DIY Facebook & Social Media Marketing€¦ · Apr 29: Holocaust Remembrance / Prayer Day / Ramadan Oct 28: Halloween / All Saints Day May 6: Nurses Day / Teacher Appreciation / Mother’s

Worksheets

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DIY Facebook & Social Media Marketing By Robin Heppell, CFSP

Table of Contents

2019 Virtual Marketing Calendar .................................................................................................... 2 2020 Virtual Marketing Calendar .................................................................................................... 3 Social Media Strategy – Quick Start ................................................................................................ 4 Creating Graphics to Share In 5 Minutes ........................................................................................ 5 Content Marketing Strategy ............................................................................................................... 6 Content Brainstorming Sheet ........................................................................................................... 7 Marketing Services ............................................................................................................................ 8

Worksheets


2019 Virtual Marketing Calendar Dec 31: New Year’s Day Jul 1: Canada Day / Independence Day Jan 7: Jul 8: Jan 14: Jul 15: Jan 21: Martin Luther King Day Jul 22: Parents’ Day Jan 28: Jul 29: International Day of Friendship Feb 4: Chinese New Year Aug 5: Feb 11: Valentine’s Day Aug 12: Feb 18: President’s Day / Family Day Aug 19: Senior Citizens Day Feb 25: Aug 26: Islamic New Year Mar 4: Sep 2: Labor Day / Grandparents' Day Mar 11: St. Patrick’s Day Sep 9: Suicide Prevention Day Mar 18: Sep 16: Int. Day of Peace Mar 25: National Doctors Day Sep 23: Rosh Hashanah Apr 1: Sep 30: World Vegetarian Day

Apr 8: Oct 7: Child Health Day Apr 15: Good Friday / Passover Oct 14: Columbus Day / Thanksgiving (CDN) Apr 22: Easter Monday / Earth Day / Arbor Day / Day of Mourning

Oct 21: United Nations Day

Apr 29: Holocaust Remembrance / Prayer Day / Ramadan Oct 28: Halloween / All Saints Day May 6: Nurses Day / Teacher Appreciation / Mother’s Day Nov 4: May 13: Peace Officers Mem. Day / Armed Forces Day Nov 11: Remembrance Day (CDN) / Veterans’ Day May 20: Victoria Day Nov 18: May 27: Memorial Day / Nat. Senior Health & Fitness Nov 25: Thanksgiving (US) / World AIDS Day Jun 3: Dec 2: Jun 10: Flag Day (US) / Father’s Day Dec 9: Human Rights Day Jun 17: Hospice Founder Cicely Saunders Birthday Dec 16: Jun 24: Dec 23: Hanukkah / Christmas / Boxing Day Dec 30: New Year’s Day

FAQ / QSA Video How To / Checklist / Guide Article Funeral Home Radio Show p p p p p p p p p p p p p p p

Worksheets


2020 Virtual Marketing Calendar Dec 30: New Year’s Day Jul 6: Jan 6: Jul 13: Jan 13: Jul 20: Parents’ Day Jan 20: Martin Luther King Day / Chinese New Year Jul 27: International Day of Friendship Jan 27: Aug 3: Feb 3: Aug 10: Feb 10: Valentine’s Day Aug 17: Islamic New Year / Senior Citizens Day Feb 17: President’s Day / Family Day Aug 24: Feb 24: Aug 31: Mar 2: Sep 7: Labor Day/Grandparents' Day/Suicide Prevention Mar 9: Sep 14: Rosh Hashanah Mar 16: St. Patrick’s Day Sep 21: Int. Day of Peace Mar 23: Sep 28: World Vegetarian Day Mar 30: National Doctors Day Oct 5: Child Health Day

Apr 6: Good Friday / Passover Oct 12: Columbus Day / Thanksgiving (CDN) Apr 13: Easter Monday Oct 19: United Nations Day Apr 20: Earth Day / Holocaust Remembrance / Ramadan / Arbor Day

