User Experience Research, Design and Development for Elite Summer Camps', websites and email marketing.
the problem
Summer Camps are a unique experience that needs to appeal to 3 distinct audiences: campers, parents, and staff
A website that needs to appeal to children, parents, and staff (18-24s) is a diverse audience, all of these groups have different needs and journeys. How can we direct these groups through a unique online experience as fun as summer camp?
Audience
There are 3 very distinct personas that a summer camp must appeal to, as well as variations on each based on their enrollment or hired status.
- Campers – enrolled and prospective
- Parents – enrolled and prospective
- Staff – hired and prospective
Scope & Constraints
Work done with Creative Navigation, which specializes in Youth Marketing and has several top tier summer camp clients. We wanted to revisit the navigation structure of camp websites - are there any new trends to build on or more effective ways to lead users to enroll or engage in other calls to action?
Knowledge gained could be applicable to all clients, insights help differentiate camps - how do they in particular like to communicate? What are their best assets for telling their story?