The Value and Reach of Chicago Parent’s Camp Audience

Running a camp in Chicago or the suburbs? To fill it, parents need to be able to find you online. And there are plenty of Chicagoland marketing options, like Macaroni KID Chicago, ChicagoKids.com, Neighborhood Parents Network and Chicago Parent.

It can feel overwhelming — like you “must” be everywhere. Really, though, it comes down to getting in front of the right parents. Understanding the value and reach of your audience is key.

Any marketing parent should be able to explain this to you directly. This blog does just that. Zoe Marketing & Communications is the sister company of Chicago Parent, and the hub for its marketing campaigns. Chicago Parent’s 2024 Top Camps Marketing Campaign reaches 88,000-133,000 quality prospects, mostly moms, during key camp-picking seasons.

Here, you’ll find answers to three common questions:

• How much does Chicago Parent’s camp marketing cost?
• How many parents will I reach with this campaign?
• What sorts of parents will my camp reach?

From there, you can determine if Chicago Parent is the right fit for your marketing goals and budget and make your next steps.

How much does Chicago Parent’s camp marketing cost?

The 2024 Top Camps Marketing Package has three plans that cost $4,995, $2,995 and $995.

It’s a bigger investment than some other local options. That’s because it offers a highly aligned audience and advanced digital marketing options that expand your reach.

It also aligns you with Chicago Parent, a trusted community resource with an engaged audience. Below are the cost basics, and this article has further details. 

1. Premium Camp Presence Package: $4,995

This top-tier plan includes eight elements for maximum exposure, including:

1. Inclusion in the extensively promoted Camp Guide webpage on ChicagoParent.com
2. Camp listing Chicago Parent’s March/April and May/June print and digital magazines
3. Premium inclusion in the interactive map ChicagoParent.com’s Camp Guide webpage
4. 2 half-page magazine ads in two issues of Chicago Parent
5. Inclusion in a targeted email roundup sent to highly aligned subscribers
6. A partnership Facebook post on Chicago Parent’s social feed
7. A Facebook/Instagram Reel on Chicago Parent’s social feed
8. Inclusion in a targeted display email

2. Local Camp Visibility Package: $2,995

This mid-tier plan includes six elements for broad local visibility:

1. Inclusion in the extensively promoted Camp Guide webpage on ChicagoParent.com
2. Camp listing Chicago Parent’s March/April and May/June print and digital magazines
3. Premium inclusion in the interactive map ChicagoParent.com’s Camp Guide webpage
4. 2 quarter-page magazine ads in two issues of Chicago Parent
5. Inclusion in a targeted email roundup sent to highly aligned subscribers
6. A partnership Facebook post on Chicago Parent’s social feed

3. Local Camp Presence Package: $995

This entry-tier plan has three essential elements for solid local exposure:

1. Inclusion in the extensively promoted Camp Guide webpage on ChicagoParent.com
2. Camp listing Chicago Parent’s March/April and May/June print and digital magazines
3. Basic inclusion in the interactive map ChicagoParent.com’s Camp Guide webpage

How many parents will I reach with this campaign?

Your total audience will vary by plan. You’ll reach at least 133,000 people with the top-tier plan, 103,000 with the mid-tier, and 88,000 with the entry tier.

With all three plans, your camp appears in front of 80,000 Chicago Parent magazine readers — both digital and print.

Also across the board, at least another 5,000 will find you on ChicagoParent.com’s Camp Guide webpage. It’s promoted with targeted emails, social media and display ads. This new-in-2024 webpage has the potential for even more visitors; for context, in 2023, the site’s top 10 camp stories netted over 14,000 page views.

Here’s a look at the reach you can expect from each source:

1. Premium Camp Presence Package: 133,000 people

1. 40,000 from the March/April digital and print Chicago Parent magazines
2. 40,000 from the May/June digital and print Chicago Parent magazines
3. 30,000 from the Facebook/Instagram Reel on Chicago Parent’s social feed
4. 8,000 from the targeted email roundup sent to highly aligned subscribers
5. 5,000 from ChicagoParent.com’s Camp Guide webpage (minimum)
6. 5,000 from the partnership Facebook post on Chicago Parent’s social feed
7. 5,000 from the premium inclusion in the interactive map at ChicagoParent.com

2. Local Camp Visibility Package: 103,000 people

1. 40,000 from the March/April digital and print Chicago Parent magazines
2. 40,000 from the May/June digital and print Chicago Parent magazines
3. 8,000 from the targeted email roundup sent to highly aligned subscribers
4. 5,000 from ChicagoParent.com’s Camp Guide webpage (minimum)
5. 5,000 from the partnership Facebook post on Chicago Parent’s social feed
6. 5,000 from the premium inclusion in the interactive map at ChicagoParent.com

3. Local Camp Presence Package: 88,000 people

1. 40,000 from the March/April digital and print Chicago Parent magazines
2. 40,000 from the May/June digital and print Chicago Parent magazines
3. 5,000 from ChicagoParent.com’s Camp Guide webpage (minimum)
4. 3,000 from the basic inclusion in the interactive map at ChicagoParent.com

What sorts of parents will my camp reach?

Top Camps reaches local parents in Chicagoland — mostly moms and female caregivers. Women are 90% of Chicago Parent’s audience. And 95% of women are their family’s primary financial decision-makers at some point in their lives.

That means you’ll reach a high amount of camp-purchasing decision-makers.

You’ll reach two key local groups: Chicago Parent’s followers, and an extended audience.

1. Chicago Parent’s core audience

Here’s a snapshot of Chicago Parent’s website and bimonthly print and digital magazine audience:

• 90% female
• 54% have a household income of $75,000+
• 50% have kids ages 6-15
• 49% visit ChicagoParent.com at least once a week
• 62% are interested in finding a summer camp digitally (as of Chicago Parent’s 2023 survey)

2. Chicago Parent’s extended audience

Also, you'll connect with a broader audience through Chicago Parent’s roundup emails and social media (available at the top- and mid-tier options). Targeting factors include:

• Proximity to your camp by targeting a specific radius or region
• Moms with kids ages 4-17 
• Household incomes of $70,000+
• Interests specific to your camp (nature, STEAM, performing arts, sports, etc.)

Next steps for marketing your Chicagoland summer camp 

Who will your camp marketing reach? Is it the parents and caregivers most likely to be interested in your camp? Learn the answers to these vital questions before you invest.

With the Chicago Parent, your camp is visible to 88,000-133,000 Chicagoland parents — primarily moms. They have school-age kids, potential finances for camp, and interest in finding those camps online.

Could Chicago Parent’s Top Camps Marketing Campaign help fill your summer camp? Talk to us. Our experts can help you determine if it’s the right fit for your camp.

Still weighing your options? 

• Learn more about how Chicago Parent’s Top Camps promotes local camps

• 7 of the best tactics to market a summer camp in Chicago