Report by Amy-Jane Twelvetrees

branching out for a more personal funeral

A REFRESHING SPIN ON THE FUNERAL INDUSTRY Looking into creating a service encouraging people to plan their own funeral.

“NO ONE CAN CONFIDENTLY SAY THAT HE WILL STILL BE LIVING TOMORROW” (Euripides, 2009, ONLINE)

plan your funeral today

CONTENTS 1-7 INTRODUCTION

85 - 99 CREATIVE IDEA

9 - 15 METHODOLOGY

101 - 107 MARKETING STRATEGY

17 - 35 RESULTS

109 - 113 MARKETING MIX

37 - 43 EXISTING MARKET

115 - 129 AWARENESS CAMPAIGN

45 - 51 TECHNOLOGY

131 - 137 SHOP LAUNCH

65 - 73 TRENDS IN MARKET

139 - 143 CONCLUSION

65 - 73 THE BIG IDEA

145 - 165 REFERENCE LIST

75 - 83 CONSUMER

167 CONCLUSION

INTRODUCTION hold your fire

INTRODUCTION Moving with the times is an integral part of industry and matters to any company. Addressing changes in culture and society and keeping up with the advancement of technology is essential to stay in business, so as to meet the challenges of the competition and satisfy the changing demands of the consumer. “Often, one of the best ways to discover ideas for doing things differently can come from studying other organisations or industries. There are many organisations out there who aren’t innovative and are stuck in a rut; there are others who are extremely innovative, at the same time that there are a lot of laggards. It does not matter if you are a large multinational or a small company you can still be stuck in an innovation rut” (Carroll, J. p127, 2007) One cultural change over the last century is people’s attitude towards death and the process of mourning. The death of a person is a fundamental process of the human lifecycle. “It is the will of God and Nature that these mortal bodies be laid aside, when the soul is to enter into real life; ’tis rather an embryo state, a preparation for living; a man is not completely born until he be dead:Why then should we grieve that a new child is born among the immortals?”(FRANKLIN , B. 1756, online) As the quote explains death is natural and comes to us all, sometimes too soon and for the wrong reason, but still it is inevitable and not a thing to be ashamed of, and yet people’s view of death over the last century has gradually become very secluded. Back in the 1900’s Victorian times, due to disease and poor living conditions a high death rate was a common part of life, affecting all age groups including the young; and because of this death was a more public matter and people lived up to the challenge of it. “Death was, of course, experienced more directly then than today, in all its horror. Few families could hope to be spared from a serious illness, or a sudden death, especially of a child (about one in seven children died as infants in the late nineteenth century)” (Prochaska.F, p12. 1980)

INTRODUCTION

Historical and social changes have contributed towards people adopting a different attitude towards death. Life conditions began to improve, medicine improved and the death rate began to decline, equally there were changes emerging in social culture and people’s ideals including their choice with regard to Christianity. “This Victorian celebration of death would disappear under the impact of the decline in Christian belief and the decline of the death rate.” (Noys, B. p2. 2005)

“Death was once a part of our daily lives. Now it’s not. Now death, the great certainty, is an uncertain thing, the unspoken, the whispered about. Now, it lives in the shadows, ignored, inevitable.” (ICON. P25.2012)

Also the first half of the 20th century saw the world wars wipe out the life of thousands of young British men and as suggested by Noys this had an adverse affect on the customary process of mourning “The vast numbers of deaths, and the problems of recovering and identifying the remains of the dead, destroyed the possibility of mourning” (Noys, B. p2. 2005). Throughout the 20th century the subject of death continued to gradually become an

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INTRODUCTION

Death, the funeral and the mourning was all very unexposed. However currently, when explored there does appear to be a more openminded attitude towards the subject of death which suggests that the outlook is turning again. Modern media has contributed towards conveying death in a more public way again. One example where it has contributed towards the British public joining together as a nation to mourn publicly and in mass

is clearly demonstrated by the funeral events of Princess Diana and the more recent funeral of Lady Margaret Thatcher. Both deaths resulted in mass mourners taking to the streets of London to show their respects, and both events were widely televised. Our daily news media is so often dominated by death, and now even Popular social media platforms are also opening their doors to the end of life;

