Client
Services
  • Market Research
  • Brand Strategy & Positioning
  • Data Segmentation
  • Marketing Strategy & Communications Planning
  • Advertising
  • Copywriting
  • Design

Growing market share

Defining, developing and delivering a new compete strategy to significantly grow Dignity’s market share of prepaid funeral plans over the next two years.

Listening

With aggressive new competitors threatening market share, a strong out-think strategy was called for; one that would reduce confusion in the market. To secure its leadership status, Dignity’s reputation for quality service would need to be to actively communicated – and, in an unregulated market with all sorts of promises being made, a selection of unique and credible ‘why buys’ established for the brand.

Solving

Through a programme of intensive research, data analysis and workshops, key propositions were determined. Stand-out would require challenging the language and conventions used within the market for prepaid funeral plans.

Our ‘Leave More Behind’ proposition introduced the powerful concept of legacy and responsibility. By creating a new visual approach, this ‘values’ messaging was elevated, both in design and tone of voice.

Segmenting the client’s database for a sophisticated CRM system allowed us to identify customers’ core motivators. These fed into message weighting, creating a more personalised, targeted approach to communications.

Delivering

Growing market share

Working towards an ambitious growth plan over the next two years

Being alive to...

…the need for a new brand direction grounded in an emotional truth, that would dovetail with new ‘smart’ customer-data segmentation, and facilitate ever-increasingly targeted conversion strategies.

For more information about our Brand Experience expertise, visit our specialist hub.

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