When a local funeral home wanted to reach families in neighboring areas and older adults needing funeral arrangements, they turned to Vici Media for a sensitive, community-focused digital strategy. The goal was to use heartwarming, respectful branding that resonated with the target demographic while generating meaningful engagement. With Vici Media’s targeted digital approach, this funeral home effectively shared their message with the local community, fostering trust and enhancing brand recognition.
Thoughtful Digital Strategy with Targeted Messaging
The campaign strategy focused on connecting with families and older adults in a 40-mile radius, centering on three main platforms:
- Facebook Premium and Video Pre-Roll: The funeral home used these platforms to share their branding videos in a way that felt sensitive and relatable. Engaging visuals and messaging reached users organically on social media, where they could interact in a more personal and community-oriented space.
- OTT Advertising: OTT (Over-the-Top) advertising allowed the funeral home to target Baby Boomers and audiences interested in Nursing Home Care, Retirement Planning, and Estate Planning on streaming platforms. By placing ads on connected TVs, they met potential clients in a comfortable environment while carefully maintaining the respectful tone that this industry requires.
- Ongoing Creative Refreshes: To keep their message relevant and timely, the funeral home updated their video content every 3-6 months. This rotation not only maintained audience interest but also allowed the company to share new aspects of their services and highlight their grief therapy dog, Ragnar—a local favorite who has been instrumental in creating community connection and boosting ad engagement.
Results: Strong Community Connection and Lasting Engagement
The results of this campaign were overwhelmingly positive:
- Over 3 Million Impressions: With a small geographic focus, the funeral home generated significant brand awareness within the local community, reaching the right people effectively.
- Consistently High Engagement: The campaign achieved a monthly click-through rate of 1.2% or better, demonstrating strong engagement from viewers.
- Positive Community Feedback: The funeral home’s approach, especially their grief therapy dog Ragnar, has resonated with families and individuals who continually express appreciation. The overwhelmingly positive response has contributed to the funeral home’s decision to renew their campaign annually for four consecutive years.
This success story underscores the power of a thoughtfully tailored digital strategy in helping a local funeral home build trust and awareness within their community.If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.
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