Greater Somerset County YMCA Summer Camp Videos

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INTRO & GOAL

Previously produced Somerset County YMCA summer camp promotional videos resulted in one comprehensive video showcasing all camp locations. This approach denies smaller camps the opportunity to feature their close-knit camp culture and, conversely, denies larger camps the chance to tout their impressive and authentic specialty camp experiences.

STRATEGY & PROCESS

Seeking to produce and distribute more targeted summer camp content, a different approach to the video aspect of this effort was warranted. After deep-dive discussions with each camp director, points of pride and differentiation for each location emerged. Testimonial interview questions to be read to campers and staff were wholly revamped to elicit responses that reveal these points of pride. The post-production time-coded transcript review process yielded viable soundbites, which were ordered accordingly for final editing and incorporation of the b-roll captured during the shoots.

SOLUTION & OUTCOME

Final deliverables included longer form :30 and :60 videos featuring all camp locations as well as a set of all-new :15 videos featuring camp location-specific testimonial content and footage — 20 videos in total. This extensive library of summer camp promotional video content allowed for more targeted camp promotions, leveraging branch-specific Facebook accounts alongside association-wide Facebook, Instagram, Twitter/X, YouTube, and Google paid search. Further, by utilizing content for the same shoot in various ways, citing time-coded transcripts to expedite third-party editing, 10x the volume of original content was produced for roughly a 20-30% increase in cost compared to the previous year with the same vendor and set of locations. Using this video content, in conjunction with updated messaging and summer camp marketing strategy, helped contribute to a 120% increase in summer camp open house event attendance in 2020 (before COVID lockdown) and a lift in summer camp registration week-over-week pacing compared to the previous year.