Social Success: Growing Your Camp Organically [Webinar Recap]

If you missed our live session on November 11th, don’t worry—we recorded the whole thing.

In this session, I was joined by social strategist Sophia Fraioli (formerly of CNBC and TrueTV, and a proud Frost Valley alum) to tackle the biggest question on every camp director’s mind:

> “How do we stop doing ‘random acts of social media’ and start building a strategy that actually fills bunks?”

You can watch the full 60-minute deep dive below, or keep reading for the key takeaways and strategies you can implement today.

Ready to Start Your Social Success Journey?

Sign-up for a personal workshop including 3-hours of work with Sophia to create the social strategy of you dreams and a content calendar that actually works!

Key Takeaways from the Session

The “Three Players” Framework

One of the biggest reasons camp social media feels disjointed is that too many cooks are in the kitchen—and they’re all cooking different meals. We identified the three main personas you need to align:

• The Director (The “Snoop Dogg”): Has the vision but often micromanages the creative.
• The Digital Native: Knows the platforms but often lacks the brand “voice.”
• The Registrar: Holds the keys to the Facebook parent groups but may be resistant to change.

The Fix: You need a Brand Guide. As we said in the webinar, “Direction prevents correction.” A simple document that outlines fonts, colors, and tone can stop the internal battles before they start.

2. The “5-Quarter” Camp Strategy

Most camps are “3-Quarter” camps—they pick their heads up in November and start scrambling for content. A “5-Quarter” camp is planning 15 months in advance.

Why? Because the content you need for your “Early Bird” campaign in November needs to be captured in July. If you don’t have a shot list for “Camp T-Shirt Day” or “International Women in Sports Day” before summer starts, you can’t post it when it matters.

3. Algorithm Secrets: Why 3x a Week is Just “Maintenance”

We had a tough-love moment in the webinar: posting sporadically (or even just 3 times a week) is often just “keeping the lights on.” It shows parents you are still in business, but it likely won’t trigger the algorithm to show your content to new people.

The Reality: Platforms like TikTok and Instagram Reels reward daily consistency. It sounds daunting, but it’s possible if you…

4. Avoid the “Sea of Sameness” (Using AI Correctly)

We love tools like ChatGPT and Gemini, but if you use them blindly, your captions will sound like every other camp in the country. Use AI to build your structure and calendar, but infuse it with your specific “campisms” (like your specific coffee culture or inside jokes) to keep it authentic.

Ready to Build Your 2026 Strategy?

Watching the webinar is a great first step, but execution is everything.

If you want to stop guessing and start building a pro-level plan, we are opening up spots for our Social Success Workshop.

In this hands-on workshop, we will:

• Audit your current social channels.
• Build your custom “5-Quarter” Content Calendar.
• Train your team on how to capture the right content next summer.