Our Sorrowful Mother's Ministry
Brand Refresh, Website Design, & Marketing Services
The Backstory
For over 25 years, Debbie and Vanessa have helped lead people back to Christ. Their ministry has been a source of reconciliation and healing. They accomplish their mission through hosting retreats and by selling religious goods that aid in healing and spiritual defense against the enemy.
As a Private Association of the Faithful, OSMM provides access to blessed and exorcized religious goods.
In 2020, restrictions on in-person events limited their ministry. Additionally, in-person events had become more exhausting after 25 years of service.
With fewer retreats, OSMM saw reduced revenue. They needed to find new ways to support their ministry, including reaching younger audiences. They knew a website update was necessary.
They also needed a more streamlined way for their customers to place orders, due to an increase in sales. They wanted to make sure they were being efficient stewards.
OSMM needed a tech-savvy guide to take these efforts under their wing. They wanted to reach more Catholics and share the blessings that so many have found through Our Sorrowful Mother’s Ministry. And so, they set off on a journey with us to revamp their digital presence and rebrand for greater impact.
The Challenge
- The legacy website was bloated from unnecessary information, outdated images, and poor maintenance.
- eCommerce storefront displayed products in inconsistent ways that made visual navigation difficult.
- Customers were largely made up of retreatants, and new customers were not being actively pursued. They needed to expand their audience and generate more revenue from online sales.
- They had a need to scale sales but were limited by their capacity to meet unrestrained growth.
The Strategy
Brand Refresh
- Target a younger demographic.
- Imagery and design should be beautiful and feminine.
- Develop a suite of logos for use in different media.
- Create consistency in colors, fonts, and images.
- Develop a consistent voice and tone for all forms of communication.
Web Design
- Simplify and restructure the website architecture to focus on their priorities.
- Rebuild the eCommerce storefront to enhance customizability and user experience with email marketing in mind.
- Make the online shopping experience more enjoyable.
OSMM Homepage
eCommerce Email Marketing & Social Media
- Leverage email marketing to reach and engage with their audience, adopting a conservative approach to sales so that their small staff could manage it.
- Create compelling and consistent inbox reminders to increase brand awareness and loyalty.
- Use automations to boost sales and increase reach.
- Social Media integrates seamlessly with the brand and store promotions.
The Results
OSMM has seen a significant growth in the following areas since OFM began managing their digital marketing strategy.
Sales
- Comparing Q3 of 2022 (before intervention) and Q3 of 2023, OSMM saw an increase of 58.9% in revenue.
- There was an increase of 70% in the total number of sales made during July-October of 2023 vs. that same period in 2022!
- Between July and October of 2023, 28.5% of OSMM’s total revenue was earned through abandoned checkout automated emails.
Lead Generation
- New Pop-up forms have a combined average conversion rate of 4.74%.
- To date, OSMM has added nearly 1,000 contacts to their email list and more than 1,200 to their SMS (text) subscribers to leverage texts for future use.
- Average open rate for each email sent: 41.12%.
- Average click-through rate for each email sent: 2.84%.
Why it Works
The success of OSMM’s brand refresh and eCommerce efforts can be attributed to several key factors.
Updating eCommerce storefront, focusing on email marketing, and refreshing their branding has resulted in steady audience growth and an increase in the Lifetime Value of customers.
Email marketing has proven to be a self-sustaining revenue generator. It plays a crucial role in boosting sales among an already established audience while scaling that audience manageably.
By focusing on user-friendly design and intuitive navigation, OSMM now has a more seamless and enjoyable shopping environment, ultimately fostering greater customer satisfaction and loyalty.
OSMM remains committed to its ministry while increasing their revenue. Through their store they continue to promote healing, mercy, and spiritual growth. Their dedication in supporting individuals on their spiritual journey highlights the intentional impact of OSMM’s efforts beyond mere business success.
Conclusion
Through strategic rebranding, eCommerce enhancements, and a focus on email marketing, OSMM has not only revitalized its digital presence but also strengthened its ministry impact. As the team continues to discern God’s call for their ministry, OSMM remains poised for continued growth and success in the years ahead.