INTRODUCTION

“Why death is not the end of your social media life - Services such as LivesOn and DeadSocial plan to keep your friends and family updated on your Twitter and Facebook pages, even after you have passed away” (COLDWELL.W. 2013. online) The book “Vigor Mortis lobs a grenade at the idea that death is taboo. It reveals the new approach to death with a lively and provocative analysis of how and why death is reverting from the private to public domain. This is a social change as significant as the sexual revolution of the 1960s.” (Berridge, K. 2001) With this phenomenon in mind it’s time to look critically at the funeral industry and realise that because death has been so secretive over the years that maybe the industry has stood still and is guilty of not moving with the times. “Funerals have never had the greatest of images, but that is no reason for them to be organised in drab offices on the outskirts of town…All other areas of our life are constantly updated and re-invented – if it’s done with care and sensitivity there is no reason why death cannot be approached in the same way”. (ICON . p.25. 2012) The demise of the population means the funeral industry will always remain intact as a necessary service. But taking in hand the fact that people are living longer than ever before and well into their eighties and with an indication that peoples attitude to death might be changing again, suggests an opportunity to revive a tired industry and offer something new. “Our main message from this study is that the 21st century funeral is undergoing fundamental change, traditionally viewed as a time for mourning, the ceremony is now increasingly a celebration of a persons life” (CoOperative. P2. 2013)

INTRODUCTION

This report will explore the existing funeral market and peoples views and attitudes towards it. With an aim to bring to the market a funeral service that relates to the 21st century and provides the customer with something rejuvenated and innovative.

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METHODOLOGY rolling in the deep

2. 10

PRIMARY RESEARCH I had very little understanding of the funeral industry and the way it operated, so one of my objectives was to understand the industry and processes and how it worked. The second objective was to identify and develop a comprehension of how the customers felt about the funeral industry. The primary research proved extremely valuable, the feedback was informative and constructive and at times surprising. It provided me with the knowledge I needed to move forward.

EMAILS Source- Funeral Directors Date- 28-03-2013- May Why?- Funeral directors conduct the business of funerals and therefore are my competition. One of my sole purposes of emailing funeral directors was to secure a one to one interview. In addition I wanted to ask general questions about the business. Objective- To gain an insight into their advertising strategies and to learn from them whether they feel there is a change in trends with regard to the funeral industry. I wanted to know what they offered with regards to pre planning of a funeral.

Source-Vicars Date- 5-04-2013- May Why?- I emailed vicars because they play a huge part in the funeral industry and have been able to identify some of the key changes and trends in the market over the last few years. Objective- To discover how trends might be changing in the funeral service and whether the funeral plans were ever set by the deceased person. To organise a one to one interview.

Evaluation- I secured a one to one interview and also had some good feedback from other directors.

Evaluation- A great response with some informative feedback, helping me to find out whether the trends in funerals have changed in recent years.

Source- Solicitor Businesses Date- 13-03-2913- May why? - To find out how many people refer to funeral wishes in their wills. Objective- To get an understanding of whether there is a trend with people starting to write a plan of their funeral within the will. How often do people mention their funeral within their will. Evaluation- Whilst I had some positive feedback I realised that the will isnâ&#x20AC;&#x2122;t really the place to make funeral wishes, because the will is usually read after the funeral.

Source- Civil Celebrants Date- 26-04-2010- May Why? - Civil celebrants conduct a civil funeral that is neither religious nor non-religious. Where trend changes maybe occurring within the industry, the civil celebrant might know more. Objective- To learn more about their role within the industry and gain a better insight into changing trends. Evaluation- The response was very informative, I quired some good statistics from the Institute of Civil Funerals and secured a telephone interview with a celebrant that later led me to attending a funeral.

INTERVIEWS

Source- Funeral Director – Caroline Cassells from A B Walker in Henley

Date- 26-03-2013 Method- Focus group. I invited several people who I knew had recently been involved in the organisation of a funeral. The Focus Group was organised at my home. As a good form of qualitative research I had 4 adults(mixed gender) ages between 45-55.

Date- 4-04-2013 Method - One to One Interview Why- The interview is personal; their answers are uninfluenced by others. The interview took place at her work in Henley therefore she felt more comfortable to talk.Caroline works for a family owned business funeral directors. Other funeral directors would be my competition.

Why?- With the subject being very sensitive I felt hesitant myself about the research. I thought a group of four who had all been through the same process would help each other out. A group of people discussing a subject results in ideas bouncing off of one another.

Objective- With Caroline being a professional within the industry I was hoping for lots of informative answers about the funeral industry and learn of her experiences of working within the industry. To gain an insight into the industry characteristics.

Objective- The aim was to learn about funeral planning from start to finish, why certain decisions were made and what their feelings were with regard to the process.

Evaluation- This research worked well, Caroline was very open which made it easy to ask any question I needed to know. If anything I should have had more questions prepared.

Evaluation- Evaluating the method it proved a huge success. Information was interesting and covered a broad aspect of subjects I really felt that as the focus group discussions progressed that the participant’s attitudes towards the subject became more relaxed.

Source- Keith Brown – a civil celebrant Date- 30-04-2013

Source- Nancy Foster – A young widower who organized her husband’s funeral.

