Case Studies

Innovative strategies
with measurable impact.

Discover how our fresh, forward-thinking approach has
made profitable differences for funeral homes and crematory
services across the country.

Case Study #HV1

Compelling Sales Tool to Convert Cemetery Visitors

CLIENT

Hendersonville Memory Gardens, Funeral Home & Cremation Center

GOAL

To position Hendersonville location as the premier choice in market.

SOLUTION

Provide the sales staff with a compelling sales tool to present to families visiting the property. In addition to the property map and highlights, also provide insight on memorialization options. Map can be easily updated when new features are added to property. This map and property overview also serve as a functional reference for those looking at the property for the first time.

RESULTS

Within the first few months multiple sales were attributed to the new tool. It provided clarity on products, acclimated them to the park and presented the property in a positive way. In addition, the map is displayed in the arrangement office and provides useful information to families who are getting to know Hendersonville on their first visit or in the decision making process.

Case Study #FB1

Reinventing a brand and increasing web traffic by 300%

CLIENT

Flanner Buchanan

GOAL

Increase brand awareness and grow market share for a 150-year-old funeral home, crematory, and cemetery provider with multiple locations throughout Indianapolis, IN.

SOLUTION

After listening to the client’s goals, Leap Tie determined a re-brand was key to helping their established business resonate with today’s families. To convey the wide range of services Flanner Buchanan provides, we reinvented their funeral and cemetery positioning. Our team developed a new name and tagline, created a contemporary logo and designed a wealth of supporting collateral, including pre-planning kits and resources for veterans.

To coincide with the new brand, our digital experts completely revamped the website. The new site was designed to be mobile-responsive and easy to navigate. We developed property-specific pages with photography and video content highlighting the unique value each Flanner Buchanan location provides.

RESULTS

Since the re-brand and launch of the new website, Flanner Buchanan has seen a 300% increase in online traffic. They have more leads than ever before—and more tools to educate families and are positioned to be the best option to properly memorialize their loved ones.

Leap Tie moves brands forward and forward is the only option to stay relevant.

~ Tony Lloyd, President/Chief Operating Officer

Case Study #BD2

Grief Therapy Dog Opens New Connections

CLIENT

Ballard-Durand Funeral & Cremation Services

GOAL

Establish new relationship connections while educating the community

SOLUTION

A small percentage of Funeral Homes around the nation now have an on-staff Comfort Companion or Grief Therapy Animal. However, many of these animals are only seen inside the firm itself. Our team encouraged Ballard-Durand Funeral & Cremation Services to host educational events at local Elementary and Middle Schools as well as Senior Living Facilities regarding grief and the purpose of Ballard-Durand’s Comfort Companion, Lulu.
Having been in the community for almost 20 years, Owner Matthew Fiorillo was able to establish new connections and relationships with school representatives at all levels: Principals, Guidance Counselors, Teachers and other members of the school board.
A plushie, resembling the Golden Doodle wearing a Ballard-Durand branded bandana, was created. This gave children the opportunity to take their own Lulu home after a service or an educational event, allowing Ballard-Durand to provide support in the homes of those families in need.
In addition to the plushie, business cards for Lulu were developed, featuring information on how to “Request Lulu” for an educational event throughout the community.

RESULTS

Hosting educational events using Lulu, gave Ballard-Durand the opportunity to establish new relationships and lines of communications with community leaders.

“Before these events, I had only known these people (community leaders) in passing, seeing them at a service or at local gatherings--now, I have their phone numbers. Lulu has opened a lot of doors for Ballard-Durand in the community and made our preexisting relationships even stronger. The Lulu plushies have a wonderful impact on the youth. Through the plushie of Lulu, Ballard-Durand is able to comfort them in their own home.”

~ Matthew Fiorillo, CFSP President/CEO

Case Study #HM2

55% lower click costs and increased leads

CLIENT

Horan & McConaty

GOAL

Restructure campaigns to demonstrate lower costs and increase leads.

SOLUTION

Leap Tie audited the PPC campaigns running and provided analysis that clearly demonstrated the current campaigns were wasting spend and not measuring outcomes of paid site visits. Leap Tie built new campaigns around clear goals and KPIs which included counting form leads and phone calls from paid search campaigns.

RESULTS

By changing the goal of the campaign from being #1 at any cost to optimizing the campaign for lead generation and providing much more detailed reporting, Leap Tie managed to lower click costs by as much as 55% on average, increased paid traffic, and began providing detailed outcomes of paid visits the clients had never seen before. These include:

* Leads from forms
* Mobile click to call leads
* Manually dialed leads
* Phone calls from the website

Case Study #BA1

Innovative offer to families produces results

CLIENT

Saint Charles Memorial Gardens and Baue Funeral Homes, Crematories and Cemetery

GOAL

Increase pre-need leads and sales.

