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PHANEUF FUNERAL HOMES
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GOAL:
To bring top-of-mind awareness
to the funeral home and expand
the pre-planning side of the business, as well as overcome
the uneasiness of the overall perception of funeral homes |
BACKGROUND
A family-owned and operated funeral home and crematorium in Manchester, NH, Phaneuf Funeral Homes has been serving the community
since 1906 and is one of the oldest continually-owned family funeral homes in the state. The largest provider of funeral services in the state, Phaneuf operates two funeral homes, two crematoriums, two non-denominational chapels and a cremation society. |
THE CHALLENGE
Generally speaking, death is an uncomfortable topic. More commonly an at-need necessity, where loved ones make arrangements at the time of death, it is hard to overcome the depressing stigma of thinking about your personal death well before the day approaches. There are also many ways to "celebrate" life that can be incorporated into pre-planning. Overcoming the fear of funeral homes and encouraging exploration continues to be difficult. |
THE SOLUTION
Make people comfortable. Ease folks into the funeral home for purposes other than death. Through planning regular events to be held on and off-site and invite, people 70+ years of age are invited today trips to casinos, museums and flower shows and other are informational events held at the funeral home. Some events are coupled with community initiatives such as blood drives and toy collections.
Each event is promoted through print ads, direct mail, fliers distributed at senior centers and like venues, and through an e-newsletter. Buzz marketing, or word of mouth, has also proven to be very successful. |
THE RESULTS
On average, 25 to 40 people attend each event; however, some events garner upwards of 80 people. Nearly one third of the cumulative attendees have pre-planned their traditional funeral or cremation services with Phaneuf. |
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