The three camps that make up the new camp are each long-time providers of Jewish camping experiences. One challenge was maintaining the loyalty and respect of existing supporters while igniting enthusiasm for the new organization. Equally important is a name that embodies the values of the new camp in a process that generates buy-in from existing stakeholders.
To accomplish the goals, Red Rooster Group utilized a phased approach to determine the criteria for the name as well as the messages the new brand should convey in order to attract and new campers.
Our process began with a Discovery Phase which lays the foundation for the name, logo, branding, and marketing strategy. This provided a deep understanding of all the organizations involved in this merger and a clear picture of the potential market for the new camp. Discovery included interviews, competitive reviews, and a review of existing research that had been done for the camp merger.
The three existing camps share many attributes including position, values, and goals. Their common denominators were:
Current equities: quality reputation of delivering on promise, trust, reliability, child-centric, focused, customer service and communications, ”best game in town.”
The research also uncovered unique differences for each of the three existing camps that had to be reconciled in the brand. For example, parents at one of the institutions based in the city felt a strong need for their children to be outside and in green space. At the entity in NJ, the population was homogeneous, contrasting with the diversity in the city. The third camp had a more educated and more Jewish/religious population.
The camp’s marketing goal is to increase the collective camp attendance by 300 to 800 in 2015. Reaching this goal requires raising awareness of the new brand and the value of the camping experience it offers while communicating a consistent narrative about the new entity formed from three different organizations.
We wrote a brand positioning statement to set the new camp apart from other camps serving families — both Jewish and non-Jewish — in the Upper Manhattan-Bronx-Tarrytown area. In developing the new camp’s messaging, we explored the concepts from the Discovery Phase to clearly differentiate the new camp from its competitors and appeal to parents.
New Camp provides your children with a well-rounded summer day camp experience where they get to choose specialty programming that interests them while also enjoying all of the other activities that you would expect from a camp. Because this new model offers campers freedom of choice, it also aids families in making the best camp choices for their children.
Like choosing a major at college, children select from different “Neighborhoods” or “pockets of interest” for a week at a time, allowing them to explore new activities, learn new skills, and strengthen those they already have. This Neighborhood concept allows campers to focus on their favorite specialty area and then to explore other areas if they want to. Deep friendships evolve as the children explore these activities with others kids who share their interests. The Neighborhoods include: Fitness and Athletics, Arts and Drama, Science and Nature, Outdoor Adventure, and Farm to Table
Campers spend their time in a warm, nurturing environment where the framework of Jewish values actively teaches them to care for their bodies, the environment, and for other people.
In this stage, words are translated into visuals. The creative aspect of the branding program consists of developing the Visual Identity for the new entity, which includes the logo or symbol, a standardized palette of organizational colors, and a system of typefaces to create a distinctive, eye-catching identity. The elements of the identity were based on what was learned during Discovery about the concepts most important to audiences and the best ways to convey those concepts.
To bring the names to life, we developed conceptual approaches for each of the names to show the logos and overall visual direction for the marketing materials.
We gathered feedback on the concepts from parents at the venues. The questionnaire was carefully crafted to ask people to rate the concepts based on how well they met specific criteria, allowing us to evaluate which concept best met the camp’s needs rather than just gathering subjective opinions.
Camp Twelve Trails was the name chosen to best convey the array of choices and adventure that campers face, with a subtle reference to the twelve tribes of Israel. A sense of Judaism is also subtly conveyed in the logo — two overlapping Jewish stars create a compass with 12 points.
To help the camp manage their brand, we developed a Brand Manual that describes the brand elements and shows correct and incorrect ways to use the logo. The package also contains a full set of logos created for use in print and online.
We wrote and designed a brochure to showcase the camp’s unique Neighborhood model, which allows campers to select one specialization for a week at a time. The brochure addressed the issue of connecting to the three merging organizations, and addressed the camp’s Jewish values in a section called Our Philosophy. The visual look of the brochure established the look for the website.
As the first point of contact with many potential campers, the website showcases the new identity and makes a compelling case that positions the Consortium as a singular camping experience for Jewish and non-Jewish children.
We created an engaging design to capture people’s attention while maintaining a professional, unified look for the organization that is consistent across the website and reinforces the brand messages. The website features visual storytelling to showcase the vibrancy of the programs and tell the stories of campers. A clean navigation and user experience lets site visitors easily find the specific information they need. Templates allow flexibility in the management of the site moving forward and responsive design adapts to tablets and mobile devices.
As of January 2016, the new camp has already exceeded the combined registrations for the 3 camps in January 2015. The camp has received the most early bird registrations they have ever received with 205, compared with 180 the previous year.
The camp director attributes this to a combination of factors including asking parents to register earlier this year, offering the ability to choose camp Neighborhoods, and having “a high level of materials that reflect the high quality of the programs.”