Carol Joy Holling Camp is for K-12th graders looking for a Christian, adventure camp experience. Camp is one of the core parts of their parent organization, Nebraska Lutheran Outdoor Ministries. Before each summer, a theme is chosen, and a brand is created to market to existing and potential camper families as well as churches. This is 2016's theme, Upside Down.
Credit: Strategy, art direction & design of the branding and collateral pieces: Jessica Kaiser Marketing Director & strategy: Casey Fuerst
This 8"x6" self mailer went to 2014 and 2015 camper families as well as ELCA Lutheran congregations in Nebraska, Western Iowa and a few in Kansas. Each congregation got 15 in their congregational packet, sent early January. These are also used for in person promotions like ELCA youth gatherings, church visits on Sundays, etc.
It has a half page flap on the right to feature a new family camp that needed more registrants. This called the program out without squeezing it on to a page where it didn't belong.
The congregational packet also included a letter from the Executive Director explaining this year's theme.
An 11"x17" poster was sent to church in the packet to hang up for promotion. It was printed in-house at a standard size to save on cost.
A homepage rotating web banner was added to promote 2016 summer camp and the theme.
Alternate logos included black and white and a logo for the external day camp programs at participating congregations.
Half Off Promotion
In replacement of our annual Groupon for first time campers, we essentially made our own Groupon deal. We did this in order to bring in elementary age campers, the camper demographic that is most likely to return year after year.
This jumbo size postcard went to 20,000 households with children ages 5-11, 200+ miles radius of Ashland, NE.
An 8.5"x11" poster was sent to congregations this spring to promote the deal and prompt people to invite new friends to camp.
This 3"x4" ad was placed in the Lincoln Journal Star's annual summer camp special.