Problem: The New Jersey Funeral Directors Association (NJFD), comprised mostly of “mom and pop” funeral home owners, faced increasing competition from major funeral corporations. NJFD had created a co-op organization to pool resources for recruiting, legal counsel and accounting. But sufficient membership was required in order for the co-op to remain financially viable and successful.

Solution: To learn what image the co-op should convey, Boscobel met with a diverse group of funeral directors. (Diverse because the co-op had a few medium and large firms, as well as small ones.) Boscobel conducted a Naming Workshop, and the winner was Thanexus*. We also created a logo that respected the somber nature of the funeral business, yet was attractive from a marketing standpoint.

*From “thanatos,” Greek for death, and “nexus,” connection. This was a logo for internal use, not for the general public. Funeral directors would understand the meaning.

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