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.


Marketing Challenge

In addition to providing services to its members, the Pennsylvania Funeral Directors Association also helps to educate consumers about the importance of relying on a licensed funeral director. PFDA’s challenge was being able to effectively reach both funeral directors and Pennsylvania consumers.


Marketing Strategy

  • After an extensive review of the Association’s website, AdAbility Marketing Communications mapped out a plan to reinvigorate the site with useful content that would be relevant to both consumers and funeral director members. The new website’s user interface provided easy to navigate public pages and password protected sections for members only. Responsive programming for the site facilitated visitors with mobile and tablet devices.
  • Reaching out to families, after the funeral, has become an integral part of the services offered by most funeral homes. In conjunction with PFDA, AdAbility developed a unique Caring Kit that member funeral homes can provide to families that they service. In addition, a post service survey program has been put in place to gather and track feedback from families.
  • The rate of cremation has steadily increased in Pennsylvania and funeral homes are seeing a decline in the number of funeral services held. AdAbility conducted a statewide consumer survey on behalf of PFDA to determine the level of understanding and knowledge individuals had about the funeral options available to them when they selected cremation. Research revealed that consumers wrongfully thought that opting for cremation meant they could not hold a funeral service.
  • Based on the results of this research, AdAbility created three distinct statewide advertising and public relations campaigns. 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.