Reaching Youth: Camp Promotion Strategies and a Paradigm Shift
Some notes to consider when promoting camps.
We need to shift our mindset from a “How can I get what I want?” focus at camps and from a “How can I get more people to camp in order to feel successful as a ministry leader?” to asking…
“Where is God already working and how can I join?” — recognizes that God is already at work, already loves them more than I do, and it’s not all up to me to make something happen. I’ve been invited to participate in his already really good plans.
“What do young people need? What does my camp have to offer that meets those needs?”
“How can I better understand and love young people well?”
“How can I invite them to experience what I have to offer without overpromising, using empty hype, or manipulating them?”
GOAL OF THIS PARADIGM SHIFT:
Love young people well by listening, getting to know them, and seeking to understand where they’re coming from so that we can meet them where they’re at.
Here’s how we will do this in this post:
Start by asking questions – WONDER & CURIOSITY
1. Embracing Curiosity Over Judgment
I wonder what they need vs. I already know what they need.
Wonder opens up the door to conversation - starts us down the path of humility.
Judgment says, “I already know who you are and what you need.” Bleh.
Getting to know someone’s specific place in their journey or values etc… is different for everyone based on their upbringing, circumstances, personality, etc. Where they’re at in the journey, etc. is different for everyone…
This is why we must enter into conversations with a posture of wonder and curiosity. What is it that keeps this person going? What are they missing? Longing for? What would help them thrive? As we encounter people, these are conversations we can have live, in real-time with the Holy Spirit.
I wonder what their needs are right now? vs. I know what their needs are…
I wonder what they’re facing?
What they're searching for?
I wonder what speaks to them?
I wonder how they interpret the world? What do they value?
I wonder what shaped that in them?
I wonder what parts of their story cause them to think that way or feel that way?
I wonder what God is doing in their life?
I wonder what he’s shown them already?
I wonder where they’re hurting?
What are their felt needs?
We see over and over again in the Scriptures how Jesus was willing to meet people's felt needs, in order to later (or at the same time) also provide for their spiritual needs. Many times, the people in need were unaware of their deeper spiritual need (the lame man lowered through the roof by his friends), but Jesus met their felt need (paralyzed) in order to get to the deeper spiritual need (forgiveness of sins).
Curiosity and Wonder - neuropsychiatrists and other experts say this promotes healthy brain development!
Listening is actually a way to LOVE people.
“Being heard is so close to being loved that for the average person, they are almost indistinguishable”
AND we listen to better understand how we can join in what God is already doing in their life to invite them to Jesus.
“Unless we identify something our customer wants, they will never feel invited into the story we are telling.”
DISCIPLESHIP - how can we learn this about our heroes (teenagers at camp)?
—ASK QUESTIONS
The best way to get to that in conversation is to ASK QUESTIONS:
Why is that important to you?
Especially with controversial topics where you might be tempted to jump in and correct or give your opinion… INSTEAD… Why is that important to you? Get to the heart.
What emotions did you feel when you experienced that?
Why do you like that?
Why don’t you like that?
If you could invite anyone to do that with you, who? Why?
What are you looking for in friendship?
What are you looking forward to?
Why do you think that is so important to you?
Do you have memories of doing that as a kid?
What is a conversation you wish you could have with your Dad but don’t think will ever happen?
What is something you wish people knew about you?
Chase the why…
Some questions we’ve asked and can learn from marketing research. What does Gen Z value?
Top 5 things Gen-Z care about, based on marketing research*
WHAT YOU BELIEVE
they care about social responsibility, they're 3x more likely to believe companies (not individuals) have the ability to transform society (hmm... that lingo sounds familiar)TRANSPARENCY
on your website they want to know what you're about, they care about authenticity even more than millennials and they can see right through you.EMBRACE PERSONALITY
they go against the millennial minimalism, the pendulum has swung, be yellow and silly, be bold and cheeky, don't be false - be gritty and raw and full of flavor - but don't over-produce or be inauthentic. Be you.CREATE ENTERTAINMENT NOT MARKETING
while millennials liked clean polished marketing, gen z just wants you to make them laugh. They have a highly developed marketing filter, they've been raised with a highly developed filter that has grown stronger and thicker as they've had to combat psychologically engineered apps and marketing that is out to get them, to consume their attention for most of their livesBUILD COMMUNITY
gen z likes to relate to like-minded peers, they want to find real people that stand for something real, they care about relationship not just the transaction, they want to know their opinion matters when it comes to your brand and decision making - so invite them into the conversation and decision making process.
