1.0 OVERVIEW
Oahu Mortuary was created in 2013 on the grounds of Oahu Cemetery– Hawaii’s oldest public cemetery– to guide and assist Oahu’s families and its visitors with funeral and cremation services. Considering the rapidly evolving digital space, we helped Oahu Mortuary build their digital presence and successfully execute both Google and social media ad campaigns from start to finish.
2.0 STRATEGY
With a long and storied history in Hawaii, Oahu Mortuary came to DAY 33 with a problem many older organizations have: transitioning into the digital advertising space. Before working with us, Oahu Mortuary had only used traditional means of advertising, including print and radio ads. We knew we could help them generate more leads and revenue by leveraging the power of digital advertising.
2.1 CREATIVE
Oahu Mortuary had never done social media and were still running print ads. So, we started from scratch. Our team took new video and photos of the grounds, which were incorporated into their website and into the social media ad campaigns we ran for them. Oahu Mortuary also consulted with us as to how they could bring value to customers other than through affordable prices. We came up with the idea of creating a free pre-planning guide to help families draw up plans for a funeral before they are needed. The guide came in both physical and digital formats for greater accessibility and convenience, and ultimately drew a lot of prospective individuals and families in to learn more about Oahu Mortuary’s funeral services.
2.2 POSITIONING
While we focused on successfully transitioning Oahu Mortuary into the digital space, we also wanted to find a way to marry the old with the new. This meant that we’d continue running their print ads while crafting highly-targeted Facebook and Google ad campaigns to different demographics based on age, region, etc. As a result, Oahu Mortuary could still maintain the presence they built on print while untapping huge potential via SEO and CRO methods.
3.0 RESULTS
Oahu Mortuary is now enjoying their newfound positioning in the digital space. After our Facebook and Google ad campaigns, they experienced a 71% growth in web users following the first month of our campaign (Oahu Mort. Jan tab). Additionally, the Google ad we created for “Next Day Cremations” achieved an average 8.9% conversion rate!
Additionally, the Google Ads campaigns also delivered an average of 73 new phone calls per month within the first 3 months of the campaign.
The percentage of traffic attributed to organic search grew steadily per month following the campaign’s start. As a testament to the SEO strategy we implemented, 60% of Oahu Mortuary’s web traffic was acquired via organic search in August 2019 alone (Oahu Cem. Aug ‘19 tab).
Ultimately, Oahu Mortuary’s leads from their website and web traffic increased by 200%+ since their transition to digital advertising.