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

Camping Magazine, Jan-Feb, 2004 by Julia Lim

   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.