Little Red's Big Ideas

Survey Your Summer Staff

Over the past 15 years or so I have so involved in the marketing end of "parks and recreation" that I hardly ever get the time to experience those endless benefits for myself.  Although, like most parents, I'm great about helping my son take advantage of all the "parks and recreation" he can fit into his busy schedule; it seems I've become nothing more than a "park and recreation" chauffeur.  (Raise you hands if you can relate, Moms and Dads.) 

Well, this summer all of that has changed.  I'm proud to say that I have jumped into the benefits of "parks and recreation" feet first -- literally.  While my eight-year old is along for the ride, I and am spending three glorious weeks in the Blue Ridge Mountains as the on-site marketing consultant for Eagle's Nest Camp.  Nice gig, huh?

So far, I've spent three whole nights at Eagle's Nest Camp and have had a great time.  I've met a whirlwind of campers, parents and counselors who have begun teaching me the camp lingo and culture.  As a suburban baby-boomer I think I'm holding my own pretty darn well.  Granted, I'm not roughing it -- I have a comfy twin bed with clean sheets I brought from home, by own squishy pillow, screens on the windows to keep out critters, and really good coffee from a local roaster in town.  I even admit I went to the local WalMart and bought some very non-organic, generic sugar substitute to sweeten my coffee.  I have my computer, a wireless connection and my yoga DVDs.  Life is good.  Right now I'm sitting on the back porch just off the staff lounge where I'm blogging and caffeinating among the sounds of nature -- chirping birds, cicadas and laughing campers.  Ahhhh -- the sounds of summer.  My porch feels like a tree-house as it is about 50 feet off the ground nestled in a grove of pine and oak trees. 

I see marketing opportunities everywhere and plan to share as many as possible, here, on my blog.  And while your park and recreation agency may offer day camps, rather than residential programs, the ideas will work for you, too. 

My latest post is called "Counselors as Recruiters" and includes valuable survey questions you should ask your staff to help them help you better attract campers, customers and other great staff... Read more

 

Counselors as Recruiters

I've spent three whole nights at Eagle's Nest Camp and have had a great time.  I've met a whirlwind of campers, parents and counselors who have begun teaching me the camp lingo and culture.  As a suburban baby-boomer I think I'm holding my own pretty darn well.  Granted, I'm not roughing it -- I have a comfy twin bed with clean sheets I brought from home, by own squishy pillow, screens on the windows to keep out critters, and really good coffee from a local roaster in town.  I even admit I went to the local WalMart and bought some very non-organic, generic sugar substitute to sweeten my coffee.  I have my computer, a wireless connection and my yoga DVDs.  Life is good.  Right now I'm sitting on the back porch just off the staff lounge where I'm blogging and caffeinating among the sounds of nature -- chirping birds, cicadas and laughing campers.  Ahhhh -- the sounds of summer.  My porch feels like a tree-house as it is about 50 feet off the ground nestled in a grove of pine and oak trees. 

I see marketing opportunities everywhere and plan to share as many as possible, here, on my blog.  So whether you are in the residential camp business or work with a park and recreation department, faith based, non profit or private day camp -- you'll sure to find lots of great tips of the next few weeks -- direct from my adventure in camp marketing immersion.

Immediately,  I'm struck by the counselor commitment. Most camp counselors are young -- very, very young.  Senior counselors age out of their jobs by their early twenties.

In a era of crummy customer service, it's overwhelming to witness how compassionate and empathetic these young adults are, whether tending to a homesick child or dealing with a parent suffering from separation anxiety.  (Who me?  Couldn't be!)  Because most counselors grew up as campers, they intimately experience the camp "products."  Their opinion is golden.  Further, their ability to recruit other great staff as well as campers, in the off-season should be amplified by meaningful incentives and motivators.  If you want to spend less time, energy recruiting next year's staff -- talk to this year's team.  Ask them:

