LAUNCHING SUMMER PROGRAM REGISTRATION: KEYS TO A SUCCESSFUL START

Summer camps are a fun and exciting way for children to explore their interests and make lasting memories. And with Covid restrictions lifted, this year is more exciting than ever for summer programs to begin. But of course, we’re preaching to the choir here!

You’ve been preparing for Summer 2023 since… well, since Summer 2022. And depending on your geographic area, you’re likely preparing to launch registration. For Auxiliary Directors and Summer Directors, this is almost as exciting as summer itself! This year, we expect an increase in demand which means a well-thought-out plan is critical to manage the influx of registrations while keeping things organized.

With the right steps in place, the registration process will be smooth and stress-free. We’d like to offer several tips and tools to plan a successful summer program registration launch. From creating a timeline to setting up an online registration system, we can help you ensure a successful beginning to your registration season.

IDENTIFY YOUR SUMMER PROGRAM GOALS

Before you launch your registration, think about the areas you’d like to see your enrollment grow this season. Let these priorities inform your decisions as you plan your go-to-market strategy

Here are a few goals you may want to consider when planning your summer camp registration launch:

• Increase in the number of early registrations
• Increase in returning campers
• Shift in the percentage of campers who are aso students at your school
• Higher enrollment in specific programs
• Increased awareness of new programs or changes to existing programs
• Changes to session structure or length of season

Create a list of the goals you’d like to accomplish through registration and keep them in mind as you move through the planning process. This will help you stay focused on the bigger picture while working your magic in the details!

DEVELOP A TIMELINE

One of the first steps in planning a successful registration launch is creating a timeline that outlines the entire process, from start to finish. This will help you stay on track throughout the registration season and ensure that the entire process is sequenced properly for you and your families.

Here are a few important dates to include on your timeline:

• Date by which your website will be updated with 2023 information
• Date by which your registration database is completely set up and ready to process applications
• Start date for the opening of registration (for returning and/or new families)
• Payment due date(s)
• Dates or deadlines by which families can make changes to initial registration
• Waitlist timeline and significant dates
• Dates when you’ll be sending pre-planned communications to families
• Start date and end dates for marketing campaigns

Start by creating a basic outline of the process, including all of the essential pieces of the launch. Then, add dates to each of these pieces to help keep you on track. This will allow you to see the entire registration launch in one  place, making it easier to stay on top of the process and identify areas that may need additional attention.

UTILIZE AN ONLINE REGISTRATION SYSTEM

An online registration system makes the entire registration process easier for campers, parents, staff members, and your overall operation. If you have an effective registration system in place and plan to keep it - great! Update your program offerings, your pricing, your 2023 dates, perform regular maintenance and you should be good to go! 

If you’re looking for a new online registration system, there are a few things Auxiliary Directors should keep in mind:

• Does the system allow for management of all of my auxiliary programs including after school and enrichment?
• What level of flexibility and customization will it offer?
• Are there any pre-created reports in place or do I have to create them all?
• Can I set capacities for sessions and manage waitlists within the system?
• How does the system integrate with my website? 
• Is it easy for parents to use?
• Can I communicate with parents through the system both individually and collectively?
• Does the system allow for both credit card and check payments?
• Does the system come with strong support and customer service?

While there are many registration systems to choose from, we encourage you to consider using one of our SPARC Business Partners including CampBrain, CampMinder, Regpack, or CampDoc. These systems come with helpful features such as online payment options, online forms, online waivers and parent account management tools, all of which make your registration process even more effective and professional.

And one of the greatest aspects of online registration systems is to sit back and watch the registrations start rolling in as soon as you open for 2023!

SET UP AN EMAIL & SOCIAL CAMPAIGN

An email and social campaign will help you craft the narrative around your launch and get parents and campers excited. Decide when to announce your opening dates and think about what information parents need to know, and when they need to know it. 

Successful emails contain just the right amount of information, a clear CTA (Call to Action) and features images and a voice consistent with your brand. Develop a timeline and strategy before you send your first email out. Registration launch emails are some of the most exciting messages you’ll put out all year - so let your enthusiasm shine through your words. Summer camp is on its way!!

Your social posts should also be written in your voice and contain a link so parents can learn more or register! 

CREATE A COMMUNICATION PLAN

Make sure you have a set plan for ongoing communication with parents throughout your registration process. There’s no question that as soon as you start registering on campers, your phone will start ringing more often and your camp inbox will be even more full than usual.

• Who is monitoring the email inbox? 
• Who is the go-to person to field phone calls?  
• Is pertinent contact information available on your website?

Whatever plan you decide, make sure each member of your team knows their role and has the resources and support to succeed (that may mean protecting their time against other priorities!)

As you prepare to launch and transition to an enrollment management phase, take note of your wins and of anything you’d like to improve upon in the future. Your registration process doesn’t need to be perfect in order to be wildly successful. If you find yourself feeling overwhelmed, remember how worth it this all will feel when you look back on this time of year from a sunny, camp day in June. 

–

SPARC is here to support you throughout all phases of your year. You can accelerate your learning in 2023 through our Winter Webinar Series (on-going) and SPARC symposium in February!