by Trevor Waddington, Principal, Truth Tree Consulting
Is your camp a grey squirrel? Is it ordinary? Probably not, but if you use the following to describe your program -
lots of activities,
friendships that will last a lifetime,
family owned / established in 1931,
"fun in the sun" -
I've got news for you.
The above bullets are used by countless summer camps in some fashion to attract new campers. They are the calling card of the grey squirrel. But you don't want to be a grey squirrel, right? In fact, you don't even want to be a Purple Cow. It's time to be reborn as an Albino Sasquatch.
The Albino Sasquatch is a mysterious beast that lives in the remote 5% of what your summer camp offers kids and families; the 5% that no other camp can lay claim to being.
The illusive white-furred Bigfoot thrives in a habitat rich in the benefits it provides and will remain hidden until you decide to stop running with the pack (of grey squirrels) and find your camp's Albino Sasquatch.
Bottom line: Stop wasting money pushing the features of your 95% and start marketing the benefits of your 5%.