2020 Summer Day Camp Messaging Refresh
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[ details ]
Organization
Greater Somerset County YMCA
Project
Summer Day Camp Messaging Refresh
Role
Messaging, Project Lead
Tools & Technology
Adobe Acrobat Pro | Google Docs | Google Sheets | Meta Ads Manager (Facebook & Instagram) | Scribie Audio/Video Transcription
Skills & Knowledge
Audience Segmentation | Brand Differentiation | Brand Messaging | Brand Storytelling | Budget Management | Competitive Analysis | Content Marketing | Creative Development | Creative Services Management | Creative Team Leadership | Customer-Centric Mindset | Integrated Marketing Communications | Market Research | Multi-channel Marketing | Nonprofit Marketing | Word-of-Mouth Influence
Additional Credits
- Steve Clarke: Graphic design & print production
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INTRO & GOAL
Previously produced Somerset County YMCA summer camp promotional materials — both online and traditional — lacked strong value propositions and points of differentiation to help stand out among the robust competition. Refreshing all camp messaging is warranted to support summer camp program registration goals.
STRATEGY & PROCESS
Deep dive discussions with each camp director revealed key differentiation points for each location. Testimonial interviews with prior year campers and staff expanded upon these points of pride with additional perspective.
SOLUTION & OUTCOME
The use of updated messaging in printed program guides, on the Y’s website, and in conjunction with coordinating new video content 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.