RV park marketing plan template

Almost every park marketing plan fails the same way. It gets written well in the off-season and abandoned during the season. That is backwards: the season is when the guests are actually there to ask.

This template is built to survive that. The recurring work is small, fixed, and attached to things that always happen anyway.

Part 1: Goals

Write down the numbers before planning any activity. A plan without a target cannot be judged at the end of the year, which is how marketing budgets become matters of opinion.

Two notes on setting these. Occupancy targets should be split rather than averaged, because weekends and midweek are different problems with different fixes. And the review count target is the easiest to hit reliably. That makes it a good confidence builder for a park that has never worked to a plan.

Part 2: Which problem is this year for

A plan that tries to fix everything fixes nothing. Pick the one that is costing the most and put the effort there.

Part 3: The twelve-month calendar

Written by season position. Map your own months onto the four blocks, then write the actual month names in the margin.

One deliberate omission: this calendar does not tell you which month to do what. Published campground calendars that name months are written for one climate and are wrong everywhere else.

Part 4: The recurring checklist

This is the part that actually determines whether a plan works. Tick as you go, or print and pin it up.

Every departure

• Ask that guest for an honest review. This is the one that must not stop in the busy weeks.

Weekly

• Reply to any new reviews.
• Follow the booking link and confirm it still works.
• Clear any inquiries sitting unanswered.

Monthly

• Add photos to the Google profile.
• Publish one Google post about something real.
• Check the call log for missed and after-hours calls.
• Submit the contact form and confirm the notification arrives.
• Note review count and rating for the record.

Each season change

• Update rates everywhere they appear.
• Update office hours, gate hours and open dates.
• Mark seasonal amenities open or closed.
• Set special hours for upcoming holidays.
• Add photos that reflect the current season.

Quarterly

• Read Search Console: which queries and pages earn impressions.
• Compare review count and rating against the same three nearby parks.
• Read the last fifty reviews for recurring themes.
• Check the direct booking share against third-party bookings.

Annually

• Email past guests before booking opens.
• Review all website content for accuracy.
• Re-check Google categories, which change without notice.
• Plan next season's destination content.
• Set next year's occupancy and review targets.

Part 5: Channels worth a line in the plan

Not every channel deserves a place. These are the ones that reach a camper at the moment they are choosing.

• Google Search and Maps. The main discovery surface. Ongoing, small once set up correctly.
• Reviews. The comparison campers make first. Continuous, because recency counts.
• The park website. Answers rig fit and rates, then takes the booking. Seasonal accuracy plus occasional improvement.
• Phone. Captures campers who will not book without asking. Continuous.
• Campground directories. Secondary discovery and consistent business data. Low effort once accurate.
• Email to past guests. Repeat stays and off-season fill. A few sends a year.

Paid advertising is deliberately absent from that list. It can work for a park with unfilled midweek capacity and sound fundamentals. For a park whose reviews are thin or whose site does not state rates, it increases the number of campers reaching the weakest surface. Fix the six above first.

Part 6: Measurement

Record these four times a year. Twenty minutes each time, in the same place, so the year can be read back.

For a park starting out, the most useful line is queries earning impressions. A park found for thirty searches and then three hundred is broadening its reach, and that moves long before rankings or bookings do.