The Lair is a campground owned and operated by the Cal Alumni Association. Historically, most Lair campers have been affiliated with UC Berkeley, learning about the camp through the university. In an effort to attract new families to vacation at the Lair, we launched a campaign dependent on paid Facebook ads which targeted those not affiliated with Cal living in the Bay Area. Since we were not appealing to Cal alumni, I abandoned the traditional blue and gold Berkeley colors.
Phase 1
To promote “Priority Booking” by giving new campers first choice on dates and cabins.
Phase 2
To offer 15% off to those who showed interest during Phase 1, but didn't book.