Oct 26: Halloween / All Saints Day

Apr 27: Teacher Appreciation Day / Day of Mourning Nov 2: May 4: Nurses Day / Prayer Day / Mother’s Day Nov 9: Remembrance Day (CDN) / Veterans’ Day May 11: Peace Officers Mem. Day / Armed Forces Day Nov 16: May 18: Victoria Day Nov 23: Thanksgiving (US) May 25: Memorial Day / Nat. Senior Health & Fitness Nov 30: World AIDS Day Jun 1: Dec 7: Hanukkah / Human Rights Day Jun 8: Flag Day (US) Dec 14: Jun 15: Father’s Day Dec 21: Christmas / Boxing Day Jun 22: Hospice Founder Cicely Saunders Birthday Dec 28: New Year’s Day Jun 29: Canada Day / Independence Day

FAQ / QSA Video How To / Checklist / Guide Article Funeral Home Radio Show p p p p p p p p p p p p p p p

Worksheets


Social Media Strategy – Quick Start Where You Need To Be How To Grow Your Network

Facebook: q Personal Profile q Company Page

Facebook: - (Request Friend) q Check friends of most popular friends (right-click) q Check groups: Local, Business+ Friend’s Groups

LinkedIn q Personal Account q Company Account

LinkedIn: - (Invite to Connect) q Check “Classmates” tab q Search & Check Local Groups

Twitter q Personal Account q Company Account

Twitter – (Follow – don’t need to be invited) q “Find People” Search: City / Town / Airport Code q Right Column Search: live in (Your Town / Code)

Instagram q Personal Account q Company Account

Instagram - (Follow People) q “Follow” suggested Instagramers q Install mobile app

Pinterest q Personal Account q Company Account

Notes: For all 4 services, use “Find Friends / Contacts” + you can upload a CSV file from Outlook or CRM program. Remember: Respond to mail and direct messages

What To Share How To “DO” Social Media q Watch Tutorial: Information Efficiency FuneralResultsMarketing.com/information-efficiency Use NetVibes, igHome.com or other Dashboard services q Create “Information Dashboard”

• Seniors Guide • Estate Planning • 55+ • End of Life • Nursing Homes • Hospice • Elder Care • Grief • Your Town, State / Prov.

Heppell’s 4 Quarters Strategy - Facebook 25%: Personal Updates (Facebook)

• Show that you are a family person, good member of the community, add photos of local events

25%: Liking, Commenting on Others • Congratulate, Birthday Wishes

25%: Disseminating Useful Information • Use “Information Dashboard”

25%: Business Updates & Event Promotions • Direct friends to Facebook Page • Use an indirect tone when talking about work • Use Facebook Ads to promote Events

Worksheets


Creating Graphics to Share In 5 Minutes (or less) Sharing Photos Creating Graphics Business - Birthdays - Work anniversaries - New fleet liveries - Renovations / New additions - Share old historical photos

Non-Business - Local landmarks - Flowers (especially in Spring) - City photos

Ideas - Topics from Calendar - Quotes - Bible verses - Poems - This Day in History

Websites / Apps - Adobe Spark - Canva

Resources Royalty-free images: Free: pixabay.com, pexels.com, unsplash.com | Paid: depositphotos.com, istock.com, shutterstock.com Bible verses: verseoftheday.com, oneplace.com/verse-of-the-day, pinterest.com/quotesthroughch/social-media-posts/ Quotes: brainyquote.com/quote_of_the_day, brainyquote.com/topics/day, wisdomquotes.com/quote-of-the-day/ On this day in history: onthisday.com, timeanddate.com/on-this-day, historynet.com/today-in-history

Sharing Your Images Facebook Twitter Instagram Pinterest • Write short sentence

about image / quote • Use appropriate

#hashtags • Tag people if

appropriate • Reply / Like comments

from others

• Write short sentence about image / quote

• Use appropriate #hashtags

• Use @handles of people if appropriate

• Reply to comments from others

• Write short caption about image / quote

• Use appropriate #hashtags – search for popular hashtags

• Use @handles of people if appropriate

• Reply / like comments from others

• Create boards for categories of pins

• Add keywords in your pins

• Link to your website if appropriate

• Share / save pins from others

Worksheets


Content Marketing Strategy Main Topic: Format: 4-Mat | P-A-R |FAQ|The List|How To’s|Checklist|Template|Interview|Podcast Content Titles: Destination URL: Not necessarily your home page. If content is a specific topic, direct to related page on website

