Your 5-Step Summer Camp Marketing Plan for Starting a New Camp

ActivityHero partners with Jumbula

A well-executed summer camp marketing plan can significantly impact the success of your new camp.


Launching a new summer camp is an exciting endeavor, but it requires strategic marketing to attract campers and ensure a successful inaugural season. With a well-structured marketing plan, you can effectively promote your camp, generate interest, and secure registrations. In this article, we present a comprehensive 5-step summer day camp marketing plan, complete with timeframes, tips for your website, social media, and more.


Step 1: Lay the Foundation (6-12 Months Before Camp)

    • Establish your camp’s unique selling points: Identify what sets your camp apart from others. Highlight your camp’s themes, activities, values, and benefits to clearly communicate your camp’s value proposition.

    • Develop a captivating camp website: Create a professional and user-friendly website that showcases your camp’s offerings, activities, dates, pricing, and testimonials. Ensure your website is mobile-responsive and optimized for search engines.

    • Set up online registration: Integrate an online registration system, such as ActivityHero, to streamline the registration process for parents and capture essential camper information securely.

Step 2: Build Awareness (4-6 Months Before Camp)

    • Launch social media channels: Create accounts on popular social media platforms like Facebook, Instagram, and TikTok. Start sharing engaging content, including camp updates, behind-the-scenes photos, and insight on your motivation to start your camp. Encourage prospective families and staff to follow and share your posts.

    • Develop a content marketing strategy: Create informative and engaging blog posts, videos, and infographics related to summer camp experiences, tips for parents, and the benefits of attending your camp. Share this content on your website and social media channels to establish credibility and attract potential campers.

Step 3: Drive Engagement (2-4 Months Before Camp)

    • Host promotional events: Organize open houses, information sessions, or virtual webinars to give parents and campers a glimpse into your camp’s unique offerings. Provide interactive activities, Q&A sessions, and incentives for attending.

    • Launch referral programs: Encourage your early-bird registrations to refer their friends by offering incentives such as discounts or exclusive camp merchandise. Leverage word-of-mouth marketing to expand your reach and attract new campers.

Step 4: Launch Advertising Campaigns (1-2 Months Before Camp) 

    • Set up paid advertising campaigns: Allocate a portion of your marketing budget to targeted online advertising campaigns. Utilize platforms like Google Ads, Facebook Ads, and Instagram Ads to reach your target audience based on demographics, interests, and location.

    • Collaborate with local influencers: Partner with influencers in your area who have a strong online presence in the parenting or family niche. Arrange sponsored content, guest blog posts, or social media takeovers to expand your reach and tap into their engaged audience.

Step 5: Fine-Tune and Monitor (Right Before and During Camp Season)

    • Track and analyze data: Monitor the effectiveness of your marketing efforts by tracking website traffic, conversion rates, and registration numbers. Use analytics tools to gain insights into the most successful marketing channels and adjust your strategies accordingly.

    • Maintain consistent communication: Continually engage with parents and potential campers through email newsletters, social media updates, and blog posts. Provide valuable content, highlight upcoming events, and share testimonials to maintain interest and generate excitement.


A well-executed summer camp marketing plan can significantly impact the success of your new camp. By following this 5-step plan and adhering to the suggested timeframes, you can effectively promote your camp, attract campers, and establish a strong brand presence. Leverage your website, social media platforms, referral programs, advertising campaigns, and monitoring tools to maximize your camp’s visibility. And remember, platforms like ActivityHero can assist you in streamlining registrations and reaching a broader audience, facilitating the growth of your new summer camp.

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