Liberty Lake Day Camp - First Impressions Marketing

Situation

The challenge of how to convert new campers to day camp.

Challenge

The current process for converting prospective camper families into booked customers involved an ‘all-hands-on-deck’ approach that involved the director and staff. They needed a more hands-off process to sort through the leads and identify the most interested prospects.

Challenge

After a thorough intake, First Impressions mapped out a path that included visuals and a social media campaign aimed at camper parents, including:

Adding videos that talked to specific camper segments, plus parent testimonials
Specific ‘Calls to Action’
Careful monitoring and adjusting of the campaign throughout its run time

Results

By creating an improved user experience for the prospective parents, engagement increased. The data showed…

Overall searches increased by 15% – 300 more searches than the previous year
Traffic on the site increased by 60% over the next year
More searches + more tours = more campers
The thorough campaigns took the time consuming ‘heavy load’ of conversion off the staff
Prospects took a desired ‘actionable’ next step – sign up for a tour, fill out a contact form – which brought them closer to registration
Some families signed up after just a virtual tour
The social media campaigns proved to be the best tactic for driving leads and converting prospects
This camp now has a waitlist for most camper age groups