Campus WOB is a basketball camp with values and social commitment that faced one of its biggest challenges: launching its 23rd edition in the midst of the global pandemic. In this situation of uncertainty, they needed a communication strategy that would help reduce parents’ fear and insecurity, while deeply connecting with the purpose of the campus and building loyalty among former participants. The main objective was to ensure the viability of the project by selling seats in advance, competing with other large sports camps in the area, and building trust in times of crisis.

Objectives

1. To build loyalty among former camp participants and attract new attendees despite the uncertainty generated by the pandemic.
2. Increase sales of places sufficiently in advance to ensure the financial viability of the camp.
3. Differentiate Campus WOB from the competition, highlighting its values and sense of belonging to the community.
4. Generate confidence in parents, overcoming objections and fears related to health restrictions.

Execution strategy

Content audit and emotional approach

The first step was to conduct a comprehensive audit of the WOB Campus website and social media content. Key opportunities were identified to strengthen the message of belonging and highlight the social purpose of the camp. The goal was to make parents who came to the website feel that Campus WOB was the best option, not only because of its sports activities, but also because of the values and commitment it represented. An emotional narrative was developed, based on a sense of tribe, that appealed directly to past participants and their families. This approach created a fan movement, reinforcing a sense of community at a time when trust was key.

Segmentation and retention of former participants

We segmented former participants into two main groups: those who had repeated the experience on several occasions and those who had attended only once. For each group, a personalized communication was designed through email and social media campaigns. For recurrent participants, a loyalty message was used, highlighting the value of continuing to be part of the Campus WOB community. For participants who had only attended once, a more persuasive communication was developed, encouraging repetition and highlighting the unique benefits of the camp compared to others in the area.

Pricing strategy and overcoming objections

A key part of the campaign’s success was the implementation of a pricing strategy adapted to the health crisis situation. Early discounts and special offers were structured to ensure the early sale of seats, thus overcoming the uncertainty of the moment. At the same time, we identified parents’ main objections, related to safety and health restrictions. To overcome these fears, we created specific content that responded to these concerns, generating trust through transparency about the safety measures implemented.

Results achieved

1. Doubling of sales: By May, sales of places had doubled compared to the previous year, ensuring the viability of the camp before July, despite the pandemic context.
2. Increase in average ticket: Thanks to the pricing strategy and the trust generated, the average price per ticket increased, increasing the total value per child.
3. Successful loyalty: The emotional and segmented communication resulted in a strong loyalty of former participants, who felt part of a united community willing to continue supporting the camp.
4. Effective differentiation from the competition: The focus on camp values and a sense of belonging allowed Campus WOB to clearly differentiate itself from other sports camps in the area, attracting new attendees despite strong competition.

Customer testimonial

“My deepest thanks for all the help you are giving us, both to the project and to me personally. Congratulations and thank you very much for your energy and knowledge. When I was told about you, I didn’t even imagine where you could ‘lend us a hand’, but I really felt you were 100% WOB.”
– David Fernández, CEO Campus WOB

Conclusion

The case of Campus WOB is a clear example of how a well-focused communication strategy can overcome significant challenges, such as a global crisis. Dosis Digitales not only helped the camp to ensure the viability of the project in a difficult context, but also managed to strengthen its community, differentiating itself from the competition and generating financial results well above expectations.