*Source: https://www.youtube.com/watch?v=pG-vm2fxJYU
Additional Values to Consider Based on Personal Interaction and Interviews:
Authenticity, vulnerability, raw, honest people
Friendship, real and authentic relationship
They don’t like being “sold” something. Filters are high for inauthentic people or if you’re just trying to “get something” from them or “get them to do something” …thus helping them understand how it meets their needs first or meets their values is KEY
Mental health
Causes for greater change
2. Simplifying Your Message with StoryBrand
Our goal when talking about camps: simplify the storyline and connect it to their needs. Why is camp important to them? What is the gospel to Gen Z? Why does it matter to them? How can you get past the “filter” …how can we actual love them and offer hope. What is our message of hope? That is where STORYBRAND comes in.
*The following framework and questions are directly from Donald Miller’s book: Building a StoryBrand and his free online tool My Story Brand - learn more at https://www.mystorybrand.com.
The answers to each question are mine.
ENGLISH
A MAIN CHARACTER / HERO
WHAT DO THEY WANT?
What do your customers want as it relates to your product or service?
Parents want their kids to be safe and have a good education, learn new skills, and experience positive social interaction (especially after COVID-19).
Youth want fun and relationships in a safe, non-threatening environment! Especially after lockdown. Both care about mental health.
HAS A PROBLEM
ANTAGONIST
Is there a root cause of your customers’ problems? Can you personify this root cause as a villain? What is the villain in your customers’ story?
There are too many people telling me how to live
Social media misinformation
Screens
School
COVID restrictions
Lasting effects of the pandemic
EXTERNAL
What is a problem your customers deal with as it relates to your product or service?
social media pressures
peer pressure
mental health
school stress
pandemic stress
future pressure
INTERNAL
How is this villain making your customers feel?
lonely
isolated
depressed
anxious
hopeless
addicted to social media
confused about the future and how to be successful
PHILOSOPHICAL
Why is it “just plain wrong” for your customers to be burdened by this problem?
You shouldn't have to navigate this life alone.
You shouldn't have to be isolated, anxious, or depressed.
You deserve friendship, meaningful connection, being known, understood, and accepted for who you are.
You deserve opportunity, hope, and joy.
AND MEETS A GUIDE
EMPATHY
What brief statement can you make that expresses empathy and understanding?
It's hard to be a young person in today's world! We see the fight and all that is pulling for your attention and telling you how to live. We see the bullies, the pressure, the toxic relationships, and the hopelessness.
AUTHORITY
How can you demonstrate competency in solving your customer’s problem?
But we also see hope, joy, peace, light, and community! With over 16 years of organizing camps and experience with young people, we're experts at creating an environment that allows you the space and freedom to process your thoughts, deepen relationships, enjoy meaningful experiences with friends, and make fun memories that will last a lifetime.
WHO GIVES THEM A PLAN
PROCESS
Are there 3 or four steps that your customers could take that would lead them to a sale or explain how they would use your product after the sale?
Find the camp on our website that you would like to go to
Tag your friends in the comments on our instagram or message them to invite them to join you for one of the greatest weeks of your summer
You can do it! click the sign-up button and have no regrets for summer 2022, secure yourself a good time with some good people
Post about it online
AGREEMENT
List the agreements you can make with your customers to alleviate their fears of doing business with you.
We commit to creating a safe space for you at camp where newcomers feel welcome, seen, and accepted!
We will talk about things that matter in life, like mental health, friendship, family, success, and things that challenge or threaten us in these areas.
We encourage conversations and friendships where we can be real, open, and honest with each other.
Our camp teams agree to respect your opinions, thoughts, and questions and to seek to understand you! We want to hear from you!
We guarantee you will meet someone new or go deeper in friendship while having a ton of fun!
We will encourage lots of laughter, dancing, music, sports, and healthy competition!
Almost 100% of the young people that have been to our camps are glad they came and many have said that this was the best week of their summer!
AND CALLS THEM TO ACTION
DIRECT
What is your direct call to action?
What is holding you back? Sign up for the camp that could dramatically improve your life and bring you the deep and meaningful friendships and experiences you've been longing for.
TRANSITIONAL
What transitional calls to action will you use to onramp customers?
Check out what some of your peers say about camp
Watch these videos to get a feel for what camps are like
Feel free to comment on our photos or message us with questions. We're real people too and we'd love to chat with you! You can just say hey, ask
THAT ENDS IN A SUCCESS
List the positive changes your customers will experience if they use your product or service?
