Boston Parent Summer Camp Director Zoom Call 12.15.2020

Camp Marketing 2021 Summer Camp Directors

Presented by Tracy McKean, CEO Boston Parent tracy@bostonparent.com

December 15, 2020

Special Thanks for Participating American Camp Association, New England!

Michele Rowcliffe,

Bud Copeland,

Executive Director

Director of Membership & Engagement

michele@acanewengland.org

bud@acanewengland.org

Access the ACA Field Guide For Running Camps Safely and Other Useful Information https://www.acacamps.org/resource-library/coronavirus/camp-business/field-guide-camps

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

Camp Director Survey Results Survey completed in Nov-Dec 2020, 115 camps responded

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

What’s Included in This Presentation Ø

Camp Director Survey Results

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Parents of Campers Survey Results

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Camp Marketing Strategies for 2021

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Marketing Opportunities with Boston Parent

Working Together To Rebuild In A Post Pandemic Economy An Approach For Every Summer Program

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

Camp Director Survey Highlights Ø

Optimism for 2021

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Uncertainty and Indecision

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Strive to return to 2019 levels as close as possible

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Adapt to new environment, open houses, safety and marketing

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Pre-registrations are behind

Survey completed in Nov-Dec 2020, 115 camps responded

Camp Director Survey Results u

Camp and Summer Programs Reflected in the Survey u

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55% Day Camps; 26% Summer Programs; 30% Overnight Camps; 3% Family Camps; 25% Virtual Camp or Programs

Age of Campers Served u

Under 5 – 28%

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Ages 5-12 – 81%

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Ages 13+ - 78%

Only 23% Were Offering Special Needs Programming – Opportunity!

Survey completed in Nov-Dec 2020, 115 camps responded

Camp Director Survey Results Was Your Camp Open in 2020?

Over 68% of camps were open.

Most at a reduced capacity

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For those that were open – What format? u

37% offered some form of in person program

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68% offered some form of virtual program

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9% were sleepaway camps

For those that were open – Participation Numbers u

46% were significantly down in participants compared to 2019

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37% were down in participants

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17% were about the same in participants

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2% had an increase in participants

For those that were open – Revenue Effects u

46% were significantly down in revenue compared to 2019

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49% were down in revenue

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2% were about the same in revenue

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2% had an increase in revenue

Survey completed in Nov-Dec 2020, 115 camps responded

Camp Director Survey Results What Capacity of 2019 are you targeting for 2021?

Half of all camps are targeting 80% or higher capacity in 2021 In the open ended question on when camp directors thought things would return to normal, the overwhelming response was Summer of 2022

Survey completed in Nov-Dec 2020, 115 camps responded

Camp Director Survey Results Plans For Pre Season Registration Discounts?

About 30% of camps are ending pre-registration discounts by the end of 2020 23% of camps are undecided if they will offer a preregistration discount

Survey completed in Nov-Dec 2020, 115 camps responded

Camp Director Survey Results What Are Your Open House Plans?

Over 20% of camps are planning time slotted, one on one, on site open house meetings Over 40% where undecided on holding any type of open house event

Survey completed in Nov-Dec 2020, 115 camps responded

Camp Director Survey Results When Do You Plan To Start Marketing For Campers

Over 30% of camps have already started or will start marketing by end of 2020.

40% plan to begin in Jan. or Feb. 20% in Mar. In general, marketing starting much later than in “normal� years.

Survey completed in Nov-Dec 2020, 115 camps responded

Camp Director Survey Results What Do You Expect Your Marketing Spending To Be In 2021 vs 2019?

About half of camps are spending about the SAME or MORE in 2021 About half of camps are spending LESS in 2021 OPPORTUNITY! Fortune favors the bold!

Survey completed in Nov-Dec 2020, 115 camps responded

Camp Director Survey Results Where Do You Anticipate Spending Money On Marketing In 2021?

