The high value of retention
by Candice Myers Keep Them Coming Back
Balancing efforts to retain current customers and staff and attract new ones is crucial for sustain- able growth and the long-term health of your camp or conference center. Having a plan in place to rebook as many campers or guest groups as possible for the next season provides a variety of benefits to your entire organization.
Customer loyalty and advocacy Developing a creative and fun preregistra- tion plan for next summer is essential. Campers and their families are experienc- ing the end-of-camp high, so there’s no better time to encourage them to come back next year! And, once they’re registered, they’ll be advocates for you as you seek new first-time campers. Even a small loyalty discount for returning groups or individuals can encourage quick decisions.
Cash flow Getting campers or guest groups registered early improves cash flow throughout the year. Con- sider putting a payment plan in place. Offering different options to pay for their experience is not only a benefit to you, it’s also helpful for your camper families and guests.
Cost effectiveness It’s significantly cheaper to retain existing customers than acquire new ones. Referrals are likely your number one source of registrations. Word of mouth from your loyal customers is your most powerful marketing tool. Te more experiences they have with you, the better the opportunity for them to become raving fans.
Staffing insight Knowing in advance how many campers or guests to expect helps your recruiting team. If you’re anticipating a record number of campers or guests, you’ll know early that you need to increase your staffing numbers.
plug and play marketing
Marketing efficiency Te sooner you know how full specific programs are, the faster you can pivot and flex within your marketing strategy. Tis allows you to focus your resources exactly where you need them to ensure that you are maximizing your ministry opportunities. Acquiring new customers remains critical to
the success of your organization, but it’s really only half the battle. Keeping them is where real growth happens. Retention marketing isn’t just a cost-effective strategy; it’s also a powerful way to build lasting relationships and create brand advocates who drive organic growth. In the end, retention isn’t just about keeping customers, it’s about creating a place they don’t want to leave.
Candice Myers serves as the vice president of sales and marketing for Sky Ranch Christian Camps (Texas, Colorado, Oklahoma). Her background includes experience in marketing, television news, commercial production, freelance writing and customer service. In the fall of 2024, she celebrated 20 years with Sky Ranch, and as part of the executive leadership team, leads those responsible for group sales, marketing, retail and guest services. Candice and her husband, Rope, live in east Texas and have four children.
November/December 2025
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