Method- Telephone interview, due to logistics I couldn’t organize a one to one interview so agreed with the telephone one.

Date- 12-4-2013 Method- A one to one interview is very personal. The interview took place at her home so she felt more comfortable.

Why- I had learnt about civil celebrants as a result of earlier research. I needed to find out more about their role within the funeral service.

why?- I chose to do this interview because she knew her husband was dying and therefore had time to think about the funeral.

Objective- I wanted to have a have a better understanding of what a civil funeral was and why people would choose this over a humanist or traditional funeral. I also wanted to find out whether this is a growing trend.

Objective- I was interested to know if these circumstances reflected on the funeral plans. Did it make it easier for her in planning the funeral.

Evaluation- Keith knew a lot about the funeral industry and I gained more information than what I needed that will really help me throughout the project.

Evaluation- It was difficult and quite upsetting, however it was successful, she really opened up to me and I was very appreciative. 13

METHODOLOGY

Method- Short funeral preference Questionnaire, Conducted amongst a Family. I created a list of questions about the choices of a funeral i.e. cremation or burial,What would you want to be buried with etc. Date- 28--04-2013 Why?- The idea was that the participants complted one for themselves and one for another close family member.

Method- Questionnaire, Online Survey Monkey.

Objective- This was the simple method to get the information required. Quick and easy. To establish whether this is a topic that is discussed, and just how much people thought about and spoke about their funeral plans.

Date- 23-04-2013- May why?- The advantages to doing this online questionnaire are that it will be up to date and specific to the purpose, the data can be collected fairly quickly and it is a cheap form of market research.

Evaluation- This method of research did work, not one person out of the 11 responses guessed anyoneâ&#x20AC;&#x2122;s funeral plans correct, which highlights the fact that no one would fully know the choices of someone close to them died.

Objective - The questions were based on the topic of death (is it becoming less taboo) and funerals to attempt to get a feel of peopleâ&#x20AC;&#x2122;s views and whether they are aware of any changing trends. I also asked about if they had thought about making any plans for their funerals. I asked about reputable brands like John Lewis and M & S with regard to them conducting funerals to find out what people thought of this idea.

Method- Observational Research, The attendance of a funeral at Bramcote crematorium, Nottingham. Date- 3-05-2013

Evaluation- I had a total of 75 respond. There are disadvantages to consider with an online questionnaire, for example the questions are brief and can be misleading.

Why- My project involves the funeral service, I have never attended a funeral so felt I should. Objective- To get a full understanding of the format of a funeral and appreciate how a civil funeral differs from a humanist and traditional funeral. Evaluation- This was an emotional and uncomfortable section of research but I now feel I have a complete understanding and can completely appreciate how a funeral should be 100% personal to that person.

RESULTS its not over till its over

3. 18

RESULTS EMAILS TO Solicitors “Pre paid funerals, Non Christian funerals or “green coffins” would be a trend I have seen an increase in over the last few years but otherwise I wouldn’t identify any particular trend” (Quartermain, J. 2013. Email) Responses tended to suggest preplans involved the financial side and not the funeral itself. There was evidence that people do think about some funeral wishes when preparing their wills “I would estimate over 95% of the Wills drafted will provide for either cremation or burial…Of those that specify one or other (cremation or burial) I would estimate probably 20% go on to specify more detail i.e. buried with my Mother in plot so and so or my ashes scattered at such and such a place etc” (Quartermain, J. 2013. Email) “I always address the question of whether the Testator wishes to be buried or cremated, and I would say 90% include the appropriate wish, with 10% or less adding some further requirement eg place of burial or even numbered grave; woodland burial ; no black etc” (Rabagliati, D. 2013. Email) Responses were positive towards the idea of people putting plans in place for their funeral, “Preplanning is something that is on the increase and is something that ought to be encouraged and developed” (Chucoski. S. 2013. Email)(A. 41)

RESEARCH RESULTS

EMAILS TO : VICARS “Yes. I have been asked to bury a ‘Tinky Winky’ doll, use music such as ‘too sexy for my shirt’ and one chap produced a bottle of brandy during his tribute and drank a toast to his deceased aunt”(Blundell, C. 2013. email). “I have though had a church full of people wearing pink after a young woman died of breast cancer”. (Blundell, C. 2013. email). These quotes show that funerals are swaying towards being personal. Music choice was common for personising a funeral. “More use of CD pop songs and ‘secular’ nonreligious songs. People not really knowing about hymns, or being able to sing them. Less funerals being taken by clergy and more nonreligious and slightly more ‘humanist’ funerals”. (Bradford, a. 2013. Email) The idea of people making plans was very supported “Yes, yes, yes a thousand times yes. One of the kindest things someone can do for their family is to make their ‘last wishes’ known”(Blundell, C. 2013. email).(A. 47)

