WHO: Guardian Funerals
WHAT: Promotions and advertising, community grassroots marketing
WHY: deepen presence, community awareness, involvement and relationships
HOW: contact relationship program
Guardian Funerals wanted to deepen its presence, involvement and awareness in the North Sydney and Eastern suburbs communities – across a range of demographics.
Guardian Funerals became principal sponsor of one of Australia’s richest Australian Money Tennis Tournaments: a tournament which attracts top national and international tennis players. The tournament is part of Tennis Australia’s calendar of premier money tournaments. Signage, on-site experiential marketing, and event naming rights were part of the sponsorship benefits. The sponsorship relationship also carried over to another tournament held on Sydney’s lower North Shore.
Their presence in the Eastern Suburbs was relatively new and they were competing against a long standing competitor. The approach in this market was all about frequency and broadcast of awareness and effort.
A contact relationship program for staff was developed which saw them regularly meet with aged care facilities, business forums, schools and churches to identify ways of supporting and being involved in these groups. It also involved briefing their advertising agency on outdoor advertising and new marketing materials.
Both initiatives positioned and communicated that funeral directors and funeral homes are very much part of the community, very approachable and take a fresh approach to life – they have a sense of humour, they care, and they are part of the community.
They spread their footprint and awareness across all demographics. There was more rigour and discipline to the approach and messages staff were taking to the community regarding the value Guardian Funerals is to the community.