Challenge – In 1906, the YMCA founded Camp Letts, which is now the oldest overnight camp in the Washington DC area. Camp Letts helps children create priceless summer memories while helping set the foundation for their future growth, relationships, challenges and self-discovery. While the camp was beloved by campers, alumni and staff, low enrollment was a challenge for the YMCA. The Camp Letts website did not tell the story of what parents and children find at the Camp, was not memorable and didn’t answer the question “Why Camp Letts?” With the website being the most important marketing tool for the Camp, the YMCA knew they needed to redesign the site to drive enrollment and increase engagement.
Solution – The YMCA came to Bates Creative with these goals in mind and knowing that a responsively designed website was needed to increase enrollment for the coming summer. Bates Creative worked with the YMCA team to bring out the true voice of the Camp Letts brand and to find a way to authentically communicate that in a digital environment. The new design creates a memorable experience for parents and children exploring the site, entices them to want to learn more about the Camp, leading to increased enrollment numbers. The redesigned website stays true to the overarching YMCA brand while also bringing the story of Camp Letts to life through photography that showcases the memories past campers have created, a countdown to Summer and several entry points for parents to get the information they need and enroll their children. Through responsive design, website visitors now have a seamless user experience no matter which device they visit the website from, whether it’s a desktop, tablet or smartphone.
“Every project I do with Bates is an absolute pleasure. I’ve come to love the process just as much as the finished product! I get nothing but praise for the creativity of each piece, and value that they push me to take risks and think outside of the world as I know it!”
– Jackie Dilworth, Director of Communications, The YMCA of Metropolitan Washington
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