1. CampHacker
Playbook
Your Camp Name Here!

2. AUTHOR:
Travis Allison Travis is an online marketing
strategy advisor who specializes
in the summer camp and private
school industries. His work with
clients focusses on using
inexpensive online tools to reach
out to potential clients who are
looking for unique business
experiences for their clients.
!
Travis produces podcasts and
other multimedia content for our
clients.
!
Travis is an international speaker
and trainer who helps businesses,
schools, summer camps and non-
profit organizations simplify the
use of online social tools. He
believes that a good strategy is
more important chasing after the
new, shiny internet bauble. His
motto: Consume Less and
Create More. He firmly believes
that LEGO is an essential youth
development tool. He hopes
you'll forgive him writing this all
in the third person.

3. TABLE OF
CONTENTS:
Objectives ............................................................................ 4
Priorities ............................................................................... 5
Marketing Score .................................................................... 7
Website Home Page .............................................................. 8
Website Usability ..........…...…................................................ 10
Google Analytics ................................................................... 12
Blog ……….……....................................................................... 14
Search Engine Optimization ................................................... 16
Contact & About Us Pages ..................................................... 18
Mobile & Domains ................................................................. 20
Selling Your Product .............................................................. 22
Email Marketing .................................................................... 25
Facebook ...............……….……................................................ 27
YouTube .……......................................................................... 29
Location-Based Services ........................................................ 32
Pinterest ............................................................................... 34
Instagram ............................................................................ 36
Twitter .................................................................................. 38
Google Plus .......................................................................... 40
LinkedIn ............................................................................... 44

4. CampHacker
Playbook
// Page 4
Objectives of an Online Marketing Strategy
✓ create an online marketing presence that is easy to use
and will draw clients to YOUR CAMP when they are
looking for excellent educational experiences for their
children with special needs
✓cultivate an image of a modern, creative, camper-
focussed camp
✓ create a strong marketing tool that will allow you to serve
your present families and capture the information of
prospective customers
✓ improve search engine placement
What are we going to measure?
(How will we know if we are succeeding?)
✓ increased web traffic
✓ the number of leads per month captured by online
forms, e-news subscriptions and checklist requests
✓ positive interactions on Groups and Pages on social
networks like LinkedIn and Facebook
✓ mentions of YOUR CAMP in social media
✓ mentions of YOUR CAMP in traditional media

5. Priorities:
Order of Implementation
// Page 5
Each CampHacker Playbook is written so that clients can
implement the changes in priority: categories closest to the
front are the most critical to business success.
It is essential that your website is functioning at it’s
peak and that it is your marketing priority. Using Facebook
or Twitter as your main marketing vehicle means that you are
giving away all of the value that Google measures to place
you in search results.
The second priority should be a focus on email
marketing. Research shows us that for every $1 spend on
email marketing you will have a return of $42.

6. // Page 6
Critical
• Optimize & enhance website
• Create a blog (or News) link in the top Navigation structure, add more
articles focussed on information that families would appreciate who are not
already YOUR CAMP families
• Create unique landing pages to measure what marketing is effective
• Optimize design and usability elements of the website
Important
• Prominent SEARCH box
• Develop an Email Marketing Strategy
• Develop a strategy for creating more content on a regular basis
Future Consideration
Google Plus Company Page
Order of
Implementation
CampHacker
Playbook

7. The purpose of a good website home page is:
✓ give text and design clues to the type of camp you
are
✓ allow users to self-select - “We are already clients”
or “We are interested in becoming clients”
✓ allow quick access to the most important
information, such as your phone number
Focal Point:
Website Homepage
// Page 8

8. // Page 9
Element Present?
1. Design style gives clues to your camp specialty
2. Logo links to Home Page
3. Prominent SEARCH box
** Elements 4 - 9: Proprietary CampHacker Questions
GRADE 0/9
Catalyze YOUR BUSINESS MARKETING
✓ Re-make your front page to show the “I am a client” and “I want to
become a client” choices
✓ Add your phone number in a prominent place in the top 1/3 of what is
visible without scrolling down
✓ Add your physical address and phone number to every page. Make sure
this is written in text, not shown as an image
✓ Simplify the front page so there will be less chance of “decision panic”
Website
Homepage
CampHacker
Playbook

9. Website design so often only focuses on the look of
the webpage and undervalues the way that people will
use that site.
Focal Point:
Website Usability
// Page 10