“It is extremely helpful for everyone involved if the deceased has made his/ her wishes known, especially by writing them down”. (Seagar,T 2013. Email)

RESEARCH RESULTS

FUNERAL DIRECTORS With regard to advertising it was suggested funeral directors tend to rely on word of mouth “but also, a lot of business is generated by word of mouth and family continuance”. (Breslin, p. 2013. Email)

“Our statistics tell us that in the main, word of mouth is our most effective form of advertising. Analysis of our website is starting to show us that the internet is starting to make inroads into peoples choice of funeral director”. (Anthony, N. 2013. email)The fact that the website is only just beginning to return results demonstrates how far behind in technology the funeral industry is. “In my opinion the sort of people who are willing and happy to make a pre paid funeral plan are of a positive mindset, they often live for many, many years after taking the plan out. The relatives never truly understand the benefit of a pre planned funeral until the ‘time of need’, not only are they relieved of a financial burden, they are also saved having to make some very difficult or heart wrenching decisions because will almost certainly have been decided for them”. (Anthony, N. 2013. email).This tells me a little bit about the kind of person prepared to make plans about their funeral, and also that families don’t appreciate what pre plans of a funeral can mean. “Every funeral can be tailored to suit the wishes of the client as required”. (LODGE, A. 2013. Email) this quote was encouraging, showing that something different can be done. (A.47)

RESEARCH RESULTS

EMAILS TO CIVIL CELEBRANTS Replies enlightened me to the understanding of a civil celebrant and the civil funeral. “The big difference between a funeral led by a Celebrant and one in a church is the amount of religious content. A civil service is all about the person, not God”. (Hagger, E. 2013. Email) “Church ceremonies are always a religious affair but Civil ones often do not have any religious references at all”. (Hagger, E. 2013. Email) “There are also humanist services which are more or less the same as

a civil service but definitely nonreligious whereas civil services may or may not have hymns and/or prayers”. (Hagger, E. 2013. Email) My reply back from the Institute of Civil Funerals provided me with some good facts “ As to whether Civil Funerals are becoming more popular, I can only say that numbers of funerals carried out by IoCF members have increased month on month year on year. The stats below have not been skewed by changes in membership numbers as these seem to have remained pretty constant. Civil Funerals carried out in January of the following years;” FIG 3 (A.55)

fig 3

RESEARCH RESULTS

QUESTIONNAIRE RESULTS I gathered more female responses than male the split being 70% and 30%. This could suggest that men are more in denial about death and funerals than females.

A trend of wearing less black “Colours and music more about what the person likes and would of wanted rather than just traditional and black“. A lot of comments just reinforced the fact that the occasion The question “Traditionally viewed as whilst sad, contained lighthearted a time for mourning, a funeral is now things. It was interesting that about increasingly a celebration of a person’s 10% of the funerals were humanist life.” 90.5% of the public agreed with funerals. the statement. This begins to confirm that people’s attitudes might be The ultimate question was whether changing with regard to this subject. people thought it would be easier to Death is becoming less secretive organise the funeral of a loved one 88% of people agreed that it was where plans and personal wishes becoming more open. This still leaves have already been put in place. 12% of respondents that still believe 91% agreed. that death should be kept a secret. As part of my campaign I want to 73% of people are not aware that encourage the thought of funerals there are websites readily available and death to be more spoken of for you start planning your funeral and make it less of a taboo subject. today. Modern trends creeping in- The majority of people made reference The question I asked whether to the music. “The Song coming in people would be tempted if other was bat out of hell, and song going reputable brands like M & S, John out was ding dong the witch is dead, Lewis, House of Fraser offered a was a little strange!” whilst this reply funeral services would you consider and the music is a little extreme it their services over the Co-op. 91% demonstrates a sway away from the of the participants said yes. traditional funeral. (A.P17)

RESEARCH RESULTS

FOCUS GROUP John had previous acquaintance with his funeral directors and he said how this helped.

