TechnoTrends: online camp registration options--what's right for your camp.

   How "cutting edge" can your camp be? State-of-the-art solutions, innovative
   technology, and the latest word on advancements in camp management software
   await you in this new regular column, "TechnoTrends." Each issue, expert,
   techno-savvy authors will share the newest innovations technology has to
   offer you as you strive to find cost-effective ways to improve camp
   management.

You cannot avoid it. From e-mail to homework help, from Christmas shopping to online bill payment--the Internet is everywhere. As a camp, you feel the pressure to have a Web site, and if you already have one, there are always new and better features to add.

This is partly due to the nature of the medium--technology is constantly changing and improving. Camps do not operate in a vacuum. As companies in other markets offer consumers more features and value on their Web sites, these same consumers--your camper families--will come to expect more from you.

Additionally, the drive to improve your Web site comes from your own desire to run your camp better. Online registration has become a critical feature for camp Web sites. Done the right way, it can translate not only to a better camp experience for your camper families, but also to dramatic cost and time savings for camp administrators.

The Trends

Skeptical? Consider this:

* Consumers spent nearly $13.7 billion online just this past holiday shopping season (eSpending Report, The Goldman Sachs Group, Inc., Harris Interactive, and Nielsen/NetRatings. January 6, 2003).

* Recently, California State University and the University of California announced that beginning with fall 2005, all undergraduate applicants would be required to submit their applications online.

* A Nielsen/NetRatings report from February 28, 2003, stated that millions of surfers (Internet users) from home and work went to the National Parks Services site to plan summer camping trips and make reservations--just in the prior week!

What does it mean for a camp to be online? It means everything from a basic Web site describing the camp to a fully interactive experience with online registration, photo albums, and virtual tours. Camps are redefining this daily--pushed by the expectations of their campers and families to offer more ... better ... faster.

From Research to Online Registration

The convenience of 24/7 availability often makes Web sites the first stop for families looking for a camp--so the information and services that you offer are obviously important. If your Web site does not provide some sort of online registration, you are missing a golden opportunity to engage potential camper families exactly when they might decide to "buy." If you make them pick up a phone or wait for forms to be mailed to them, you run the risk of losing them--somewhere between the decision to register and the actual mechanics of doing so.

Online Registration--What's Available Today?

Online registration solutions range from the generic to the customized. Choosing the right solution for your camp is a matter of defining your needs and matching them to what's available.

Web Site Mention

The most basic registration solution is simply a matter of your webmaster or developer adding a line or two to your site ("Call or e-mail for more information or to request registration forms.") in the appropriate places--e.g., on the "Contact Us" page or on a "How to Apply" page.

Pros and Cons It's quick and easy but does not offer convenience or any new value to camper families. It merely redirects the inquiry from the Web site to a phone call or e-mail.

Camp Profile For camps with very low registration (under 100) and/or those that use minimal or no technology to manage the registration process.

Adobe Portable Document Format (PDF) Forms

PDF documents allow information to be available for downloading from the Web site. Families must have Adobe's free Acrobat Reader in order to access and print PDF forms.

Pros and Cons This is an easy fix to get the forms to families faster, but does not cut down on any of the camp's processing time or costs. Families must still complete by hand and mail the registrations. Camps still have to hand-enter them into their management system.

Camp Profile For camps with low registration (under 100) and/or those who use minimal or no technology to manage the registration process. May also be used by camps that do not need the data-entry savings.

Basic Web Forms

Basic Web forms are simple online forms--most often used for inquiry and not registration because of their limitations. They can be completed online and, when submitted, are usually delivered in the form of an e-mail to the camp administrator.

Pros and Cons These are completed and submitted online for the convenience of the family. Some solutions, however, are not secure, and camps should be wary of the information they solicit. Because of the nature of the format, the information must still be hand-entered into any camp management system, and there is no online credit card processing available.

Camp Profile These camps recognize the benefits of immediate registration on the site, but do not need the extra savings and functionality of direct delivery of registration information into the camp's management system. These are usually more technology-savvy camps, but with very basic registration forms that lend themselves to this format and possibly lower volume of registrations that are not an administrative burden to process.

Online Camp Registration: Online Forms + Administrative Tools + Data Feed

Unlike the previous solutions, this type of online registration is specifically designed for camps. It includes customized online forms (all of the camp's forms) and administrative features and tools like waitlist, capacity management, auto-confirmation e-mails and reports. In addition, this solution delivers registration information electronically, usually in a file that can be imported directly into the camp's management system--eliminating the need for expensive and time-consuming data entry.

Pros and Cons This solution includes all the "bells and whistles" that a family or administrator could want for an easier, streamlined registration process, but it also requires a larger investment in time and money. To recoup these costs, the camps need a fair amount of online registration usage and should be prepared to market this to their families. Because this type of registration is secure, online credit card processing is available, making it more convenient for families to pay and easier and faster for camps to collect payment.

Camp Profile These are typically larger camps that must process a fair volume of registrations. These camps need to streamline their registration process and have already invested in a management system to help them. They need the cost and time savings offered by the electronic delivery of data into the system and rely on this data to help run the camp better. These are also camps that are willing to invest time and money to provide the convenience of a complete online registration solution for their families.

Why Online Registration?

Camps come in all shapes and sizes--from a small summer camp for special needs children to a large camp that offers a summer resident program and year-round day options. No matter how small or large your camp is, if you have a Web site, you need online registration. We've made a list of the top three reasons why our customers have told us they use online registration.

Eliminate the Paperwork to Save Time and Money

Duncan Lester, director of Hillside Camp in Brewster, New York, saved $7,500-$8,000 and 800 hours of administrative time in just one registration period. "It saved us time and money because parents put their own children's registration into the online forms and then click a button. We accept the registrations with another click of the button, and it all goes into CampBrain." (Note: for the full savings impact, you need online registration that delivers the information right into a management system like CampBrain.)

Provide Convenience to Camper Families

Part of the business of running a camp is constantly striving to add value to the camp experience, and that starts with the registration itself. Online registration is just easier for families because it is available 24/7 and can be completed and submitted right online--eliminating mailing hassles and delivering registrations immediately and accurately.

Increase and Enhance Registrations

Adding online registration is one way that camps can stay competitive. Kamren Johnson, administrative director of Mountain Camp in San Francisco, California:

"In this tough economic climate, I know registrations were down for other camps in our area. Our numbers were actually up this year, and we think that's because of the online registration. It just makes it easier for families; it's convenient, less of a hassle, and they can register right away."

Julia Lim is the director of marketing for infosnap, inc. For more information regarding this company, call 301-986-1600, ext. 205, or visit the Web site at www.infosnap.com.