One of Truro’s longest established funeral directors, now in its third generation, WJ Beswetherick and Son wanted to refresh its brand and update its marketing material to allow the firm to adapt to changes in how its traditional market access information.
MPAD began by holding an initial communications strategy session. This allowed the team to focus on objectives ensuring that the investment in the campaign generates real returns. During the creation of the strategy we segmented the potential audience into two key demographics: sandwich generation and baby boomers. In order to understand how these two markets view death and funerals, we held focus groups to explore what is often a taboo subject.
The focus group sessions gave us clarity on the issues people faced and what they would expect to see. Taking the combined strategy session and focus groups findings we then refreshed the firm’s existing brand and created the brand guidelines to support it. A key element of the branding exercise was the creation of a tone of voice document, which used the focus group findings as a key reference. The next stage was to develop a responsive website and create copy using the tone of voice as a guide.
While there is a growing move to search for funeral directors online, there is a still a strong traditional offline element to marketing. In order to support this we created a series of advertisements, which use the refreshed brand, and can be placed across a range of media.
“We needed the expertise of a company that would help us to develop our corporate digital strategy. Following an extensive review with MPAD, we were able to implement a detailed action plan, which began with researching our market, refreshing our brand including a new strapline and ultimately the design of a new website. Mark and his team delivered on their promises and we are very pleased with the results. We have enjoyed working with MPAD and would recommend them without hesitation.”
Simon Pennycook, W.J Beswetherick & Son