Kevin Martone Technology Program Manager JCamp 180 kevin@hgf.org

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.

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

3. First Step?Year-Round Communications Plan

4. Year-round communications at-a-glance

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

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

13. Think About Pre- and Post- Camp Too Strategies: • During CampJune-August • Post-CampAugust-September • Pre-Camp • April-June • 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: • 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: • 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 Tools: • Consistent, focused methods of outreach that will carry through • Email • Photos/Video • Other • Facebook • Blogs • Staff training & allocation of communications responsibilities

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

15. GUCI Summer Communications Calendar

16. URJ Camp George Summer Season Plan 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

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

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 YourYear-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

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.