Digital marketing within funeral industry

Branding & Digital Marketing Case Study

Background

Ready 4 Retirement offer services that ensure people can relax and enjoy their retirement safe in the knowledge that they and their families are protected. They provide pre-paid funeral plans, wills and powers of attorney to clients aged between 50-75 years old. A topic that many before have approached in a sombre and downbeat way, Ready 4 Retirement are doing things differently.

The Brief

Refreshingly David, the MD at Ready 4 Retirement wanted to take a completely new approach to tackling the pre-paid funeral plan market. His focus was allowing people to have a long and enjoyable retirement safe in the knowledge that at the time of need their wishes would be taken care of. No autumn leaves, dark colours, death is coming type of marketing here… He wanted bright, fun and caring while still presenting the business in a professional manner.

Branding

The brand for Ready 4 Retirement had to encompass the feeling of strong family bonds whilst putting a refreshing spin on a subject which is quite often looked upon as dark and morbid. Encompassing love, positivity and trust were also requirements.

Branding Concept

From the start of the project we knew the base of the Ready 4 Retirement logo would be a tree. The tree symbolises a number of things within this brand including the strong base of a family, with the branches growing out to represent the family expanding and going in different directions. The branches coming together to form the heart shape symbolises the love of the family and gives connotations of them coming together as they do in times of need.

The colour pallet used for Ready 4 Retirement includes greens, yellows and blues. These were used to give a refreshing vibe, offering the refection of a positive service to embrace and not to shy away from. To capture the essence of trust we used a simple, strong font in the reliable colour, grey.

Website Presence

The website is fully loaded with search engine optimised text and contains a wealth of information on the services Ready 4 Retirement offer. We incorporated animated slides to draw the attention of website visitors to the selling points of Ready 4 Retirement and the reasons that make them stand out.

The website also includes links to social media and a contact form as well as the logos of companies which Ready 4 Retirement are associated with. This helps to build trust with potential customers.

Brand Matched Printed Materials

As a new business the business required an array of printed materials, from business cards to invoice pads and everything in between. The item that stood out the most to us was the presentation folders. These were designed with all other Ready 4 Retirement products in mind. Following the branding and colour scheme these presentation folders were created to impress.

The Presentation Folders

Showcasing the four main services offered by Ready 4 Retirement the folders are designed to cater to whichever service they are required for. Host to the relevant paperwork to be given to customers the presentation folders are also complemented by business card slots which are used to hold the customer membership cards.

These tri fold A4 presentation folders, printed on 400gsm card and gloss laminated. They have a 5mm capacity on each of the three sections and give a luxurious feel to leave a lasting impression.

Final Thoughts

One of the great things about coming to a full service agency when launching a new business is how each element of the agency complements another. Having a strong brand, consistently presented is very important. The team at Nexus were able to develop a clear strategy for developing the brand and how this would be marketed to the outside world.

We wish David all the very best with his business and look forward to working with him and the rest of the Ready 4 Retirement team as the business goes from strength to strength.

Client Feedback

David Nix of Ready 4 Retirement has given excellent feedback in regards to all aspects of the web, print and marketing projects we have undertaken for his company.