Better Place Forests

Better Place Forests provides a meaningful and eco-friendly alternative to traditional burial and cemeteries by offering memorial trees and serene forest settings. Each tree not only serves as a living tribute to loved ones but also contributes to the preservation of nature. Our mission was to increase both the number of meetings held and the memorial trees purchased across their regional forests.

Better Place Forests

CONTRIBUTIONS

Campaign Strategy & Direction, Copywriting

2023

Meetings Scheduled

161% Increase

Increasing face-to-face meetings for the sales team was our primary metric. We increased meetings by 161%.

Cost Per Meeting

56% Decrease

We were able to decrease the cost per meeting scheduled by 56%.

Unique Challenges

Marketing Better Place Forests required educating audiences on the unique value of memorial trees and targeting a limited audience near forest locations. We implemented a multi-stage strategy, crafting detailed buyer personas, emphasizing eco-friendliness and legacy in messaging, and using geo-targeted ads with custom landing pages for each forest. This cohesive approach aligned creative and operational strategies, optimizing user experience, engagement, and conversions.

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Buyer Personas

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The Nature-Loving Planner

Demographics: Male or female, aged 45–65, household income $100K+, primarily living in suburban or rural areas.‍
Motivations: Prefers sustainable options that align with their values. Seeks to make end-of-life plans that reduce their environmental footprint while creating a lasting, meaningful tribute.‍
Pain Points: Traditional burial options feel impersonal and ecologically harmful. They need transparent, emotionally compelling information to understand Better Place Forests' value proposition.

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The Supportive Child

‍Demographics: Adults aged 35–55, household income $75K+, living in urban or suburban areas.‍
Motivations: They are actively involved in helping their aging parents plan meaningful and sustainable end-of-life arrangements. They want to honor their parents’ wishes while choosing options that reflect the family’s values and provide emotional comfort.‍
Pain Points: Navigating complex end-of-life decisions can feel overwhelming. They are searching for transparent, easy-to-understand information and reassurance that their choice will be a lasting, meaningful tribute.

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Campaign Strategy

We designed a comprehensive customer journey map, implemented precise geo-targeting using zip code data, and developed a detailed list of target audiences to enhance engagement and optimize performance at every touchpoint.

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Customer Journey Map

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Audience Segmentation

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Geo-Targeting

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Showcasing the Better Place Forests Experience

We crafted a creative strategy that emphasized the unique value of memorial trees, blending eco-conscious messaging with emotional storytelling. By highlighting serene forests, personalized memorial markers, and the broader environmental impact, we moved beyond traditional marketing to create a compelling and meaningful narrative for audiences.

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Creative Strategy

By rapidly testing ~50 creative assets per month, we quickly honed in on a strategy that highlighted the unique emotional and environmental value of memorial trees, ensuring alignment across messaging and visuals to deeply resonate with our target audience. Once we identified the most effective assets, we cross-pollinated these elements across channels, ensuring consistent and impactful messaging throughout the campaign.

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Compelling Headlines: Headlines like "Eco-Friendly Alternative to Traditional Burial" and phrases highlighting sustainability and personalization captured attention and communicated the product's unique value.
Visual Emphasis: Imagery of serene forests, memorial markers, and individual trees was strategically emphasized in ads and landing pages to create an emotional connection and highlight the product offering.
Storytelling Through Video: Videos featured storytelling formats, starting with intimate, emotional moments and gradually zooming out to reveal the broader forest ecosystem, painting a complete picture of the Better Place Forests experience.

Customized Landing Pages: Landing pages were tailored for each regional forest, featuring localized imagery, messaging, and specific calls-to-action to resonate with audiences based on their proximity to the location.

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Summary

This campaign effectively showcased Better Place Forests as a meaningful, eco-friendly alternative to traditional burial methods. By addressing challenges like audience education and geographic limitations, we developed tailored messaging and implemented geo-targeted advertising within 50 miles of each forest to maximize relevance. Custom landing pages for each location further streamlined the user experience, aligning creative and operational strategies to drive engagement and conversions. Through a full-funnel approach, we guided customers from awareness to purchase while strengthening their connection to the Better Place Forests mission.

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