Mom Confessions

I’m a millennial mom and I’m misunderstood.

While working for Campfire Creative Marketing, I’ve spent years in the camp marketing industry, and now as a first-time mom, I’m on the other side of the decision-making process. I research everything. I ask questions. I worry quietly. And I am trying to make the best choices for my child. Living in both worlds has proved to me that camps are struggling to connect with modern families not because they don’t care, but because they’re guessing about what we’re looking for. 

Clients often ask Campfire Creative Marketing, “What do parents want?” So we went straight to the source. We asked real parents how they make decisions for their kids, what they look for when researching camps, and how they actually want brands to communicate with them. What we heard was honest, thoughtful, and sometimes surprising. Now, we’re sharing what they told us so camps can stop guessing and start marketing with real insight.

“I trust other parents more than I trust a camp’s marketing.”

Reviews matter. Parents are researching everything, and they care far more about what other families say about their experience than what a camp says about itself.

What camps can do: Actively ask happy families to leave Google and Facebook reviews, and share parent testimonials across your website and social media.

“My kid has a say in this.”

Parents might be making the final decision, but they’re involving their kids more than ever. They’re giving their kids options, considering their interests, and looking for camps that match what their child is excited about rather than the traditional “try everything” model.

What camps can do: Engage the kids as much as the parents. Mail items that make them feel included and excited about camp, like stickers, a camp shirt, or a welcome packet addressed directly to them.You can also offer low-commitment opportunities for kids to experience camp (trial days, open houses, or preview events) that help them get hooked on the experience.

“Before I even reach out, I’ve already done a deep dive.”

Word-of-mouth looks different now. Parents aren’t just chatting with friends — they’re seeing something on their feed and going down a research rabbit hole. They’re reading reviews, checking social media, searching forums, and looking at everything they can find before ever contacting you.

What camps can do: Make sure all your touchpoints clearly tell the same story about your camp experience so parents find consistent, trustworthy information wherever they look.

This is just a glimpse of what we heard. We’ll keep sharing what millennial parents are actually thinking, asking, and looking for so you can connect with families in a more meaningful way. 

Follow Campfire Creative Marketing on Instagram and LinkedIn for more parent insights and camp marketing tips.