The plans and arrangements for a funeral are put off as long as possible and until the death has occurred. “also I think relatives don’t like to think about these things, they don’t like to think that the inevitable is going to happen, even if it’s a long illness, well you think they’ll be fine” (Renn, P. 2013, interview) It also became clear that when the inevitable does happen then it’s a case of what do I do now? “there are no plans, and suddenly wham what are we going to do?”(Renn.P, 2013, interview) “…And it’s quite difficult because when you don’t know you don’t even know where to start…”(Renn, P. 2013, Interview) For example “we chose the funeral directors we did because they were the largest advert in the yellow pages,”. It was also very apparent that the choosing of a funeral directors is a fairly prompt decision, and “yes once you’ve made that decision that’s it, you can’t like say can you take the body and by the way we might want it back”(Nicklin. J. 2013, Interview)

All funeral directors are similar “I did speak to another relative who happened to be there at the time and she said well I’ve used this one and this and this one and they’re all much of a muchness” (Renn, P 2013, interview) suggesting that there is the opportunity for something new being put on the market. Price was discussed in a lot of detail. The participants mentioned special things that they included within their funeral arrangements. (A.80)

RESEARCH RESULTS

“… something I did I invited people to write little memories of my dad, little anecdotes of what they thought of my dad, what comes to mind and I got them all together and then we had just um 10 minutes of the vicar reading what everyone had said about my dad, so it was like you were getting all the different stages of this life, all the different angles and some were funny and um some were sad but you know everyone felt as though they knew him, and that’s something we did…” . (Renn, P. 2013, interview)

Plans left by the deceased would have made things easier “I agree entirely that’s one thing that would have helped us enormously, if dad had said which music ,”(peter)“…but it would have been more reassuring because then you’d know that you were doing what that person wanted, thinking though I suppose it would have been easier…”(Adamson, 2013, interview)” it would have been nice if my mother had chosen her hymns, because then we wouldn’t have had to sit through a hymn listening session, the vicar must have sang about 50 hymns to us”(Nicklin, 2013. interview) Disagreements amongst families was discussed “she said often in this room families have stand up arguments about where it’s going to be, when it’s going to be, what’s this, what casket”, (Nicklin, J. Interview. 2013).

RESEARCH RESULTS

PERSONAL FUNERAL PREFERENCE I conducted a short questionnaire asking people what type of things they would like for their funeral arrangements, i.e. chose of cremation or burial, type of coffin, music/hymns, and then I asked the same questions to a close relative who might be involved in planning that funeral. Results suggested that the main and obvious decisions like cremation or burial were usually correct, however when it came to the slightly less obvious and more personal choices there was distinct prove that close relatives really had little idea of their loved ones wishes. See fig 4 for results. (A23)

RESEARCH RESULTS

fig 4

RESEARCH RESULTS

INTERVIEW WITH FUNERAL DIRECTOR “We have been going since 1826 the actual business.We’re on the fifth generation now on theWalker family. So yes we are quite a well-established business we have 5 branches.” (Cassells, C. 2013. Interview)

its paid for they never pay anymore, so they could live for another 30 years and they would still get the funeral at the price they have already paid. That is getting more and more popular now” (Cassells, C. 2013. This suggests the business is successful Interview) (A.61) and still growing “There is another funeral directors in Thatcham… and I do think they have their eye on Marlow at the moment…” (Cassells, C. 2013. Interview) I asked about how customers are aware of the business “we do advertise in the local papers… I think quite a few people see the building as they drive past because we are on quite a main road… We also advertise in parish magazines… we also have very close links with nursing homes in the area…. we also advertise on buses in Reading…” (Cassells, C. 2013. Interview) whilst the business does spend out on advertising I felt that it was dated and aimed at an older generation and religious group. I asked about people preplanning “ but we can’t really do a plan for someone’s funeral unless they’re about to pay for the funeral there and then. So we have something we call a golden charter which is a way in which someone can come and plan their own funeral and pay for it, once 28

RESEARCH RESULTS

fig 5

RESEARCH RESULTS

When discussing plans for your own funeral Caroline said “there is still a lot of people out there that don’t like to think about death, they know they’re going to die one day but they don’t want to confront the fact that they are” (Cassells, C. 2013. Interview). “Amy - and if people were to make plans for their funerals do you think it would make it easier to the bereaved relatives and close ones? (TWELVETREES, A. 2013) Caroline- “yes definitely, definitely because I do get a lot of people sat where you are right now planning a funeral for someone that has already died and not really knowing what decisions to make because they’ve never talked about it with the person that’s died and they don’t really know what they would like, so its…”(Cassells, C. 2013. Interview) Caroline commented on when people have no idea of plans they can be easily influenced by her decisions. Also mentioned conflict amongst relatives due to decision making of funeral plans “I have sat here and almost been a referee between the family members because they can’t agree on what coffin they want… I mean I even get ones that can’t agree between a cremation and a burial” (Cassells, C. 2013. Interview) Location of the business was discussed “There is another funeral directors in Thatcham but there was only one and I think they felt there was room for more than one, same with Henley I think they felt there was enough business to spread between two different funeral directors so obviously that’s the main thing” (Cassells, C. 2013. Interview) it seemed that one of the major deciding factors was existing competition. (appendix)

