Last May, a camp director called me in a panic. “We’re way behind in registrations, and I’ve tried everything!  I don’t know what to do!”  While we talked, I pulled up his Web site. I asked, “Are you aware that your Web site still has the 2006 dates and says ‘2007 registration coming soon’?” Hmm. Tried everything?

When you hear “camp marketing,” what do you think of? Direct-mail brochures, postcards, Web pages, newspaper ads, camp fairs and an equally demanding amount of staff time dedicated to creating, mailing, distributing and attending? A major portion of a budget is invested in Web and print design, printing, mailing, advertising, fees, travel and hotels.

And why do all of this? To get a parent to sign a child up for camp, most likely by mail or online. And that’s where many of us make a critical error. 

A large percentage of parents need to get a question or two answered before they’re ready to sign up.  (After all, this is an expensive purchase involving their most precious possession--their irreplaceable child.)  It might be as simple as “Do you have space in session four?” or as complicated as a first-time mom seeking assurance that your staff, activities, menu and facilities are a good match for her expectations.