Case Studies
Case Study: Listening to Multiple Constituents
Situation:
Cremation rates across the country have skyrocketed during the past 10 years, a result of rising burial cost and a more transient society. Average cremation rates in the U.S. have reached 60%, with the states California among the highest in the country. We were approached by a funeral home and cemetery group in Southern California that was looking to increase their share of the cremation market – and do so in a tech-driven way, while still fueling their traditional business.
Solution:
While we wouldn’t be the first brand to offer cremation online, our initial research showed there was white space in two specific areas – transparency and memorialization. Consumers were often annoyed by surprising fees. Additionally, once consumers had the cremated remains, they were on their own to memorialize their loved ones, and didn’t have any direction on what to do.
We developed a very specific strategy and positioning that would fill these unmet consumer needs while fueling the client’s core business – to provide full-service online cremation – a simple, affordable online solution to purchase cremation while offering remembrance options and permanent memorialization from affiliate locations. This strategy would not only bring in new online cremation customers but would also expose those customers to their more traditional brick-and-mortar product offerings.
We developed the organization’s mission, vision, and values, establishing the soul of the company. Next, we created a business and marketing strategy, including the development of their “simple 5-step process.” We also steered them through the process of designing a name, brand image, and logo – Envoi.
Finally, we developed their soup-to-nuts e-commerce platform, always keeping a consumer-centric approach in mind. We polished-off that effort by creating compelling video content for use on the website and other digital platforms.
Results:
We successfully delivered strategically and tactically with a marketing strategy in hand fully and a fully functional e-commerce site. We put the Envoi team in a position to successfully take on the existing players in the category, launching a brand-new tech company into an industry in need consumer-centric thinking.