10. // Page 11
Element Present?
1. Website compatible with all browsers
2. Quick load time
** Elements 3 - 14: Proprietary CampHacker Questions
GRADE: 0/14
Catalyze YOUR BUSINESS MARKETING
✓ Focus your design on making your site as easy as humanly
possible for client to access the information they need
Website
Usability
CampHacker
Playbook

11. Analytics can provide an over-whelming amount of
information about who and who our website is used.
The problem, of course, is that it’s overwhelming.
We break down some of the important information in
this section
Focal Point:
Google Analytics
// Page 12

12. // Page 13
Analytics
CampHacker
Playbook
Lessons
✓A quick example of how to understand how the Analytics for
your site impact your ability to market your summer camp.
✓The lessons are individually tailored to your specialties

13. A blog is an easily updated section of your website
where people check for regular news. You may
choose to call it whatever fits your school culture.
A blog is essential because Google ranks websites the
highest that update frequently with high quality
content.
Focal Point:
Blog
// Page 14
PHOTO OF BLOG OR NEWS - IF
NO BLOG KEEP THIS IMAGE

14. // Page 15
Element Present?
1. Content management system that is easy to use
2. Consistent posting schedule
** Elements 3 - 10: Proprietary CampHacker Questions
GRADE: 0/10
Catalyze YOUR BUSINESS MARKETING
✓ Brainstorm ideas for posts you could do throughout the year - if it helps
you could use the 50 Blog Topics form: www.zoic.ca/50BlogTopic
✓ Every business has seasons in the purchasing process. It helps to manage
the seasons with a marketing editorial calendar. If you would like to
download an example check out the Social Media Publishing Template Excel
sheet - download at http://sclctly.st/NJDftC
✓ Use social media and your email newsletter to draw people back to the
business website: create weekly events on the blog that will be a hit with
clients and staff such as Remember Who - pictures of the past
Blog
CampHacker
Playbook

15. The trick to great search engine optimization for a
busy camp is to focus on 2 or 3 keyword phrases and
implement the 20% of strategies that will bring you
80% of the possible results.
Focal Point:
Search Engine Optimization
// Page 16

16. // Page 17
Element Present?
1. Page titles properly formatted: Keyword Content - Business
** Elements 2 -6: Proprietary CampHacker Questions
GRADE: 0/6
Catalyze YOUR BUSINESS MARKETING
✓ Survey your existing clients and ask them what term they would use to
find a camp like yours. Incorporate those words as you add to the site
✓ It will be important to write to the keyword phrases people are using to
find YOUR CAMP: summer camp, resident camp, overnight camp, etc
✓ Create great website content, share it, do it again
SEO
CampHacker
Playbook

17. There are several important elements to your Contact
Us page. The purpose of this page is to provide quick
administrative access, in multiple formats, to your
business information.
!
About Us is where you show clients your WHY - what
makes the camp, and it’s people, special.
Focal Point:
Contact & About Us Pages
// Page 18

18. // Page 19
Element Present?
1. Link is labeled as “Contact Us”
** Elements 2 - 9: Proprietary CampHacker Questions
GRADE: 0/8
Contact Us Page
Element Present?
1. Welcome Video (60-90 seconds long)
2. Professional Photo of Senior Staff Members
** Elements 3 - 9: Proprietary CampHacker Questions
GRADE: 0/9
About Us Page

19. Mobile access to your website (and social media
properties) is only going to grow in importance. At
present almost 1/3 of all internet traffic is from a
mobile device.
!
Domains are important branding elements for modern
organizations and camps.
Focal Point:
Mobile and Domains
// Page 20
photo credit: http://www.flickr.com/photos/zitona/3589128349/ *CC License

20. // Page 21
Element Present?
1. Website is optimized for all screen sizes
** Elements 2 - 5: Proprietary CampHacker Questions
GRADE: 0/5
Mobile Marketing
Element Present?
1. .com version of whole name
** Elements 2 -4: Proprietary CampHacker Questions
GRADE: 0/4
Domains
Catalyze YOUR BUSINESS MARKETING
✓ Where to stop with domains? Ask yourself this question: If our site is at
www.yourcamp.org, would we be comfortable if a competitor (or a
disgruntled former employee) built a website at www.yourcamp.COM?
✓ If at any point you have a discussion about a new product or service it is
best to purchase any related domain names early in the brainstorming phase.
Many companies will not name a product unless they already own the related
domain.

