Founded in 1873 and sitting on over 160 acres of land, Beechwood is the National Cemetery of Canada and also our National Military Cemetery. Beechwood offers funeral, burial and cremation services and is supported by the non-profit Beechwood Foundation.
Beechwood wanted to modernize its marketing away from the bereavement industry’s traditional reliance on print and radio, shifting toward digital and content strategies with clear, attributable ROI — while reaching distinct communities, including military families.
Cyan built five audience personas and a full content strategy, then relaunched beechwoodottawa.ca on the HubSpot platform with an online memorial system and an integrated donation platform offering custom tax receipts. The team created downloadable content offers such as pre-planning ebooks, redesigned print materials including the quarterly Beechwood Way magazine, sourced promotional products for community outreach, and later set up Google Ad Grants-funded campaigns for the Beechwood Foundation, including a Royal Canadian Mounted Police Wall fundraising campaign.
Beechwood recouped its full investment within a year through additional revenue. Content offers converted 8–25% of viewers and generated over 1,750 new sales leads, the organization saved roughly $50,000 annually by moving off third-party services, and more than 60% of foundation donations are now received digitally rather than by mail. Leadership described the work as invaluable in creating a foundation for meaningful dialogue around bereavement.
We’ve been able to touch people and create meaningful dialogue around bereavement where they live. The work Cyan has done to create a foundation for this has been invaluable and helped position our business for the future.
Nicolas McCarthy
Director of Marketing, Communications and Community
Beechwood Cemetery
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