For decades, family-owned Camp Friendship has brought together children from across the globe. In 2018, camp leaders came to us with a new logo which we developed into a full brand identity. Finally, Camp Friendship's website and communications "100% represent who we are and what actually happens here".
After conducting a market segmentation study of past campers and consulting with camp leaders, we developed a targeted messaging guide to articulate the updated brand’s values and personality. We also sought to remind prospective camper parents of the value of a natural setting free from modern-day distractions.
From the website to banners to brochures, every communication expresses the Camp’s authenticity, inclusiveness, and fun. And every image projects friendliness and caring while showcasing the Camp’s well-rounded, kid-centric programs. For horse lovers, the premier equestrian center is a special draw that deserves its own cameo.
The camp’s amenities and natural setting make it a warm, inviting offseason destination, an ideal rural venue for group retreats and weddings. We leveraged the visibility of the brand’s primary site by migrating and updating offseason retreat content from virginiacampretreats.com to campfriendship.com.
Keyword optimization for old and new summer camp blogs helped to boost organic visibility. Meanwhile, Google Ads paid search campaigns further supplemented website traffic.
When the COVID-19 pandemic shut Camp Friendship down for the summer of 2020, we showed our support for their small business by designing art for a new campaign to stay connected with campers: Carry Your Flame.
Objectives
- Position Camp Friendship as a safe and welcoming community where children of the world are free to explore, discover, and grow
- Replace outdated promotional collateral with new branded pieces that reflect the quality of the camp experience
- Redesign the website with new branding, architecture, and search-optimized content
Activities
Brand identity and standards, key messages and content development, website, signage, print materials, digital ads, media planning and management, customer segmentation, digital content strategy
Outcome
“We had a high return rate off of last summer, but then way more new cold lead campers signing up over the spring and throughout the whole summer than we have ever seen. There’s no question in our minds that the website was a huge part of it. I can’t even count the amount of compliments we received on both our website and our brochures.”
– Skye Ackenbom, Camp Director & Daughter of the Founder