When the National Funeral Directors Association, the world’s leading and largest funeral service association, reached out to Agency H5, it was in search of media expertise to further solidify NFDA as the leading authority on all matters related to funeral service. At the time, NFDA received daily calls from reporters writing about the funeral service industry, but NFDA wanted to take a more proactive approach in crafting its narrative. 

Agency H5 recognized the unique opportunity to use NFDA’s research, organizational spokespeople and funeral director members to help get consumers talking about death, encouraging funeral pre-planning and the value of working with NFDA funeral directors for their end-of-life needs. The team identified NFDA’s annual research reports, annual convention and “Remembering a Life” educational resources as the best way to generate content and news to crack open conversations about death and dying.  

The H5 team has delivered big results for NFDA since our partnership began in 2017, securing in-depth thought leadership and consumer trend stories in local, national news outlets. The agency has guided media at seven NFDA International Convention & Expo events as well as crafted consumer education campaigns harnessing earned, owned and paid content. During our tenure, the NFDA has expanded its membership and quadrupled visitors to its consumer education website.