Use the four Ps of marketing: product, place, price, and promotion. Some scholars have suggested that in the human service fields, the elements of marketing consist of the product-service mix (product), the presentation mix (place and price), and the communication mix (promotion).
First and foremost, is the determination of the need for your camp. Look at your competition extensively: Do they have a niche or gap that your camp can fill? In other words, what is it that makes your camp stand out from the rest?
Product-service mix: The product or the product-service of camps consists of carefully planned programs that benefit campers, which is what people seek when coming to camp or sending their children to camp. The product marketed is not activities per se, but experiences and benefits. In a service field like camp, we are marketing the intangible aspects as well as the tangible skills of camp. So, the product-services of camp include friendships, safety and security, relaxation, and happiness. These benefits exist in other activities besides camp, so the challenge in marketing is to convince adults and campers that a camp experience is the best way to meet those needs and interests.
Market segmentation is determining the people who want the product camps have to exchange. An examination of values and lifestyles, are useful in identifying market segments. Loyal customers, who are already a part of camp, are important to consider as are potential campers who may reflect the characteristics of the returnees.
Target markets may include geographic (neighborhood, county, or region), or age, gender, income, education, or ethnicity and/or behavioral abilities, interests, or values focuses. The determination of the product-service mix relates directly to the audience to whom the services are addressed.
The presentation mix: consists of how camp programs are organized and includes aspects such as form, place, time, price, and employees. Form includes the type of camp (day or week) and activities and programs undertaken. Place involves the geographic location as well as the logistics of getting to and from camp. The outdoor environment, if available, can make camp experiences unique. This place environment includes the facilities and amenities of the camp and the area.
Price is an important aspect of the presentation mix and should make the offer of a camp experience as attractive as possible. Each camp must carefully consider price related to the camp's objectives as well as its target markets. Because product-service can never be separated from price, perceived price/value is an essential part of the presentation mix.
The presentation mix: also includes the camp staff. The number of staff, their expertise and abilities, and their commitment to product-service are elements that will appeal to potential markets.
Communication mix: Communication mix involves all the aspects of promotion used to tell people about camp. One of the problems that directors face is that whenever the word "camp" is used, people immediately think they know what that means. The challenge in communication is to make sure that their meaning reflects the product or service that is being promoted. The best communication will attract attention, be stated clearly, and be relevant to the audience's frame of mind and their everyday experiences.
Communication to promote camps usually includes four areas: personal contact, sales promotion, publicity, and advertising. Your camp should use all or most of these approaches.
Personal contact is oral communication on a one-to-one basis or in groups from you, your staff, your cheerleaders, and the parents. Internet communication would also fall into this category. Many camps have well-established plans for this personal contact.
Sales promotion includes incentives to encourage people to participate. These might be such aspects as giving a discount for the second child in a family or providing free T-shirts to registrants the day they register.
Lastly, you have to do more than mildly arouse curiosity. You must have a plan of attack that will definitely satisfy your customers and make them want to come back every year (and bring their friends with them).
If you need assistance hosting camp at your facility, contact the OACC office .
