What’s the Value of Metro Parent’s Camp Audience in Michigan?

If you have a camp in metro Detroit, you want parents to find you online. Many marketing options exist, including DetroitKidsGuide.com, Little Guide Detroit, Oakland County Moms and Metro Parent.

It can feel like you “have to” be everywhere at once. But are you getting in front of the right audience? What’s the value of the audience you’re reaching?

Your marketing partner should be able to tell you this quickly and clearly. That’s the goal of this blog. Zoe Marketing & Communications is the sister company of Metro Parent, and the hub for its marketing campaigns. Metro Parent’s 2024 Top Camps Marketing Campaign reaches 88,000-133,000 quality prospects, primarily moms, during prime camp-picking times.

Here, you’ll get answers to three direct questions:

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

Based on this insight, you can decide whether Metro Parent is the right fit for your marketing goals and budget. And, whatever your next steps, you’ll know what to look for and ask about.

How much does Metro Parent’s camp marketing cost?

The 2024 Top Camps Marketing Package has three tiers 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 Metro 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 MetroParent.com
2. Camp listing Metro Parent’s March/April and May/June print and digital magazines
3. Premium inclusion in the interactive map MetroParent.com’s Camp Guide webpage
4. 2 half-page magazine ads in two issues of Metro Parent
5. Inclusion in a targeted email roundup sent to highly aligned subscribers
6. A partnership Facebook post on Metro Parent’s social feed
7. A Facebook/Instagram Reel on Metro 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 MetroParent.com
2. Camp listing Metro Parent’s March/April and May/June print and digital magazines
3. Premium inclusion in the interactive map MetroParent.com’s Camp Guide webpage
4. 2 quarter-page magazine ads in two issues of Metro Parent
5. Inclusion in a targeted email roundup sent to highly aligned subscribers
6. A partnership Facebook post on Metro 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 MetroParent.com
2. Camp listing Metro Parent’s March/April and May/June print and digital magazines
3. Basic inclusion in the interactive map MetroParent.com’s Camp Guide webpage

How many parents will I reach with this campaign?

Your total audience will vary by which plan you choose. 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 Metro Parent magazine readers — both digital and print.

Also across the board, at least another 5,000 will find you on MetroParent.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 15,000 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 Metro Parent magazines
2. 40,000 from the May/June digital and print Metro Parent magazines
3. 30,000 from the Facebook/Instagram Reel on Metro Parent’s social feed
4. 8,000 from the targeted email roundup sent to highly aligned subscribers
5. 5,000 from MetroParent.com’s Camp Guide webpage (minimum)
6. 5,000 from the partnership Facebook post on Metro Parent’s social feed
7. 5,000 from the premium inclusion in the interactive map at MetroParent.com

2. Local Camp Visibility Package: 103,000 people

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

3. Local Camp Presence Package: 88,000 people

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

What sorts of parents will my camp reach?

The Top Camps plan reaches local parents — primarily moms and female caregivers — in metro Detroit. Women are 82% of Metro 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: Metro Parent’s followers, and an extended audience.

1. Metro Parent’s core audience

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

• 82% female
• 43% have a household income of $75,000+
• 52% have kids ages 6-15
• 58% visit MetroParent.com at least once a week
• 71% are interested in finding a summer camp digitally (as of Metro Parent’s 2023 survey)

2. Metro Parent’s extended metro Detroit audience

Also, you'll connect with a broader audience through Metro 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 metro Detroit summer camp 

Do you know who your camp marketing will reach? And is it aligned with the parents and caregivers you want to reach? To make your investment worthwhile, find out in advance.

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

Could Metro 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 Metro Parent’s Top Camps promotes local camps

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