FSF Event Marketing
The Client
The Funeral Service Foundation is the philanthropic extension of the National Funeral Directors Association. As the charitable arm of the NFDA, the Foundation supports funeral service in building meaningful relationships with families and the communities they serve. Their goal is to improve end-of-life experience for families and their loved ones through education, meaningful programs, and scholarship opportunities.
The Request
Each year, the National Funeral Directors Association (NFDA) organizes an international convention and expo dedicated to providing a multitude of continuous education opportunities for funeral service professionals all in one place. Funeral professionals and exhibitors visit from over 40 countries to network, learn about the latest trends and topics affecting the industry, and develop strategies they can put into action immediately.
The Funeral Service Foundation plays a unique role at the convention, helping to organize the event and drive attendance as well as to build awareness for their funding initiatives. Working to both honor existing donors while bringing in new contributions, FSF orchestrates a donor reception, announces scholarships, and highlights the positive impact the NFDA has had on the industry and in communities everywhere.
The Strategy
Ocreative began by designing an event logo to match the theme “navigation” which emphasizes the idea that FSF and the NFDA help funeral service professionals navigate their career to help families and communities.
Next, we created custom invitations to bring funeral service professionals from across the globe to the event. These included key information about the convention, custom postcards, RSVPs, and branded envelopes.
For event collateral, Ocreative designed signage, column wraps, custom inserts for the event program guide, a custom newspaper brochure, a luggage tag to give away as a branded promotional item, and a corresponding PowerPoint for their presentation.
The event display was made of two walls highlighting key statistics, with their vision, mission, and impact beautifully presented in a hand-drawn ship with custom hand lettering. We included an interactive element for donors to list their names in a large-scale ship manifesto.
The Outcome
The donors’ event, which generally brings in around 100 attendees, saw over 300 RSVPs making it one of their most successful turnouts. The display and corresponding collateral created a unified message that resonated with visitors and created a welcoming atmosphere that fostered positive discussion and education.
