Norman Wiggett
Executive Director of GFD
Guaranteed Funeral Deposits of Canada has hired Toronto agency Field Day Inc., to develop and implement a strategic marketing plan to reposition itself in its market and to promote its new services to its member funeral homes.
Guaranteed Funeral Deposits (GFD) manages the trust funds paid by people who pre-plan their funerals with member funeral homes.
When most people pre-plan their funeral, their motivation is peace of mind: they simply want to get it done and out of the way. But for the funeral industry, securing those pre-plan contracts means locking in future business – which is becoming more important with the boomer demographic creeping towards their senior years.
“This is a relatively unknown but very competitive field,” says Andrew Arntfield, President of Field Day Inc. “The general public doesn’t like thinking about death, but within the funeral industry, pre-planning is an important revenue stream. GFD is a top provider of these services, but they do not have a tradition of reaching out to their members and helping them to build their business. We’re going to help them change that.”
Field Day has recommended a pilot program to roll out in the fall which includes the development of a distinctive brand identity for GFD, a comprehensive communication program to funeral homes, and sales training and marketing programs for member homes. GFD will partner with its member funeral homes to give them the training and tools they need to increase pre-planning business, which in turn improves GFD’s overall business.
“Field Day impressed us with their emphasis on process, structure and measurable results,” says Norman Wiggett, Executive Director of GFD. “They’ve followed through with thorough research about our business and some astute recommendations. We’re looking forward to implementing the plan and working on creative solutions.”
Established in 1961, GFD has over 300 member funeral homes in Ontario, managing $200 million in pre-planned deposit funds.
Field Day Inc. is an award-winning marketing and creative agency based in Toronto, Ontario. Established in 1989, Field Day specializes in research-driven thinking and effective creative strategies that build brands while meeting clear business results.
For more info, contact:
Andrew Arntfield, President, Field Day Inc.: 416-408-4446 x226
Loretta Zita, Marketing Manager, GFD: 416-626-7225 x28
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