21. There are many aspects to a great website that is
focussed on marketing a product - the highlights of
which we have covered in this Playbook.
!
Selling summer camp using a website has some
unique requirements - potential clients must know,
like and trust your organization in order to be
confident in their choice.
Focal Point:
Selling Your Product
// Page 22

22. // Page 23
Element Present?
1. Photos and/or video of the products or services
** Elements 2 - 9: Proprietary CampHacker Questions
GRADE: 0/9
Catalyze YOUR BUSINESS MARKETING
✓ Remember your Maslow - client’s first concern is whether they will be
safe and well-cared-for
✓ YOUR CAMP has a great “story” - tell that story on your website with
frequent video and photo updates
✓ Make one day/week your Blast from The Past Day - post pictures of old
staff and campers and invite people to let you know who is in the photo
Selling Your
Product
CampHacker
Playbook

23. “
When you say to
yourselves ‘we
couldn’t be any
weirder’... then you
are starting to be
remarkable.”
-author Seth Godin
// Page 24
CampHacker
Playbook

24. Probably the single most effective (and incredibly
under-utilized) marketing tool for a camp is a
newsletter that focusses on making potential clients
comfortable with choosing your camp.
Focal Point:
Email Marketing (newsletter)
// Page 25

25. // Page 26
Email
Marketing
Element Present?
1. Email newsletter available to read on website
2. E-news sign-up prominent
3. Double opt-in procedure
** Elements 4 -11: Proprietary CampHacker Questions
GRADE: 0/11
Catalyze YOUR BUSINESS MARKETING
✓ Create a pdf booklet of “20 Things Every Parent Should Know About YOUR
CAMP”, offer it as an incentive so that potential clients will sign up for
your marketing email
✓ write 10 follow-up articles that will increase clients’ comfort in choosing
your camp, schedule to release automatically to the list
✓ every dollar invested in email marketing equals $40 in sales
CampHacker
Playbook

26. Facebook is a natural avenue for camps to reach out to
current and past clients and staff.
!
How can camps use this as a tool to convert “Like-rs” in to
purchasers?
Focal Point:
Facebook
// Page 27

27. // Page 28
Element Present?
1. Remarkable cover photo
2. Profile photo that represents the brand
** Elements 3 - 10: Proprietary CampHacker Questions
GRADE: 0/10
Catalyze YOUR BUSINESS MARKETING
✓ Effective Facebook marketing involves being truly remarkable - providing a
value that others will share. Use this space to tell great stories of people
who have benefitted from your camp.
✓ By sharing the great work of your clients, your staff or other leaders on
Facebook you can support the community that supports you
Facebook
Marketing
CampHacker
Playbook

28. Video sites, and in particular, YouTube are strong tools
for marketing because it is so popular internet users.
!
A full video channel can help your camp reach people
across the spectrum of your ideal clients.
Focal Point:
YouTube
// Page 29

29. // Page 30
Catalyze YOUR BUSINESS MARKETING
✓ Shoot intentional messages to come out for special events: holiday
greetings from the staff, or a welcome message from the leadership
YouTube
Marketing
Element Present?
1. Branded YouTube Page
2. Show your clients’ talents
3. Show your staff talents
** Elements 3- 13: Proprietary CampHacker Questions
GRADE: 0/13
CampHacker
Playbook

30. “
It’s getting easier
and easier to
DIFFERENTIATE
yourself - no
permission needed.”
- photographer Chase Jarvis
// Page 31
CampHacker
Playbook

31. Google has openly declared that location based search
(people type in “thai restaurant” and Google displays
restaurants close to their current location) is a huge
focus for the search engine giant.
!
Summer Camp organizations need to include location
references throughout their material to take advantage
of this fact.
Focal Point:
Location-Based Services
// Page 32
photo credit: http://www.flickr.com/photos/williamhook/4225307113/ License

32. // Page 33
Element Present?
1. Google+ Local page
2. Logo and contact info on Google+ Local page
** Elements 3 - 10: Proprietary CampHacker Questions
GRADE: 0/10
Catalyze YOUR BUSINESS MARKETING
✓ Complete the Google + Local page for YOUR CAMP - add recent photos and
video to make the listing as attractive as possible
✓ Link to your Google + Local page in your newsletter and ask customers to
give you a review
✓ Check in at your office on the Facebook for iPhone app and claim your
location so that it is linked to your Facebook Page
Location
Marketing
CampHacker
Playbook

