7 Key Summer Camp Marketing Tactics to Boost Registrations

Summer camp is an experience kids remember and parents relish — and demand is rising. Even with 35% price increases, the American Camp Association says, interest remains strong.

But competition is strong, too. If you’re worried about registrations, a consistent marketing strategy is key.

At Zoe Marketing & Communications, we help camps increase visibility and sign-ups with these seven essential tactics.

Consistent marketing makes you visible

Camp might last a few months, but marketing must be year-round. Word of mouth is great, but controlling your message keeps your camp top of mind.

• Focus on past attendees: Encourage families to return, and engage younger siblings.
• Give your message emotion: Beyond programs, highlight values like fun, leadership and adventure. Use text, photos and video to tell compelling camp stories.

• Keep efforts steady:
  • November-January: Ramp up with early-bird specials
  • February-April: Peak promotion time
  • May-August: Lighter updates for current and future campers

7 top summer camp marketing tactics

1. SEO: make sure you’re found

When parents Google “overnight camps near Chicago,” for instance, do you appear?

Boost your SEO (that’s search engine optimization) with:

• A well-structured, mobile-friendly website with clear program info.
• A visible registration form that’s easy to find and complete.
• Relevant keywords in pages and blogs to match what parents search.
• Fast-loading pages (under 3 seconds) to keep visitors engaged.

Your website is often the first impression. Make it count.

2. Email marketing: engage current and new campers

Your email list is gold. Use it wisely with:

Organic emails

• Announce registration openings with a fun image.
• Share new programs and special camp highlights.
• Send a personal letter from the camp director.
• Feature real parent/kid testimonials.

Paid email marketing

Target specific locations, ages and interests. For instance, try a “Top 5 Camps” theme to stand out.

3. Social media: organic and paid

Where are you posting? Social media keeps your camp visible and engaged.

Organic social media

• Post photos, videos and camper stories weekly (building to 4-5 times a week).
• Align posts with emails and ads for a unified message.

Paid social media ads

• Run targeted ads for parents based on their kids’ ages and interests.
• Use “lead gen” ads so parents can sign up for more info without leaving the platform.

4. Digital listings and roundups: team up with partners

Ensure your camp is in high-visibility online directories.

• Start with free options: Parenting sites and camp directories offer SEO boosts and direct traffic.
• Consider enhanced listings: If a site reaches your audience, premium placement may be worth it. 

5. Content marketing: build credibility

Strong content marketing works two ways:

• Sponsored articles: Partner with local magazines or websites to reach parents. Camp-focused articles build trust and visibility.

• Your own website:

• Write compelling program descriptions.
• Cover details like dates, ages, costs and before/aftercare.
• Consider blogging about common camp questions (aim for 300-500 words).

6. Digital and print ads: expand your reach

A balanced ad strategy lifts visibility and credibility.

Digital ads

• Social media ads: Raise awareness and collect emails.
• Programmatic ads: Target families across websites and apps.
• Google Ads (SEM): Appear when parents search for camps like yours.

Print ads

• Camp-specific print ads boost credibility.
• Many media outlets bundle print and digital for broader exposure.

7. Camp fairs: Personal connections

Camp fairs offer face-to-face time with parents and kids.

Options include:

• In-person fairs: Strong for local engagement.
• Virtual fairs: Reach a wider audience with less overhead.

These require staffing and prep, but the direct relationships can pay off.

Next steps for successful camp marketing

Camps are in demand, but competition is fierce. A multichannel strategy — SEO, email, social, listings, content, ads and camp fairs — helps fill seats.

Need expert support? Talk to us at Zoe Marketing & Communications. We’ll help promote your camp and increase registrations.

Still exploring? To keep your camp marketing strong, learn:

• How to set a marketing budget
• How to market with a limited budget