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.
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.