why the “y”?: an evaluation of the ymca overnight camp program offering by: allison seguin
TRANSCRIPT
Why the “Y”?:An Evaluation of the YMCA Overnight Camp Program Offering
By: Allison Seguin
Agenda
Background and research processPurposeObjectivesMethodologySampling Plan
Purchasing the YMCA Overnight camp productThe Path to Purchase
Reviewing the Quality EightWhat are the Quality EightTable StakesValuesOutcomes
Future Research
Title Goes HereBackground
and Research Process
Methodology
Qualitative in natureOnline Bulletin Board Focus Groups (BBG)In-Depth Interviews (IDI)
What does this mean?BBGs: parents would sign in at least four times a day over two days to answer questionsIDI: half hour telephone interviews
BBGs: 55 parents were includedIDIs: 9 parents, 5 counselors, 5 new Canadians, 11 Eastern camper parents, and 13 directors
Sampling Plan Ontario Western Canada Eastern Canada
Sampling Plan
BBGsCompleted
OntarioFirst Timers
Group 18-10 participants
Group 28-10 participants
OntarioRepeat
Group 18-10 participants
Group 28-10 participants
Western Canada
First Timers8-10 participants
Repeats8-10 participants
11 Interviews were conducted with First Timer and Repeat Eastern camper parents
Purchasing the YMCA Camp Experience: What Does it Look Like?
Path to Purchase: What is it?
Steps the customer takes when purchasing a service or productIncludes awareness, research, consideration, purchase and re-purchasing intent
Awareness
Parents were asked how they heard of YMCA overnight campsParents typically heard of overnight camps through:
Other YMCA program offerings Word of mouth
Awareness
YMCA Programs
Day camp
Swimming
School trips Daycare
Members
Camp Alumni
Word of Mouth
General
Past Campers
Other
Awareness: Word of Mouth
Past campersNeighboursFriendsColleagues
General word of mouthDid not specify who provided the recommendationWell-known in area
Research
Word of mouth and not much elseThose who did follow-up research
Spoke to staff at gym or daycareConsulted the website
Different Websites Different Problems
Lay-out and navigation issues for (names omitted).
New CanadiansConsulted the websiteOne went solely on the recommendation of a friend and did no other research
ConsiderationWhat stood out?
Also came up when asking about how heard about YMCA Overnight camps
Positive experiences Other campers/Their camper Themselves (camp alumni) Other YMCA Programs
YMCA Brand Reputation Age of camp Affinity to values of YMCA Trust in the organization
Qualities of camp Traditional, basic or simple
Heterogeneous group of campers
SES Children with special needs Just different kids
Outcomes of camp (will be discussed more later)
ConsiderationNew Canadians
Friendly and helpful staffThe ability to participate in outdoor activities Making new friendsLearning Canadian customs
Why Not Girl Guides? Already knew everyone Enjoyed the activities offered at the YMCA camps Transportation convenience
Re-Purchasing Intent
What made the Camper want to go back?
Everything! Fun games Connecting with friends
or counselors
What made the parents want to re-enroll their child?
Praised great staff History or values Camper’s enthusiasm
Reviewing the Quality Eight
What Are the Quality Eight?
Fun - The YMCA Resident Summer Camp is fun.
Safety - The YMCA Resident Summer Camp is safe - socially, emotionally and physically.
Friendship - The YMCA Summer Camp is a place of friendships.
Belonging - The YMCA Summer Resident Camp is a place of caring, belonging and
responsibility.
Learning- The YMCA Resident Summer Camp participants learn and are challenged.
Natural World - The YMCA Resident Summer Camp treasures the natural world.
Life Needs - The YMCA Resident Summer Camp meets personal life needs. (Clean
facilities and enjoyable meals)
Place to Return - The YMCA Resident Summer Camp is a place to return to.
What Are the Quality Eight?
Outcomes
Values
Table stakes Life needsSafety
Quality Eight Principles
Belonging
Natural WorldPlace to return to
FriendshipsFun
Learning
Table Stakes: Safety
Safety includedPhysical and emotional safetyCommunication and safetySafety and an individualized approach
Table Stakes: Safety
Physical safetyBuildingsFacilities EquipmentAvailability of medical staff Adequate training of counselorsAdherence to safety protocols Acceptable counselor to camper ratios
Emotional SafetyBullyingDiscussing issues in a supportive environment
What do counselors think?
Emphasis on safety overwhelming
More training for soft skills Camper behaviour or sensitive issues
Table Stakes: Safety
CommunicationBefore, during and after campReally an unplugged environment?
Parents have been known to sneak in phonesThey want photos, videos, updates and posts
Both camp directors and counselors commented on this trend
Infringes on some outcomes of camp
Table Stakes: Safety
Individualized ApproachAlthough group dynamics were important, MY child should not fall to the waysideCounselors responsibility to sense group dynamicsNegative experiences were noted because of cabin dynamics
Requests on registration forms
Table Stakes: Food
Indifferent Health-Conscious Parent
It’s just campSuck it upBest stories are about the food
Suggested sugar-free campsBalanced meals necessary
Things to consider…
One new Canadian parent mentioned food options that take into consideration religious restrictions
Values: Belonging
Campers enjoyed:Camp songsLingo RoutinesTraditions
Some parents wanted for their camper:
A connection with the camp
Values: Natural World
Fourth most commonly mentioned benefit to attending overnight camp
Tell me more…Nostalgic recount of childhood memoriesBeing unpluggedLearning outdoor skillsInteracting with nature in a safe way
Environmentally conscious citizens were not mentioned
Values: A Place to Return To
Factors that foster a place to return toCamper:
Everything!Fun gamesConnecting with friends or counselors
ParentsReputation/history of YMCACamper’s enthusiasm to returnSame topics mentioned in Ontario, Eastern and Western groups
Outcomes of Camp
What Parents Mentioned as the Benefits of Attending Overnight Camp
Outcomes of Camp: Independence
Make decisions for themselvesSolve social problems without guidance from their parentsNavigate through awkward or difficult emotions or situations
Bullying Homesickness
Come to a solution and deal with outcome
Outcomes of Camp: Confidence
Confident in abilitiesPride in accomplishmentsStep out of comfort zoneAllowed them to try new things
Outcomes of Camp: Friendship
Made friends but also kept in contact
The Importance of New FriendsBroaden horizons
Counselors from other places
Attending camp with children with special needsKids outside of community
Outcomes of Camp: Separation
Some parents just really needed some time to themselves or with their significant other!Some mentioned they were still always talking about or wondering what their little ones were doing
Outcomes of Camp: Other Benefits
Other benefitsDeveloping a new skill setResponsibilityDeveloping social skillsMentorshipSelf esteemTeamworkHaving a personal adventure
Some of these benefits are quite profound!
Outcomes of Camp
Outcomes of Camp
Outcomes of Camp: Fun
Fun came up in conversations time and time again no matter what the question was!As mentioned previously, many parents decide to re-enroll their children based on their enthusiasm to return
Many parent mentioned their kids would say….”but this time I want to go for…!”
The importance of a variety of activities emerged over and over
Age appropriate activitiesCamper being able to do the activities they really wanted to do
Title Goes HereBackground
and Research Process
Future Research Considerations
Future Research
Slide omitted for this portfolio as per client request