Email 95% Facebook Feed 68% Other Social 60% Virtual Fairs 53% Paid Facebook 50% Direct Mail 35% Paid Google 35% Eblasts 23% Magazines 15% Newspapers 15%

Survey completed in Nov-Dec 2020, 115 camps responded

Parents of Campers Survey Results Survey completed in Nov-Dec 2020, 423 parents responded

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

Parents of Campers Survey Highlights Ø

Parents are looking forward to getting their children to camp this summer

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They are confident camp can and will happen safely in 2021

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Parents will be slower to make camp commitments this season

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Safety measures are assumed to be in place and that they will be enforced

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In 2020, Parents felt that camps took care of them, if they couldn’t run. They aren’t overly fearful of signing up for 2021.

Survey completed in Nov-Dec 2020, 423 parents responded

Parents of Campers Survey Highlights u

In 2020, with some camps pivoting to virtual only programming u

0% of responding parents were VERY SATISFIED

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47% of responding parents were SOMEWHAT SATISFIED

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35% of responding parents were NEUTRAL

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18% of responding parents were UNSATISFIED

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Parents were most satisfied with camps that held some version of an outdoor, in person summer program (if that was what was originally scheduled!)

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Parents were mostly satisfied with virtual camps that began as virtual

Survey completed in Nov-Dec 2020, 115 camps responded

Parents of Campers Survey Results Ages of Kids Why Children Go to Camp? Ø 76% Foster Growth and Independence Ø 70% Child Enrichment Ø 66% Parents Work Ø 66% Try New Things Ø 48% Build Self Esteem Ø 44% Increase Ability or Skill

Survey completed in Nov-Dec 2020, 423 parents responded

Parents of Campers Survey Results In A Normal Camp Year, When Are Parents Making Enrollment Decisions?

70% of parents usually make their summer enrollment decisions by the end of February Camps have reported that parents are already making enrollment decisions now! IF YOU HAVEN’T, START YOUR MESSAGING NOW! This year the enrollment season will last longer.

IMPORTANT – Plan a flexible marketing mix that extends your messaging from January through June! You may find yourself fully booked by March – You may find yourself only 50% full by March – BE FLEXIBLE!

Survey completed in Nov-Dec 2020, 423 parents responded

Parents of Campers Survey Results Given the current pandemic situation how comfortable do you feel about enrolling your child in summer camps/programs in 2021?

Over 60% are somewhat or very comfortable sending their children to camp in 2021 Another 25% are neutral to the idea.

85% of parents are VERY COMFORTABLE to NEUTRAL! This indicates that parents are comfortable to send children to camp in 2021.

Survey completed in Nov-Dec 2020, 423 parents responded

Parents of Campers Survey Results For Day Camps - How Important Is Each Of The Following? u

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Survey completed in Nov-Dec 2020, 423 parents responded

How Far Will You Travel For A Day Camp Program? u

22% Up to 5 miles

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66% Up to 10 miles

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12% Up to 20 miles

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8% More than 20 miles

For Day Camps, from a 1-5 rating, 5 being most important these 4 were rated most important: u

CDC safety guidelines being followed

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Camp being In person

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Being held Outdoors

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Reduced number of campers or greater spread between camper groups

Parents of Campers Survey Results For Overnight / Travel Programs - How Important Is Each Of The Following Covid-19 mitigation criteria based on a 1-5 rating, 5 being most important. u

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How Far Would You Let Your Child Travel For An Overnight Camp? u

54% New England Only

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26% East Coast

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12% United States and Canada

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8% Overseas

On this chart the highest concern was only under 2 out of 5 (5 being the highest level of concern), leading us to believe that parents are not as concerned as we believed on these steps

Survey completed in Nov-Dec 2020, 423 parents responded

Parents of Campers Survey Results When Enrolling, how Important Is each of the following?

With 5 being the most important, the top 2 enrollment financial wants from parents were: • No question full refunds • Flexible payment terms OPPORTUNITY! – Get signups faster by making it easy for parents change! (Take away any “risk” of signing up)

Survey completed in Nov-Dec 2020, 423 parents responded

Parents of Campers Survey Results How Do You Plan To Find Information About Summer Camps and Programs?

Parents responded: • 66% said Summer Camp Guides • 54% said email • 36-40% Facebook & social channels • 38% Virtual Camp Fairs • 37% Google • 32% Magazines

Survey completed in Nov-Dec 2020, 423 parents responded

Camp Marketing Strategies 2021

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

What are the main challenges facing camps in 2021? Ø Uncertainty • Being able to operate, have a facility, find staff, financial, attract campers?

