Camp Sport: Your Summer Adventure Awaits
We interviewed current campers to better understand the crux of Camp Sports’ appeal among teenagers. Based on what we learned, our video emphasized the camp as an opportunity for independence and autonomy, a rebranding that spoke to the interests of the camp’s target demographic.
CHALLENGE
NCSY’s Camp Sports had been around for years, but their messaging and video had become outdated and they were looking to refresh their brand. We created a video that reflected the current campers’ enthusiasm for the program, inviting viewers to join in and experience it for themselves.
PROCESS
The crux of this video was the appeal that Camp Sports had for high school students. After all, we understood that at their age, these teens were the ones making the decision to attend – or would be, once we connected with them through video. We set out to learn, therefore, why current campers preferred Camp Sports to other options. Why did they enjoy spending their summers there? We spoke to campers to get some insight into our prospective audience’s interests, and how these were already being met by our client.
We discovered that the camp’s combined learning and athletic activities were only one small selling point. Based on our research, we produced a film that spoke to teenagers’ desire to for independence and responsibility. We highlighted the fact that campers had their own rooms and a lot of freedom of movement throughout the day. They could follow their own interests in their studies; on camp trips, they wouldn’t be required to stay with the group. We carefully balanced all this information with exciting footage.
RESULTS
In the end, NCSY was thrilled to find that we had articulated the strengths of Camp Sports beyond what they had been able to convey in our preliminary discussions. The research we put in gave us the full understanding we needed to put capture their identity and share it with a larger audience.
