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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
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