Hollywood Cemetery is a fully operational historic cemetery in Richmond, Virginia. It is the final resting place for two American presidents, six Virginia governors, two Supreme Court justices, prominent authors, suffragists, and many deceased loved ones from the Richmond community and beyond. Its natural beauty, laid out in the style of a garden cemetery, has earned its recognition as a registered arboretum. As a popular tourist destination, Hollywood Cemetery is one of the most visited cemeteries in the state of Virginia. Hollywood Cemetery hired Addison Clark to act as their agency for all marketing needs, including web design and development, social media marketing, design services, and print placement.

Challenge:

Although Hollywood Cemetery is a well-known historic site, many are unaware that it is still — to this day — a working cemetery with many interment options available. Hollywood Cemetery needed to change the perception many had of the cemetery, without neglecting its rich history and historic past. They also needed a modern way of engaging the public to further the support and preservation of the cemetery through grants and donations. 

Solution:

Working as their full-service marketing agency, Addison Clark created a consistent brand for Hollywood Cemetery across a wide variety of print and online mediums. Our creative team handles print marketing and advertising placement for the cemetery, in order to better inform the public on what the cemetery has to offer. We also work in conjunction with third-party vendors to create interactive portions of Hollywood Cemetery's website, including burial records and genealogy searches.

Results:

As a result of their advertising and web presence, the perception of Hollywood has changed as the public becomes more aware of their offerings. Social media engagement has skyrocketed and continues to grow as Hollywood engages both young and old. The engagement of an online audience has allowed the cemetery to further their message of lot, crypt, and niches sales, as well as the need for preservation donations. Since 2008, the cemetery's non-profit support group has been able to raise more than $3.18 million to go towards monument and fence restoration, record digitization, grounds maintenance, and new overlooks.