Website, Marketing, and Communications Proposal

Prepared for Evergreen Cemetery
Wynantskill, New York

Project Overview

Krum Marketing will create a modern website and coordinated marketing system that helps families, caregivers, future planners, funeral homes, churches, and community organizations understand Evergreen Cemetery’s services and take the next appropriate step.

The project will place particular emphasis on the columbarium as a primary service and revenue opportunity. It will receive dedicated website content, clear educational messaging, and focused calls to action.

Project Goals

• Establish a professional and trustworthy online presence.
• Clearly explain cemetery services and planning options.
• Increase awareness of the columbarium.
• Simplify access to forms, documents, and contact information.
• Improve local search visibility.
• Create consistent website, email, and print communications.
• Support future marketing and professional outreach.

Scope of Work

1. Strategy and Content Planning

Krum Marketing will begin with a discovery and planning phase that includes:

• Stakeholder kickoff.
• Review of existing materials.
• Audience and service prioritization.
• Website sitemap and content structure.
• Columbarium messaging and inquiry strategy.
• Initial local keyword research.
• Calls-to-action and outreach recommendations.

Primary audiences include families with an immediate need, future planners, caregivers, funeral homes, churches, and community organizations.

2. Website Design and Development

The website will be custom designed in Figma and developed in Webflow for desktop, tablet, and mobile devices.

Proposed pages include:

• Home.
• About.
• History.
• Services.
• Columbarium.
• Planning and Resources.
• Forms and Documents.
• Board of Trustees.
• Frequently Asked Questions.
• Contact and Directions.
• Privacy and website policies.

The columbarium page will explain available options, benefits, personalization, purchasing or reservation steps, frequently asked questions, pricing when appropriate, and inquiry methods.

Website Deliverables

• Custom visual design.
• Responsive Web development.
• Online forms and document downloads.
• Accessibility and performance considerations.
• Domain connection and launch assistance.
• Up to two consolidated design revision rounds.

Potential CMS collections include services, board members, FAQs, historical entries, forms, documents, resources, and announcements.

Webflow hosting and third-party software fees will be billed directly to Evergreen Cemetery.

3. Local SEO

Foundational local SEO will include:

• Local keyword research.
• Page titles and meta descriptions.
• Heading and URL optimization.
• Location-focused website copy.
• XML sitemap and indexing setup.
• Google Analytics and Search Console connection.
• Google Business Profile recommendations.
• Basic local schema markup.

Search rankings cannot be guaranteed and depend on competition, reviews, content quality, authority, and continued marketing activity.

4. Digital Brochure or Email Template

Krum Marketing will design one reusable digital communication asset, such as:

• An email-optimized PDF brochure.
• A branded email template.
• A columbarium information packet.
• A general services guide.
• A modular announcement layout.

Ongoing distribution, automation, and contact-list management are not included.

5. Printed Brochures

Three coordinated brochures will be designed for:

1. Caregivers.
2. Future planners.
3. Funeral homes and churches.

Each brochure will include audience-specific messaging, calls to action, print-ready files, digital PDF versions, and up to two consolidated revision rounds.

Printing, mailing, shipping, and distribution are not included.

6. Digital Marketing Strategy

Krum Marketing will provide an initial six- to twelve-month roadmap focused on:

• Columbarium awareness.
• Advance-planning education.
• Professional referral relationships.
• Local search visibility.
• Community and historical storytelling.
• Recommended content, campaigns, channels, and measurement priorities.

Ongoing campaign implementation is available separately.

7. Training and Ongoing Support

Krum Marketing will provide a website handoff session covering basic content editing, CMS management, forms, documents, FAQs, and submissions.

After launch, ongoing support may be provided hourly, by project, or through a monthly retainer.

Potential support includes website updates, new pages, CMS assistance, brochure revisions, email design, local SEO, digital graphics, landing pages, analytics, and marketing consultation.

Project Deliverables

The engagement includes:

• Discovery and strategic planning.
• Website sitemap and content organization.
• Custom website design.
• Dedicated columbarium content.
• Foundational local SEO.
• Analytics and Search Console setup.
• One digital brochure or email template.
• Three printed brochures.
• Digital marketing roadmap.
• Training, testing, and launch support.

Timeline

The estimated project timeline is 8–12 weeks.

This schedule depends on timely delivery of content, forms, historical information, photography, feedback, and approvals.

Project Investment

Total Investment: $9,500

Payment Schedule

• 40% deposit: $3,800 due upon contract signing
• 30% payment: $2,850 due four weeks after contract signing
• 20% payment: $1,900 due eight weeks after contract signing, with the website expected to be substantially complete and ready for final review
• 10% final payment: $950 due upon final approval and delivery of the print-ready brochure files

Webflow hosting, domain fees, commercial printing, mailing, advertising, photography, videography, software subscriptions, and other third-party expenses are not included.

Hosting Costs

Website hosting is paid directly to the provider which in this case would be Webflow, is $25/mo when paid yearly

Client Responsibilities

Evergreen Cemetery will provide:

• Current service and pricing information.
• Rules, policies, forms, and documents.
• Board and historical information.
• Photography or access for content collection.
• Accurate business information.
• Access to required website and Google accounts.
• One primary project contact.
• Consolidated feedback and timely approvals.
• Final approval of all legal, factual, financial, and operational content.

Krum Marketing will organize and present supplied information but will not independently verify regulations, legal requirements, pricing, policy language, or historical claims.

Exclusions

The scope does not include:

• Legal writing or review.
• Cemetery-management software.
• Payment processing.
• Interactive cemetery mapping.
• Burial-record migration.
• Grave-location search.
• Custom software development.
• Ongoing SEO or email management.
• Social media management.
• Paid advertising.
• Printing, mailing, or translation.
• Third-party platform fees.
• Work requested outside the approved scope.

Additional services may be quoted separately.

Acceptance and Next Steps

To begin, Evergreen Cemetery will:

1. Approve the scope and investment.
2. Sign the project agreement.
3. Submit the deposit.
4. Assign a primary contact.
5. Provide available project materials.
6. Participate in the kickoff meeting.

Krum Marketing will then begin discovery, content planning, and website architecture.

Conclusion

This project will create a coordinated website and communications system that helps Evergreen Cemetery educate families, promote the columbarium, support professional partnerships, and strengthen its long-term presence in the community.

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