RESEARCH RESULTS

fig 6

fig 7

fig 8

RESEARCH RESULTS

INTERVIEW WITH NANCY Nancys situation led her to have done some research and therefore had already selected her funeral director; it was chosen for location as much as anything else. “ I looked at local directors and I then chose one in Ascot, essentially that was the nearest and well they looked fairly well, I don’t know really, like they knew what were they were doing, I don’t really know how you make a chose about that.”(Foster, N. 2013. Interview)

though they wanted to take me down a road that said this is how all funerals happen, and these are the steps that happen, and this is what’s going to happen and this what you’re going to have, so when I said I wanted a civil service for instance they kept saying well oh we can get you a humanist one, and I said well I don’t want a humanist one” (Foster, N. 2013. Interview). This suggests that the funeral directors aren’t fully prepared of possible changing trends within the requirement of the funeral service. Nancy had chosen she wanted a civil “I really felt as though the funeral celebrant funeral, Her reasons were director wasn’t really listening to what the fact that she and Lee weren’t I was saying as a customer which was religious and secondly the civil funeral a bit frustrating” (Foster, N. 2013. is very much more personal. Nancy Interview). had to work hard with the funeral directors to get what she wanted. Nancy explained that Lee had selected “And then when it came to me trying some music he wanted at the funeral to get what I wanted for the funeral I and had also said he wanted to be had to push quite hard, it felt as cremated,

RESEARCH RESULTS

Amy – “did you feel that because lee had had an input that it helped you”? Nancy – “without a doubt, definitely the fact that Lee had chosen the music and the civil celebrant then helped me to put that in an order that then provided the kind of structure for the rest of…”(Foster, N. 2013. Interview) Nancy also explained how the music made the funeral so much more personal towards Lee “Lee wanted some live music played…completely two things made it much more personal, one being that they were his music chose’s and the second was pushing for the civil celebrant because it was about Lee and his life rather than a religious ceremony” (Foster, N. 2013. Interview).

I asked about after sales and Nancy said she felt there was no need but she did explain “I don’t think I would have objected if they’d had contacted me later and asked if I’d have thought about planning your own funeral” (Foster, N. 2013. Interview). This led on to talking about planning her own funeral “yes I have interestingly, absolutely and you know only because as a result of being so involved in Lees…it’s not that weird for me because I’ve already gone through the process but I think that a lot people just don’t” (Foster, N. 2013. Interview). Because Nancy had experienced the organisation of a funeral and was aware it made her think of her own funeral. (A. 66)

fig 9

RESEARCH RESULTS

OBSERVATIONAL RESEARCH Given the opportunity to attend a funeral I decided to go because in fact I have never been to a funeral and in view of basing a project on this subject felt it necessary. The funeral was a civil celebrant service and it was based very much on the life of the lady. It was quite lovely at times, a poem was read that they felt meant something to her, it was from an old newspaper clipping. I felt the funeral seemed quite traditional and I discussed this after with the celebrant. He suggested it was a little but maybe because of her age, she was 91. He commented on a funeral the week before that had involved 10 minutes of comedy. (A.98)

fig 10

RESEARCH RESULTS

RESEARCH CONCLUSION Some aspects of the research were extremely difficult with it being such an emotive subject and I often found it upsetting. It was difficult and made me think at times the industry is fine just left alone, it doesn’t need changing because it revolves around such a morbid subject. But then again my one to one interview with Nancy clearly told me that the funeral directors she chose were stuck in a rut and were reluctant to move with changing attitudes. “… And then when it came to me trying to get what I wanted for the funeral I had to push quite hard, it felt as though they wanted to take me down a road that said this is how all funerals happen, and these are the steps that happen, and this is what’s going to happen and this what you’re going to have…”. At a difficult time for Nancy it was made even more difficult. As my research progressed it led me to further research, for example before I had little idea of a civil celebrant’s role within the funeral service “Funeral Directors I have spoken to have said that more and more families are asking for Civil Funerals (but it does take the Funeral Director to make families aware that the option exists) many people don’t know about them and think that religious or Humanist Funerals are the only options. Gradually the word is getting out”.(IOCF, email, 2013) (A.55) Funerals are becoming more personal and there is a moving trend away from the traditional funeral. It confirmed in my mind that the idea of an individual making plans for their own funeral is an achievable objective. The way forward is something completely new.