Content Article Video

Blog Post Image Infographic

Content Marketing Schedule Day Channel Instructions Done 1 YouTube Upload videos to YouTube. Link to content on our website in description 1 Website/Blog Post content to website. Include blog post image & embed YouTube video 1 Email List Send email to subscribers. Include link to content, thumbnail 2 Twitter Post website link to your Twitter feed 2 Instagram Add image to Instagram. In description: See article on our blog. Link in bio 3 Facebook Post website link to your Facebook page. Make sure Image is visible in post 3 Twitter Share YouTube video on Twitter 4 Facebook Share Facebook page post on your personal Facebook profile 4 Pinterest Add info graphic on Pinterest 4 Instagram Add short talking-head video about the article and where to find it 5 Website/Blog Embed infographic from Pinterest in blog post 5 LinkedIn Rename article (& small edits) and post to LinkedIn 5 Twitter Share info graphic from Pinterest to Twitter 6 Facebook Upload video to Facebook page 6 Twitter Share LinkedIn post on Twitter 7 Facebook Share video post from Facebook page to personal Facebook profile

Worksheets


Content Brainstorming Sheet Funeral Related Topics: • Cremation • Burial • Natural Burial • Funeral Trends:

• Green • Celebrations • Technology

• Client Family Benefits for • Embalming • Viewing • Funerals • Gatherings

• Celebrity funerals • Local spin on national topic

Article Formats: • 4-Mat: Why, What, How, & What If • P-A-R: Problem, Action, Result (Case Study) • FAQs: Frequently Asked Questions • Ask the Director • The List (7 Top ….) • Press Release • How To’s • Checklists • Guidelines / Templates • Interview Format

Seniors’ Related Topics: • Seniors Guide • Estate Planning • Nursing Homes • End-of-Life • 55+ • Elder Care • Hospice

Seniors’ Interests: • Comfort Food Recipes • Digital Photography Tips • Food Gift Baskets • Gardening Tips • Genealogy • Motorized Scooters • Scrapbooking / Crafts

Action Plan: • Upload to Blog / Website • Follow instructions on “Content Marketing

Strategy” worksheet • Engage Readers to Comment • Respond to Comments

Tips: • Write as if you were having a one on one

conversation • Use their words, not ‘funeral lingo’ • 400 - 700 words is a good rule of thumb • Close with invitation to see more articles at:

• www.YourFuneralChapel.com/articles

Funeral Results Marketing - Robin Heppell, CFSP page 1

Online Cremation Arrangement Website & Marketing Package: $9,495 setup fee Package includes:

● Logo design for new website ● Creation of new, cremation focused website with custom-branded look and feel ● Development of pages for website (we can add as many pages as you want) ● Vital Statistical information form ● Cremation Authorization form ● Online Obituaries ● Cremation Resource Kit (for download) ● 10 FAQ & QSA (Questions they Should Ask) ● Resources (Glossary of Terms, Checklists, Guides, & Templates) ● Lead-capture tool to engage prospective clients ● Hidden landing pages to target specific groups or denominations (/hospice or /catholic) ● Generic brochure to present to hospices and nursing homes ● Price Comparison Matrix with other competitors or one comparing your own services ● Listing of cremation merchandise ● Ask the Cremation Specialist form ● “Cremation Store” Ecommerce & shopping cart functionality ● 4 screen-capture videos

Once the website is completed, then you own the website and marketing assets in its entirety and have the option to continue to engage Funeral Results Marketing for website hosting, support and marketing if desired but are not obligated to do so. It is our wish that we have a long, ongoing relationship, and we strive to treat you just as you treat your client families. Our website development projects come with our 100% Satisfaction Guarantee. If you are not satisfied with our work, we will make the necessary changes until you are satisfied. If after a minimum of six (6) months and before a maximum of twelve (12) months from the time your project was completed, you feel we failed to deliver what we promised, we will refund 100% of the project if you feel that we could not deliver what we have promised. Here is a detailed breakdown of all costs:

