Let's have a camp conversation
Get my newsletter every week.
It’s all about kids today
Been having a ton of camp parent conversations lately.
So, of course, I’ve been thinking a ton about having camp parent conversations lately.
Working at a new camp means a crash course in learning every single thing about the place, the people, and what makes it tick. And part of that is getting to know the parents who are thinking about or already sending their kid for the summer.
But one thing I’ve learned from these conversations is that when a parent and I finally hop on a call or meet in person, I want that first conversation to feel like our second or third.
Want to skip past the awkward hey-let-me-learn-three-things-about-you-small talk and get right to the good stuff - their kid, their concerns, their hopes for the camp experience.
And that’s been a hell of a lot easier because for a lot of these folks, this isn’t their first talk with me.
The Parent Communication Game Has Changed
Back in the day, camp directors had basically one shot to make an impression with parents: the initial tour or first phone call.
Now? Parents are Googling you (I know they have for me, they’ve said it). They’re checking LinkedIn. They’re scrolling through camp social feeds or (hopefully) reading your newsletters.
They’re forming impressions and building trust long (and I mean looonnggg) before you ever speak directly.
And for me, this isn’t extra work - it’s opportunity.
Why I’m Obsessed With Parent Conversations
Was at a cool camp pro get-together with my friend (and camp rockstar) Justin Pritikin when he asked us to think about metrics we were tracking tied to camp success.
Retention and enrollment matter, obviously. But in the short-term, what I’m actually counting is my meaningful interactions with parents. Both in person and in places they’re finding me online (wherever that may be).
Because those conversations - the real ones where we get past pleasantries and into what matters - are what build the trust that everything else depends on.
The challenge is getting to that depth quickly, especially with new families who don’t have that built-in trust factor yet.
Quick (Very Exciting) Ad Break
Want a behind-the-scenes look at how we’re starting real conversations with parents?
Doug and I are putting together a Conversational Camp Content webinar diving into exactly how to write emails, posts, and messages that actually connect with families.
It’ll be interactive, personal, and practical—with limited space so we can answer your questions, show real examples, and even build a few content pieces live.
Fill out the form below to get early access and be the first to know when it drops:
→Conversational Content Webinar Form←
Or reply to this email "Webinar" and we'll put you on the list!
Making the First Conversation Feel Like the Second
When parents already know a bit about me, it gets way easier.
Perspectives on youth development. The Hidden Curriculum. Why being clear is being kind. Or how enthusiasm is something we can practice. Heck, even some of my personality quirks (Go Bills!). It’s all about skipping the “getting to know you” phase and diving right into what matters.
It means we go from a Level 1 conversation to a Level 6 conversation almost immediately.
And that’s powerful. Because in that initial interaction, time is precious.
We want to use it talking about their kid, not explaining my basic credentials or camp philosophy (or what football team I like that can’t make the Super Bowl).
Platforms That Work (For Me, At Least, I Think, Right?)
I’m finding that different platforms serve different purposes in this conversation-building strategy:
Newsletters: This is my home base. I’ve written multiple email series (links at the bottom) that stand alone as problem-solving resources for parents and staff. When someone reads these before we talk, they already know how I think about homesickness or anxiety or friendship-building at camp.
LinkedIn: I’m focusing here because it’s where professionals hang out (and let’s be honest, we need professionals sending their kids to camp). The rhythm of LinkedIn also works for the kind of content I like to create. Sure, it means Sam Khan calling me LinkedIn Boy, but it’s a small price to pay.
Podcasting: Having conversations with experts in youth development allows me to showcase my thinking while providing valuable insights to parents.
Video Content: Quick videos introducing myself or recapping camp events give parents a sense of my personality and energy.
I’m still figuring out Instagram and Facebook (I know, I know), and I’m basically non-existent on Twitter. But that’s okay - you don’t need to be everywhere. You just need to be somewhere, consistently.
And yeah, I get help with all of this. It would be impossible to go it alone. Happy to discuss where and how I’m filling in the gaps, just hit me back with a reply.
“But I Don’t Want to Seem Self-Promotional”
I hear this from fellow camp pros all the time. And I get it! None of us went into camp leadership to become content creators or personal brands. Most of us want to get out there for the summer and create memories for kids, not Tiktok Reels.
But a mindset shift that’s helped me: This isn’t self-promotion. It’s sharing ideas that help people.
When I write a newsletter about anxiety at camp, I’m not saying “Look at meeee!” I’m trying to say, “Here’s something I’ve learned that might help your family.”
It’s not self-promotion. It’s service.
Real Results (That Matter)
Yeah, I look at open rates and engagement metrics like everyone else. But the real win happens when a parent starts a conversation with:
“I thought a bunch about what you wrote with the kids navigating anxiety newsletter…”
Or
“I listened to your podcast episode and it made me think about…”
That’s when I know we’re skipping the superficial and getting right to what matters.
And then we’re getting kids to camp.
Start Small, But Start
If you’re not already building these conversation bridges with parents, here’s my suggestion: Pick ONE platform.
Just one.
Maybe it’s a monthly newsletter. Maybe it’s LinkedIn posts. Whatever feels most natural to you. Whatever feels easiest.
Then commit to sharing something helpful once a week. Not perfect. Not revolutionary. Just helpful.
More imperfect action beats perfect hesitation every time.
Because the goal isn’t becoming an influencer. The goal is making that first parent conversation feel like you’re already friends - like they already trust you with their most precious thing in the world: their kid.
And honestly? That’s worth a little LinkedIn teasing from your friends. Trust me, I know.
You got this
Jack
Get my newsletter every week.
It’s all about kids today
Jack Schott
Summer Camp Evangelist