1. What could we do to motivate you to help recruit great counselors, like you? Don't be shocked if they ask for money.  More importantly, don't push the idea of generous cash-incentives aside because you are a "non-profit" or have limited funds.  Think of these incentives as part of your recruitment budget and see #4 below.  I'll bet staff incentives would be a better use of your money (not to mention your staff really need the money!) than some of your other recruitment expenditures.  And, if cash seems too impersonal, consider gift cards, travel vouchers, gas cards, camp gear, high end apparel and time off.
2. what could we do to motivate you to recruit campers? Again, I'll bet 70 to 80 percent of your new campers are referred by current or previous campers and staff.  Invest you marketing funds into what (and WHO) works for you!
3. What tools do you need us to provide for you to make this recruitment job easier? (Brochures, business cards, encouragement, rather than discouragement to talk about your camp experiences on your MySpace/FaceBook/YouTube posts, promotional items that you could give to friends, family, strangers with the camp logo/website/slogan) 
4. How did you find out about this job? Document these answers to see if you are getting sufficient ROI (return on investment) from your marketing tools.  In other words,  are spending too much money on traditional recruitment tools (ads in directories and on line; job fairs, print advertising)?  Should you be spending more of your recruitment budget on employee incentives?  Referral rewards? 

No matter what your "business" the best salespeople are super-satisfied customers.  The second-best salespeople are super-satisfied staff.   However nothing is better than a customer who evolves into a top-notch staff member like Innes Gamble (pictured at the left) who, after spending her childhood as an Eagle's Nest Camper graduated from college and is now a full-time, year round member of the management team. 

Over the next week I will be surveying Eagle's Nest Staff like Innes to find out the answers to these and other critical marketing questions.  Check back often to find out what I've learned.  In the meantime -- COMMENT below to let me know what gems your staff have shared with you over the years that have helped you better promote and market your camp and programs. 

I'm off to camp...

Eagle's Nest -- here I come!  After months of anticipation, I'm off to three weeks of camp in beautiful North Carolina.  "Is it a family camp," you ask?  Nope.  "Is it a camp for overworked baby boomer women looking to connect with nature?" you guess again.  Nope, not that either!  The truth is that in honor of all good helicopter parents, I plan to stow away in my eight-year-old's foot locker as he embarks on his first residential camp experience.  Well, not exactly.

Here's the whole story... As a marketer committed to helping camps promote their programs and attract greater awareness and participation, I wanted to get a more intimate look at my "product."  I know the value of experiencing a product for myself and it's been more than 30 years since I went to summer camp as a "customer."  I know that to really develop compelling promotional ideas it's critical to know how the product feels, smells, sounds, looks and even tastes.  So, while I've written one marketing book aimed at the camp community; I wanted to get a fresh, first person perspective as I get ready to write my next.  After some creative conversations I struck a win-win-win deal with Eagle's Nest Camp Director Paige Lester Niles.  That's her on the right.

Here's the deal...

Spencer gets to go to a top notch camp in the beautiful Blue Ridge Mountains; I get to accompany him and learn, firsthand, about the camp experience.  Not to mention, that I've never taken time to explore the region or the Blue Ridge Mountains.  Paige and the Eagle's Nest Foundation get a professionally written marketing plan by me -- the Little Redhead with the Big Ideas.  As an extra added bonus I also will be writing a children's book while at camp.  It's going to be called The Camp Dog's Blog and beginning Saturday, July 14 you can follow the escapades at www.campdogblog.typepad.com.  I have no idea where Dog's adventures will take him but I'm sure he's in for the time of his life. 

I'm sure Spencer and I are, too!

Letter to Editor: July is Recreation and Parks Month

One of the easiest ways to get your message in print (besides paying for an ad) is to send a Letter to the Editor.  You can find the email address for most Letters' editors on your newspapers' website or right on today's Letters or Op/Ed page.  Typically, editorial pages  are very well read by community leaders, activists, politicians and business people.  God bless the First Amendment which gives you and the press freedom to speak your mind about just about anything.  As a recreation professional you have all sorts of great information and opinions to share with the world (or at least your community).  The "letter pages" are a great place to quell rumors, correct misprints and offer an educated or experienced opinion about various topics from sports and fitness to environmental issues and conservancy. 

To get you started I've penned a template "Letter to the Editor" that you can use to promote National Recreation and Parks Month (July).  But, don't despair, if you miss the July opportunity; you can tweak the article to focus on another time of the year.  Email me if you need some help.

You can download the letter as a Word file Download prmonth.doc or cut and paste from here. 

The only thing I ask is keep me posted!  Did you send it?  Did it get printed?  One thing's for sure -- it won't get printed if you don't send it!  So what are you waiting for?  Replace the red with your info and presto -- you're ready to roll. Five Minutes is all it takes.  Go for it!

