YMCA Camp Henry
The YMCA of Western Ontario and YMCAs Across Southwestern Ontario partnered with Parks Canada to offer a new and fresh overnight camp experience at Point Pelee National Park - Camp Henry. As the first overnight camp of its kind in Southwestern Ontario, there was a need to develop a brand and position for the new camp, build awareness and education about this new and unique camping opportunity, while highlighting the differentiating value of YMCA overnight camp experiences.
To create the most powerful brand possible, in-depth market research was completed by speaking directly with our target audience: parents. Based on this research, an impactful position and set of key messages, segmented by audience group, were created. This research also informed the direction of the brand position, enabling a compelling visual identity and brand guide to be created. To build brand resonance and acceptance throughout the region, across a population of half a million people, a five phase marketing and communications plan was developed and delivered, including internal staff engagement, an engaging web platform, public relations with media outlets across the region, and a mix of traditional and digital tactics, social media campaigns, sales promotions, and event marketing, over an eight-month period. The result? An extremely successful camp season, with enrolment targets met, and where kids made memories to last all year and friendships to last a lifetime.
Selling the overnight camp experience in a brand new market meant a lot of awareness-building and education, through strong positioning and engaging visuals of real camp scenes. Alongside promoting the unique daily activities of camp, the marketing program also had to articulate the long term outcomes - skills, confidence, friendships - that build kids up in the most important ways.
Working with sagecomm has transformed how we market all of our camp products. They are innovative in approach and incredibly responsive as a marketing partner. Our summer enrolment numbers have never been stronger than in the last few summers.
Engaging visuals of real camp sites and surroundings while promoting the unique daily activities campers would experience became the core of the creative direction. With such strong positive outcomes for campers, friendships and fun became a natural and authentic direction for art and copy.