How we turned a Summer Camp into an online enrollment machine

Every parent knows how difficult it can be to find the right summer camp for their children. Summer is approaching, work goes on, and all you want is a safe, fun, and well-organized place where your child can spend the day happily.

But very often, when you search online, you find only limited information, outdated websites, and no way to book immediately.

This was exactly the situation our partner’s Summer Camp was in.

A high-quality service, with a swimming pool, outdoor activities, and a fully structured day… but no one knew how to find it online.

Today, we’ll show you how we changed that.

Our partner’s Summer Camp had been operating for years, but online it was almost invisible.

Located in the northern area of the Milan province, between Malpensa and Novara, the camp had no history of online advertising and no clear idea of how much an investment in ads could generate.

The service ran from 8:00 AM to 6:00 PM, Monday to Friday, covering the entire summer period from June to September.

Activities included outdoor experiences, pool time, and indoor activities.

They only had an informational page on the website, with no automated system to collect enrollments.

The result?
Very few inquiries, no data to follow up with families, and very few digital-driven enrollments.

The center had already worked with us on campaigns for the gym and the swimming school, but they didn’t know what to expect from a summer camp campaign and were afraid of spending money without seeing results.

So we started cautiously…

A year later, however, they wanted to invest more.

And now, here’s how we did it.

We applied the same method we use for gyms, adapting it specifically to the Summer Camp.

✅ Tiered offer: the earlier families enrolled, the more they saved. This created urgency and pushed parents to take action quickly.

✅ Meta Ads campaigns: ads targeted exclusively at families in Castano Primo and nearby areas, with clear and direct messaging.

✅ Optimized landing page: a simple page with all the necessary information and a form to request an appointment.

✅ WhatsApp automation and follow-up: every contact immediately received an automated message, with the option to book an on-site appointment to learn more about the program, pricing, and available discounts.

✅ Courtesy call: no contact was left behind. If a parent didn’t book an appointment, the sales team followed up by phone to assist them in the decision process.

From the very first days, the results exceeded expectations.

📌 331 leads generated
📌 42 enrollments in 4 months
📌 €1,652 total ad spend
📌 €21,458 total revenue
📌 12% average conversion rate
📌 Cost per enrollment: €39.91
📌 Cost per lead: €5.60

With our method, each enrollment generated more than 5x return on ad spend.

And this happened during a period of the year when most fitness centers struggle to attract new customers.

"Last year went very well. This year, we want to become the reference point for families in the area. We were a bit too cautious with ad spend last year (laughing), but this year we want to invest more"