Execution
Kraft Funeral Home engaged Burgard® to develop two focused campaigns: one promoting pre-planning services and the other celebrating funerals with honors. The objective was to shift revenue dependency away from at-need services by encouraging thoughtful, pre-arranged planning. We created emotionally balanced messaging that led with bold, respectful concepts and softened into nurturing calls to action. The campaign mix included EDDM postcards, Facebook carousels and video, and dedicated landing pages offering free planning resources. The strategy successfully positioned Kraft as a caring, trustworthy guide for individuals and families making advance arrangements.
The Facebook video earned over 6,000 views, and more than 200 visitors downloaded the pre-planning guide.
