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Camp Mesorah - The Sports Camp Video Campaign

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Published on Sep 16, 2015

For the full blog visit http://www.shmuelhoffmansblog.com
Camp Mesorah
Video by Shmuel Hoffman

This will be a monster post, and so as not to overwhelm you, I split it up into three parts. I want you to really understand how to craft a marketing campaign with video ads that will push your brand to become the #1 and dominate its niche . I want you to really read and “khop” every bit of it and to understand, for your own organization, how to run a successful campaign in order to push ahead of the competition. Shall we?

All Brands Are The Same – Mitnichten
Now this summer we filmed a lot for different summer camps, and in this post I want to walk you through a really amazing phenomenon that we just discovered. In the US there are over 12,000 summer camps and over 300 of them are Jewish. Do you know what differentiates them from each other? Mostly nothing.

You might say: But Shmuley, aren’t there different summer camps for different people with different points of view and different target audiences? That might be true, but how do you distinguish one from another? One major issue is that, while all the camps have different names like Camp Nesher, Camp Lavi, or Camp Schnitzel, they don’t seem to have any specialization.

What do I mean by specialization? When parents are are looking at summer camps, they want to know what each camp stands for, and if they fit in with that very brand. Because people are unique and their child is unique, and they want to get their child into a summer camp that fits his or her needs, activities, interests and so on. But how would your potential customer know that your camp or organization is the right one for them? What differentiates you and makes your camp special?

Creating The Most Effective Campaign
Camp Mesorah came to us last year to help push them ahead because of our track record of growing summer camps between 24-56% over the last few years. Camp Mesorah has been doing very well till this point. That is actually a very unusual situation because most clients come to us when it’s going downhill with their sales or numbers. Camp Mesorah not so. I think, personally, they made it their goal to become #1 amongst the top Jewish summer camps in the U.S. And with that vision, they came to us.

Now the question became how can we push them to the front of the market? There are lots of great summer camps out there. They all have lots of great videos and presentations. How does a brand really differentiate itself from the rest? When we analyzed the whole summer camp market we found one commonality: none of the summer camps stand for anything. Therefore, it’s really hard for customers to figure out which camp is the best fit for their child. Yes, they all have unique names but you cannot tell them apart when you go to their websites or look at their marketing material. The only difference might be in terms of their religious affiliation like Orthodox, Reform, Conservative and so on. But, for example, the Orthodox spectrum includes hundreds and hundreds of different summer camps. What is the difference between each one and what makes them the perfect fit for a any given child?

  • Category

  • Song

    • Limitless-1018
  • Artist

    • Ryan Taubert Music
  • Album

    • Content ID
  • Licensed to YouTube by

    • AdRev for Rights Holder; AdRev Publishing, and 2 Music Rights Societies

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