Helping Aussies plan ahead with clarity and compassion
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We helped Guardian Plan reframe a sensitive conversation, with brand positioning, content strategy, and SEO copywriting services that increased conversions by 15%+. Here’s how we did it.
Andrea Warmington
Andrea Warmington
How do you market a product no one wants to talk about?
That was the challenge at the heart of our work with Guardian Plan.
Backed by InvoCare – Australia’s largest provider of end-of-life services – Guardian Plan sells pre-paid funeral plans, empowering people to take control of their final farewell and lessen the burden on their family and friends when they go.
But despite the product’s clear value, Guardian Plan was flying under the radar. Together with JayWing (who led UX and design), we set out to shift the narrative with a new brand positioning and a content marketing strategy designed to gently guide people toward action.
“Marketing pre-paid funerals is a challenge that requires empathy, clarity, and an ability to navigate complex topics with sensitivity. Wonderthink struck the perfect balance, bringing strategy and heart to this project.”
– Alison Hughes, Head of Digital Marketing, InvoCare
Reframing the narrative to one of empowerment
We started with brand positioning – digging into what holds people back from engaging with Guardian Plan.
Then, we crafted a new narrative that made pre-paying for a funeral an empowered decision. The result was a distinct, ownable space in the market.
With the new positioning in place, we got to work on a content strategy to bring it to life. We analysed organic search trends in Guardian Plan’s space, mapped out target keywords, developed new content pillars, pinpointed the high-impact content that would drive conversions, and built a 12-month calendar that was ready to roll.
A 15%+ lift in conversions and a content strategy built to scale
Then we got to writing. We rewrote Guardian Plan’s entire website, aligning it with the brand new positioning, content pillars, and target keywords.
We followed it up with blog content designed to answer real questions about pre-paid funeral plans, meet Guardian Plan’s SEO goals, and guide people through their options with clarity and care.
The result? A 15% increase in conversions in just a few months – and content marketing strategy designed for long-term growth.
“From reframing the narrative to delivering the strategy and execution of content that converts, the Wonderthink team delivered exceptional work that has delivered exceptional results,” says Alison Hughes, Head of Digital Marketing at InvoCare.
We can help with…
Content marketing strategy
Blueprints for success.
Navigate the competitive landscape with a content strategy that’s as data-driven as it is creative. We’ll deliver a strategy tailored to your brand’s unique needs, amplifying your message and engaging your audience at every touchpoint.
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