Client Overview
A funeral home sought to revitalize its annual 5k run, a fundraiser benefiting the Alzheimer’s Association. The event presented a unique opportunity to not only contribute to a worthy cause but also to introduce the local community to the serene beauty of the funeral home’s meticulously maintained memorial park.
Challenge
Despite the event’s noble purpose, the funeral home faced significant hurdles in driving registrations. Without a clear marketing strategy in place, the challenge was to develop an effective online advertising campaign to generate interest and drive sign-ups.
Solution
To overcome these obstacles, a targeted online advertising campaign was implemented. Key components of the strategy included:
- Compelling Video Content: A dynamic promotional video was created using a combination of archival footage from previous 5k events and high-quality stock imagery. The video focused on capturing the event’s vibrant atmosphere, emotional impact, and the tranquil beauty of the memorial park.
- Strategic Platform Selection: To maximize reach and engagement, the video ad was primarily distributed on Facebook, leveraging the platform’s powerful video advertising tools. A complementary static image display ad was also launched on Google to broaden the campaign’s audience.
- Data-Driven Optimization: Rigorous performance monitoring was employed to analyze click-through rates and adjust ad spending accordingly. This data-driven approach ensured optimal resource allocation and campaign efficiency.
Results
The online advertising campaign exceeded expectations, delivering exceptional results in terms of event attendance and overall impact. The engaging video content garnered significant online traction, generating a substantial number of likes, comments, and shares, which organically expanded the campaign’s reach. Moreover, the positive sentiment surrounding the video caught the attention of local news outlets, resulting in valuable media coverage that further boosted event visibility.
As a direct result of these efforts, the 5k achieved its highest attendance to date, surpassing previous years’ records. The event raised a remarkable $374,000 for the Alzheimer’s Association, significantly exceeding fundraising goals. This achievement not only supported a worthy cause but also successfully positioned the funeral home as a community-oriented organization dedicated to making a positive impact.
Client Testimonial
The client expressed overwhelming satisfaction with the campaign’s outcomes, emphasizing the significant increase in event attendance and the invaluable exposure generated by the media coverage. The successful fundraiser not only supported a worthy cause but also enhanced the funeral home’s reputation as a compassionate and engaged community partner.