33. Pinterest is an under-utilized marketing resource for
many camps. Recent studies (fall 2013) have shown
that Pinterest in second only to Facebook for driving
traffic to your website.
!
It is important to find a balanced strategy for
Pinterest.
Focal Point:
Pinterest
// Page 34

34. // Page 35
Element Present?
1. Business Page (not Personal)
2. Complete headers section of company profile
** Elements 3 - 10: Proprietary CampHacker Questions
GRADE: 0/10
Catalyze YOUR BUSINESS MARKETING
✓ Create and complete the Pinterest company page for YOUR CAMP- add
recent photos and video to make the Boards as attractive as possible
✓ Follow Boards that would include people that fit your Ideal Client profile
✓ Share your staff training and safety procedures to make parents
comfortable with choosing YOUR CAMP
Pinterest
Marketing
CampHacker
Playbook

35. Summer Camps can use Instagram as a way to
maintain the community of camp through out the year.
!
It is also an easy to maintain way to give campers’
families an “eye” while they are away from home.
Focal Point:
Instagram
// Page 36

36. // Page 37
Element Present?
1. Account under business (not personal) name
2. Regular posting (once or more per week)
** Elements 3 -10: Proprietary CampHacker Questions
GRADE: 0/10
Catalyze YOUR BUSINESS MARKETING
✓ Create a strategy (including what to post and when) for your account. This
will give you the foundation of your Instagram marketing and will allow you
to be as creative as possible with the extra photos and videos you answer
along the way
✓ Think of Instagram as a very quick way to demonstrate your brand (show
don’t tell).
Instagram
Marketing
CampHacker
Playbook

37. Twitter is often the social network that is hardest to
understand the return on investment, in both time and
energy.
!
Depending on your ideal client it may be less
important to be on Twitter than another platform such
as LinkedIn or Facebook.
Focal Point:
Twitter
// Page 38

38. // Page 39
Element Present?
1. Twitter account to represent the camp
2. Twitter account for each “public” employee
** Elements 3 - 11: Proprietary CampHacker Questions
GRADE: 0/11
Catalyze YOUR BUSINESS MARKETING
✓ Use Twitter to regularly promote articles from within your website
✓ The innovators of your industry are most likely already on Twitter. Develop
a relationship with them on this space.
✓ Think of Twitter as a space where there are professional conferences,
exchanges of ideas, going on everyday. Use it to find the right conference
for your need at the time you need it.
Twitter
Marketing
CampHacker
Playbook

39. Google Plus is an essential part of any business
marketing strategy.
!
Because Google puts so much value on the content
and links posted to Plus, it is becoming a vital strategy
to any organization that hopes for good search engine
placement.
Focal Point:
Google Plus
// Page 40

40. // Page 41
Element Present?
1. Remarkable cover photo (properly sized)
2. Profile photo that represents the brand
** Elements 3 - 11: Proprietary CampHacker Questions
GRADE: 0/11
Catalyze YOUR BUSINESS MARKETING
✓ Google Plus may not be very popular but because it is a service that Google
is prioritizing you still need to pay attention to it
✓ One of the great features of Google is the free video conferencing service
Google Hangouts
✓ Hangouts on Air allows you to live stream your video conference to Google
Plus AND to YouTube
Google Plus
Marketing
CampHacker
Playbook

41. LinkedIn can be a surprisingly effective place to
market summer camps because the users have high
household income (average salary is $109,000) and
the members are often responsible for the purchasing
decisions in their families.
Focal Point:
LinkedIn
// Page 42

42. // Page 43
Element Present?
1. Company profile
2. Complete Home section of company profile
** Elements 3-10: Proprietary CampHacker Questions
GRADE: 0/10
Catalyze YOUR BUSINESS MARKETING
✓ Create and complete the LinkedIn company page for YOUR CAMP - add
recent photos and video to make the listing as attractive as possible
✓ Join Groups that would include people that fit your Ideal Client profile
✓ Share your training or marketing presentations on your profile using
SlideShare.net
✓ Fill in the Skills section of personal profiles so that others will endorse you
LinkedIn
Marketing
CampHacker
Playbook

43. Call
CampHacker
!
Travis Allison
519.532.7366
travis@camphacker.tv
Do you want an
experienced social
marketer to help
implement these
changes?