Letter to the Editor

Dear Editor,

July is National Parks and Recreation Month.  Unlike earlier July celebrations, there’s no parade or fireworks to commemorate the occasion.  However, everyone in {your town} (whether they know it or not) gets to celebrate the benefits of parks and recreation each and every day -- just by driving past {your most beautiful park/open space name}, hiking on trails, cooling off at the pool, playing ball, walking or biking on trails and paths, or picnicking at a favorite spot.

But parks and recreation is really about the people behind the parks and programs.  An army of volunteers who serve you and your children in countless ways supports our professional staff.  These generous men and women, boys and girls, do everything from pick up trash from our parks to help teach kids to swim. They are the unsung heroes who coach our kids’ teams, help them meet new friends, explore their creativity and feel good about themselves. Park volunteers also help our staff protect our {17,000 acres of parkland} including trails, wildlife and open space.

On behalf of the entire department I pay tribute to over {1,000} volunteers who contribute more than {20,000} hours to our city.  Their tireless work saves our economy more than {$X thousand/million – see note below for volunteer value formula*} dollars every year.  Together, park and recreation staff and volunteers ensure that {your town/community/ service area} is, indeed, a wonderful place to live, work and play ... today and for generations to come.  I salute you all!

With gratitude,

Your Name

Your Title

Your Agency Name

*Calculate the value of your volunteers by multiplying the number of volunteer hours X $18.77. This figure is determined by the Bureau of Labor Statistics.  Learn more about measuring the worth of volunteerism at the Independent Sector's Website.  You can even see the state by state Dollar Value of a Volunteer Hour

July X, 2007 (Send by July 20 for best results)

Tattoo You and Everyone Else, Too! -- Small Minimums, Big Savings

Today through August 31, in honor of National Recreation and Park Month, we are happy to offer an amazing Sale on Temporary Tattoos.  For example, 10,000 1.5" full color, custom tats are only $179!  Need more or less; a diferent size? Email Andy for all the details!

They are promotional perfection for every event!  From summer concerts and festivals to community events and tournaments -- now is the best time to stock up on these kid (and parent) friendly brand builders!  Plan ahead and place an order for fall and winter events, too!  It's not too early to think about Halloween, Christmas and Back-to-School events!

July is Recreation and Parks Month - 60 Second Publicity Tip

You've survived the 4th of July but there's something else to celebrate this month.  Since July is designated National Recreation and Parks Month, it's a great time to connect with the press.  Rather than sending the usual (even -- dare I say it -- boring) press release, send this Letter to the Editor.  It has a unique twist since it highlights the value of your volunteers.  So, rather than the typical self-serving news release, this ready-to-customize letter allows YOU, the park and recreation professional to say "thanks!" while promoting the endless benefits of parks and recreation.  You can download the letter as a Word file Download prmonth.doc or cut and paste from here. 

The only thing I ask is keep me posted!  Did you send it?  Did it get printed?  One thing's for sure -- it won't get printed if you don't send it!  So what are you waiting for?  Replace the red with your info and presto -- you're ready to roll. Five Minutes is all it takes.  Go for it!

Letter to the Editor

July X, 2007 (Send by July 20 for best results)

Dear Editor,

July is National Parks and Recreation Month.  Unlike earlier July celebrations, there’s no parade or fireworks to commemorate the occasion.  However, everyone in {your town} (whether they know it or not) gets to celebrate the benefits of parks and recreation each and every day -- just by driving past {your most beautiful park/open space name}, hiking on trails, cooling off at the pool, playing ball, walking or biking on trails and paths, or picnicking at a favorite spot.

But parks and recreation is really about the people behind the parks and programs.  An army of volunteers who serve you and your children in countless ways supports our professional staff.  These generous men and women, boys and girls, do everything from pick up trash from our parks to help teach kids to swim. They are the unsung heroes who coach our kids’ teams, help them meet new friends, explore their creativity and feel good about themselves. Park volunteers also help our staff protect our {17,000 acres of parkland} including trails, wildlife and open space.

On behalf of the entire department I pay tribute to over {1,000} volunteers who contribute more than {20,000} hours to our city.  Their tireless work saves our economy more than {$X thousand/million – see note below for volunteer value formula*} dollars every year.  Together, park and recreation staff and volunteers ensure that {your town/community/ service area} is, indeed, a wonderful place to live, work and play ... today and for generations to come.  I salute you all!

