Shortly after the new year, summer camp quickly picks up speed as employees at the Boy Scouts of America, Leatherstocking Council begin thinking about summer camp attendance. I currently work as the Assistant Marketer at the Leatherstocking Council, and was tasked to promote summer camp at Camp Kingsley very early on in the year. A Summer Camp advertising campaign comes with obstacles similar to any other advertising campaign. The price, program quality and overal enjoyment are all key deciding factors for every parent. Although, proving that Camp Kingsley can exceed all those expectations and be safe during a pandemic is a little more tricky.
With safety in mind, I decided to use some of the annoyances of a pandemic to my advantage. Summer camp at Camp Kingsley is a far greater adventure than what any screen could ever provide. This thought process is exactly what inspired my concept of summer camp being something not for download. Each ad in this campaign features an exciting camp activity with the phrase “You can’t download…” followed by something you can only experience in real life. Each ad was accompanied by a related message emphasizing that what was shown and described could only be found at place as safe and as amazing as Camp Kingsley. Both images and copy were designed to be interchangeable and easily expandable to be used in print, email and social media. The flexibility of this campaign really shined when they became budgeted Facebook ads where Facebook adjusted images and copy to best please viewers. Once viewers hit the “Sign up” button, they were directed to a summer camp registration page. I redesigned that registration page to highlight Camp Kingsley’s safety precautions and spotless disease transmission record from previous events. I also introduced a “What’s new at camp” section to further show that viewers would missing out on other brand new experiences at camp.
It was thrilling to have my own advertisements used across Central New York to promote a summer camp as awesome as Camp Kingsley. It was also extremely educational to work on this project with the guidance of an experienced marketer like Kirk Evans. Similar to many times before, Kirk provided great feedback with his insightful perspectives. I look forward to more opportunities such as this one to utilize my knowledge and to satisfy my quest for more.
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