Millions of children attend summer camp each year, with more and more facilities opening across the United States. As the industry becomes increasingly competitive, so does the need for camps to stand out in a saturated market. That is why niching above competitors is so important.
So how do you rise above the competition while still offering an exceptional experience for everyone?
The key is to identify the one thing you do better than anyone else in your market. This is what will help you promote your programs, retain your campers, and remain viable long-term. While this concept seems simple, many leaders struggle to identify what truly sets their camp apart.
Recently, I was speaking at a conference and asked the group, “What does your camp do better than everyone else?” One executive immediately responded that they “do friendship” best. I asked what they do differently to foster friendships that other camps do not. Although he explained that friendships form quickly at their camp, he could not name a single intentional practice that made this happen.
That is the problem. If you cannot identify what makes your niche specialized, chances are others cannot either.
If you are struggling to define what is unique about your camp, take time to evaluate your current programs with your team. Start by asking:
It may also be helpful to research your competitors the way a parent or guardian would. Seeing the landscape from the outside can help clarify where you excel and what differentiates your experience.
Once you understand what differentiates your camp, center your programming around that niche. This includes hiring and training staff to support your specialty.
If friendship truly is your differentiator, equip staff to look for opportunities to foster it. That might mean specialized relationship-building training or keeping a library of icebreaker activities ready for counselors and volunteers. When your team understands your mission and specialty, they can enrich programming with that focus in mind.
If your camp promises that campers will have the “best summer ever,” you must support that claim with specific program features, defined outcomes, and testimonials that demonstrate results.
Identifying what sets your camp apart is essential for attracting and retaining campers. Reevaluate your specialty regularly to ensure you are offering programs that outshine your competitors and help your organization thrive.
Even if summer is just around the corner, now is the time to plan for next year and position your camp as the superior choice for families. If you are looking for additional support with programming and strategic planning, feel free to book a call with one of our consultants.