With gratitude,

Your Name

Your Title

Your Agency Name

*Calculate the value of your volunteers by multiplying the number of volunteer hours X $18.77. This figure is determined by the Bureau of Labor Statistics.  Learn more about measuring the worth of volunteerism at the Independent Sector's Website.  You can even see the state by state Dollar Value of a Volunteer Hour

God Bless America

I love America. I love that I can hate things about it, speak about it and write about it without getting in trouble, thrown in jail or beheaded.  So, in honor of its 231^st Birthday I’m happy to share these thoughts about the best country ever won. Have a blast!

There is nothing wrong with America that cannot be cured by what is right with America. -- Bill Clinton (1946 - )

There's the country of America, which you have to defend, but there's also the idea of America. America is more than just a country, it's an idea. An idea that's supposed to be contagious.  -- Bono (1960 - ), Oprah Winfrey Show, 2002

I see America, not in the setting sun of a black night of despair ahead of us, I see America in the crimson light of a rising sun fresh from the burning, creative hand of God. I see great days ahead, great days possible to men and women of will and vision.  -- Carl Sandburg (1878 - 1967)

The trouble with America is that there are far too many wide-open spaces surrounded by teeth. 

Charles Luckman

 

America is the greatest, freest and most decent society in existence. It is an oasis of goodness in a desert of cynicism and barbarism. This country, once an experiment unique in the world, is now the last best hope for the world. 

Dinesh D'Souza

 

There is nothing wrong with America that the faith, love of freedom, intelligence and energy of her citizens cannot cure. 

Dwight D. Eisenhower (1890 - 1969) 

 

America is therefore the land of the future, where, in the ages that lie before us, the burden of the World's History shall reveal itself. 

Georg W. Hegel (1770 - 1831) 

 

America has never been united by blood or birth or soil. We are bound by ideals that move us beyond our backgrounds, lift us above our interests and teach us what it means to be citizens. 

George W. Bush (1946 - ), Inaugural address, 2001

 

America will never run... And we will always be grateful that liberty has found such brave defenders. 

George W. Bush (1946 - )

 

Our American values are not luxuries but necessities, not the salt in our bread, but the bread itself. Our common vision of a free and just society is our greatest source of cohesion at home and strength abroad, greater than the bounty of our material blessings.

Jimmy Carter (1924 - )

 

I always consider the settlement of America with reverence and wonder, as the opening of a grand scene and design in providence, for the illumination of the ignorant and the emancipation of the slavish part of mankind all over the earth. 

John Adams (1735 - 1826) 

 

I believe America's best days are ahead of us because I believe that the future belongs to freedom, not to fear. 

John Kerry (1943 - )

 

America is a vast conspiracy to make you happy. 

John Updike

Do you have a favorite quote about America or the place that you call home?  Share it by COMMENTing below.

Business Cards that Stand Out from the Crowd

I don't mean to sound immodest but I have a great business card. I've been using the same card for more than 20 years and I never get tired of giving it to others.  I never get tired of the "oohs" and "ahs" and "how cool is that?" comments I get when I distribute to groups or individuals.  Many years ago, my card was even honored by a small business publication for its innovation.  (And, yes, we can tell you how to get some baseball cards with your name and stats, too!)

Needless to say, I appreciate creative business cards.  After all, your card is probably the marketing tool you use most often to promote yourself.  So, what does your card say about you?  Does it say: "I'm fun!," "I'm boring," "I'm safe," "I'm a risk taker," "I'm an innovator," "I'm stuffy," "I'm professional," "I'm your best choice?" 

Who says business cards have to be made out of cardstock?  Your card can stand apart from the rest by being made out of chocolate, plastic, aluminum, wood or seeded paper.  Consider a card that tickes the senses by adding sound, smell, touch or taste.   Even photos and four-color graphics are a great way to tell your story and create conversation.  Consider an unusual shape or die cut.  Even though the cost might be a bit higher, it will be well worth the impact and memorability factor -- and isn't that what it's all about?

Cards that this one from designer Jamie Wieck are a sure-fire way to grow your brand! 

What can you do to transform your basic card into a show-stopper?  If you need a little inspiration take a look at this amazing collection of unique cards posted at creativebits.com.

Or, if you have a card that goes beyond the basic -- show and tell by adding a COMMENT below.