Marketing Funeral Services in the Digital Age

Plaza Jewish Community Chapel (Plaza) is a nonprofit funeral home in New York City that has provided the Jewish community with an affordable option for funeral services for nearly 20 years. Due to stagnated growth in recent years caused by shifting consumer preferences and an increasingly competitive landscape, Plaza enlisted a Capstone team to help develop new marketing strategies. The team conducted a literature review of funeral industry marketing and digital marketing trends and an environmental scan that included a survey of past Plaza clients, an assessment of competitor funeral homes’ websites and marketing materials, and an analysis of demographic trends. The team also visited local funeral homes to better understand the funeral market and identify best practices. The Capstone team provided Plaza with a strategic marketing plan outlining innovative 21st- century marketing solutions that will help Plaza stand out and continue to serve the NYC community for years to come.