SOLUTION

Leap Tie invented a Life Organizer Kit, designed to deepen the conversation about life events and organizing important documents. Moving to a younger age demographic expanded into new segments of the market. Flexibility was designed into the packaging for cemetery, veterans and advance planning.

RESULTS

Six figure sales, sustained over multiple years.

Working with Michele and the Leap Tie team has brought so much out of the box thinking to our profession. Serving families with excellence has always been our goal and Leap Tie has taken our marketing to a new level. Differentiating our company has been the main objective and LeapTie has helped us create new niche marketing areas along with innovative ways to care for our families. A huge thank you for helping us serve with respect and reach more families with our message.

~ Pam Gehrs, Vice President, Baue

Case Study #WS2

Increase Attendance at a Two-Location Holiday Event

CLIENT

Wages & Sons Funeral Homes and Crematories

GOAL

Revitalize stagnant holiday event and increase attendance across two locations.

SOLUTION

After reviewing survey results and consulting with Wages & Sons staff members, Leap Tie proposed a full re-brand coupled with a modern marketing plan for a long-standing community event. For many years, families would gather at each funeral home location to celebrate and remember their loved one at an occasion simply called “A Holiday Event.” Right away, our team developed a new, branded name to highlight the uniqueness and significance of the event: Wages & Sons Candlelight Remembrance Ceremony.
With the goal to drive attendance for the updated event, we created a crisp and contemporary new invitation that linked to a pre-registration landing page along with Facebook posts and cover images, event programs, and updated ad space artwork in a local publication. All digital and printed collateral were developed in tandem to match the modern new look and to ensure brand consistency.
To amplify engagement, Leap Tie contacted a well-known local choir who agreed to donate their time to attend the event, perform and lead all the attendees in song. This took the pressure away from grieving attendees who previously may have felt obligated to participate. Instead, grieving family members could simply enjoy the ceremony and remember their loved ones.
A community-focused event is a great way for Advance Planners and Funeral Directors to check up on families they served in the past. This personal touch is proven to be a powerful sales tool in opening communication with past-served families and establish new relationships with extended family.

RESULTS

Nearly tripled attendance at each location through no-cost digital marketing, print promotion and direct mail invites targeting families served.

“Everyone commented on how wonderful the event was and we are very pleased with the turnout.”

~ Jeffrey Wages, Owner Wages & Sons Funeral Homes and Crematories

Case Study #HM1

50% increase in pre-planning leads for Horan & McConaty

CLIENT

Horan & McConaty

GOAL

Increase leads for advance planning advisors and increase market share.

SOLUTION

After conducting Market 360, key market advantages were identified, the market area was redefined, and specific strategies were launched.

RESULTS

A 50% increase in pre-planning leads and a significant increase in current market share

Leap Tie is our trusted partner who collaborates with us to establish clear goals and then structures approaches to achieve measurable results. They have given my team and me valuable input which allows us to make informed decisions about marketing and business strategies. I also appreciate the many ways Leap Tie has helped us establish reporting systems to make better decisions and measure results. If an owner wants to grow and protect their market share, I recommend Leap Tie as your agency of choice.

~ John Horan, CFSP, President/CEO

Case Study #CG1

Redesigned package increases lead conversions by 60%

CLIENT

Cremation Society of Georgia

GOAL

Increase rate of lead conversion.

SOLUTION

Monitored sales process, provided recommendations, and redesigned package presentation.

RESULTS

Increased lead conversion by 60% and increased target package sales by 84%.

Our challenge was to help families understand the value of our final goodbye package. Leap Tie’s analysis of our package presentation and sales process led to changes which resulted in sales increases beyond our expectations.

~ Jeffrey Wages, Owner

Case Study #PB1

Changing perceptions by advocating for an important cause

CLIENT

Pipkin-Braswell Funerals, Cremations, and Receptions

GOAL

Improve community perceptions and grow market share for a funeral home and crematory serving African-American families in Denver, Colorado.

SOLUTION

Leap Tie recommended Pipkin-Braswell align themselves with a cause that was close to their community’s heart: suicide prevention. Since 1993, the suicide rate of African-American children between the ages of 5 and 11 has doubled. Additionally, suicide had risen to the third leading cause of death for African-American males ages 10 to 24, according to the Centers for Disease Control and Prevention.

We helped the Pipkin-Braswell team organize a town hall event to educate Denver families about these alarming statistics and spark ideas for change. To maximize impact, we targeted local influencers, including church leaders and school officials. The event was also promoted through traditional advertising and on Pipkin Braswell’s Facebook page.