● Website Development & Marketing Materials: $9,495 up-front fee OR two payments of $4,995, 60 days apart

● Managed Hosting & Support: $190/month (details here: https://www.funeralresultsmarketing.com/website-hosting/)

● 3rd Party Services/Fees: ○ Merchant Account & Gateway:

■ Stripe: $0/month + 2.9% +$0.30 per transaction; https://dashboard.stripe.com/register

○ Online Secure Document Signing: ■ SignNow $15/month (limited features) OR Adobe Sign $30/month (more

features) ■ OPTIONAL: WebMerge: from $29/month - allows documents to be merged and

exported for signature


Additional costs not included in the initial up-front fee:

● Custom Statement of Goods and Services form ● Replication of forms into editable format ● Additional design requests after mock-up has been approved by client ● Merging of forms via WebMerge ● Custom-written website content or editing of client-provided content


Call Winning Website for Lead Generation (for AdWords Program): $3,995 setup fee Package includes:

● Pages: Price Comparison, Price Lists, If a Death Has Occurred, Resource Kit ● Location pages: we can create additional pages for your different markets as you want to

launch them ● PDFs: What to Do Next, Cremation Planning Checklist, Cremation Planning Form ● Forms: Arrangement Form, Contact Form, Ask the Cremation Experts ● Tracking: Google Search Console, Google Analytics, and Google My Business (if applicable)

Funeral Home Websites: $795 to $5,995 setup fee (complete details: https://www.funeralresultsmarketing.com/funeral-home-websites/)

● Bronze ($795) includes: Professional standard, mobile responsive, Google/SEO friendly, website design, unlimited pages, Obituaries and Condolences module, online forms, Online Arrangement Form, Integrations with Google Search Console, Google Analytics, Bing Webmasters Tools, Google My Business and Social Media Networks, 12+ In-Dashboard Training Videos. Additional costs for Obituary Archive Import ($299) and Ecommerce Store ($495)

● Silver ($1,795) includes everything in Bronze plus: Selection from 8 Executive designs, At-Need

Online Arrangement Form and Pre-Need Online Arrangement Form, additional forms and PDFs, Premium SEO Plugin and Obituary Archive Import. Additional cost for Ecommerce Store ($495)

● Gold ($2,795) includes everything in Silver plus: Selection from 12 Executive designs or Custom design, marketing assets including 20 FAQs, Celebration of Life Worksheet (PDF), In the Event of Death Checklist (PDF), Obituary Guidelines, 4 Text Videos, Client Family Survey, Obituary Submission Form, Ecommerce Store and Obituary Archive Import.

● Funeral Futurist Edition ($5,995) includes everything in Gold plus: Up-to-10 hours of

consultation with Funeral Futurist, Robin Heppell, Business Listing Optimization, up-to-10 Fillable PDFs, Complete Social Media Account Set Up & Optimization, up-to-20 Online Web Forms.

Base Managed Website Hosting Package: $95/month

● Includes Hosting, Bandwidth & Storage: 50K Visits/mn 10GB local Storage (Overages: add. increments of $45 for extra 50K and/or extra 10GB), Security monitoring, Backups, Redundancy, SSL Certificate, Staff training videos, Technical support (website accessibility or malfunction), Basic Google Analytics reporting, Content updates (text, links and pictures/media within the content container: up-to-100 updates/yr)

● Ecommerce package: $45/mn (incl. products, pricing & development updates: up-to-8 hrs/yr) ● Cremation Arrangement package (incl. Ecommerce): $95/mn (incl. products, pricing and

development updates: up-to-16 hrs/yr) ● Development requests/changes: $95/hr

Note: This package does not include email hosting, management, or support as email is a component of IT (information technology). We recommend using G Suite (formerly Google Apps) by Google. The cost is $5/user/month.


