Brief:
Create a voice and copy for a landing page that targets our “full service camping” service to families, particularly mothers in the Pacific Northwest.
Customer Profile and Voice Guide
Our writing targets parents, because kids don’t have money.
Target emotion:
Make them think about the perfect, peaceful, portrait family.
The 80’s version of the family portrait on the wall had the entire family standing in a line, wearing matching outfits.
The 90’s version was heads resting on crossed arms, on a velvet covered table.
2020s - Our target customer is the modern version.
Ego Family Focused Image:
https://www.outsideonline.com/wp-content/uploads/2022/05/family_campfire_h.jpg?crop=16:9&width=960&enable=upscale&quality=100
In this picture I hear crickets. Fire crackling. And Nothing.
Our copy should subtly remind them who they want to be (ego), and who they actually are (id).
Ego:
I want to be environmentally friendly.
I appreciate mindfulness. I want to take in as much of the world as I can while I’m here.
I want to instill these traits in my children, and let them see the world today in case one day it doesn’t look the same anymore.
Sample Voice:
Imagine your kids.
Imagine your kids sitting around a campfire.
Staring into the flames.
Imagine the look on their face when they hear a Great Horned Owl’s h’hoo.
No ipads, no headphones.
No sounds except crickets.
Just nature and Harmony
Campfire Harmony
For a peaceful trip. Before and after.
Id:
Female
Modern Convenience.
I am lazy. I don’t actually want to pack and unpack.
All the work will be left to me, and I’ll do it better than my husband could, but it’s still going to be a disaster.
And I want to save money and still have nice stuff, for me and for the pictures.
Male
Modern Convenience.
I am lazy. I don’t actually want to pack and unpack.
My wife will remind me that I’m not going to do this as much as I actually think I’m going to do this.
And I want to save money and still have nice stuff, for me, and for the pictures.
Sample Voice:
Take your family camping without the hassles of camping.
Time in nature. Campfire. Maybe even peeing outside.
In a tent they won’t complain about – that you don’t have to set up.
It’s cheaper than buying the gear, even if you use it more than once.
It’s nice gear.
And it’s not the campsite next to the dumpster, that’s the only one still available because you waited until the last minute to book it.
Campfire Harmony.
Camping with a little more Harmony
Id Family Focused Images:
https://labs.openai.com/e/I5LdAWf8f0NNRj1obg4zbsoA/original
https://labs.openai.com/e/LfEw6PuKIswkM43rN5JBfsXH/u6LwHmVCP5LlqCqFmCE3NvW2
Ego messaging
Setting a good example
Relaxation/Fire Science
Id messaging
This is how easy it is
This is how affordable it is
Most campsite data
Other messaging:
It fills your heart.
Camping fills their hearts.
It gives you a taste of what you wish life was like more often
It gives you a taste of what you wish more of life was like.
It's a return to where we belong.
The way smores were meant to be eaten.
Shared Silence
Time is running out - kids are getting older.
They’re missing out on the magic of the outdoors, and you can’t replace the magical discovery moments.
Landing Page Copy
Hero Section
Hero Image:
Kids at night, looking at the campfire.
Headline:
The way s’mores were meant to be eaten.
Body:
Imagine your kids staring at the campfire – in total silence.
Let them experience the magic of nature. Leave the
ipads, the headphones and the hassles at home.
Just bring your family, and enjoy the campfire.
CTA Button:
Book on Kickstarter
Section 1
Headline:
Take your family camping without the hassles of camping.
-fold-
Body:
Time in nature. Campfire. Maybe even peeing outside.
In a tent they won’t complain about – that you don’t have to set up.
It’s cheaper than buying the gear, even if you use it more than once.
It’s nice gear.
And it’s not the campsite next to the dumpster, that’s the only one still available because you waited until the last minute to book it.
Cards
Card 1
Headline:
Campfire Causes Relaxation
Body:
It’s science. [href=https://pubmed.ncbi.nlm.nih.gov/25387270/]
Let your kids unplug, relax, and just stare at a campfire. A fundamental return to their roots – kids (and their parents) need a break from stressful, fast paced, modern lives.
Card 2
Headline:
Maybe You Can Relax Too
Body:
No wrestling with tent poles. No rolling up sleeping bags. Imagine a relaxing family weekend where you relax too. The hard work is done, so you can actually enjoy spending time with your family.
Card 3
Headline:
Cost Effective Family Time
Body:
Don’t buy expensive gear. For less than the cost of a tent, get all the gear delivered, set up, taken down. High quality and comfortable. We have big tents, comfortable air beds, all the gear you’ll want, for an affordable price.
Section 2
Left Side
Body:
Get a huge discount by joining us today on Kickstarter. Reservations will fill up fast once the season opens and our Kickstarter supporters will get the best rate and priority reservations.
Kickstarter button:
Campfire Kickstarter
Right Side
Body:
Add your email here for a discount when you’re ready to book your first family camping trip. We’ll send you an email when the reservation system opens and tie the discount to our reservation. That’s all, no spam.
[single field email form]
Section 3
We offer special services for large groups. Send us a message here for custom group events and fundraising solutions.
[Email field]
[Message field]