PA Funeral Directors Association |
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Industry The Pennsylvania Funeral Directors Association (PFDA) is the largest state funeral directors association in the nation with over 1,100 members. As a statewide organization, PFDA’s mission is to maintain the standards of excellence for licensed funeral directors and inform the general public about the value of funeral service. |
Challenge As the rate of cremation was steadily increasing in major metropolitan areas of Pennsylvania, funeral homes were seeing a decline in the number of funeral services held. Consumers thought that opting for cremation meant they could not hold a funeral service. PFDA also wanted to educate consumers about the importance of using a licensed funeral director when making arrangements. Strategy A statewide consumer survey was conducted to establish the level of understanding and knowledge individuals had about the funeral options available to them. Based on the results of this research, AdAbility created three distinct statewide advertising and public relations campaigns. The first focused on the benefits of using a licensed funeral director. The second was designed to explain how traditional funeral services help survivors deal with grief. The third campaign dispelled the common misconception that choosing cremation precluded having a funeral service prior to final disposition. All components of the campaign — print collateral, newspaper, broadcast — were made available to PFDA members to supplement the statewide placement in their specific market area. Results Through ongoing efforts, the Pennsylvania Funeral Directors Association has positively impacted consumer understanding of the benefits of using a licensed funeral director when making their arrangements and the options available to them if they select cremation. PFDA members report that feedback from the campaign, particularly the consumer resources brochures, has been positive. |