Google Ads (formerly AdWords) Management (more details: https://www.funeralresultsmarketing.com/adwords/) Why is it more cost effective to have FRM manage your AdWords? In short, our ads have higher quality scores and therefore lower costs per click. We are a Google Adwords Certified Partner that only serves the deathcare industry (with all its idiosyncrasies). We build campaigns with our proprietary system, developed from careful research over years of experience. We have seen funeral homes spend thousands more per year with local providers or regional providers that had weaker ads, and/or achieved lower Quality Scores. With FRM-crafted ads you pay less, appear higher on the page and drive more shopper traffic. Please review our different PPC (Pay Per Click) packages below to see which one works best for your funeral home or cremation business. Bronze - Foundation: Set-up Fee: $500 and Monthly Management Fee: $245

● Reach: Low Competition ● Campaigns: 2 ● Ad Groups: 2 ● Ads: up to 8 ● Budget: up to $999 / month ● Monthly Reports: Campaign, Ads & Keywords

Silver - Intermediate: Set-up Fee: $700 and Monthly Management Fee: $395

● Reach: Moderate Competition ● Campaigns: 4 ● Ad Groups: 4 ● Ads: up to 32 ● Budget: $1000 to $3999 / month ● Monthly Reports: Campaign, Ads & Keywords

Gold - Premium: Set-up Fee: $700 and Monthly Management Fee: $595

● Reach: High Competition ● Campaigns: 8 ● Ad Groups: 6 ● Ads: up to 96 ● Budget: $4000 to $6999* / month ● Monthly Reports: Campaign, Ads & Keywords

Notes:

● Set up fee is waived if AdWords campaign starts immediately following the launch of a website ● When Ad Spend reaches $7,000 or more, the management fee will be switched to 10% of Ad

Spend based on the previous month’s spend ● For smaller firms with monthly budgets under $500, we can offer the Bronze package for

$245/quarter instead of per month. Optimizations will be applied over the quarter instead of the month


Online Presence Promotion, Search Engine Optimization and Social Media Marketing To take your website and your online presence to the next level, please review our packages below (note: some packages are limited due to market exclusivity)

Solid Foundation: $595/month

Results: Establish a solid foundation for your website to be easily found by prospective client families on mobile phones and computers through search engines like Google. Who’s it for: Funeral homes and cremation providers in smaller markets with up-to-3 competitors or firms in medium markets with limited marketing budgets

● Includes Base Managed Website Package ● On-site SEO ● Google My Business listing (1 location) ● Speed Testing & Tweaking ● Online Reviews Monitoring ● Competition Monitoring

● Quarterly Website Performance and Activity Report

● Monthly War Room Reports ● Quarterly Analysis Meeting ● Note: Add. locations- $45 each/month

Digital Marketing Platform: $1,495/month

Results: To move up to or maintain one of the top positions in Google and preserve and increase your positive image and reputation online through multiple online channels Who’s it for: Funeral homes and cremation providers wanting a competitive advantage online and to grow their market share through prospective client families

● Includes Solid Foundation Package ● Off-site SEO (1 location) ● Update Data Providers for local

directories ● Proactive Link Building

● Online Reviews Generation System & Monitoring & suggested replies

● Social Network Presence & Consistency ● Dedicated Account Manager ● Monthly Strategy Meeting ● Note: Add. locations- $145 each/month

Market Domination: $5,995/month

Results: To be seen as the market leader and increase funeral averages for ongoing profit generation Who’s it for: Funeral homes and cremation providers in competitive markets that want to be the market leader. Also, if you’re tired of having to educate outside marketing agencies about our profession- that headache and inefficiency will end as you will get me and my team as your complete, online marketing department.

