1. Summer Communications and Media Planning Kevin Martone Technology Program Manager JCamp 180 kevin@hgf.org Thanks to Debra Askanase (www.communityorganizer20.com) for much of this session content.www.communityorganizer20.com

2. Year-Round Communications Plan Summer Communications Plan Summer Media Checklist Today’s Agenda

3. First Step? Year-Round Communications Plan

4. Year-round communications at-a-glance

5. Social media channel Desired frequency Who implementsConversation topics/content Facebook pages2 – 3x/week, monthly community content Camp Director, support staff Facebook groups2x/monthAlumni Mini-Facebook campaigns January (new camper registration), December (fundraising) Registrar Communications coordinator Blog posts2x/monthDirector – 1x Alumni– 1x Vimeo2x/monthCommunications director Pinterest1x/month fresh content Linkedin company page Post update monthly, encourage sharing Assistant Director Year-round communications at-a-glance

6. JCC Ranch Camp year-round communications

7. Lightbox Collaborative sample calendar

8. Your Communications Tools Website eNewsletters – for various audiences Social media Traditional mailings Events Phone calls and in- person meetings Other?

9. Exercise: Major Camp Communications Fundraising Letters Enrollment emails Holiday greetings Alumni communications Stewardship Others?

10. Summer vs. Winter http://www.flickr.com/photos/93896575@N00/698692268/

11. Summer is Unique Captive audience Changing audience Visitors Staff - create content Summer is a Unique Communications Opportunity

12. Always Start with Your Goals Possible SMART Goals: 1.Increase parent satisfaction with communications 2.Increased alumni attendance at reunion, alumni day 3.More camp tours for potential families 4.More camp tours for potential donors 5.Earlier re-enrollment 6.Change internal culture: implement a few core social media tools, test messaging, tweak 7.Others? How might this differ from winter communications?

13. Think About Pre- and Post- Camp Too Pre-Camp April-June Pre-Camp April-June During Camp June-August Post-Camp August-September Strategies: Possible Goals: Excite campers Reaffirm parents’choice Fill remaining slots Invite parents and donors to camp Internal: training, messaging, systems-building Internal: find guest content creators Possible Goals: Increase current parent satisfaction Host parents and donors on camp visits Share stories and testimonials from camp Gather specific content for use during fall/winter/spring Possible Goals: Extend camper happiness towards re-enrollment Engage current parents as recommenders Move prospective families towards enrolling Continue cultivation/stewardship activities Review summer communications – make changes for year-round and next summer Consistent, focused methods of outreach that will carry through Staff training & allocation of communications responsibilities Facebook Blogs Tools: Email Photos/Video Other

14. Summer Communications Calendar http://www.flickr.com/photos/marcovdz/5880590735/in/photostream/

15. GUCI Summer Communications Calendar

16. Emailed a Communications Brit to their Families promising: – Blog – Minimum 3/Week – Video- Minimum 3/Week – Bunk1- 75 photos/day (excluding Shabbat) – Twitter- Daily Cabin Updates – Shabbat email from Director (simultaneously posted as blog) – Facebook: Used as a Curator URJ Camp George Summer Season Plan

17. Don’t Wait! Get Content Before Camp

18. Who’s Doing What? Photographers Videographers Bloggers Social media updates Media checklists http://www.flickr.com/photos/thomashawk/413634446/in/photostream/

19. Camp Director Program Directors Alumni Relations Jewish Life/ Rabbi Executive Director Board Members Communications Coordinator Who’s In Charge of What? Assigning Responsibilities

20. Who Knows How To Do What? Don’t forget about TRAINING! Bloggers Guest bloggers Social Media Video/Photos Media Checklist

21. The Critical Job: Communications Coordinator – Role: Making sure that communications are on time Assign a pre-camp central communications coordinator and coordinators during the summer This person will coordinate the summer communications plan: Receive, review, and post all blog posts from guest bloggers Ensure all eNewsletters, direct mail, social media and other communications on summer plan are posted. Upload weekly photos from camp to the website Track the collection of photos, videos, stories, testimonials and other content for year-round communications. (Summer Media Checklist)

22. Exercise: Summer Content Planning Guest blog posts Bunk updates Alumni outreach Donor stewardship Camp Visits Others?

23. Back to Your Year-Round Communications Plan

24. What Content Can You Capture During the Summer for the Rest of the Year?

25. Stewardship/Fundraising

27. Create a Summer Media Checklist Check when complete Type of contentNames of people in photo/video Location + description Photos -Create a sub-list -Places at camp -Adult/counselor interactivity -Special places -Camp leadership Video -Camp plays -Testimonials -Alumni visits -Special occasions -Signature events MP3 -Campfire songs -Shabbat songs Special occasion or holiday- related photos/videos Stories/Testimonials Check when complete Type of contentNames of people in photo/video Location + description

28. Exercise: Summer Media Checklist Holiday videos/photos Parent Testimonials Thank you videos Alumni Photos Camp Countdown Photos Other?

29. What Did You Learn? Insights? Next Steps?

30. Summer Communications and Media Planning Kevin Martone Technology Program Manager JCamp 180 kevin@hgf.org Thanks to Debra Askanase (www.communityorganizer20.com) for much of this session content.www.communityorganizer20.com