Marketing: it’s not a word people typically think of when they imagine summer camp. Summer camps, after all, are supposed to be about fun, relationship-building, adventure, learning, and independence.
As it turns out though, marketing is a critical success factor for many camps. New parents need help in finding the best camp for their children. Camp parents sometimes need an extra incentive to make that reservation for next year. Or to leave a glowing review. Summer camp directors, administrators, and owners must turn a sharp eye to marketing if they want to remain competitive this year.
The Competitiveness Question
“Marketing” isn’t the first word most people associate with summer camp. Camp is about friendship, discovery, belonging, and growth—not campaigns and conversions. But as camps continue to face stronger competition, shifting parent expectations, and higher demand for digital convenience, marketing has become one of the most important drivers of a successful season.
Parents—especially new camp families—need help finding the right fit. Returning families often need an extra nudge to register early. And directors and administrators need clear, compelling messaging to stand out in a crowded market.
In 2025, great marketing isn’t about flashy advertising. It’s about clarity, authenticity, and making it easy for families to choose your experience.
If marketing isn’t your passion, you’re not alone. But becoming competitive doesn’t require a marketing degree—just thoughtful answers to a few essential questions:
- What is your camp best known for?
- What do your most loyal families praise most consistently?
- Which types of campers thrive in your programs?
- What have you seen other camps do that you admire?
- What unique value does your camp offer that families should know about?
- How do you feel about your website—your digital “front door”?
- What budget or staffing can you realistically dedicate to marketing?
With these answers, you’re ready to build a 2025-friendly marketing foundation.
5 Ways Your Camp can Become More Competitive
Want to make your summer camp more competitive this year? Here’s a step-by-step plan for doing just that:
1. Know Exactly Who You’re Targeting
Every strong marketing plan begins with a clear sense of who you’re trying to reach. Today’s families expect personalized, relevant information—so broad, generic messaging isn’t enough.
Define your ideal camper family by considering:
- Age and grade levels
- Geographic reach (local, regional, or national)
- Family income and purchasing behavior
- Where decision-makers spend time online (Instagram? YouTube? Facebook? Local parent groups?)
- What they value (adventure, academic enrichment, unplugged experiences, belonging, outdoor skills)
- Common frustrations with other camps
- What motivates them to enroll—or not enroll—each year
A simple persona or profile is enough to create clarity. Even if it’s imperfect, it gives you direction.
2. Evaluate Your Website as if You’re a First-Time Parent
Your website is your most important marketing asset. Parents expect a site that is modern, mobile-first, and effortless to use. It shapes their entire impression of your camp in under 10 seconds.
Key Elements to Review:
Navigation & ease of use
Is it obvious where to find pricing, dates, activities, safety info, and registration?
First impressions & personality
Does your website feel like your camp? Warm? Professional? Current? Trustworthy?
Registration experience
Is registration fast, mobile-friendly, and intuitive? Do payments feel secure? Can families easily access discounts or payment plans?
Mobile responsiveness
With more than half of parents browsing on mobile, your site must adapt seamlessly to any device.
Photos, videos, and reviews
Parents want to visualize the experience. Authentic, recent photos and camper stories are essential.
FAQ & parent resources
Great camps make it simple to find answers. Clear, well-organized information builds trust instantly.
If any of these areas fall short, consider an update or redesign—this is the highest-ROI marketing investment most camps can make. When parents and campers come to your great website, they should have easy access to critical information, easy-to-navigate menus, and plenty of pictures, descriptions, videos, and reviews that give them a sense of your camp’s experience and feel.
3. Build a Focused Marketing & Social Media Plan
A strong digital presence should support your website and reflect your camp’s personality.
Consider:
- What are your primary marketing goals for 2025? (More new families? Earlier registrations? Advanced programs? Off-season revenue?)
- Which platforms matter most to your families?
- What kinds of updates genuinely help parents feel more connected?
In 2025, effective camp marketing often includes:
- Regular, authentic social content
- Automated email campaigns
- Short-form video
- Parent testimonials
- Enrollment reminders and deadlines
- Program highlights and behind-the-scenes previews
And don’t forget email—still one of the most effective tools for driving enrollment.
4. Embrace Experimentation
Marketing is not a fixed formula. Some messages will resonate deeply, others will fall flat—and that’s normal. Camps who test, learn, and adjust throughout the season perform best.
Try new things like:
- Short videos from counselors or directors
- Campaigns around new programs
- Limited-time discounts for early registration
- Seasonal storytelling (fall reunions, winter updates, spring announcements)
Track what works, refine what doesn’t, and keep building.
5. Activate Your Parents—Your Best Marketers
parents trust word-of-mouth and peer recommendations more than any ad. Your happiest families can be your most impactful ambassadors.
Encourage them by:
- Highlighting parent stories on social
- Hosting “Bring-a-Friend” events
- Asking for Google reviews
- Offering refer-a-friend programs or discounts
- Prompting families to share photos or stories
Parents want to talk about great camp experiences. Give them an easy way to do it.
Your Competitive Advantage
The camp industry continues to grow rapidly, and families have more options than ever. By investing in your website, embracing modern marketing fundamentals, and empowering your community, you can build a competitive, future-ready camp that stands out for all the right reasons.
If you’re looking for tools to streamline communication, improve your registration experience, or remove admin stress, CampMinder is here to help. Reach out anytime—we’d love to support your best season yet.