Case Study: TERP Quest Summer Camp Creative Brief

Summer Adventure Camp
Promotional Campaign

Creative brief written by Tony McEachern for TERP Quest Camps.


Situation Analysis

Entering into the children’s summer recreation market, CRS is now offering a Summer Adventure Camp for children between the ages of 6-12 year of age. To communicate this new program to the public, the following initial campaign has been developed. Other campaigns or promotional initiatives are likely to spring from this initial campaign but this particular effort is to present this camp to the public for the first time.

Overview

To initially communicate the new the CRS Summer Adventure Camps to the public, we should develop an introductory campaign that establishes an identity for the camp and informs the community that this new program is now available to them as an alternative summer activity for their children.

In general, the more familiar the community becomes with CRS summer camp (through identity recognition), the more likely they are to be interested in trying our camp as and alternative activity for their child or children.

Objective

  • To generate awareness of and interest in this new CRS summer program.
  • To establish and maintain a positive and consistent public image of this new CRS summer program.
  • To obtain a direct response in an effort to establish an initially high volume of interest/participation and community support.
  • To persuade people to register.

 

Target Audience for this Campaign

Our campaign should be designed to communicate/appeal to three segments of the community:

  1. Washington metropolitan area (predominantly Prince George’s and Montgomery County) parents.
  2. Children between the ages of 6–12 years.
  3. Potential Counselors (college students).
  4. “Learn to Swim” parents and children.
  5. Maryland faculty and staff that are parents.

Our marketing strategy and media channels will expose our message primarily to parents in that reside in Prince George’s County and secondarily to their children.

Marketing Strategy

Visual Identity / Brand Building: Build brand identity for the Summer Adventure Camp by developing a visual identity program.  The newly developed identity of the camp should be integrated in everything that CRS distributes regarding this program.  The visual identity should consist of the creation of a camp logo, camp colors, a selected tone or mood, and a select style that articulates what the participant should expect get out of attendance.

The messages relayed through the image or identity of the camp should focus on the benefits of “participation” and should communication on multiple levels (parents, children in our demographic, potential camp employees, counselors and sponsors).

Direct Marketing Efforts: Direct Marketing materials in the form of a Camp brochure/catalogue and Post Card mailers (save the date-styled).

Web Presence: A web presence should be established through the CRS main web site. A link directly to the Camps web page should be accessible from the CRS home page.

Collateral Materials: For commemoration, moral and for keepsake, an annual T-Shirt should be designed for the participants and staff.  The color of the staff T-shirt should differ from the participant to distinguish the authorities from the attendees.

A blurb about the summer camps should also be place in each Spring edition of the Campus Recreation Guide.

 

Key Message(s)

Primary message(s)

After our initial marketing and technology meeting, we can narrow down feedback to three key messages.  The key messages can be used as platforms for generating creative publications and promotional materials that address or incorporate uniform themes.  These messages can be delivered individually or grouped together, where appropriate in the future.

  1. CRS SAC is a new alternative for summer recreation for children between the ages 6-12 years of age.
  2. CRS SAC offers fun, exciting, safe and creatively challenging child development activities.
  3. Health and well-being habits are lifelong benefits that can be established through participation at CRS SAC program.

Visual Identity Program

Create a compelling identity system for the camp.  Integrate the image throughout all marketing materials.

  • Camp Mark (logo)
  • Camp Colors
  • Annual T-Shirt
  • Camp Brochure/Catalogue
  • Name Tags of Attendees and Counselors (if necessary)
  • Signage (used during the time of the program)
  • Camp Web Page

Media Channels/Promotional Materials

  • Produce a brochure/catalogue and circulate across specific media channels to attract specific segments of our target audience. Camp brochures will distributed to UM faculty and staff, non-credit class participants (including LTS parents), local libraries,
  • Job Ads: Call for Camp Counselors to be run in the Diamondback newspaper and posted on electronic jobs banks (monster, hotjobs, etc.) and
  • Job Ads: Call for Camp Counselors 8.5 x 11 color flyers to be posted in CRS Facilities (Counter Tops, CRC Locker Rooms, HHP Lobby, Ritchie Info Desk, and the Armory Info Desk), Student Union Info Desk and Food Court Corridor. Color Flyers to also be distributed to Resident Halls, South Campus Commons, and Art & Learning Center.
  • CRS Web Site section with Camp information and registration instruction. Also produce a web ad banner to run on the CRS home page.
  • FYI to be sent to faculty and staff.
  • PSA and Classified Ads in Gazette Newspapers.
  • Submit listing to Maryland Parks and Recreation Association for the summer camps catalog.