● Includes Digital Marketing Platform ● Market Exclusivity & Limited

Availability ● Weekly Strategy Meeting ● Robin Heppell as your Dedicated

Marketing Strategist (CSMO) ● Dedicated Marketing Manager ● Initiate Profit Generating Systems

● Premium Google AdWords & Bing Ads Management*

● Preneed Lead Generation System ● Social Media Marketing Plan &

Monitoring ● Weekly Blog articles ● Quarterly Email Newsletter ● Quarterly Press Releases ● Website User Experience testing

Note: 30-day written notice to cancel or downgrade any of the above services


Add On Services / Licensing:

● Additional locations of the same brand (for off-site SEO) ● Google AdWords Management ● Video Hosting Service ● Website Plugin Licences: Funeral Obits Plugin, Online Arrangement Process, Funeral API plugin,

Donation plugin, Charity plugin

Definitions:

● Preneed Lead Generation System: annual plan (landing pages: 4 downloads, 4 videos, 4 events) ● Initiate Profit Generating Systems/campaigns to increase averages: 4/year ● Off-site SEO (1 location): Citation creation, local directory submissions and NAP consistency ● *When Ad Spend reaches $10,000 or more, the management fee will be switched to 10% of Ad

Spend (less $1,000), based on the previous month’s spend.


Funeral Marketing Platform

(Note: This program is based on a number of the Worksheets and Resources provided at our marketing conference and also available for Funeral Guru members in the membership website.)

The Funeral Marketing Platform is a comprehensive marketing strategy that consists of specific layers of marketing initiatives so that your firm will have a complete, multifaceted approach for your online marketing platform. These initiatives have been developed through the Funeral Marketing Blueprint program, as well as additional strategies that have been created in conjunction with our Funeral Boardroom members. The platform consists of both one-time initiatives and ongoing strategies that will give you a solid foundation as well as market-leading campaigns to always keep you ahead of your competitors.

Phase 1

There are six categories (or pillars) that form the Funeral Marketing Platform. They consist of website traffic generation and engagement, search engine optimization, education and relationship marketing, reputation management, online advertising and content syndication.

# 1 - Website Traffic Generation and Engagement

The reason why we want to increase traffic and engagement to your website is twofold: first, Google and the other search engines favour websites with higher traffic and engagement compared to competing websites; second, the more people that interact with your online brand, the greater your reputation will be in your community, and there will be a greater awareness of the services that you offer.

This will be achieved by creating and implementing a system to rapidly promote upcoming services through online obituaries, as well as other content shared on your website and online. Customized scripts, templates and training will be provided to make this initiative easily incorporated with your staff.

The results will be more traffic to your website, those visitors spending a longer time on your website and, if executed correctly, more attendees at the services you are hosting – which is one of the best forms of marketing!

# 2 - Search Engine Optimization (ranking higher in Google & other search engines)

The reason why this is important is because so many people now head to the Internet, and more specifically Google, to start their research and decision-making process for choosing a local business – including funeral homes.

This will be achieved by assessing your current search engine positioning and then providing you with all of the information to be given to your current website developer for items that are related directly to the website (onsite search engine attributes). We will also provide assistance in any off-site search engine attributes that can be improved.

The result will be that you rank as high as possible in the most appropriate search terms that consumers use when choosing a funeral home, and the ultimate result will be an increase in calls.


# 3 - Education and Relationship Marketing

The reason why we want to incorporate this strategy is because most consumers are unaware of all of the options available today, and you will want to nurture them and build a relationship with them, so they get to know you, like you, and trust you to look after the services of their loved one. Ultimately people want to do business with people with whom they are comfortable, and this is where many funeral homes’ online presence fall short.

This trust-building will be achieved by creating and implementing marketing systems directly targeted to specific markets. These markets will include priced-based and value-based shoppers, hospices, nursing homes, different denominations and other targeted groups. This strategy will consist of specific landing pages and accompanying email and telephone scripts in combination with the creation of a Comparison Pricing Matrix that turns price-focused shoppers into value-based ones.

Other general educational information will be provided through FAQs, articles and videos all with the purpose of educating consumers to choose your firm over your competitors, as well as introducing them to new service offerings that they will be more apt to choose during the arrangement process.

The results will be that you are able to connect with key decision makers and influencers (who will drive more market share your way) and increase your average funeral value by having a more-educated consumer by the time they come to see you.

