Camp Marketing 101: Proven Strategies to Grow Your Summer Camp

Writien by Justin Brackett

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 KanakukCamp 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.


Why Camp Marketing Matters

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.


Step 1: Create a Website That Converts

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.

Key Features of a Great Camp Website:

  • High-Quality Photos and Videos: Parents need to see the experience you’re offering. Show campers enjoying activities, smiling faces, and your beautiful grounds.
  • User-Friendly Navigation: Make it simple for parents to find the information they care about most — pricing, session dates, FAQs, and contact details.
  • Mobile Optimization: With many parents browsing on their phones, your site needs to look and function perfectly on mobile devices.
  • Online Registration: Simplify sign-ups with tools like CampMinder, which streamline the enrollment process for both you and parents.

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.


Step 2: Leverage Social Media

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 Tips for Camps:

  • Share Real Stories: Post authentic images and videos of campers enjoying activities, staff preparing for the season, or even fun throwback photos to build nostalgia.
  • Go Behind the Scenes: Parents love transparency. Share what makes your camp unique, from counselor training to how you set up for activities.
  • Engage With Families: Respond to comments and messages promptly. Building trust and engagement with parents goes a long way.
  • Invest in Ads: Social platforms allow you to target specific audiences, such as parents within a certain radius or families who’ve shown interest in summer camps.

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.


Step 3: Harness the Power of YouTube

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).

Why YouTube Works for Camps:

  1. Visual Storytelling: Parents want to imagine their child’s experience. A YouTube video showcasing camp highlights, staff introductions, or a virtual tour can immerse them in your world.
  2. Searchable Content: YouTube is the second-largest search engine in the world. Families often search for “best summer camps near me” or “camp activities,” and your videos can help you rank for these searches.
  3. Long-Term Impact: Unlike other social media posts, YouTube videos have a long shelf life and can keep generating traffic to your site for years.

Video Ideas for Camps:

  • Virtual Camp Tours: Walk families through your facilities, from the cabins to the dining hall to the ropes course.
  • Camper Testimonials: Feature kids talking about their favorite camp memories.
  • Staff Introductions: Help parents feel connected by introducing them to your camp counselors, directors, and other staff members.
  • Program Highlights: Showcase unique aspects of your camp, like leadership programs, outdoor adventures, or creative arts.

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.


Step 4: Build an Email Marketing Strategy

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 Campaign Ideas:

  • Countdown to Camp: Build excitement as the summer season approaches.
  • Parent Testimonials: Share stories from parents who’ve had great experiences with your camp.
  • Exclusive Discounts: Promote early bird pricing or special offers to incentivize registrations.
  • Post-Camp Updates: Keep parents engaged after camp ends by sharing photos, camper feedback, or next year’s dates.

Email campaigns are an integral part of your overall camp marketing strategy, allowing you to keep families engaged year-round.


Step 5: Collect Testimonials and Reviews

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.

How to Collect Reviews:

  • Post-Camp Surveys: Send a survey after each session and ask families to share their experiences.
  • Google Reviews: Encourage parents to leave a review on your camp’s Google Business profile.
  • Highlight Alumni Stories: Alumni often have heartfelt stories about how camp shaped their lives. Share these on your website or social media.

Building social proof is a critical component of camp marketing, helping you establish credibility and attract new families.


Step 6: Track Your Efforts

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.

Metrics to Watch:

  • Website Traffic: Use Google Analytics to see where visitors are coming from and how they’re interacting with your site.
  • Social Media Engagement: Track likes, comments, shares, and follower growth to gauge how well your content resonates.
  • Email Performance: Pay attention to open rates, click-through rates, and conversion rates to measure email success.

Analyzing your results will ensure your camp marketing efforts are continually improving, helping you maximize impact and ROI.


Let’s Take Your Camp Marketing to the Next Level

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.

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