You'll get to listen in to meaningful conversations with trusted leaders in safe environments, and you can share too if you'd like!
You'll have the experience of a lifetime as you learn some new skills, laugh with friends, and make memories you'll never forget.
AND HELPS THEM AVOID FAILURE
List the negative consequences your customers will experience if they don’t use your product or service.
We don't want you to have to spend your summer alone!
You'll learn some English or musical skills, relieve some of that pandemic stress, get away from the screens for a little bit, and make your parents happy by going to this positive and productive environment that will encourage your outlook on life, improve your social life, and send you into the summer with positive vibes.
CHARACTER TRANSFORMATION
FROM
How was your customer feeling about themselves before they used your product or service?
Sad, lonely, insecure, addicted to social media, stressed from the pandemic, emotionally distant, and closed
TO
Who will your customer become after they use your product or service? What is their aspirational identity?
Expressive, joyful, at peace with vulnerability and weakness, free from addiction, emotionally aware and able to engage with others in their emotions, at peace and satisfied with life
Keep asking questions… based on these insights and the things you learn, how can you love them well? What would Jesus say/do in response?
*The above framework and questions are directly from Donald Miller’s book: Building a StoryBrand and his free online tool My Story Brand - learn more at https://www.mystorybrand.com.
The answers to each question are mine.
Insights into Engaging Today’s Youth
There is a general awareness that we all have an internal struggle that needs attention and health.
Mental health is a trend right now.
Actual knowledge among youth on the topic of mental health seems to vary widely.
There is a wide spectrum ranging everywhere from the overuse and misuse of trendy catch-phrases from those informed only through social media to the other extreme of deep concern (especially highlighted during the pandemic) and incredibly intense and even traumatic personal experiences (therapy, suicidal friends, etc.).
Either way, with mental health awareness and common terminology, there seems to be a general understanding among youth that things inside of us are “messed up” and need to be cared for or need “help” moving toward health.
Let’s reconsider how we talk about “sin” and affirm that the struggle is real!
Oftentimes, we refer to “sin” as a “legal and moral action or offense against a Holy God,” which it is. But the emphasis can often lie solely on the action, rather than on the heart, which is the root cause or source of the action (Mark 7:15).
We may want to pay attention to where youth are aware of their own internal brokenness and affirm that it exists.
It may also be helpful at times when defining sin, to use the language of “brokenness of the heart” and as an issue or struggle inside of us that needs healing and rescue. This also leads to the obvious opportunity to point out that they need something external to rescue them or to bring them internal health, eventually pointing to the hope of Christ.
Furthermore, it is also worth considering that the youth in Slovenia seem to be quick to go to places of shame. For example, conversations about sin can quickly lead to “shame on you” for that illegal action or offense or end with them concluding, “I should just do better.”
However, affirming the internal struggle that youth are experiencing and agreeing with their awareness that they actually cannot, in fact, “do better” or act “differently” without something in their heart being made new or brought to health, could be incredibly freeing and refreshing news!
Additionally, we can be transparent about our own brokenness and talk about how Jesus came to bring freedom and health to us and that freedom and health is available to them as well! This leads us to our next insight and response…
Youth are bombarded with vague info and influencers telling them how to live and improve their mental health.
Being that mental health is a trend right now, there is a lot of buzz and noise on social media full of a variety of general advice and information.
Based on the design of algorithms, this social-media content is structured, designed, and even developed not to freely give wisdom for life, but to gain the most likes, views, followers, and shares.
Youth are overwhelmed and have highly developed filters for processing this information and advice because they are keenly aware of the fact that those creating the content want their attention for their own profit.
Let’s talk personally about Jesus, introduce young people to him, and not simply recommend the gospel as an abstract set of truths to adopt.
We don’t just have a general set of truths to adopt, we have personal experience. The gospel is the person of Jesus and we know him. He lives in us and we walk with him, and he shapes and transforms our lives every day. Consider opportunities to talk personally about Jesus and share our experiences in real-time as we’re walking with him each day.
These kinds of real-time stories point to the intensity and the reality of the salvation that Jesus offers.
Being honest, raw, authentic, and vulnerable with our experience and our story often gets past the fine-tuned “they’re out to get something from me” filters that youth have developed.
Youth want safe spaces to process and have meaningful and authentic conversations.
Possibly due to social media overdose, pandemic, and the mental health trend, many young people voiced their longing for authentic spaces where they can be with their friends, have true life experiences, and even process their thoughts and feelings in a non-judgemental environment.
