Oh, What a Feeling!

This summer, we visited a lot of camps. Different sizes. Different locations. Different activities, traditions, and histories. We know every camp has its own unique feeling, but it was so cool to be reminded of that as we traveled from coast to coast. That feeling shows up in the way counselors interact with campers, the traditions everyone knows by heart, and the inside jokes that make absolutely no sense to an outsider. That feeling is your camp's culture. It's also the most important thing you have to market.

Here’s the problem: take the logos and camp names off a bunch of websites and socials and after a while, camp starts looking like… camp. There are lake jumps. Campfires. Relay races. Friendship bracelets. Beautiful sunsets. Kids with their arms around each other. Great photos? Absolutely. But those things don't tell us what it feels like to be at your camp.

Try to listen to the words your campers and staff use when they talk about camp. Notice what makes the entire dining hall burst into a song. Pay attention to the stories alumni immediately start telling, tiny traditions, and the in-between moments during activities when campers are chatting.

That's your camp showing you who it is.

When you’re stuck on figuring out who you are, remember who you’re NOT. Is there anything that definitely doesn't represent your camp? Think about posts you’d never create, words you don’t like to use, or ways you’d never describe camp life. If you don’t think it speaks to your community and your values, ban it from your marketing forever.

Once you understand the personality of your camp, lean into it with your marketing. Don’t just post, email, or design without intention. Instead, ask:

• Does this photo feel like us?

• Does this caption sound like us?

• Could this piece of marketing belong to any camp—or could it only belong to ours?

Activities can be copied. All facilities can be upgraded. Programs can change. But that feeling? It’s all yours. Bottle up those emotions because that’s what will connect you to more families.