Success Story: Windsor Chapel Increases Seminar Attendance By 520% And Drives Incremental Revenue

Windsor Chapel is a family-owned and operated funeral home in Windsor and has been since 1904. With a strong heritage and legacy in their community, Windsor Chapel offers a high standard of service excellence to those they are privileged to serve. The funeral home looked to increase awareness and attendance of their informational seminars “See Cremation Differently”. The goal of these seminars was to gain pre-arrangement contracts.

In order to achieve their business goals, Windsor Chapel partnered with Postmedia to develop a marketing campaign to reach Windsor Chapel’s target market in Southwestern Ontario. Postmedia developed a sponsored content campaign on the Windsor Star. The content piece was image-rich and featured the owner’s service-oriented approach. The article was promoted on the Postmedia Network, both in print and digitally using native and display advertising. But also amplified through sponsored social ads on the Windsor Star Facebook page, using their extended audience targeting to further increase reach and engagement for the content piece.

The campaign exceeded expectations; Windsor Chapel’s CEO described it best “The campaigns provided a platform to reach thousands of people with our targeted message of service excellence and community partnership” The campaign resulted in a 520% increase in seminar attendance and over 45 pre-arrangement contracts. The content piece had over 3300 unique visitors with the average visitor spending over 3:43 minutes on the story page. The social ad had an engagement rate of over 3.75% and over 500 social engagements. Postmedia ensured the content piece reached and engaged the target audience and in turn that resulted in an increase in quality sign-ups and attendance.