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Connecting with Camp Families Year-Round

My presentation at the Southeast region of the American Camping Association. I focused on using content marketing, blogging, and the power of why to build authority as a child development expert.

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Connecting with Camp Families Year-Round

  1. 1. Engaging with Camp Families Year-Round Matt Ragland twitter @mattragland #ACAse2013
  2. 2. Welcome Landlord @ Team House
  3. 3. Time Together Why this Matters Websites & Blogs Social Media & Tools Community Connection Q&A + Demos
  4. 4. The Power of Why WHY WHAT HOW
  5. 5. WHY? Help camps grow faster & operate more effienciently
  6. 6. Why This Matters Because “camp plays a significant role in a child’s development”
  7. 7. How You Recruit, Write, & Speak must Adapt
  8. 8. Growing social influence and opportunity, for better or worse “Social Proof” Facebook Likes Tweets & Re-Tweets Reviews on Yelp, Google, & more Today’s buyer is armed with a wealth of information, combined with the experiences of friends and total strangers online
  9. 9. Content Marketing builds Authority
  10. 10. Authority “Families see you as an expert in child development, and not just the fun person in the woods all year!”
  11. 11. We Need to Create Valuable Content
  12. 12. Blogging You  have  the  opportunity   to  share  helpful,   valuable  information   with  thousands  of  people!
  13. 13. Blogging Create Email Promote Follow Up
  14. 14. Blogging 5 Reasons How or Why The Secret to... How I Learned to... What I Learned From... What We’re Reading Videos to Inspire You Expert Interviews The Magic of...
  15. 15. Blogging Create Email Promote Follow Up
  16. 16. "You would be interested to know that your article 'Seven Critical Character Traits in Growing Children' was very moving to us. In fact, I sent it to several of my colleagues that have children, and we also discussed it as a family. What you do does make a difference!" - Alan K.
  17. 17. One-Word Equity = Growth
  18. 18. One-Word Equity Obama ’08 “Change” Obama ’12 “Forward”
  19. 19. What’s the Point of Your Website? 11% 27% 9% 16% 36% Dates & Rates About Us Why Us? Misc Above the Fold Below the Fold 89% of clicks above the fold
  20. 20. 6 Month Visitor Flow
  21. 21. What’s the Point of Your Website? 1.  To  learn  “WHY”  you  exist 2.  To  gather  information   i.e.  dates  &  rates 3.  To  give  you  money
  22. 22. Why This Matters Because “camp plays a significant role in a child’s development”
  23. 23. Effective Social Media Use Most Popular Ads & Promotions Easy to Share Fastest Growing Visual Simple, pushes to FB It’s Google! Impacts search ranking Links directly
  24. 24. Why Google+ Matters
  25. 25. Webinars Reach new families across the world Different times of day No travel involved! Recruiting & Community Live Q&A sessions Walk parents through the packet What to expect on Opening Day Expert guests
  26. 26. Podcasts? Here’s the bottom line: if you are podcasting, you are a media outlet. “ You are a publisher.” 2012 2011 2010 2009 2008 2007 2006 0 7.5 15 22.5 30 % of People who have listened to a podcast Source: Edison Research
  27. 27. Tupperware Parties? Moms buy & sell your camp Target, Train, Incentivize, & Customize SO...
  28. 28. “New” Advertising These methods are highly targeted, relatively cheap, and can be analyzed for conversions
  29. 29. Content Marketing Summit Content Strategy Web Design SEO + Social Media & more!
  30. 30. Thanks for being here! TeamHouse.co Matt@TeamHouse.co @MattRagland 828.712.2524 teamhouse.co

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My presentation at the Southeast region of the American Camping Association. I focused on using content marketing, blogging, and the power of why to build authority as a child development expert.

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