Client Success: Promoting Alabama Mortuary Brands Through a Diverse Digital Strategy

05.19.2023 Sara Brasfield3 min

As local businesses add new locations and brands offering specialty services, the strategies used to promote earlier locations can offer a template for raising brand awareness as these new locations and services are launched.

In the same way that success pushes businesses to grow their operations and their geographic footprint, ROI from digital ad campaigns can motivate those companies to increase their investment into an advertising strategy that generates new revenue and accelerates growth.

This is what happened for a local funeral home in Mobile, Alabama: after working with Cox Media to promote its three locations through paid search campaigns, the business gradually expanded the digital channels used in this strategy, leveraging these benefits to achieve cost-effective advertising that ensured campaign KPIs were met.

Given this success, the business asked Cox Media to develop a similar campaign for its local cremation brand.

The Goal

After planning and running successful digital campaigns for the company’s three funeral home locations, the client wanted Cox Media’s help planning and executing a digital strategy that would raise awareness of its cremation services in the brand’s local market.

The client was interested in starting out with a more narrow advertising scope and adding services over time as existing campaigns delivered ROI.

The company also had long-term goals of enlisting Cox Media’s help in promoting a third brand offering pet memorial services among a local audience of pet owners and pet industry businesses.

The Solution

After consultation with the client, Cox Media developed an SEM campaign as the first phase of promotion, then expanded that digital advertising strategy to include both paid social and TV Everywhere.

Eventually, social media management was added to create a more comprehensive digital ad strategy capable of optimizing engagement and advertising ROI across these different channels. When the company made the decision to expand our digital ad services to its pet memorial brand, Cox Media implemented a digital strategy featuring SEM, TVE, paid social, and social management services.

The Results

The greatest marker of success for the client’s overall digital strategy was the growth of its digital ad investment over time: as expectations were met and surpassed, the client was eager to incorporate new channels and campaigns that would deliver strong ROI and accelerate the growth of the company across all of its individual brands and locations.

After recently opening a fourth brand, the company turned to Cox Media to create social management and SEM strategies to support promotion.

Because of our ability to consistently deliver ROI for this client’s spending, Cox Media has become the sole digital marketing partner for this client. The company even referred our services to another funeral home in a different market, and that company has signed up to receive digital strategy and campaign development services of its own.

Looking for a digital strategy that delivers impact and revenue growth for your business? Contact Cox Media today to see how we can help.

About the Author

Sara Brasfield

Sara is a Marketing Manager on Cox Media’s corporate team in Atlanta, with a passion for writing and delivering relevant insights for advertisers. With more than nine years of experience in B2B marketing, Sara aims to help Cox Media’s current and future clients connect with their customers find new and unique ways to grow their business. Outside of the office, Sara loves spending time running, reading, and supporting her favorite sports teams (Go Braves & Gamecocks!).

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