In the summer of 2020, a digital presence became more prevalent than ever for a summer camp with ambitious goals. For Allaire Country Day Camp, that meant a tailored media revamp.

Keeping in mind the goals of using Instagram as a growth tool and a connector to campers and their families, but not as a purely trendy page trying to go viral — I worked with lead decision makers to create a new position that would spearhead owned/earned marketing and media management for the camp.

Since the revamp… following has nearly tripled, engagement has reached record numbers on dozens of occasions, and reach only continues to flourish. Most importantly, all of these metrics are targeted right within the local area where the camp operates.

Reaching more target families through owned and earned media, while demonstrating the camp's positive environment with each interaction; each post has successfully contributed to the larger goal of helping prospective customers visualize themselves or their children as a valued member of the ACD family.