CHALLENGE
After a 35 year hiatus, re-introduce the Diocese’s “pre-need” burial program to help combat a decline in “at-need” sales. Increase the percentage of Catholics that choose a Catholic burial above the estimated 30% and generate a steady stream of inquires and leads to achieve the sales goals of the pre-need program.
SOLUTION
New marketing strategy focused on long-term relationship building with pre-need prospects and internal audiences (Parish Priests, Parishioners, Diocesan employees, etc.). A multi-channel marketing campaign was developed for each market segment which included print and online advertising, direct mail, TV and billboard advertising, collateral materials, email direct marketing, point of sale displays, parish outreach and special events.
B2C Fold-Over Direct Mail Campaign
Consumer Magazine Ad Inserts
Direct Mail Brochure - Cemetery Floral Sales Program
Online Banner Advertising Campaign
Monthly E-Newsletter from the Bishop of Camden to Customers & Staff
Family & Internal Audience Lead Nurturing Email Campaign
Southern NJ - Regional TV Commercial
OUTCOME
Over 2,000 inquiries were generated over a 36-month period which resulted in approximately 700 pre-planning sales. Annual revenues grew from $5 million to $7.4 million. The website generated between 750 to 1,000 unique visits each month with an average time on site of over 2 minutes. The lead nurturing campaign achieved an average open rate of 34% and click-through rate of 16%, with 8% of clicks converting into direct sales.