A New Image. A Renewed Strength.

We are in the business of enriching the lives of people. This core value of the American Camp Association (ACA) has taken your organization to a threshold, to a new era, and to a time of change . . . .

Marla Coleman, ACA national president; Bruce Dean of Dean Johnson Design, ACA's lead design firm; and James McCafferty, chair of the Project VIII team, outline ACA's vision and inspiration to accept the journey to a new image and the next steps to ensure its success.

We Did It!

In three short years, from the time we identified a need to add value, image, identity, and influence to ACA and the camp experience, we have successfully completed a significant step in accomplishing our goals!

Delegates and attendees at our national conference in San Francisco in February got a preview of ACA's new image, which includes an updated logo, a name change to prevent confusion about who we are and what we do, and a tagline to describe our value.

Allow me to recap how we got here.

During 2002, we completed opinion research, which provided ACA with critical information about who we are, how we are perceived, and who and what we wanted to be. This information was used to aggressively advance our efforts to contemporize our image.

An association-wide survey was completed in 2003 to catch the best thoughts of our members about improving our image. A majority agreed that, in order to clarify who we are and what we do, we should slightly alter our name from American Camping Association to American Camp Association. The research confirmed that, while retaining the acronym ACA, we could make clear our position by dropping the "ing," which commingled us in people's perceptions with the activity of camping out and traveling in RVs.

A task force of the national board, comprised of PR-skilled members from sections around the country, worked closely to reflect back to the design firm the wishes of the membership. The national board also helped inform the process by pinpointing positioning messages to be used in our promotion efforts.
Finally, in October 2003, a branding design draft was proposed to the national board by the Project VIII Team (VIII is an acronym for Value, Image, Identity, Influence!) and was followed by legal trademark research to make sure our mark was distinctive.

I am honored to tell you how this leadership team incorporated your shared vision:

Four key elements were consistently expressed by members:

• Enriching lives
• World of good
• Community
• Fun

Words like fun, friends, belonging, networking, growth in children, and diversity were constantly used by members, the public, and board members throughout our research.

The problem we had to solve was not a simple brand awareness quandary; rather it was a brand strength issue that had failed to promote value or experience. Our dilemma was the brand had become the commodity and, as such, was outdated. The critical questions revolved around inquiring if the new brand would sell value rather than a commodity; would express what we do well; would serve multiple interpretations within a diverse association; would clearly express camp and the association; would convey our business specialty; and would stand without explanation?

The next question was — Did we capture the elements we said we wanted — not a lot of words, playful, forward, the word "camp" strong, fresh, clean, crisp, contemporary, professional but light, and warm?

The answers were all a resounding YES, according to the Project VIII Team (James McCafferty, chair; Cindy Beaudoin, Bill Cole, Michael Chauveau, Don Wood, Bill Hoch, and Sharon Kosch), the national board, and the national staff (led by Peg Smith with Glenn Santner, Joyce Koeper, and Tom Schenk).

Out of the box, it was determined that we are in the business of enriching the lives of people, so the primary image is two people, one of whom is smaller than the other, which could suggest counselor and camper, or two adults, or two children, and/or intergenerational relationships. Additionally, the two figures are stylistically rendered to suggest a "bridge" — to learning, to growing, to becoming successful adults . . . . When displayed in color, the different colors also put forward diversity. While not all camps are set in the outdoors, most are; therefore, the stylistic line beneath the main image may evoke a sense of hills or water or some other natural element. Finally, in the design of the name, the word "camp" is strong and bold and at the same time playful, while the words "American" and "Association" are more subdued to suggest an organization. The image is intended to be used as a stand-alone, with a section name, or with the tagline.

The tagline is a separate descriptor, apart from a vision or mission statement or even a motto, intended to help define the mark. As such, the tagline "enriching lives, building tomorrows" was thought to call to mind all the adjectives that members identified. ("Camp Gives Kids a World of Good" remains a viable option for marketing. It was thought by the task force that while we definitely agree that we can "change the world," it could be construed as a somewhat pompous and even immeasurable phrase.) A tagline serves as an explanation of what we do . . . it is not a vision statement or as some call it, A Big Hairy Audacious Goal.

While it is true that the acorn has a deep emotional connection for many of us, unfortunately it does not connote to the public that we make a difference in people's lives. We must expose the secret and connect with the public.

So now, thanks to the hard work of so many association leaders and the contribution of so many members, we have an image to carve out our identity, which in turn will give us influence when combined with our good work. Then, we will truly be able to establish and promote our value — and to ensure that more people have an opportunity for a camp experience!

I know that while change is hard on so many levels, it also can be exhilarating and inspiring. On behalf of the national board and a very dedicated national staff, I thank you for your valuable input in this process. The time is here for the world to know our role in human development — and now we have an icon to reflect our importance.

— Marla Coleman, ACA national president

The Development of a Brand

In the beginning, a brand was thought of as merely a logo or an identity, a way for organizations to distinguish themselves. It has evolved into the values, culture, and personality of an organization. People now realize that branding isn't simply slapping a logo on promotional materials. It's the whole package of the work you do and, more importantly, how you do it. It's your identity. Everything an organization does affects the value of its brand — both positively and negatively.

The goal of all branding is to create an emotional tie between your audience and your organization. It is imperative that your organization builds equity in its brand, and this is done by focusing on the mind and emotional share of your customers, clients, members, etc. To help achieve this, it is important to place a premium on your organization's experience, personality, and relationships.

