What kind of camp are you marketing?
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It’s all about kids today
Everything Bagel Liberalism is this idea Ezra Kline talks about as a critique of democrats trying to be everything to everyone all at once. It’s inspired by a movie that went over my head but was fun to watch: Everything Everywhere All at Once.
Quick aside: Ezra Kline just released a book with Derek Thompson (the current best social commentator) called Abundance. It’s awesome
I see the marketing piece all the time in camp marketing, and honestly, I get why it happens.
Since the dawn of summer camp time, we’ve thrived as catch-all places for kids to learn the backstroke, play Gaga, make lanyards, and sing Brown Squirrel around campfires. So it makes perfect sense that most camp websites and brochures look remarkably similar: smiling kids, lists of activities, blogs about fun and friendship.
All good of course. This is camp after all. But when every camp promises essentially the same thing, try seeing it through a parent’s eyes.
They might not be choosing between camps based on a detailed analysis of your program offerings. They’re going with stories, first impressions, gut feelings and increasingly, on the recommendation of that one parent friend who does all the research.
So the question becomes: How do we move beyond the “everything bagel” approach without losing what makes camp… well, camp?
Very Exciting Ad Break (Very much has to do with this newsletter)
Conversational Camp Content: A Live Workshop for Camp Pros
📅 Thursday, April 17th
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Hosts: Jack Schott & Doug Norrie
What You’ll Get:
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✅ A customizable newsletter template to use at your own camp
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Why Your Camp Needs a Clear Identity
I’m going to get real here for a sec, and I don’t want to soft peddle this.
The camps that are thriving in today’s market aren’t necessarily the ones with the newest facilities or the most activities. Many of the top camps can clearly answer the question: “What do you believe about kids, and how does your camp reflect that?”
When I ask camp directors what makes their camp special, I often hear things like “We build community!” or “We help kids gain confidence!” All true, but all things that literally every camp can claim.
The camps that stand out take a different approach:
Brave Trails doesn’t just say they’re inclusive – they say, “We are a leadership camp for LGBTQ+ youth and allies.”
A camp like SkyWild doesn’t just mention they accommodate different needs. They specifically say, “We’re an autism camp where camp changes to fit your kid, not the other way around.”
Top sports camps don’t hedge with “we offer athletics among many activities.” They say, “We will make your child a better soccer player, period.”
These camps aren’t for everyone – and that’s precisely their strength.
The Niche Advantage (And What Traditional Camps Can Learn)
There’s a reason specialty camps often have an easier time marketing themselves: they have a built-in focus, making their message crystal clear.
But what if you run a traditional, general-interest camp? What if you’re equal parts boating, swimming, sports, arts & crafts, and ropes courses?
Good news, we can still learn from the (lucky) niche players about clarity and confidence. And this is honestly really hard. I’m struggling with it right now
Uncover Your Hidden Philosophy Your camp already has a unique personality in how you structure cabins, train staff, handle conflicts, and maintain traditions. These aren’t at all random. They reveal what you believe kids truly need. They might even be your camp non-negotiables, and they matter a ton.
Proudly Declare What You’re NOT If your camp isn’t focused on competitive sports, say so! I’ve seen camps say, “We’re not for kids obsessed with winning. We play for fun and growth, not trophies.” They lost some families, sure, but gained even more who valued this approach. And the latter group is much more likely to stay.
Listen to What Returning Families Actually Talk About How parents who love your camp talk about their kid’s summer is crucial in understanding the “why” of what you do week in and week out. Getting their stories and translating them back into the world is exactly the way to stand out from the crowd.
Finding Your Camp’s True North
So how do you actually pinpoint what makes your camp special?
This is the kind of stuff I’m working on this summer:
Complete this sentence honestly
“We believe kids today need more _____.”
Is it independence? Creative expression? Connection with nature? There’s no wrong answer, but your response is going to say a bunch about your camp’s purpose.
Identify your non-negotiables
What are the things you absolutely won’t compromise on? These boundaries reveal your deepest values.
Study your camp legends
What themes emerge from the stories that get told year after year? What is at the heart of those stories and what do they say about your camp?
We’re looking for the intersection of:
What you genuinely believe about youth development
What your camp actually delivers consistently
What resonates with the families you want to attract
When we get a clear view of this, the messaging gets a hell of a lot easier.
Storytelling That Connects
Parents aren’t just choosing a camp, they’re choosing a leader they trust with their children. It might not have always been true, but it for sure is now. Parents are more connected and closer to their kids than ever before. And they want to make great choices.
A lot of camp decision-making happens through one parent researching and influencing others. You know the one I’m talking about. Your job isn’t to convince every parent - it’s to connect deeply with that researcher parent through authentic stories.
Don’t just say, “We build resilience.”
Tell the story of the rainy day when the adventure program got canceled, how counselors and campers created an indoor version, and how that reflects your belief that kids need practice turning disappointments into opportunities.
And when you’re done telling that one, tell another one. Finished that story? Well, I think you know what’s coming next.
The Courage to Be Distinctive
Finding and claiming your camp’s authentic voice takes courage. When you stand for something specific, you risk turning some families away. The temptation will always be there to soften your edges, to become that “everything bagel” again.
Resist it.
The camps that inspire the deepest loyalty are the ones that have the confidence to say, “This is who we are, this is what we believe, and this is why it matters. And if those things matter to you (parents, kids), then we’re perfect for you!”
The beautiful paradox is that by being willing to not appeal to everyone, you become magnetic to the right people - the families who will stay with you for generations and become your most passionate advocates.
So, what are you? Plain bagel (the GOAT)? Onion? Egg? Sesame? Poppyseed? Or maybe you are the Everything (but you’ve thought a ton about why that’s the best one). Whatever it is, let’s figure it out.
And then never stop talking about it.
You got this,
Jack
Get my newsletter every week.
It’s all about kids today
Jack Schott
Summer Camp Evangelist