# 4 - Reputation Management

Why is this important? Because, online, perception is everything. Google nor the consumer knows or even cares who the oldest firm is - whoever does the best job in promoting themselves online will be the perceived leader and best choice in that market.

This perception will be achieved by first establishing a solid foundation of your firm’s listing in all of the appropriate online business and local directories. Once those are established, we will help you generate an ongoing stream of positive online reviews which will further your perception over your competitors.

The results will be realized by an increase in search engine rankings and the number of positive online reviews, which will ultimately give you a better opportunity to serve those undecided consumers who are looking for a funeral home.

# 5 - Online Advertising

Advertising online is important is because most funeral homes either don't do it or do it incorrectly. This means that if you do it properly you have a distinct competitive advantage in targeting both potential at-need families as well as future pre-need clients.

This will be achieved by creating a comprehensive Google AdWords campaign that targets both people searching for Funeral Homes on Google, in combination with display/banner ads that tastefully promote your services and pre-need offerings to targeted people in your market.

The results will be the most trackable form of advertising that you can use. Also, with the degree of detail we put into our online advertising campaigns, it will also probably be your most effective form of advertising. The ultimate result will be to have your offer in front of the exact people that are looking for your services.


Note: You are responsible for the actual costs-per-click from Google. We work hard to keep your “ad spend” as cost effective as possible.

# 6 - Content Syndication

The reason why content syndication is important is that while we are promoting your obituaries and articles you will be gaining more connections through the variety of social media networks and building your own subscription database of members of your community who want to keep in touch with you. This strategy also gives you added search engine optimization power as the search engines like to know that information is being shared throughout the social media networks.

This will be achieved by creating and/or optimizing social media networks with a consistent brand and automating certain tools to spread your information. We will also create opt in or lead capture forms so that you can build an ever-growing list of contacts.

The results will be that you will have a database of contacts as well as an increasing number of likes, followers and connections throughout your social media networks.

Time Frame

In the implementation of the Funeral Marketing Platform, the strategies will be released over a six-month period. We will create and implement the most important strategies in the beginning so that you can receive your quickest return on investment.

Program Highlights

One of the first initiatives we will create is a special page, together with a script and instructions for your staff, to be used at the time of the first call and prior to the family coming in for arrangements. This strategy will introduce them to a number of decisions that they need to make and introduce them to some services of yours that they may not be aware of.

You will find that the arrangements are easier to conduct, and more profitable, as the family will be asking you about a number of different offerings that you have instead of you having to present these during the arrangement.

Another strategy we will work together on is displaying your prices in a manner that demonstrates the value of the services you offer. Even if you are not the lowest price option in your market, consumers will appreciate the manner in which these prices have been displayed.

In the content marketing area, we will produce a series of frequently asked questions, videos, and a set of four infographics that will separate you from your competition - educating the consumer why your firm is the better choice.

Assets/Optimization

Below is a partial checklist of our core initiatives that we will create and implement on your behalf. We will also implement other strategies that are mutually agreed upon for no additional costs.

● Implementation of Traffic Generation Strategy through Obituary Promotion ● Positive online survey/review solicitation and capture system


● 2 landing pages used for potential client families and first calls to help win undecided families and educate new client families on service offerings and merchandise

● 7 landing pages (and accompanying systems) for specific target markets and service offerings including: Hospice, Nursing Homes, Catholics, Protestants, Agnostic (Celebrations of Life), Fraternities & Service Organizations, Cremation, Green Burials, etc.

