Nestled deep in Pisgah National Forest in North Carolina, two brother and sister camps have made summer magical for generations of children. Looking ahead to the future, the owners of Kahdalea and Chosatonga asked us to take over their social media marketing for three months ahead of their 2023 summer season.
In a world where most campers have their own cell phones - and avidly follow the camps’ social media accounts - we had a challenge to continue to encourage that online social media camper community while reaching an even more important audience: the people paying for camp. We knew we needed to keep nurturing that camper community while convincing the parents of the value and benefits of sending their children to our camp. To strike this delicate balance, we implemented a multi-faceted digital marketing strategy.
We realized that the camps’ two social media platforms, Facebook and Instagram, were used differently by the camps’ two target audiences. We also saw that certain types of posts performed extremely well with each target audience. In our content calendar and digital ads, we focused on a strategy to create content geared more towards parents on Facebook, and content geared more towards campers on Instagram. Video-heavy content performed best, and we put a lot of energy into those posts. We also balanced a rotation of static posts, video posts, carousels, reels, and Stories on both platforms that would appeal to both groups.
The 10-week campaign's success was overwhelming, exceeding our initial goals and expectations. The camps' overall social media impressions grew by more than 125%, and they experienced a 230% increase in overall followers across both platforms. But the numbers only tell part of the story. The engagement rates soared, with likes, comments, and shares increasing by an impressive 180%. This heightened interaction not only boosted the camps' online visibility but also fostered a stronger sense of community among both campers and parents.
Use [A][S][W][D] or [←][↑][↓][→] to MOVE
Use [SPACE] or [K] to SHOOT