The fortune is in the follow-up. ~Jim Rohn
0 Day – First Contact. If you've used a lead gathering incentive (something you offer for free in exchange for their email) send that now with a short welcome email. Build anticipation for the next email and the rest of the sequence. (End with a PS like: PS: If you had one question about improving your child's _________, what would it be? Email me your question and I'll try to help you out.)
2 Day Delay – Send your Camp Video.
7 Day Delay – Send your 25 Questions to Help You Evaluate a Summer Camp for your Child (pdf).
5 Day Delay – Send the answers to all 25 questions for your camp (pdf).
5 Day Delay – Send out a collection of essays written by your Director reflecting on Your Mission and Core Values (pdf).
5 Day Delay – Email them a link pointing them to your Program Chart (what activities you have) driving them back to your website. Your purpose is to educate them to the life-long lessons of the program areas (perhaps 21st Century Skills) as well as get them back to your website.
3 Day Delay - a quick email to request they follow the link to edit their MailChimp profile. The goal at this point is to make sure they've checked off the boxes with their interests (Day Camp, Overnight, Trips, Specialty Skills or School Year)
7 Day Delay – Send a link pointing them to a series of blog posts explaining your Daily Schedule on your blog. Your purpose is to educate them about your daily schedule as well as introduce them to your blog.
7 Day Delay – Send another link. This time pointing them to your series of blog posts answering the Parent Pathway questions. You want to educate them about the amount of thought you have put into preparing families for summer as well as reinforce that your blog is a valuable source of education on many topics. Bonus points if you send them to your YouTube playlist where you've answered these questions in short videos.
7 Day Delay – Finally, send a link pointing them to your Meet the Directors page on your website highlighting your own camp story and why you think the camp experience is valuable to children & youth.
2 Day Delay - Your "Straight Up Sales" letter. So far, you've been great at demonstrating your leadership in the industry, your empathy of their lives as a family and the value of your specific camp program. Now's the time to ask them to register for camp.
*Inspired by: Read more:
http://www.schneiderb.com/lead-nurturing-for-schools/#ixzz3KNVgxno8