Ironic in light of their own admission that they can’t help or change themselves, youth expressed a desire to contribute toward the common good and improvement of society and the earth.
How can we create and cultivate safe spaces for deep and meaningful conversations in relationships and the programs we design?
Consider creating a safe space for conversations about the heart, mental health, and family/parent relationships, whether that be in a program or just in regular relationships and conversations.
Become knowledgeable about mental health and gain a general understanding of the trends and advice out there so you can be aware and engage the topic meaningfully with youth in a way that points to the hope of Jesus.
For example, when thinking about camps, the types of activities we offer and even promote can go far beyond “fun and games.” The invitation can be more than simply, “Come have a good time at camp.” It seems here that we have a greater opportunity to be bolder and open with our intent to have deep and meaningful conversations during these activities and even advertise them. This could include activities or events that include or are centered around experiential learning, outreach events, service projects, and types of activities that promote the “good of society.”
Additionally, we could offer a group experience that allows space for debriefing afterwards, talking about how it went in terms of: personal growth, fears, team strengths, weaknesses, challenges, being pushed, “doing real life hard things while talking about real life hard things”, communication, personal development, etc. Activities that follow this two-part “experience” followed by a “debrief” model meet both desires for meaningful connection with people and a space to process thoughts and emotions in a safe environment.
Additional thoughts…
Youth are hungry for safe places where they can feel heard.
Question: What space do they see as a “safe space” - how do they cope with the loneliness?
Youth are longing for normalcy after the COVID-19 lockdown/quarantine.
There is a sense of loss of identity. For example, pre-COVID-19, many considered themselves to be introverted, and they still may be, however they acknowledge their deeper longing for connection and want to be with people in-person.
Slovene youth especially seemed to hold on to hope for the future: school, money, approval, jobs they actually want to do and are passionate about, helping others, being “normal” in society's eyes (getting married, making my family happy, etc.)
How can we affirm the goodness in these desires?
SLOVENE
PROTAGONIST/GLAVNI JUNAK
KAJ SI ŽELI?
What do your customers want as it relates to your product or service?
Mladi – globoke pogovore, odnose, pomenljive povezave z drugimi, uspeh, sprejetost, duševno in čustveno zdravje, zabavo!
Parents - want safety for their kids, education, skills, social interaction
IMA PROBLEM
ANTAGONIST
Is there a root cause of your customers’ problems? Can you personify this root cause as a villain? What is the villain in your customers’ story?
Preveč ljudi mi dopoveduje, kako moram živeti, napačne informacije na socilanih omrežjih, ekrani vsepovsod, šola, omejitve, epidemija,...
OD ZUNAJ
What is a problem your customers deal with as it relates to your product or service?
Pritiski socialnih omrežij, pritisk s strani vrstnikov, duševno zdravje, stres v šoli, stres zaradi epidemije, stres zaradi prihodnosti.
OD ZNOTRAJ
How is this villain making your customers feel?
Osamljenost, izolacija, depresija, anksioznost, brezup, zasvojenost s socialnimi omrežji, nejasnost glede prihodnosti in zelja po uspehu.
FILOZOFSKI
Why is it “just plain wrong” for your customers to be burdened by this problem?
Skozi življenje se ne bi smel podajati sam.
Ne bi smel biti izoliran, anksiozen ali depresiven.
Zaslužiš si prijateljstva, pomenljive povezave z drugimi, biti poznan, razumljen in sprejet tak, kot si.
Zaslužiš si priložnosti, upanje in radost.
IN SPOZNA VODIČA
EMPATIJA
What brief statement can you make that expresses empathy and understanding?
V današnjem svetu je težko biti mladostnik. Vidimo tvoj boj in vse stvari, ki poskušajo pritegniti tvojo pozornost in ti narekovati, kako živeti. Vidimo nasilneže, pritisk, odnose, ki slabo vplivajo nate in brezup.
AVTORITETA
How can you demonstrate competency in solving your customer’s problem?
Vidimo pa tudi upanje, radost, mir, svetlobo in skupnost. Že več kot 16 let organiziramo mladinske tabore in nabiramo izkušnje pri delu z mladimi. Smo strokovnjaki na področju ustvarjanja okolja, ki ti daje dovolj prostora in svobode za procesiranje tvojih misli, poglabljanje tvojih odnosov, uživanje v pomembnih izkušnjah, ki jih nabiraš s svojimi prijatelji ter ustvarjanje spominov, ki jih boš lahko ohranil za vse življenje.