EXISTING MARKET losing the plot

4. 38

EXISTING MARKET As long as the human race has existed man has taken care of his departed. “A ceremony or service held shortly after a person’s death, usually including the person’s burial or cremation” (DICTIONARY, 2012, online) Depending in which part of the of the world you live and the religion depends on the traditions of the funeral service, but basically any funeral consists of three factors being a ceremony, a sacred place to lay the dead and some form of memorial feature. “Cultural identity is always in the making through people’s everyday habits, practices and institutions.This is never more so than in death.The distinctive features of a culture can best show themselves in death…” (Mcmanus, R. 2013. 122) Within the UK the funeral service is conducted by funeral directors and there is no shortage of them “with an estimated 4,000 individual companies performing over 600,000 funerals annually”. (UNKNOWN. 2011. online) The Co-operative Funeral care has the monopoly over the funeral directors market, closely followed by Dignity. “The UK funeral market has two major players, Co-Operative Funeral Care and Dignity, who together conduct about a third of all British funerals” (UNKNOWN. 2011. online) (A.1-2)(A.3)

fig 11, 12, 13

The remaining section of the markets funerals is taken up by smaller and usually family run businesses. Often though these smaller businesses are franchise to the larger companies, and their adverts can be misleading to the customer. A report of July 2001 issued by the Office of Fair Trading highlighted this as an area required actioning;

RESEARCH RESULTS

As demonstrated in my primary research when it came to needing a funeral director it was often the case of there being no time to research or compare different businesses. “… we chose the funeral directors we did because they were the largest advert in the yellow pages” (Renn, P. interview, 2013). With the funeral industry being secretive and operating behind closed doors and with the advertising being “Every funeral outlet should publicise, limited, selecting a funeral directors is a in a prominent place, details of the mundane but necessary process. “While organisation which has ultimate researching the business Mrs Mardall control of the business, preferably on found that about 92 per cent of people the outside of the premises and on all approach only one undertaker when promotional material relating to that business including that published in local arranging a funeral” (Basham , R. 2012. Online) directories.This requirement should be My focus group proved that participants incorporated into the funeral industry felt the funeral directors offered “much codes of practice” (OFT, 2013, online) of a muchness”(Renn, P. Focus group) (A.4) (A.80) . However my secondary research is suggesting to me that with a little bit of investigating there is more to the funeral market than perhaps perceived by customers. “The industry has been invigorated in recent years by the arrival of new types of funeral firm offering special services, such as green burials or funerals with a particular theme” (UNKNOWN. 2011. ONLINE)

CASE STUDY

fig 14, 15, 16

EXISTING MARKET

POPPIES An alternative to the norm “Poppies” is a funeral service with a difference, supplying a fresh approach to the funeral industry.The founder Poppy mardell, the 29 year old woman from london recognised that the funeral industry had little to offer “lots of us struggle to find meaning in the traditional funeral – the hearse, limousines, embalming and undertakers in black. If this is not in keeping with how you lived your life, why choose this for your funeral?” (POPPys, 2010, online) At a time when her father was fighting cancer (is now recovered) she spoke with him about his possible funeral plans and realized that the market offered no funeral service to meet their requirements. hence she established Poppies that provides a simple solution as an alternative to the traditional funeral “Freedom A simple cremation separates the cremation from the funeral ceremony. The ashes are returned to you, giving you the freedom to hold a funeral, memorial or celebration of life wherever, whenever and however you choose. Freed up from the crematorium, and with the ashes portable, almost anything is possible. The ceremony could be held:…” (POPPys, 2010, online) The cost of the service is £1,750.00 compared to the average cremation service costing approximately £3000.00. Poppies won an award at the first ever good Funeral Awards.“The good Funeral Awards 2012 – The results On Friday 7 september, the first uk Funeral Awards ceremony was held at the green house hotel in Bournemouth. The awards were made on the basis of 149 nominations in 14 categories from the general public and from within the trade. The results were as follows: Most Promising New Funeral Director W Bryan and Catherine Powell ru Poppy Mardall” 43

TECHNOLOGY to die for

5. 46

TECHNOLOGY When you type “weddings” into the applications section on an ipad/ smartphone you quickly discover there is a huge supply of apps, relating to all kinds of things. This was not the case for funerals, the apps are very limited. It was possible to find an app advising on what steps to take when somebody passes away but with regard to taking it forward and planning a funeral there was nothing useful. I found two apps that related to planning your own funeral, the first one was ifuneral “Description: There are so few certainties in life. This App can help you prepare for one of them”. Sadly most people die without their family and friends having any idea of what their wishes were. Simply fill in as much information as you can in this App and your loved ones will instantly be sent all the details of your last wishes and stored confidentially…” (APPLE.2013. online). It proved difficult to get the app to work and I discovered it’s linked to a life insurance company, this implies to me it’s a clever sales tactic for financial plans. One other app at a cost was called “My Fantastic Funeral”; it came across with a slapstick insinuation, “Woo hoo! Our app is now available in the app store!!! Seems like you plan your b’days, weddings...why not plan your fantastic funeral and plan it how you want!! , Let’s put the fun back in funerals!!” (facebook. Online) fig 17

