Summer Communications and Media Planning Kevin Martone Technology Program Manager JCamp 180 [email protected] Thanks to Debra Askanase ()

Summer Communicati ons and Media P lann ing

Kevin MartoneTechnology Program ManagerJCamp [email protected]

Thanks to Debra Askanase (www.communityorganizer20.com) for much of this session

content.

• Year-Round Communications Plan

• Summer Communications Plan

• Summer Media Checklist

Today ’s Agenda

First Step?

Year-Round Communications Plan

Year-round communications at-a-glance

Social media channel

Desired frequency

Who implements Conversation topics/content

Facebook pages 2 – 3x/week, monthly community content

Camp Director, support staff

Facebook groups 2x/month Alumni

Mini-Facebook campaigns

January (new camper registration), December (fundraising)

RegistrarCommunications coordinator

Blog posts 2x/month Director – 1xAlumni– 1x

Vimeo 2x/month Communications director

Pinterest 1x/month fresh content

Linkedin company page

Post update monthly, encourage sharing

Assistant Director

Year-round communications at-a-glance

JCC Ranch Camp year-round communications

Lightbox Collaborative sample calendar

Your Communications Tools

• Website• eNewsletters – for

various audiences• Social media

• Traditional mailings• Events• Phone calls and in-

person meetings

• Other?

Exercise: Major Camp Communications

Fundraising LettersEnrollment

emailsHoliday greetingsAlumni communications

StewardshipOthers?

Summer vs. Winter

http://www.flickr.com/photos/93896575@N00/698692268/

Summer is Unique

Captive audience

Changing audience

Visitors

Staff - create content

Summer is a Unique Communications Opportunity

Always Start with Your Goals

Possible SMART Goals:1. Increase parent satisfaction with communications2. Increased alumni attendance at reunion, alumni day3. More camp tours for potential families4. More camp tours for potential donors5. Earlier re-enrollment 6. Change internal culture: implement a few core social media

tools, test messaging, tweak7. Others?

How might this differ from winter communications?

Think About Pre- and Post- Camp Too

Pre-CampApril-June

During CampJune-August

Post-CampAugust-September

Strategies:

Possible Goals:•Excite campers•Reaffirm parents’choice•Fill remaining slots•Invite parents and donors to camp•Internal: training, messaging, systems-building•Internal: find guest content creators

Possible Goals:• Increase current

parent satisfaction• Host parents and

donors on camp visits • Share stories and

testimonials from camp• Gather specific content

for use during fall/winter/spring

Possible Goals:• Extend camper happiness

towards re-enrollment• Engage current parents as

recommenders• Move prospective families

towards enrolling• Continue

cultivation/stewardship activities

• Review summer communications – make changes for year-round and next summer

Consistent, focused methods of outreach that will carry through

• Staff training & allocation of communications responsibilities

• Facebook• Blogs

Tools:

• Email• Photos/Video• Other

Summer Communicati ons Calendar

http://www.flickr.com/photos/marcovdz/5880590735/in/photostream/

GUCI Summer Communications Calendar

Emailed a Communications Brit to their Families promising:

– Blog – Minimum 3/Week– Video- Minimum 3/Week– Bunk1- 75 photos/day (excluding Shabbat)– Twitter- Daily Cabin Updates– Shabbat email from Director (simultaneously

posted as blog)

– Facebook: Used as a Curator

URJ Camp George Summer Season Plan

Don’t Wait! Get Content Before Camp

Who’s Doing What?

• Photographers• Videographers• Bloggers• Social media

updates• Media checklists

http://www.flickr.com/photos/thomashawk/413634446/in/photostream/

• Camp Director• Program Directors• Alumni Relations• Jewish Life/ Rabbi• Executive Director• Board Members• Communications

Coordinator

Who’s In Charge of What? Assigning Responsibilities

Who Knows How To Do What?

Don’t forget about TRAINING!

• Bloggers• Guest bloggers• Social Media• Video/Photos• Media Checklist

The Critical Job:Communications Coordinator

– Role: Making sure that communications are on time

• Assign a pre-camp central communications coordinator and coordinators during the summer

• This person will coordinate the summer communications plan:• Receive, review, and post all blog posts from guest bloggers• Ensure all eNewsletters, direct mail, social media and other communications

on summer plan are posted.• Upload weekly photos from camp to the website• Track the collection of photos, videos, stories, testimonials and other content

for year-round communications. (Summer Media Checklist)

Exercise: Summer Content Planning

Guest blog postsBunk updatesAlumni outreachDonor stewardship

Camp VisitsOthers?

Back to Your

Year-Round Communications Plan

What Content Can You Capture During the Summer for the Rest of the Year?

Stewardship/Fundraising

Create a Summer Media ChecklistCheck when complete

Type of content Names of people in photo/video

Location + description

Photos - Create a sub-list- Places at camp- Adult/counselor interactivity- Special places- Camp leadershipVideo- Camp plays- Testimonials- Alumni visits- Special occasions- Signature eventsMP3- Campfire songs- Shabbat songs

Special occasion or holiday-related photos/videos

Stories/Testimonials

Check when complete

Type of content Names of people in photo/video

Location + description

Exercise: Summer Media Checklist

Holiday videos/photos

Parent TestimonialsThank you

videosAlumni PhotosCamp Countdown PhotosOther?

What Did You Learn? Insights? Next Steps?

Summer Communicati ons and Media P lann ing

Kevin MartoneTechnology Program ManagerJCamp [email protected]

Thanks to Debra Askanase (www.communityorganizer20.com) for much of this session

content.