KI MU PREDSTAVI NAČRT
POSTOPEK
Are there three or four steps that your customers could take that would lead them to a sale or explain how they would use your product after the sale?
Na naši spletni strani poišči tabor, ki bi se ga rad udeležil
V komentarjih pod našimi objavami označi svoje prijatelje, ali pa jim pošlji povabilo, da se ti pridružijo na enem izmed najboljših tednov tvojega poletja
Zelo enostavno je! Klikni na gumb za prijavo in si zagotovi nepozabno in čudovitih ljudi polno poletje 2022, ki ga zagotovo ne boš obžaloval.
O svoji prijavi deli na svojih socialnih omrežjih.
SOGLASJE
List the agreements you can make with your customers to alleviate their fears of doing business with you
Zavezujemo se, da bomo zate ustvarili okolje, v katerem se boš počutil dobrodošlega, videnega in sprejetega!
Pogovarjali se bomo o stvareh, ki so v življenju pomembne. O duševnem zdravju, prijateljstvih, družini, uspehu in o stvareh, ki nam na vseh teh področjih predstavljajo izziv ali pa nas ogrožajo.
Podpirali bomo pogovore in prijateljstva v katerih bomo lahko pristni, odprti in iskreni drug z drugim.
Vsi naši voditelji se zavezujejo, da bodo spoštovali tvoje mnenje, misli ter vprašanja in te bodo poskušali razumeti! Želimo te slišati!
Zagotavljamo, da boš spoznal nove ljudi in in poglobil svoja prijateljstva, hkrati pa se boš sigurno zabaval.
Spodbujali te bomo, da se zabavaš, smeješ, plešeš, uživaš v glasbi in športu ter zdravi tekmovalnosti.
Skoraj 100% vseh mladih, ki so se udeležili naših taborov, je bilo veselih, da so prišli in marsikdo izmed njih je rekel, da je bil to najboljši teden njegovega poletja.
IN GA SPODBUDI K DEJANJEM
NEPOSREDNO
What is your direct call to action?
Kaj te zadržuje? Prijavi se na tabor, ki lahko izboljša tvoje življenje in ti prinese globoka in pomembna prijateljstva ter izkušnje, ki si jih želiš.
POSREDNO
What transitional calls to action will you use to onramp customers?
Poglej, kaj o naših taborih pravjo tvoji vrstniki.
Poglej si nekaj filmčkov, da boš dobil vtis o vzdušju na taborih.
Komentiraj našo objavo ali pa nam napiši sporočilo s svojim vprašanjem. Z veseljem ga bomo prebrali in se pogovorili s teboj. Lahko nam samo napišeš »Živjo« in zastaviš vprašanje.
KI VODIJO K USPEHU
List the positive changes your customers will experience if they use your product or service?
Prisostvoval boš globokim pogovorom v varnem okolju, z voditelji, ki jim lahko zaupaš in z njimi deliš tudi svoje izkušnje.
Pridobil boš nove izkušnje, ki ti bodo pomagale v življenju in se obenem naučil novih veščin, se zabaval s prijatelji in ustvaril spomine, ki jih ne boš nikoli pozabil.
KI POMAGAJO PRI IZOGIBANJU NEUSPEHU
List the negative consequences your customers will experience if they don’t use your product or service.
Nočemo, da bi poletje preživel sam.
Izboljšal boš svojo angleščino ali pa svoje glasbene sposobnosti, se sprostil in osvobodil korona stresa, preživel nekaj časa brez računalnika in osrečil svoje starše s tem, da boš del pozitivnega in produktivnega okolja, ki bo spremenilo tvoj pogled na življenje, izboljšalo tvoje socialno življenje in napolnilo začetek tvojega poletja s pozitivno energijo.
RAST GLAVNEGA JUNAKA/PROTAGONISTA
IZ
How was your customer feeling about themselves before they used your product or service?
Žalostnega, nesigurnega, zasvojenega s socialnimi omrežji, polnega stresa zaradi epidemije, čustveno oddaljenega in zaprtega
V
Who will your customer become after they use your product or service? What is their aspirational identity?
Izraznega, radostnega, pomirjenega, v stiku s svojo ranljivostjo in šibkostjo, osvobojenega zasvojenosti, čustveno zavednega, sposobnega povezati se z drugimi na čustveni ravni, zadovoljnega s svojim življenjem.
