Running a summer camp isn’t just about delivering magical summer experiences—it’s also about ensuring families know your camp exists, trust in its value, and are ready to sign up. To do that, you need a clear, effective marketing strategy, and one of the best ways to organize your efforts is by understanding the marketing funnel.
The marketing funnel is a model that breaks down your customer’s journey into three stages: top of the funnel, middle of the funnel, and bottom of the funnel. Each stage requires specific tactics to move families closer to registration. Let’s dive into what that looks like for your summer camp.
Awareness & Lead Generation
Top of the Funnel
The top of the funnel is the widest part—it’s all about casting a net to attract as many people as possible into your camp’s orbit. At this stage, families are just discovering your camp. They may not know much about you or even that they need what you offer. Your goal here is to capture leads and introduce them to your camp’s unique experience.
Key Activities for the Top of the Funnel:
- Social Media Content: Share engaging posts that highlight your camp’s culture, activities, and success stories.
- Paid Ads: Run Facebook or Instagram ads targeting families in your region who are looking for summer activities for their kids.
- Lead Magnets: Offer valuable resources in exchange for contact information, such as:
- A “Guide to Choosing the Perfect Summer Camp”
- A free download of your camp packing checklist
- Events and Webinars: Host virtual tours or Q&A sessions with camp staff to introduce families to your camp community.
At this stage, you’re not selling—you’re building awareness and earning trust. Think of it as planting seeds.
Nurturing & Qualification
Middle of the Funnel
Once a family shows interest—by downloading your resource, following your social media pages, or signing up for a webinar—they enter the middle of the funnel. Here, your job is to nurture those leads and help them decide if your camp is the right fit.
Key Activities for the Middle of the Funnel:
- Email Campaigns: Send a series of personalized emails that share your camp’s values, answer common questions, and include testimonials from other families.
- Storytelling: Use videos or blog posts to highlight the transformational experiences kids have at your camp. Showcase camper growth, friendships, and adventures.
- Exclusive Offers: Provide early bird discounts or limited-time registration perks to encourage action.
- Interactive Tools: Create a quiz like “What Camp Program is Right for Your Child?” to help families explore their options.
At this stage, you’re adding value at every touchpoint and qualifying leads to ensure they align with your camp’s goals and offerings. For example, parents looking for tech-free, nature-focused programs might be the perfect fit for a wilderness camp but not for one that focuses on robotics.
Making the Sale
Bottom of the Funnel
The bottom of the funnel is where leads become campers. By now, you’ve built trust, provided value, and addressed any hesitations. Now it’s time to shift the focus from marketing to relationship-based selling.
Key Activities for the Bottom of the Funnel:
- Direct Follow-Up: Personally call or email families who’ve expressed interest but haven’t yet registered. Offer to answer any remaining questions.
- Testimonials and Reviews: Share powerful success stories from past campers and their families to reinforce their decision.
- Simplify the Signup Process: Ensure your registration process is smooth, mobile-friendly, and easy to complete. Offer one-on-one assistance if needed.
- Relationship-Building: Host open houses or small meet-and-greet events where families can interact with your staff and see the camp in person.
At this stage, parents want reassurance that they’re making the right choice for their child. By emphasizing relationships and your camp’s commitment to their family, you can close the deal with confidence.
A Funnel Full of Value
The marketing funnel isn’t just about moving families toward a sale—it’s about adding value at every stage. At the top, you’re inspiring curiosity. In the middle, you’re educating and connecting. At the bottom, you’re forming relationships and turning trust into action.
When you invest in each stage of the funnel, you’re doing more than boosting registrations; you’re building a community of families who believe in your camp’s mission and keep coming back year after year. With a thoughtful funnel strategy, your camp can grow enrollment and create lasting memories for the families you serve.
Need help creating or optimizing your camp’s marketing funnel? Let’s chat! We specialize in helping summer camps like yours attract, nurture, and enroll more families through effective, value-driven marketing strategies.