Case Study

Summer Camp Organization Tracks Dramatic Gains from Publicity Campaign

Situation & Challenge
The American Camp Association (ACA) is a not-for-profit organization dedicated to promoting the summer camp experience. The Northern California Section had done no local publicity. Its budget was small and it had no PR contact on staff.

Goals
The ACA wanted to:

Increase attendance at ACA-accredited summer camps.
Generate requests for the directory of ACA-accredited summer camps.
Heighten awareness of the value of ACA accreditation.
Increase attendance at ACA-sponsored summer camp fairs.

Approach
Adopting a focused, educational approach to the media, Kay:

Launched an intensive media relations campaign targeted at the parents’ publications and the top 10 newspapers in the area.
Prepared and distributed a news release about the availability of the free directory of ACA-accredited camps. Forwarded with a copy of the directory to all targeted media.
Prepared and distributed calendar announcements for the summer camp fairs.
Over the 10 years of the program, developed more than 25 feature articles on a host of topics including the types of camps, selection criteria and benefits of the summer camp experience.
Did substantial media contact. Arranged interviews for ACA spokespeople and other camp representatives.

Results
The program has generated favorable coverage in virtually all major newspapers and other target publications in the area including:

ANG Newspapers (Alameda Times Star, The Argus, The Daily Review, Marin IJ, Oakland Tribune, San Mateo County Times and Tri-Valley Herald)

Bay Area Parent

Contra Costa Times

Family Works

Fresno Bee

Growing up in Santa Cruz

Parents’ Monthly

Parents’ Press

Sacramento Bee

San Francisco Chronicle

San Jose Mercury News

Santa Rosa Press Democrat.

KCRA-TV, nightly newscast
KCSM-TV (PBS), interview segment in a documentary
KGO-AM, “The Pete Wilson Show,” live, one-hour, call-in segments on Northern California’s top-rated radio station (two interviews)
KMAX-TV, “Good Day Sacramento,” two live interviews
KQED-AM, “Forum,” live interview

Impact
Requests for the directory of ACA-accredited camps doubled the first two years of the program, and increased about 60% a year for two years thereafter. (The ACA put the information on a national Web site at that point, and state-wide tracking was not available.)

This program has won one Business Marketing Association (BMA), two Northern California Public Relations Society of America (PRSA), three League of American Communications Professionals (LACP) and one MarCom awards.

Testimonial
“Thanks to Kay’s work, the number of requests for our directory has tripled, and public awareness of ACA and the value of summer camps has been dramatically increased. We’re also proud that Kay has been recognized by her peers for the excellence of her work for us.”

—Ann Woods, Former Publicity Chairperson

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