Next summer starts now (maybe after a vacation)
As we enjoy the last licks of summer, we reflect on yet another incredible camping season. For parents, it's the end of a season filled with memories—watching their kids form deep friendships, try new experiences, take calculated risks, and most importantly, be present in the moment, and disconnected from screens. As professionals in this space, we share both the end-of-summer sadness, but also the excitement of taking our observations and learnings and applying them to Summer 2025.
Hats off to the dedicated and tireless directors, assistant directors, camper care directors, and all summer staff. Now is the time to enjoy a well-deserved break and then jump into action with your 2025 retention and recruitment strategies.
Retention: Keeping the Campers You Have
Retaining a camper is easier than recruiting a new one. Once families have experienced the magic of your camp, they are bought into the value. There will be some to quickly pull the trigger and re-enroll their children. For others, it’s a slower process for a multitude of reasons.
A few thoughts…
Incentivize Early Re-Enrollment: Do you offer an early bird special to encourage families to recommit. Discounts and swag are fan favorites.
Gather Feedback: Are you surveying your families and staff to gather insights on what worked well and what could be improved? Their feedback is invaluable in refining your program and operations for next summer.
Year-Round Marketing: What’s your plan to stay in touch with families throughout the year? While social media alone won’t secure re-enrollments, it plays a vital role in keeping your camp top-of-mind, reinforcing your unique offerings, and building FOMO.
Recruitment: Bringing New Campers Into the Fold
Recruitment is a different animal, though equally important to the growth and vitality of your camp.
Know Your Numbers: What is your average attrition rate? Understanding this helps set realistic goals for how many new campers you need to recruit. And additional that are the cherry on top.
Personal Outreach: Is direct communication with potential camp families part of your strategy? Personal outreach, even if it’s through a mail merge, helps parents feel like you are speaking directly to them. No one wants to be nameless.
Collecting Proof of Concept: Where do you store and how accessible are photos, videos, testimonials, and other materials gathered at camp? These assets are gold when it comes to showing new families what makes your camp special.
Developing a Marketing Calendar: Have you plotted out an integrated marketing calendar for the year? This will help you keep your recruitment efforts consistent and organized, ensuring you hit all your key milestones leading up to the 2025 season.
Next Summer Starts Now
The magic of camp doesn’t just happen; it’s carefully crafted and nurtured year-round. By thinking ahead and putting your recruitment and retention plans into action now, you’re not just filling spots for next summer—you’re reinforcing the legacy of your camp and the summer-after-summer memories that will live on forever.
So, take a deep breath, enjoy a brief respite, and then dive into planning.