● 2 Price Comparison Matrices (Tables) comparing your service offerings against each other (internal) and / or head to head comparisons with competitors (external)of a particular service offering (eg. Cremation Only)

● Funeral & Cremation Online & Phone Shopper assets: Quote Request Submission Form and Cost Calculator Worksheet

● Creation/Optimization of Social Media Network accounts including consistent branding and graphics for each account: Facebook, LinkedIn, YouTube, Twitter, Pinterest, Foursquare and Instagram

● Community Sponsorship Request Form and filtering to showcase community involvement and to require donation seekers to go through application process

● Optimization of your Google My Business page ● Creation of a system to monitor your online reviews so that you can react to both positive

and negative reviews immediately ● 4 SEO targeted videos for “buying keyword” searches ● 20 FAQ posts and videos ● 10 Business-listing submissions ● 2 written press releases including submissions to local, industry and online media outlets ● Google AdWords account creation with 4 Search campaigns

Examples of Marketing Assets

● Landing Page for New Client Families before arrangement ○ http://www.dejohnfuneral.com/pre-meeting-info

● Client Family Online Survey form ○ http://www.andersonmcqueen.com/resources/client-family-survey-form

● Landing Page for Specific Target Market ○ http://options.andersonmcqueen.com/catholic-services/

● Positive Online Review system: ○ http://www.lakeshorefuneralhome.com/share-feedback/

● Buying Keyword SEO Video samples: ○ https://www.youtube.com/watch?v=-k00P5mZEMQ ○ http://www.cremationsbythesea.org/hampton

● Price Comparison Matrices: ○ Compare your own services:

■ http://www.lonestarcremation.com/cremation-packages-2/ ■ http://www.dejohnfuneral.com/prices

○ Compare against competitors: https://www.cremationbrazosvalley.com/texas-cremation-price-comparison/

● Funeral and Cremation Costs Calculator worksheets: ○ http://www.dejohnfuneral.com/prices


● Community Sponsorship Request Form and filtering: ○ http://blog.andersonmcqueen.com/community-partners/ ○ http://blog.andersonmcqueen.com/request-for-support/

● Press Release sample: ○ http://www.gardenhill.ca/funeral-home-expands-obituary-notification/

Success Metrics

We want to make sure you feel that you are receiving a positive return on your investment in this initiative, so we use a variety of tracking methods to record the results. To achieve this, we will track:

● Google Analytics – traffic/engagement ● Opt-ins/leads from website ● Downloads of Resources Kits/documents ● Increase in call volume ● Increase of average funeral value ● Tracking phone # calls (optional - phone number and minutes additional costs)

We will also have a minimum of 2 30-minute strategy sessions per month to make sure that the program is on track and to make any necessary adjustments along the way as every market and firm is unique.

Investment

For Phase 1, the fee is $12,000, paid in 6 monthly installments of $2,000, or one lump sum fee of $9,995.

Note: If these items were created / implemented individually, the cost would be over $20,000.

100% Satisfaction Guarantee

If you are not satisfied with our work, we will make the necessary changes until you are satisfied. If after a minimum of six (6) months and before a maximum of twelve (12) months from the time your project was completed, you feel we failed to deliver what we promised, we will refund 100% of the project.

We sincerely hope we have the opportunity to work with you and help your firm achieve ever-increasing levels of success.

Action

Choose which payment plan best suits your situation and notify Robin Heppell to arrange the initial payment.

Future Initiatives / Phase 2

After six months and the completion of Phase 1 you will benefit from a number of one-time fixes and tweaks that will continue to help and promote your online presence. You will also own all of


content assets that were created for you which will continue to help you in your search engine rankings as well as your online reputation.

In Phase 2, it will be your option to:

● continue as a Funeral Boardroom member at the reduced rate of $1,000/month, ● continue the Solid Foundation (Online Web Presence) which includes On-site SEO, Google My

Business page optimization, monitoring of Online Reviews and quarterly Web Presence Reporting ($495/month),

● and/or continue the Google AdWords program at a cost of $245 per month (not including the cost per click charges from Google).

Other marketing initiatives that can be started are:

● The creation of a newsletter that will be able to be distributed online and offline at a cost of $1,495/quarter/edition

● The creation of a speakers bureau/community outreach program that will provide you with all of the materials needed to promote and present educational programs throughout your community at $995 per event

● The creation of an online radio show/podcast where interviews will be conducted with other end-of-life experts in your community. There is a one-time setup fee of $1,495, and for the production and distribution of each interview there is a cost of $395 per episode.

Documents

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