Converting Tour-Takers Into Camp Families
A family toured your camp this summer. They peeked at activities in action, swam in the lake or pool, walked through bunks or gathering areas, maybe even joined in on a spirited song session. They left smiling, excited, and saying “We’ll be in touch.”
Next step: Move them from “interested” to “enrolled.” What comes next can make a significant difference.
Deploy a Follow-Up Drip Campaign
Don’t let the momentum fade. Send a personalized thank-you message with photos (if available) from their visit. Over the next several weeks and months, drip out intentional content, including an activity spotlight series, a “day in the life” video, a note from the director, and parent testimonials. Space it out strategically so you stay top-of-mind without overwhelming.
Activate Parent Ambassadors
Word-of-mouth is still the most powerful recruitment tool. Connect prospective families with current parents who share their child’s grade, school district, region, or interests. Hearing directly from a peer builds confidence and answers the “what’s it really like?” questions in a way no brochure or non-camp parent can.
Differentiate With Clear Messaging
Parents often compare multiple camps, which can blend together after a while. Conduct a simple competitive analysis to identify your unique differentiators. Then weave those messages into your follow-up so families clearly see what sets you apart.
Personalize the Experience
A generic “we hope you’ll join us” email won’t cut it. Reference something from their tour or rookie day: the child who loved the climbing wall, the parent who asked about food allergies. Small touches show you were listening and help families picture themselves in your community.
Plan Communications Through Fall + Winter
Both day and residential camps are a significant investment. Enrollment decisions don’t happen overnight. Map out a steady stream of touchpoints throughout the year including:
Early bird deadlines
New program announcements
Staff spotlights
Highlight videos
Camp fair appearances
Virtual Q+A sessions
Limited space remaining as age groups/cabins begin to sell out
Do not disappear! Consistency builds trust and keeps your camp top-of-mind until the moment they’re ready to sign on the dotted line.
A summer tour is the spark, but your intentional marketing and communications strategy fans the flame. With the right mix of content + personalized outreach, you’ll turn “just looking” families into lifelong camp devotees.
