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+.