We were tasked with the re-launch of a well established family business and funeral home in Albany WA which was in the final stages of a complete facility rebuild. The building included an overall larger facility, a chapel, a gathering area and new transportation mechanisms. Bethany Funeral Home has very specific cultural values and the whole treatment required sensitivity and subtle marketing. Being a funeral home, the sensitivities were certainly different to other clients and this needed to show in the brand design and promotional strategy.
We had been impressed with our client’s values and attitude relevant to the core business. Sensitive to others needs, our client believed that a funeral service should be a celebration of a person’s life. Conducted in a dignified spirit of thankfulness for the privilege of life, the memories always remained and the love never ceased.
It was with these sentiments that our team drew its ideas and developed the positioning, promotion and projection of Bethany Funeral Home.
Jack in the box commenced its program by conducting a detailed market research, followed by the development of a marketing and promotional strategy. Various members of the Jack in the box team spent significant time with the client and his team in an effort to gain a deep and thorough understanding of the culture and the requirements of the brand and the promotion. Following this in-depth discovery, we completed a redesign of the brand and corporate styling. All the livery requirements were initiated ready for the new building launch including signage, vehicle ID, brochures and the creation of a new website.
We then set about the conceptualisation of a campaign which would be implemented over four years through a phased branding television commercial. Jack in the box planned, booked and monitored all media, initiated a launch plan and implemented all livery needs. The 2nd phase of the plan was developed in 2013 with a very different 60 second television commercial.
The Last Word
Bethany Funeral Home recorded an immediate increase in market share which it has continued to sustain. The organisation now dominates the market place in Albany and is well respected for its approach to clients, family and those associated with the loss of a loved one. The building and its accompanying brand is accepted by the community as harmonic with the culture of the organisation and its appeal to those in need has helped realise significant increases in performance, which has been maintained. Jack in the box continues to enjoy a business relationship with Bethany as its marketing and advertising agency.
What We’ve Done
- Strategic Planning
- Brand Development
- Stationery Suite
- Press Releases
- TV Commercials
- Press Advertisements
- Media Schedule & Buying
- Event Planning
- Champagne Glasses