West Hills Day Camp

Situation

West Hills Day Camp is one of Long Islands longest family run camps, offering local children over 100 activities on a 20 acre facility. The camp is unique in that they create an accepting and loving environment for all children, as well as provide fun and excitement for their families too. Aware that the majority of families enroll their children for the following year of camp before the current summer’s end, WHDC approached Linx to develop and execute an immediate and aggressive multi-channel campaign to promote enrollment for their Summer 2016 sessions.

Strategy

Linx proposed an aggressive outreach program to target households within our target location, for about 3-4 weeks (Late July – Early August), that allowed WHDC to reach households with children of the ages of their offered day camp programs through various channels and multiple touchpoints. The core messaging of the program would focus on the unique activities and family fun no other camp in the area offered, as well as a $500 discount check for 2016 early enrollment. Linx helped West Hills secure valuable online domain real estate to strengthen its brand – LIBest.Camp.

Solutions

We developed a campaign that consisted of multiple communications, both online and offline, offering a focused unique value proposition, clear positioning, and definition of the WHDC brand. Communications will included a 3-prong direct mailing, cable TV promotions, emails, and online advertising which all lead targets to a unique landing page where we would collect lead information and they could download their discount check. This combination allowed for the integration of various channels, while delivering the right message, to the right target, at the right time, increasing the effectiveness of the marketing program.

Results

West Hills Day Camp saw a 22% sign up rate for the coming year.