Ø Family Economics • Will parents send children to camp, to indoor or overnight camps? Are family economics a concern (lost jobs, a parent now home during the day, lower disposable income?

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

What makes 2021 different?

1.

There is uncertainty about whether camps will open

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Families cannot visit camps or meet directors

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Safety is paramount for parents

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Parents will be deciding along different schedules

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The economy has reduced families’ disposable income

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Multi-platform marketing is more important than ever

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Many camps will be operating at lower capacity

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Many camps don’t have last year’s kids to build from

Targeted Families Past Families u u

New Families

Some camps don’t have 2020 families to pull from Need to reach back to 2019 and before – Siblings may have come of age?

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Non 2020 camp families

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2 years of children reaching camp age

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Families whose programs closed

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Families looking to switch camps

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Recently relocated families - 20% of population moves every year. It is estimated in 2020 that number was 25%

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Families doing extended “flexcations” in your area

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

OPPORTUNITY! Ø There will be a reduced number of camps operating Ø There will be a reduced number of spaces available at camps that are operating Ø Don’t be afraid of raising camp rates Ø Be flexible with the possibilities of expansion

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Marketing Strategies 2021

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Messaging flexibility – Be there u

When & where parents are ready (on demand)

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When camps are ready

Content / education based u

Parents want relevant information (i.e., camp guides, online directory listings)

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Position camp as authority

Multi-platform u

Where parents are looking

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Message / brand reinforcement – focus on value of the program!

Budget limitations – for Camps u

Is it a good time to raise camper rates? Might be!

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

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Marketing Strategies 2021

Where Parents Are Looking For Summer Camp Information u

Summer Camp Guides – 66%

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Email – 54%

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Facebook – 40%

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Google – 38%

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Other Social Media – 36%

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Virtual Summer Camp Fairs – 38%

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Magazines– 36%

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In Person Summer Camp Fairs – 8%

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Newspaper– 8%

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

Marketing Opportunities Boston Parent An Approach for Every Summer Program

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

Broad Product Line NEW

Virtual Camp Fairs NEW

NEW

Camp Director Forums Contest Participation

NEW

Digital Magazines and Camp Guides

Content Sponsorships

Online Camp Profiles NEW

Facebook

Instagram

Camp Newsletters

Camp Parent Facebook Posts

Magazines

NEW

Email and Eblasts

Sponsored Content Ask The Expert…S.E.O. Published Articles BENEFITS OF CAMP • • • • • • • • • • •

10 Things Learned at Camp that Benefit Kids in School 20 Lessons from Camp We Use Every Day How Camp Helps Kids Form a Connection with Nature How Camp Helps Kids Gain Confidence and Independence How Summer Camp Prepares Kids for College Summer Camp Exposes Kids to New Interests and Experiences The Benefits of Kids attending a STEAM- focused Camp The Benefits of Summer Camp for Children with Special Needs The Importance of Summer Camp Friendships The Lasting Effect of Camp Counselors on Campers How Camp Can Spark a Lifelong Passion for Science

CHOOSING A CAMP • • • • • • • • • •

10 Important Questions to Ask a Camp Director 6 Tips from the Experts to Choose the Perfect Summer Cap for Your Children How to Choose a Camp for Children with Special Needs How to Choose the Best Day Camp for Your Child How to Tell if Your Child is Ready for Sleepaway Camp Is My Child Ready to be a CIT at Summer Camp?

Should Siblings Attend the Same Camp?

Single Sex Camp: Is it Right for Your Child?

What Camp Directors Wish Parents Knew About Summer Camp What Camp Programs are Available for Tweens and Teens

CAMP EXPERIENCE • • • • • • • • • • •

Is a Single Gender Camp the Right Fit? Benefits of Sending Your Child to a Sleepaway Camp Benefits of Enrolling Your Teen in a Travel Summer Program Benefits of Sending Your Child to an International Camp Program How Can I Help My Child Handle Homesickness at Camp?

