Gain Publicity Through Your Local Newspaper.

Many camps take out costly display ads in their local newspapers and then complain about the dismal results. Instead of paying the paper to advertise your business, try using the newspaper as a tool to get free publicity for your camp. The result could be greater name recognition and increased camp enrollment. Here are a few low-cost marketing ideas.

Tie in to Holidays or Special Events

Newspapers love seasonal stories beyond the traditional holidays. Did you know February is National Sign Your Child Up for Summer Camp Month? Your local newspaper might be interested in how you are "celebrating." Invite a few radio and newspaper reporters to visit your camp (with their children, of course) for a brief tour plus a short craft project. They'll meet you and understand why children should sign up for camp.

Why not celebrate Gourmet Coffee Day on October 21 by sending unusual flavors of coffee to your newspaper editor? Enclose a note that says, "Just wanted to help you celebrate National Gourmet Coffee Day. Thanks for the coverage you gave our camp last summer." The editor will remember your thoughtfulness.

April 6 is National Twinkie Day. If you have year-round staff, invite the media to join your staff in playing broom hockey with frozen Twinkies. Serve Twinkies for a snack also. The reporter will likely write a story about the creative and innovative camp where fun happens all year round.

During the summer, have campers celebrate Creative Flavor Ice Cream Day on July 20 or Smokey the Bear's birthday on August 9. A great book listing more than 3,000 untraditional holidays is Celebrate Today! by John Kremer.

Look for Club and Meeting Announcements

Service groups like Rotary and Kiwanis list their club meetings in the newspaper and always need speakers, although they discourage people from blatantly promoting their own business. Put together a camp panel. Get two people from camps different than yours and offer to speak to the service club as a group. If you have a Girl Scout day camp, invite a director from a teen camp, a coed residential camp, or a specialty drama camp. The goal is to present a short, informative panel on the variety of camp options in the area. (Plus you get a free lunch!)

Write an Appropriate Letter to the Editor

Let's say the newspaper published an article about the problems of teenagers in your community. Write a short letter to the editor stating something like, "During the summer, Camp Clark has more than fifty teenagers acting as counselors at our day camp." Describe their duties and point out their strong assets. Then add a few observations you've had as a camp professional in the community. Adding a positive note to a community issue positions you as a leader in your field.

Offer to Be a Media Consultant

Newspaper reporters and radio personalities need to have a source of contacts for news stories. Put together a one-page, typed sheet stating "Available for Interview." Under that heading list four or five topics you could discuss, for example:

* How to tell if your child is ready for residential camp

* Water safety tips

* Communicating effectively with teenagers

* Safe, summertime family activities

* Low-cost ways to motivate employees

Next, write a paragraph about your qualifications. The fact that you own your own camp or supervise staff gives you skills few people have. End the sheet with sample questions the media could ask. It makes it easier for a reporter if they can use your prepared questions. (Plus you know the answers!) Sample questions could include:

* How do you select a camp for a child?

* How do you motivate college-aged staff?

* What are some ways families can spend time together in the summer?

Simply send that sheet to the media in your community. When they need a quote from someone in the camping industry, there's a good chance they'll call you. The reporter will quote the profound statements you make and soon you might even be on the cover of Newsweek!

Silvana Clark is a speaker at numerous camping conferences and the author of Taming the Marketing Jungle.