Challenge:
Few people like to talk about their own mortality, so they put off pre-arranging their funerals. This fact posed a problem for LA-area Dignity Memorial funeral homes and memorial parks, which were focused on building their pre-planning business.
Approach:
Corridor Communications created a series of experiential opportunities for Los Angeles regional media, who in turn became voices that advocated pre-planning with Dignity Memorial to consumers. Our team developed family-focused celebrations that attracted thousands, like bringing in 16 tons of snow to create a Winter Wonderland in the middle of Los Angeles.
A series of continuing educational, civic, and celebratory programs encouraged community members to simply drop by and participate, whether donating to charity drives or taking advantage of a mapped-out walking path. Combined with integrated media relations and influencer marketing campaigns, these strategies built goodwill and made people feel more at ease when talking about funeral plans.
Impact:
Not only did attendance at events grow an average of 25%, but locations reported a marked increase in pre-planning inquires and sales.