RESULTS

Pipkin-Braswell’s standing in the community was elevated by this gathering. Maximum attendance with every single seat filled. Attendees felt empowered to make a difference and were grateful for the platform. A Superintendent of a Denver Church remarked: “We are so lucky to have Pipkin-Braswell in our community. They care for us when we depart—but they care even more for us to ensure we stay.” After the discussion, 100% of surveyed attendees said they were “very likely” to attend another Pipkin-Braswell event.

Case Study #LS1

Generating Leads through Website & Social Media Marketing

CLIENT

Lavenia & Summers Home for Funerals

GOAL

Generate At-Need and Pre-Need Business

SOLUTION

With no current pre-need lead generation strategy in-place, Leap Tie began designing and developing a user-friendly website with educational landing pages which explained the benefits of pre-planning and utilized online lead forms. The website development included a robust SEO strategy to increase organic rankings on search engines when individuals would search for at-need or pre-need providers within the death care profession.
In order to maximize opportunity and continue growing market share, Leap Tie began analyzing and researching the strongest media tactics with the most efficient costs as well as producing the best ROI. Our team concluded that paid social media advertising would capture our target audience’s attention of African American adults 50+.

RESULTS

Since the 2018 launch of the social media paid advertising campaigns, Lavenia & Summers has seen a significant increase in pre-need lead generation. This increase has equated to more than 92 leads within a 5 month period and these leads continue to increase every day.

Case Study #OM1

Generating 501% Increase in Online Leads in Year One

CLIENT

O'Connor Mortuary

GOAL

Continue to increase pre-planning and at need leads through a cleaner, more efficient website.

SOLUTION

Leap Tie built a goal based website that led visitors to direct response forms. This converted more organic, paid search and display banner ad traffic than the previous site.

RESULTS

YOY leads increased over 500% in the first year

Case Study #WP1

Innovative approach to mausoleum sales

CLIENT

Washington Park Cemetery Association

GOAL

Sell mausoleum spaces.

SOLUTION

Create sales presentation tool which outlines the cost comparisons for families considering ground burial vs mausoleum entombment.

RESULTS

Increased mausoleum conversion rate by 5%.

It's a phenomenal tool for educating people on the advantages of mausoleums. Leap Tie did a great job working with us on this strategy to build a piece that makes a difference.

~ Mark McCrocklin, Vice-President, Sales & Operations

Case Study #GH1

New tools for serving families better

CLIENT

Green Hills Mortuary

GOAL

Get brand consistent and get materials created from wish list of concepts.

SOLUTION

Leap Tie worked with the owner to identify key priorities of items they have wanted for some time. Each item was researched, developed, and produced through a virtual approval process.

RESULTS

I know without a doubt that the materials Leap Tie created for me will help increase pre-need. However, I’m also pleased to know they will help improve our customer service levels. Thank you to the Leap Tie team for being very responsive and keeping us on track.

~ Robert McNerney, Operations Officer, Green Hills Mortuary

Case Study #FL1

Integrated campaign drives record growth for Family Legacy

CLIENT

Family Legacy

GOAL

Grow business in competitive market.

SOLUTION

Create unique integrated campaign including; print ads, direct mail, seminars and website.

RESULTS

Campaigns achieved record results and responses.

We are excited to see the benefits of our investment in Leap Tie. We pride ourselves in being on the cutting edge in our industry and their Market 360 was a great eye-opener for us. It gave us a candid glimpse at ourselves and our competition. They helped us create a uniform look and feel in our materials, revamp our websites and hit the market with direct mail and advertising. Their tracking helps us to see what is working and what is not. It allows us to make changes on the fly to get better results. Their recorded phone system allows us to review callers and tackle training issues with our team as needed. We made a great decision in partnering with Leap Tie.

~ Cindy Foree, Vice President of Operations, Family Legacy

Case Study #GF1

Reinventing Location Presentation with Photography

CLIENT

Groce Funeral Home & Cremation Service

GOAL

Showcase locations to increase call volume

SOLUTION

Leap Tie researched the competitive advantages Groce had in their market area and identified locations as one of the main areas they offered the best choice to families. Leap Tie built a clear plan to elevate their brand and increase a families perception of their facilities.

RESULTS

The results show in the before and after images. There is no doubt this modern, elegant and inviting presentation of locations provides shoppers with a compelling reason to select Groce for their loved ones service.

We love it. There is no doubt Leap Tie and their team of professionals have given us a great new presentation for families in our community.

~ Dale and Bill Groce, Owners