CRISTA Camps Fusion Retreat
When I joined CRISTA Ministries in 2008, CRISTA Camps was facing a precipitous decline in summer camp attendance. Marketing research revealed that CRISTA Camps had a unique growth opportunity, what later became the Fusion Retreat program. We discovered an under-served group of youth pastors and youth leaders who value the camp experience, but lack the time and resources to plan their own program. The opportunity: Fusion Retreats provide the programming, facilities and food service, which frees up youth leaders to do what they do best, connect with kids.
As part of our strategy, I promoted a speaker series luncheon. The intent of the speaker series was to deliver something of value to youth leaders, while having the side benefit of introducing them to the Fusion Retreat program. I segmented a list of church leaders and pastors, targeting the best prospects with an invitation, whereas the rest were mailed a cheaper postcard version. I also helped build unique landing pages which collected the online registrations. All the events were well attended, and resulted in an increase in warm leads for group sales.