Three options. Only one actually works for your business.
Sixty percent of annual revenue lands in six weeks. The rest of the year is the bench.
A 60-to-200-site caravan park (independent or BIG4 / G'day Parks / Discovery Parks / NRMA Parks affiliated) earns the bulk of its annual revenue across three windows: the Christmas-to-mid-January peak (six weeks of effectively-sold-out cabin and powered-site inventory at premium rates), the Easter long-weekend-plus-school-holidays window, and the September-October spring-school-holiday surge. Those windows are booked in March (Christmas), January (Easter) and July (September), and the parks that fill them are the ones whose cabin, powered-site, unpowered-tent and glamping pages rank in time for the booking window. The off-peak revenue line is a completely different business: annual van permits (the same 40-to-80 vans on permanent or seasonal sites paying yearly), the trades-and-FIFO midweek powered-site market, the grey-nomad winter-stayer market with monthly rates, the corporate-retreat or function-room hire in the parks that have those amenities. Almost no park runs both because the work for each (per-accommodation-type page libraries, a March booking-ramp on Christmas, an annual-permit waitlist mechanic, a winter monthly-rate page for grey nomads) is exactly the work the park manager can't get to between the 11am cabin changeover, the 2pm amenity-block inspection and the after-hours noise complaint.
Good caravan park marketing has five working parts that the affiliation's central marketing doesn't run for you (BIG4 and Discovery Parks promote the brand and the loyalty programme, but the per-park accommodation-type differentiator is on you): a per-accommodation-type page library (one for the lake-view cabins, one for the family villa, one for the powered drive-up sites, one for the unpowered tent-friendly sites, one for the glamping safari tents) each ranking for the long-tail booking search; a March booking-ramp on the Christmas-Easter-school-holiday peak with weekly retargeting on the metro family-of-four audience; an annual-van-permit waitlist mechanic with quarterly check-in emails so the permit comes up and the next renewer is ready; a Camplify-and-Hipcamp counter funnel with the RV-friendly free-dump-point listing, the tent-friendly page and the camp-kitchen-and-amenity-block photos that beat the private bush-camp listing on convenience; and a winter monthly-rate page for the grey-nomad stayer at the low-season caravan-park-network rate.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Plans the marketing rhythm around the three peak windows (Christmas-to-mid-January booked in March, Easter-school-holidays booked in January, September-October booked in July) and the off-peak revenue lines (annual van permits, trades and FIFO midweek powered sites, grey-nomad winter monthly rates). Briefs the other agents so the per-accommodation page library, the March booking ramp, the annual-permit waitlist mechanic and the manager's-round content all push toward the same occupancy and revenue-per-available-site target.
Ships the per-accommodation-type page library that the BIG4 / G'day Parks / Discovery Parks central template doesn't bother with (the affiliation gives you a generic property page; the lake-view cabin, the family villa, the powered drive-up, the unpowered-tent-friendly site and the glamping safari tent need their own pages to rank). Imports your existing site, surfaces the annual-van-permit waitlist form on its own page, and keeps the per-accommodation pages current as the cabin refurbishments and amenity upgrades happen.
Owns the work that decides whether the metro family-of-four finds the cabin booking instead of the BIG4 up the coast: complete Google Business Profile as a Caravan Park (not 'Campground') with the 47-line amenity list, caravan-park-and-accommodation schema, the RV-friendly free-dump-point attribute that wins the grey-nomad search, and post-stay review prompts wired into the checkout flow. Auto-applies the low-risk fixes, flags the affiliation-brand-standard items for review.
Runs the March booking ramp on Christmas-Easter-school-holiday peaks (climbing from $40/day in late February to $300/day in mid-March on Google Search and Meta targeting metro family-of-four within a 6-hour drive), a low-spend evergreen Google campaign on 'powered site [region]' and 'tent site near [town]' for the midweek and shoulder-week fills, and a quarterly annual-van-permit re-engagement Meta campaign to the existing-permit-holder lookalike. Pauses peak ad spend when the cabin inventory is sold out for the window.
Turns the manager's round into content in your voice: a 6pm camp-kitchen walk-past reel, a morning amenity-block-after-housekeeping shot, a kids' jumping pillow at 4pm carousel, a Sunday-morning lagoon-pool wide shot, the new cabin reveal after refurbishment. Builds the manager's-voice grid that earns the Discovery Parks loyalty-member bookmark for the next holiday. You shoot one frame per manager's round, the agent drafts, you approve.
Drafts the long-form pieces that catch the family planner four months before Christmas: 'Christmas at a [region] caravan park: a family-of-four guide to the lake-view cabin window', 'powered drive-up site vs unpowered tent site: which suits your camper trailer setup', 'annual van permits at [park]: what the waitlist actually looks like and how to get on it'. Two drafts a fortnight, in the manager's voice, that bring the careful researcher to your site weeks before Booking.com gets the search.
Your first 30 days.
- Google Business Profile rebuilt as a Caravan Park with RV-friendly free-dump-point and affiliation attributes
- Per-accommodation-type page library indexed across cabin, villa, powered, unpowered and glamping inventory
- Annual van permit waitlist page live with quarterly check-in email mechanic for permit-holder pipeline
- Winter monthly-rate page indexed for the grey-nomad stayer at the low-season network rate
- March Christmas booking ramp campaign live on the metro family-of-four 6-hour-drive radius
- Evergreen 'powered site [region]' and 'tent site near [town]' search live for shoulder-week fills
- Manager's-round 6pm camp-kitchen and morning amenity-block reels queued in your voice for the next fortnight
- Camplify-and-Hipcamp counter funnel live with tent-friendly amenity-block proximity page
- Family-of-four Christmas guide and 'powered vs unpowered' explainer drafted for approval
Caravan parks that book out Christmas in March aren't the ones with the biggest jumping pillow. They are the ones whose lake-view cabin page outranks the BIG4 up the coast on Friday morning's 'family cabin [region]' search, whose annual-van-permit waitlist mechanic locks the next renewer six months before the permit comes up, whose Camplify-counter unpowered-tent-friendly page beats the Hipcamp listing on amenity-block proximity, and whose 6pm camp-kitchen reel earns the Discovery Parks loyalty-member bookmark for next year. Every one of those is a weekly job, forever, and it's the work that gets eaten by the 11am cabin changeover and the 2pm amenity-block inspection.
Agencies are too dear to genuinely run the per-accommodation page library, the March booking ramp and the annual-permit waitlist mechanic for $3.5k a month. The DIY stack is fine for the PMS-and-channel-manager side but the cabin photos are five years old and the glamping page never got built. In-House is the third option: for $299 a month the agents ship the per-accommodation pages, run the March Christmas booking ramp, lock the annual-van-permit waitlist and post the 6pm manager's-round reel. You photograph one cabin handover or one camp-kitchen, approve the week between the changeover and the amenity check, done.