Cracking the Code: Using Data to Unlock Your Camp’s Marketing Strategy
Camp directors wear a lot of hats from programming to staffing to operations to community engagement, and more. Marketing can often feel like another full-time job, and can feel like a reactive scramble: a quick push before a tour or open house, a few throwback social posts here and there, or an urgent enrollment email when numbers look low.
Marketing doesn’t and shouldn’t have to be guesswork or “throwing spaghetti at the wall.” With the right data, you can prioritize your efforts, make smarter decisions, and ensure your message resonates with the families you’re trying to reach and ultimately enroll.
Do the Pre-Work
Before diving into new campaigns, take a step back. Start with a digital audit to see how your website, social channels, and email are performing. Conduct audience research through surveys, focus groups, and committee input to understand what families are looking for. Get a sense of how other camps are messaging and marketing themselves through a competitive analysis, and refine your value proposition so you can clearly answer: What can we say about our camp that no one else can?
Gather the Right Data
You need positive word of mouth, plus both active + passive marketing to meet your enrollment objectives. Your digital data is a peek under the hood that helps you understand how current and potential families are engaging with your content Look at:
Social media performance which posts/content themes get engagement, follower count is not enough)
Website analytics (traffic sources, popular pages, event count)
Keyword research (where you show up in search results and how families are finding you)
Email engagement (opens, clicks, and which content drives action)
Pair this with direct audience feedback, what families say in surveys and conversations, to round out the picture.
Refine Your Approach
Once you have the information, you know where to focus. Data can help you:
Segment your messaging for different audiences
Decide where to spend limited marketing dollars
Identify various regions and demographics for ad targeting
Mobilize parent and staff ambassadors with resonant talking points
Personalize your emails and outreach for stronger impact
Plan For Year-Round Marketing
Camps that plan ahead keep families engaged all year. This might look like:
Building a content calendar for social media with a balance of fun and value-add posts
Refreshing your website, especially the dates and fees page with current information PLUS a value statement to accompany the sticker price
Automating email campaigns (welcome series, referral programs, seasonal updates)
Hosting focus groups right after the summer to capture fresh feedback
Creating a shot list of photos and videos that tell your story long after the season is over
Bill Gates was right when he said that content is king. Blogs, testimonials, videos, alumni spotlights, and staff stories all bring your camp’s unique culture to life.
Keep Asking the Big Questions
In order for your marketing to succeed, you should be able to answer:
What are the hallmarks of our camp?
Why do they matter to families and staff?
How do we communicate these clearly and consistently?
When your strategy is grounded in data, and in the authentic story of your camp, you’ll build trust, increase enrollment, and create a community that families want to be part of year after year.
