GOMAC 2018 Pre-Campaign Deck for Donohue Funeral Home London. Fanshawe College.

1. Donohue
Funeral
HomeGLOBAL ONLINE MARKETING CHALLENGE
www.donohuefuneralhome.ca

2. A Brief
History
of
Donohue
Founded in 1930, Donohue is the
oldest family owned and operated full
service class 1 funeral home in London,
Ontario.
Donohue offers
personalized funeral services crafted to
all faiths, wishes and beliefs in a
respectful and meaningful way.
Donohue provides services and advice
on what to do when a loved one is
dying, preparing funeral arrangements
and funeral pre-planning, 24 hours a
day, seven days a week.362 Waterloo Street | London, ON | N6B 2N6
www.donohuefuneralhome.ca

3. fullertonbotanic.com
Start to finish funeral
arrangements and consulting.
Full Service
COMPETITIVE
ADVANTAGE
Local family owned and
operated since 1930.
Family Owned
Funeral service themes
customized to match any idea,
need, and personality.
Customized
www.donohuefuneralhome.ca

4. Existing Marketing Activies
Adwords
Display Campaign
Brochures
Church Advertisement
Sports Teams
Festival Sponsorship
Tribute Advertising
www.donohuefuneralhome.ca
2017 Adwords Campaign
Results
Campaign Focus was
Themed Funeral Services
Cost = $2226
5.9 million impressions
48,000 clicks
CTR .82%

5. www.donohuefuneralhome.ca
TARGET
MARKET
35 Plus
35 - 49 The majority use at need
services and will have decision power
of what company to use when their
parents die.
65 -72 Majority have recently had a
loved one pass and prefer pre-
planning their services.
COMPETITION
Class 1 - Full Service Funeral Facilities
Class 2 - Basic Range of Transfer
Services
Canon arrange or provide funeral
services
Class 3 - Cemetery Services
Class 4 - Cremation Services
INDUSTRY
OVERVIEW
The Funeral Home Industry has
undergone massive changes recently.
The landscape has shifted from family
owned operations to large
conglomerates and corporations.
Very few smaller family owned funeral
homes remain.
London is an oversaturated competitive
market and is growing, with over 30
competitors and 10 direct class 1
funeral homes.
Increased number of low-cost
cremation operators opening, as
cremation increasingly becomes a
preferable option to burial.

6. 3%CLICK THROUGH
RATE GOAL
7,716
IMPRESSION GOAL
$1.08 231.5
CLICK GOALCOST PER CLICK
GOAL
7EXPECTED
CUSTOMERS
$5,500
AVG. SPENT
183%
ROAS OR ROI
CAMPAIGN & BUDGET GOALS
65%
AVERAGE
INDUSTRYMARGIN %
$49,653
MARGIN $
$11,000 $76,389
REVENUE
LIFETIME VALUE
X2
$26,736
VARIABLE COSTS
www.donohuefuneralhome.ca
Based on our research we are expecting a conversion rate of 3%.
The website traffic is typically qualified and at a point in the sales funnel where they are more likely to purchase. As
such, we are expecting to get around 7 customers out of a possible 231 from this campaign.
Service costs vary from $5,000 to $7,000 thus we chose an average spent of $5,500.
We also made the assumption that once you tried Donohue, at least one more person in your family or you were to
choose them again in a lifetime (value x 2 = $11,000)

7. OUTLINE OF
CAMPAIGNS
& AD GROUPS
GEO &
LANGUAGE
TARGETING
Local Funeral Home that aims to attract people from
London and its surroundings.
London Ontario + 18 km Radius
www.donohuefuneralhome.ca

8. www.donohuefuneralhome.ca
AD PREVIEWS
WITH EXTENSIONS
Ads optimized for clicks
Standard Ad Delivery
No Dynamic Keyword
Insertion

9. DISPLAYADS Characteristics: Respectful,
empathetic, dependable (due to
the sensitive nature of the
industry)
Emphasis on 88 years of
experience as a Funeral Home
One of the oldest family owned
and operated homes in London
Personalised services and 24/7
availability stressed
Service based messaging and
ad groups created
Contact us/Call us today: This call to action has been used in most of the ad groups as that is how majority of interactions with the
client take place.
Plan Online/Plan with Donohue Today: These calls to action have been used for the pre-planning feature on the Donohue website
and are the only online service offered aside from the Contact Us form.
Find out more/Ask Donohue Today/Consult a Specialist: The ad groups for the FAQs page on the Donohue site are the ones with
these calls to action, leading the visitors back to the Cremation FAQs page.
www.donohuefuneralhome.ca

10. BUDGET PLANNING
www.donohuefuneralhome.ca
Automated bidding to begin followed by manual bidding for budget control on specific adgroups.
Funeral Homes is the most relevant campaign as it has the highest volume of search.
Funeral Homes & Cremation investments will be focused at the beggining and the end of the campaign.
Display ads investments will be the same throughout the campaign duration