Camping Promotions

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Camping Promotions

• Session 1 Marketing 101

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Learning Objectives

• Review why we promote camp, and the lodges role
  in camping promotion.
• Understand the basics of marketing, and how it
  applies to camp promotion
• Discover the selling points of our council
  camp(s)
• Develop a lodge plan to promote camping

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Marketing 101
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What is Marketing

• "The process or technique of promoting, selling,
  and distributing a product or service.
• The product that we want to promote, and sell,
  is Boy Scout summer camp.

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What is a Product

• The good or service you want to sell to others.
• Might be a new way of looking at it, but camping
  promotion is selling the camp experience to new
  and returning campers.

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What is a Feature

• A prominent part or characteristic, one that is
  distinctive.
• What are the good things about camp that we can
  focus on?
• What will attract campers to our camp?

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What is a Benefit

• An advantage a useful aid.
• In marketing, every feature of a product has an
  associated benefit.

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What is the Message

• An underlying theme or idea.
• What do you want people to think / feel about
  your product?
• What do we want people to think and feel about
  our summer camp?

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Marketing Analysis Activity

• Were going to analyze an advertisement.
• What are the features of this product?
• What are the associated benefits for each
  feature?
• Who is the market? What kind of person (age,
  gender, race, profession, income level, etc.) is
  being targeted with this ad?
• Whats the message? What thought or feeling does
  this ad leave with you?

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Analyzing our own camp

• What are the features of our camp?
• What benefits do Scouts get from these features?
• What do the customers need to know about our
  product?
• Who does our camp market to?
• How do we want people to view our camp?

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A vision statement for camp promotion
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Setting goals to bring the vision to life
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Goals need to be SMART

• Specific Goals need to have a start, a stop, and
  a dedicated focus.
• Measurable How will we know if weve reached the
  goal?
• Attainable Dont bite off more than you can
  chew. Make a goal now that causes you to work,
  but make it one you can meet. You can always set
  a more challenging goal once you meet this one.
• Relevant Will this goal really help us to
  achieve our mission?
• Timely Is the goal something that we can
  accomplish in the amount of time we have to do it?

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Action items to achieve our goals
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Answer the Journalist questions for each goal
to make it an action item.

• Who?
• What?
• Where?
• When?
• Why?
• How?

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With a vision, the goals and action items form
the camping promotion plan
Vision
Goals
Action
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Summary and Review

• Our Lodge needs to market our camping program
• Understanding the product and understand the
  customer is critical
• Review the lodge promotion plan
• What are the next steps?
• Whos responsible?