Challenge

Creating brand differentiation within their competitive set.

Fairmount Cemetery is one of Denver’s oldest and most beautiful cemeteries, the state’s largest arboretum, and the final resting place for many of Colorado’s most notable citizens. However, many Denverites have not been to Fairmount and are unaware of its majestic setting. Fairmount reported that once a potential client toured the cemetery, the sales team needed little else to sell property and services. The challenge was building awareness and creating destination into the cemetery to experience it first hand.

Solution

Redefine the cemetery as a civic amenity for the public to enjoy.

Our approach to increasing sales was to create a strong allegiance with the general public, before they had a need for the cemetery, by inviting them onto the grounds to enjoy and experience it first hand. This way, when they had a crisis, they would already have a connection to the cemetery and Fairmount would more likely be their first call. The challenge was changing the public perception that the cemetery was closed to the public, and was not considered a place to go for recreation. To confront this, and to tie into the 125th Anniversary year, we created a list of “125 Things to Do at Fairmount” — from bird watching and cross-country skiing to history tours and tree checklists. In doing this, we also created a plethora of content to use to keep Fairmount top of mind through e-communications, social media, and PR. In our efforts, we developed a new logo package, website, and e-communications program, as well as collateral, uniforms, signage, advertisements, and a new social media approach.

Branding – logo development, old logo and new logo

Public Relations – front page article in the Denver Post on the 125th Anniversary and coverage on the “125 Things to Do at Fairmount” program that we created

Identity Package – business cards, front and back.  Also designed letterhead, e-signatures, name tags and note cards

Branding – logo development, 125th Commemorative Logo

Website – new website focusing on new photography to showcase the beauty and history of the cemetery.

Collateral, E-Communications – monthly flyer campaign for the program we created, 125 Things to Do at Fairmount, distributed on site, and to community facilities in the areas – schools, senior homes, libraries, churches.  These were also e-blasted to the email list each month to support our educational efforts to let people know the cemetery was open to the public and there were so many ways to enjoy this civic amenity.

Collateral – 125 Things to Do Tear Sheet sample.  To support the campaign we created, 125 Things to Do at Fairmount, we created tear sheets for each thing to do.  This is a check list and map of trees.

Collateral, Gift Items – Commemorative Poster of the grounds of the cemetery, using a late 1800’s map as a base.  Updated the map with new buildings, which we had illustrated.  This was given out at events and on sales calls.

Uniforms – as part of the rebranding work, we redesigned hats for the grounds crew, which were also used by staff at events.

Collateral and E-Communications – monthly flyer campaign for the program we created, 125 Things to Do at Fairmount, distributed on site, and to community facilities in the areas – schools, senior homes, libraries, churches.  These were also e-blasted to the email list each month to support our educational efforts to let people know the cemetery was open to the public and there were so many ways to enjoy this civic amenity.

Interactive Display – we created a display called, The Rings of History.  Given the cemetery is the largest arboretum in the state, we found a 125 year old tree slice with 125 rings, and created a visual timeline with Fairmount’s, Colorado’s, and Denver’s key milestones.

E-Communications – sample e-blast, featuring the Tour of the Rose Garden.  We balanced the messages carefully between content and sales

Photo Library – we had professional photographs taken in summer and winter to develop a library of images to showcase the cemetery’s history and beauty.

Photo Library – we had professional photographs taken in summer and winter to develop a library of images to showcase the cemetery’s history and beauty.

Photo Library – we had professional photographs taken in summer and winter to develop a library of images to showcase the cemetery’s history and beauty.

Special Events – for the 125th Anniversary Celebration, we created a commemorative headstone

Special Events – for the 125th Anniversary Celebration, we had branded cookies made as treats for the participants.