All of these considerations have helped shape the recent branding effort for the American Camp(ing) Association. ACA has placed a premium on what the organization means to the campers, the camps, the parents, the volunteers, and business partners. It is important to remember that the logo is merely one element that helps promote, encourage, and support the goals and beliefs of the organization. ACA has recognized branding as an inside-out process. By focusing on its relationships, experience, and personality, ACA has built the foundation to develop an identity to carry the organization into tomorrow.

This identity (logo/brand) was created over a period of eighteen months. During the creative process, new relationships were made and old relationships were fostered. Respect was given and taken depending on each point of view. Ideas and concerns were shared and debated. As a graphic designer and fine artist, I often perceive the universal point of view as fickle. To achieve perfection is impossible and to please everyone is more so. Our goal is to approach perfection and please many . . . .

— Bruce Dean, cofounder of Dean JohnsonDesign, Indianapolis, Indiana

Reaching Goals — What's Next?

While conducting research was intriguing and the logo design was fascinating, what we do in the next year is the most exciting for the Project VIII team and will bring us closer to the goals of this project.

What are the goals of this initiative?
The goals provide a clear picture of what success will look like:

• Our brand is recognized by our audiences.
• An increasing number of campers attend camp each year and there's a general recognition of the importance of camp.
• Camps see an increasing interest in and applications for staff positions both seasonal and year round.
• The camp profession is seen as a viable career option.
• ACA is stronger financially through an increase in membership.
• There's an increased use of education resources and an increase in vendor involvement and volunteers to the association.
• ACA is seen as a resource for members and nonmembers alike.
• ACA is known as an expert in youth development through the camp experience.
• ACA presents a unified image for the national office and the twenty-four sections.
• Most importantly, all successes are measurable through research.

We have a logo, what's next?
The logo and slogan are actually a small part of this initiative. As you may have noticed, neither of them is in our goals. In the months ahead we will:

• File paperwork that allows us to do business as the American Camp Association.
• Finalize and polish our family of logos, including the ACA logo, the accredited-camp logo, and the "Camp Gives Kids a World of Good" marketing logo. We have a series of other logos that will now use the same artwork with the addition of text below such as "business member."
• Finalize our brand manual, or identity kit, and provide it with training to the sections. This manual provides usage procedures for all of our images, templates for shared documents, and general usage guidelines for our new image.
• Launch our new marketing and public relations plans, building to conference and beyond.
• Continue to refine our work in light of our goals and a changing environment, while also informing you of our progress through this magazine, your section newsletter, and gatherings.

How will this affect your camp?
This transition will affect ACA more on a business level than individual camps. Beyond changing to the new accredited-camp logo, camps will have little to modify. Accredited camps will receive information on the new image, how to use it, when to start using it, and directions on how to get it in the months ahead.

Do I have to replace all my materials?
Ideally, we will have the new image on everything by next February, but we understand that there will be a few camps that are not quite done with existing materials at that time. We are not asking camps to throw away materials because we have changed the image. Rather, use the new one as you replace materials, and keep us informed of your usage of the old image after February so we know how we are doing.

How will this affect my section?
By February 2005, all the sections will be using the new image on all of their materials. Those people needing training will have received it, and we will be projecting our new image to the public.

My section has a logo already, can we still use it?
Your logo was probably developed to help reflect something unique about your section. Part of this process is to build a consistent look between all the sections and the national office, which means that our unique section logos detract from the goal. After next February, we will all be expressing our uniqueness through other means such as color and design.

What about our Web site?
We will be providing all sections with a series of templates and tools for our Web sites. For those hosted by the national office, you will be contacted to begin the conversion process to the new look and tools. Those sections that host their own sites will be provided the tools and support to convert. It is important to know that we are developing a core level of services to be offered from our Web sites, and we are providing room for additional services that may be unique to each section.

Who is paying for all these changes?
As part of CAMPaign '07, funds are designated to help sections pay for the conversion process. Funds will help provide new letterhead, business cards, signage, and other materials. The section executives as a team will help decide the best usage for this funding source. Since individual camps will be replacing materials as needed, there is no additional expense to them. The overall repositioning project is funded through CAMPaign '07 by the very generous support of our members, corporations, and foundations. If you have not yet considered supporting CAMPaign '07, I encourage you to do so. You can learn more at the ACA Web site.

Not all of our materials are in color, will this still work?
Yes! A one-color, two-color, and processed-color image will be provided so that we will look good no matter how many crayons are in the box.

Why has no one asked me about this before now?
We have talked with one out of seven of our members to get to this point. Statistically, this is a very large percentage. All members were invited to participate in an online survey last year through a direct-mail letter, an article in Camping Magazine, and an announcement at the national conference. Since then, we have spoken with almost every group that has gathered nationally, and we have presented to some section gatherings showing them where we were and gaining their thoughts.

Who can I send my thoughts or questions to now?
We would like your thoughts and questions, so send those to me at newimage@ACAcamps.org.

— James McCafferty, chair,Project VIII team

Our branding challenge will always be, ‘Is this a brand for the camp experience or is it a brand for the association?' It is a brand for both. As an association, we are involved in human development on behalf of camp. Whenever you work with people who are improving their knowledge and ability to serve others, it is a form of human development.  The beauty of our new brand is that it expresses not only the association's human development responsibility but the fundamental human development opportunity that each camp experience offers — regardless of the location or type of camp it might be.  And, perhaps most important, the brand is for the public . . . the parents and policy makers we hope to influence. I believe people are hungry for opportunities to access and receive positive, safe experiences for their children, youth, and themselves.

Peg Smith
ACA Executive Director

Originally published in the 2004 May/April issue of Camping Magazine.