2021 Summer Day Camp Multichannel Marketing
▲ Organic Instagram Content
▲ 9ft OUTDOOR MESH BANNER
▲ META ADS (FACEBOOK & INSTAGRAM)
▲ Organic Event Content (Instagram)
▲ META AD reels (FACEBOOK & Instagram)
▲ PROMOTED FACEBOOK EVENT
▲ Organic Instagram Content
▲ 24″x18″ LAWN SIGNS
▲ 24″x36″ POSTERS
▲ META ADS (FACEBOOK)
▲ CARDIO EXERCISE EQUIPMENT WALK-UP SCREENS
▲ INDOOR DIGITAL SIGNAGE
▲ NEW JERSEY FAMILY ‘BIG BOOK OF CAMPS’ AD
[ details ]
Organization
Greater Somerset County YMCA
Project
Summer Day Camp Multichannel Marketing
Role
Copywriter, Digital Marketer, Project Lead, Web Designer
Tools & Technology
Accrisoft Freedom Website CMS | Engage Email/Marketing Automation | Google Docs | Google Sheets | Hootsuite Social Media Management | Meta Ads Manager (Facebook & Instagram) | SimpleTexting SMS/Text Messaging
Skills & Knowledge
Audience Segmentation | Brand Differentiation | Brand Messaging | Brand Stewardship | Brand Storytelling | Budget Management | Campaign Management | Conceptual Thinking | Content Creation | Creative Development | Cross-Functional Collaboration | Customer Experience (CX) Strategy | Customer-Centric Mindset | Data-Driven Decision Making | Digital Marketing | Email Marketing | Event Promotion | Integrated Marketing Communications | MarTech Stack Proficiency | Multi-channel Marketing | Nonprofit Marketing | Organic Social Media | Outdoor & Out-of-Home | Print Advertising | Project Management | Social Media Marketing | Strategic Marketing & Planning | Vendor Management | Web Design
Additional Credits
- Steve Clarke: Apparel design, digital signage design, graphic design & print production
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INTRO & GOAL
Advertise Greater Somerset County YMCA’s summer camp offerings following an almost entirely virtual school year for most area children and ongoing, albeit somewhat less strict, COVID restrictions and health guidelines.
STRATEGY & PROCESS
COVID was still at the top of local families’ minds, which meant that over-communication of summer camp program offerings, core value propositions, safety measures, and fundamental processes/procedures per each of the six day camp locations was critical. A heavy social/digital marketing approach was determined to be most appropriate to reach busy families who had grown accustomed to heavily relying on digital communications for need-to-know information of the time.
SOLUTION & OUTCOME
A 360º integrated marketing campaign was launched starting in the early months of 2021 that included coordinated website content (page content with measured use of popups and alert bars), social media content, email marketing, social media-based digital advertising, SMS marketing, print and out-of-home ad placement, digital signage, and weekly member newsletter placement. Email-based marketing communications targeted past camp participants, current/past school-age childcare families, current/past youth programming participants, and current/past families with school-age children in the household without past participation. The mellow “Summer Vibes” tagline was used for a second COVID-era summer season. Social-emotional learning and summer learning loss support were heavily emphasized, which disproportionately impacted under-resourced school districts in the Y’s service area. This and all associated messaging and promotions echoed the calm and safe haven-like atmosphere curated by the Y to mitigate the effects of the disruption to typical social interactions at various developmental stages due to state-mandated COVID restrictions for the past year and a half.