Case Study: Muskoka Woods

Product/Service

Muskoka Woods is a summer camp for kids in Rosseau, Ontario, Canada with more than 50 programs and activities.

Background

Registration was lagging substantially behind the previous year’s high levels. Research findings pointed out that decline in summer camp registration was due to increased competition, price sensitivity and more families using day camps and alternative summer options.

Objective

  • Heighten awareness of Muskoka Woods.
  • Create ongoing interest and demand for Summer Camp and other offerings throughout the year.
  • Grow market share.
  • Generate new leads.

Insight

Through BIG YAM’s research efforts we discovered location was a top reason parents sent children to certain summer camps. We positioned Muskoka Woods as the camp on Lake Rosseau highlighting the beautiful landscape and camp offerings.

Execution

Under the newly minted theme, Muskoka Woods. Redefining Fun., BIG YAM generated excitement and lead capture through a new brand, updated collateral and digital campaigns all driving to their new website. BIG YAM drove users to the site by targeting searchers in or close to Ontario, those in foreign countries seeking summer camps in Canada and wealthy communities in the United States.

Deliverables

Print ads, brochures and email campaigns, new logo, color palette and iconography for each separate camp division, AdWords search campaigns, an online win-a-free-week contest and a new website.

Results

Muskoka Woods received 165 additional camp registrations through advertising to the website. Traffic increased on the site by 11% over the previous year and the return on gross digital ad spend was 598%. Muskoka Woods saw a 13.6% increase in revenue overall year over year.