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Who they are
CPJ Field is a well-established funeral director with a rich history dating back to the late 1600s. It is one of the oldest family-owned funeral businesses in the UK, with ten generations of the Field family having been involved in the company. Based in Burgess Hill, they have nearly forty funeral homes throughout South East England.
What they do
CPJ Field is a funeral director that provides a wide range of services, including:
- Traditional funerals: These include religious or non-religious ceremonies, with options for burial or cremation. They offer personalised funeral options to reflect the unique life and personality, such as themed funerals or incorporating personal touches.
- Cremations: CPJ Field can arrange cremations and assist with the selection of urns and memorials. Through their sister companies, they also offer direct cremations and worldwide repatriations.
- Pre-paid funeral plans: Allowing individuals to pre-arrange their funeral arrangements and pay for them in advance, providing peace of mind for themselves and their families.
- Bereavement support: CPJ Field provides support to families and the wider community including through their Never Alone initiative.
As reflected by their outstanding reviews, CPJ Field are unrivalled in their reputation for assisting families in the planning and delivery of meaningful and respectful funeral services that honour the life and memory of their loved ones.
Copyright: CPJ Field
What they needed
With increasing competition from both larger corporations and independent funeral directors, alongside evolving consumer expectations and behaviour, CPJ Field reached out to Calibre Marketing as a means of enhancing their marketing strategy to maintain and further develop their position as a trusted provider of compassionate funeral services.
Their existing marketing support was also coming to an end, and they needed a replacement to ensure a continuation of and to generate growth in their digital presence. Enter ourselves, Calibre Marketing.
What we did for them
When we first started working with CPJ Field, we needed to completely understand the business. As with all clients, we held a Brand Discovery workshop that helps us learn about the company, its market and its intricacies at a deep level. Over the weeks that followed, we undertook various reviews and checks of the systems in place and identified areas of improvement.
We got to work right away, making substantial changes to their PPC programme, better optimising large swathes of the website and began a number of vital development projects.
Today we continue to optimise and perfect areas of the website and digital presence, identifying and actioning areas where new pages can be developed and optimising and updating existing content. Our main objective is to continue to evolve the site and to improve its overall performance whilst at the same time meeting the changing dynamics within the industry.
What was achieved
As with all clients, we record monthly metrics so that we can identify growth and focus our efforts in set areas depending on results. This also allows us to look back and see the impact made over time. We gather data from a range of sources to ensure accuracy.
We first began working with CPJ Field at the end of Q1 2022.
Website
At this point, the website was seeing an average of 6,500 unique users, 11,250 sessions per month. Within just 6 months, we had increased the average number of unique users per month to 9,500 and sessions to 14,250. An increase of 46% and 27% respectively.
- Fast forward to today and we are now seeing an average of 16,500 unique users and 23,500 sessions per month. An increase of 154% and 109% respectively. That is 2 ½ times and more than double respectively.
PPC (Google Ads)
As ads were already running when we took over management, we began by firstly optimising and tweaking the existing ads to see how well they could perform. We quickly identified that new campaigns needed to be created with carefully curated content and assets.
When we first gained access to the account, the ads were on average accounting for 6.5% of all website users and the average cost per click was £3.97.
- Within 6 months, from partly tweaking the original ads and producing a set of new ones, we were able to increase the acquisition from paid to 28.3% and reduce the average cost per click to just 74p. That’s an 81% saving per click.
- Fast forward to today and the ads continue to bring in a huge chunk of visitors to the website with 30% of all users coming from paid acquisition.
Client testimonial
“Calibre Marketing has brought strategic clarity, creative thinking, and a results-driven approach to our digital marketing and online activities at CPJ Field. They truly understand the sensitivities of our sector and have consistently produced content which communicates our values with empathy and care. I’d highly recommend Calibre to any business looking for a thoughtful and effective marketing partner.”
Emily Hendin
Co-Chief Executive at CPJ Field
Summary
We strongly believe that our input over the past two years has had a tremendously positive impact on the operations of the business and with the continued input from the crew at Calibre, the company is in good stead to continue to grow in what is a highly competitive market.
Please feel free to look at the CPJ Field website for further information or look and follow their LinkedIn page for regular updates.
To grow your business, please contact us to discuss a tailored marketing and promotional programme.
