7 Best Ways to Market Your Summer Camp in Metro Detroit

Summer camp is huge for southeast Michigan families—most parents book at least two months ahead, and searches start as early as November, the American Camp Association reports.

For camps, demand is high, but so is competition. Grabbing parents’ attention early is crucial.

Zoe Marketing & Communications knows this firsthand — we help camps connect with local families. Here’s how to set the right mindset and use key tactics to reach your best prospects.

Setting the right marketing mindset

Marketing your summer camp is a year-round effort. Plan with these phases in mind:

• Winter: From November to January, update your website and offer early bird specials.
• Spring: February to April is prime marketing time, so ramp up your outreach.
• Summer: From May to August, keep the buzz going with light, engaging updates.

Also, tailor your messaging to what metro Detroit’s millennial parents value most:

• Spotlight experiences: Parents want to know what their kids will gain from camp. Make it about the adventure, friendships and learning.
• Share real stories: Feature authentic testimonials, photos and camper/parent reviews to build trust and engagement.

7 top summer camp marketing strategies in metro Detroit

1. Use social media (free and paid)

Metro Detroit parents of camp-aged kids are active on Facebook and Instagram — so meet them there.

• Post engaging content: Share testimonials, success stories and fun camp moments.
• Be consistent: Post weekly and ramp up activity in peak months.
• Run targeted ads: Reach parents based on age, location and interests.

2. Harness programmatic, SEM and social ads

Ensure parents see your ads while they’re searching and scrolling their feeds:

• Programmatic ads: Appear on websites and apps parents are also visiting.
• SEM (search engine marketing): Show up on Google searches for terms like “summer camps near me.”
• Social media ads: Let parents submit their emails for more info.

3. Build your local SEO (search engine optimization)

When parents Google camps in metro Detroit, make sure you appear.

• Keep your website updated and mobile-friendly.
• Use local keywords, such as “Oakland County day camps” or “Washtenaw County overnight camps.”
• Ensure contact forms are easy to find.

4. Get listed in digital roundups and listings

Including your camp in online directories and local roundups is a smart, often free, visibility boost:

• Submit your camp to well-known online directories and regional summer camp guides.
• Keep your listing updated with current pricing, dates and contact info.
• Consider paid placements in high-traffic directories for more visibility.

5. Harness email marketing

Engage past and prospective campers with targeted emails.

• Your own email list: Keep past campers engaged and encourage sign-ups.
  • November-January: Offer early bird discounts and referral specials.
  • Spring: Send engaging updates and testimonials to attract new families.
• Targeted email lists: Reach new families by targeting parents based on location, interests and kids’ ages.

6. Camp fairs and community events

Parents love to meet camp staff and get a feel for you before committing.

• In-person camp fairs: A great way to connect with families and answer questions.
• Virtual camp fairs: Ideal for reaching families outside your immediate area.
• Community events: Set up a booth or distribute flyers at local festivals.

Make sign-ups easy by providing a QR code to capture emails on the spot.

7. Website blogs and content

Finally, your website is your biggest marketing tool. Make it work for you!

• Clearly list dates, costs and offerings like extended care.
• Write engaging blogs that answer common questions (e.g., “How to Pick the Best Camp for Your Child”).
• Use video and photos to showcase the experience.

Next steps for marketing your summer camp in metro Detroit

A strong marketing mix is essential to filling your camp. In this article, we covered seven top strategies, from social media to SEO to digital ads.

Need guidance on where to start? Talk to us. Zoe Marketing & Communications can help you create a tailored strategy to reach metro Detroit families.

Still planning your approach? Learn more here:

• How to set a marketing budget
• Chicago-focused camps marketing from Metro Parent (our sister company)