, parents often begin their research online. They’re comparing programs, watching videos, and reading reviews before they ever visit your site. That’s why it’s essential to have a clear and consistent camp marketing strategy that tells your story and demonstrates why your camp is the perfect choice for their child.
Your website is the foundation of your camp marketing efforts. It’s your digital home base and often the first impression parents have of your camp.
Your website should not only inform but also inspire parents to take the next step — enrolling their child. A strong website is the backbone of successful camp marketing, setting the tone for all your digital efforts.
Social media is a powerful, cost-effective way to showcase your camp’s personality and build excitement. Platforms like Instagram, Facebook, and even TikTok allow you to share the fun, excitement, and magic of camp life while building relationships with families.
Social media plays a crucial role in any successful camp marketing plan, allowing you to connect directly with parents and show them what makes your camp special.
YouTube is an underrated tool for storytelling and is highly effective as both a top- and middle-funnel tactic in camp marketing. Video content on YouTube allows you to build awareness (top of the funnel) and nurture trust with parents considering your camp (middle of the funnel).
Incorporating YouTube into your camp marketing strategy will help you reach parents searching for summer camp experiences and give them a vivid sense of what your camp offers.
Email marketing is a tried-and-true method for staying connected with families. Whether you’re sharing updates, encouraging registrations, or nurturing relationships with alumni, email gives you a direct line to your audience.
Email campaigns are an integral part of your overall camp marketing strategy, allowing you to keep families engaged year-round.
Positive reviews from parents and campers are one of the most persuasive tools you have. Families are more likely to trust your camp when they hear glowing feedback from others.
Building social proof is a critical component of camp marketing, helping you establish credibility and attract new families.
Marketing without tracking is like hiking without a map. To understand what’s working, you need to monitor key metrics and adjust your strategy accordingly.
Analyzing your results will ensure your camp marketing efforts are continually improving, helping you maximize impact and ROI.
Marketing a camp isn’t just about filling sessions; it’s about building a trusted brand and creating lifelong connections with families. Whether you’re running a small day camp or a large overnight program, these strategies will help you tell your story, grow enrollment, and stand out in a crowded market.
If you need help crafting a tailored camp marketing plan or creating a cohesive digital strategy, let’s work together. Contact me through digifora to start building a marketing strategy that will set your camp apart.
Justin has a proven track record of delivering results for clients across a range of industries, including hospitality, technology, retail, and non-profit.