How Do I Keep My Child Safe at Camp During DOVID? How to Handle Your Nanny When Kids Go to Camp How to Help Your Child Make Friends at Summer Camp How to Manage Several Summer Specialty Camps What to Pack for Day Camp What to Pack for Sleepaway Camp

PREPARING FOR CAMP • • • • • • • •

10 Things Camp Counselors Wish Parents Didn’t Do 5 Expert Tips to Prepare Your Kid For Summer Camp Advice and Help for Anxious Kids at Summer Camp Find Camp Scholarships Four Ways to Prepare Your Child For the Day Camp Experience Helping Younger Children with Separation Anxiety When Older Sibling Goes to Camp Things to do to Prepare First Time Campers (Day and Sleepaway) How Young is too Young for Camp?

…..or we can create new content for you

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Virtual Camp Fairs Our t u o b Ask A ffer!

O K S I NO R ps Are If Cam ed To llow A t o N Full Run – ! d Refun

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Choose As Many Geographic Regions As You Wish u

Boston / Metro North Virtual Camp Fair

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Northeast Virtual Camp Fair

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Metro West Virtual Camp Fair

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Central Virtual Camp Fair

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Southeast / Cape Cod & Islands Virtual Camp Fair

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Pioneer Valley Virtual Camp Fair

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Berkshire Virtual Camp Fair

Choose As Many Relevant Specialty Options As You Wish u

New England Special Needs Virtual Camp Fair

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New England Overnight Virtual Camp Fair

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New England STEAM Virtual Camp Fair

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New England Teen Virtual Camp and Program Fair

Multi-platform u

Email

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Online

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Camp Profiles and Video

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From as low as $377 for everything! https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

3 DATES in 2021!

Jan 23 Feb 20 Mar 20

Click Here For More Information

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Digital Camp Guide Our t u o b Ask A ffer!

O K S I NO R ps Are If Cam ed To llow A t o N Full Run – ! d Refun

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Multiple Editions (For One Price, You Are Included In All Editions) u

March 1

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April 1

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May 1

Ad Sizes u

Premium Full - $1,500

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Full - $1,200

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½ Page - $850

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¼ Page - $500

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Listing Only - $267

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

Make Easie it Pare r for n Find ts to You!

Click Here For More Information

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Email

Camp Newsletter u

Article

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Sponsorship

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Ad

Dedicated eBlasts u

Reach over 24,000 parents

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Dedicated message all about you!

e it k a M for r e i Eas nts to Pare You! Find

Click Here For More Information https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

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Targeted Social

it Make r fo Easier to ts Paren u! o Find Y

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Targeted Social u

Geographically centered to your location(s)

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You choose how many parents you want to reach

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Can include image or video

Combined with Dedicated eBlasts u

Maximum Reach

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Dedicated message all about you!

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Geographically centered to your location(s)

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You choose how many parents you want to reach

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Can include image or video

Click Here For More Information https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

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Print Magazines

Special Camp Issues u

January

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February

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March

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April

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May

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June

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Camp Articles

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Camp Directories

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

Ma Eas ke it Par ier fo r e Fin nts to dY ou!

Most Spirited Camp Bracket u u

2021 CAMP MADNESS Which is Most Spirited Camp?

e it k a M r for e i s Ea to s t n Pare You! Find

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Create enthusiasm for camps in January Fun! – Pre-season communication-include messaging Bring camp community together Free promotions Winner Bragging rights u Broad exposure u

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Only 16 Camps can participate $100 entry fee

Shoutout on Boston Parent Social Media and in March issue

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

Click Here For More Information

Our mission is to bring you families and kids!

2021 CAMP MARKETING SUMMARY

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We have something for EVERY camp!

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Content more than advertising

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On Demand Content u

When & where parents are motivated to look

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Multi-platform (web, email, social and video)

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Full season marketing program Make Easie it Pare r for n Find ts to You!

https://bostonparentspaper.com/ Reach us at camps@bostonparent.com

Boston Parent Camp Industry’s Marketing Partner Working Together to Rebuild in a Post Pandemic Economy! https://bostonparentspaper.com/ Reach us at camps@bostonparent.com