TECHNOLOGY

There are plenty of web sites to be found on the internet based around the subject of death and funerals. For someone familiar with the way search engines work it is very easy to find local funeral directors. Example “Miles and Daughters - funeral planning Increasingly people are making their own funeral arrangements in order to make things easier for those left behind. Many choose to make their own funeral arrangements in advance to guarantee their own specific wishes for their funeral. It is possible to make arrangements for your funeral in advance by simply communicating your wishes to us and without making a pre-payment for any services.”(MILES. 2013. online)

This example was easily found but generally the funeral directors websites are basic, with no interaction. The websites imply an uninteresting tone, A tone too clearly displayed by funeral directors today in more than one aspect “it was in the terms of helping me get through the process but it was a bit kind of “oh poor you, come sit down, would you like a cup of tea” and I found that really annoying.” (Foster, N. 2013. Interview) There are fresh sites on the Internet as demonstrated by “Poppies”, and another innovative site is “My wonderful life”

CASE STUDY

my wonderfullife

fig 18,19,20

TECHNOLOGY

MY WONDERFUL LIFE an alternative to the norm An American website designed to provide you with the opportunity to plan your own funeral. “MyWonderfulLife.com is a free on-line service to help you plan and personalize your own funeral, so it reflects the way you lived. Becoming a member at MyWonderfulLife.com does not take the place of a Will, which is very important, but allows you to eliminate the guesswork for your loved ones during a difficult time.” (wonderfullife. 2013. Online) The website targeting an age bracket of 45-65 was founded in 2008 by two fun loving ladies born to the baby boom generation. “After attending a string of “typical” funerals (complete with droning organ music and stale sandwiches), Kruskopf saw a need for something different in the funeral industry. As a funloving person, she couldn’t imagine celebrating her life “in a 1960’s funeral home with hymnal Muzak playing softly in the background” (Mywonderfullife. 2008. Online) and her view is that a large percentage of her generation will have similar feelings. “A Baby Boomer herself, Kruskopf figured that the rest of her generation would feel the same”(Mywonderfullife. 2008). The website is very creative and fun, “Our members have actually told us they had fun filling out their book--and they can do it online when and wherever they want.” (Mywonderfullife. 2008. Online) On completing the book the person can elect 6 angels to take care of the wishes; they are notified by email. The web site has no matching app as of yet. But it is growing in popularity. “The home page of the site—which has almost 10,000 members, according to its owners—says, "You only get one chance to make a last impression." There are sections on trends in funerals, including "going green in the grave" with a biodegradable coffin, and fall-themed tips on flowers and on pumpkin cocktails for toasts to the deceased.” (Hughes, K. 2011.online)

TRENDS IN THE MARKET the circle of life

6. 54

TRENDS “The funeral market is in the early stages of radical change. Death remains the final taboo subject that inhibits discussion about alternatives to the current provision.” (Mintel 2007, online)” As with any industry trends change with a countries cultural movements. Britain has seen some quite dramatic changes over the last century that have to some extent contributed to changes of the traditional funeral. “A marketing opportunity exists when circumstances allow an organization to take action towards reaching a particular group of customers” (SINKIN, PRIDE, FERRELL page 14. 2000) The traditional funeral is a religious experience, but Britain has seen a significant decline in the number of people attending church on a regular basis “59% never or practically never go to church” (Crabtree, V. 2012.online) and “Those who do profess religion in the UK are largely inactive. A 2007 poll commissioned by the British Library found that 50% of them “do not practice religion very much, if at all, with Christians being the most inactive. A running theme of all the statistics we have seen on this page affirm that although many say they are religious they frequently admit they are not practicing.” (Crabtree, V. 2012. Online). In addition to the Christian faith Britain is seeing an increasing level of other practicing religions like Muslim and Hindu and over the last century the government immigration laws have allowed for Britain to now be classed as a multicultural country. “at the beginning of the twenty first century the reality of multicultural Britain seems to exist in every British high street, whether in terms of the physical appearance of populations or through the existence of the ubiquitous Chinese or Indian restaurants” (Panayi, P. p.2 2010) “ …and I believe it’s becoming more multicultural as well, you know I noticed that when I was in the funeral parlour, a better word, you could have I mean you could have a Jewish coffin, you could have a traditional British coffin or you could have a Hindu coffin, you know all these different options…” (Renn. P. 2013 Interview)

TRENDS

fig 21

The baby boomers were a generation (1946 and 1964) different to any generation seen before. As a generation born post world war 2, they saw themselves as special, they grew with good fortune and they rejected or challenged tradition values and beliefs, they had a rebellious attitude; this consequently led to several changes in all walks of life including civil right movements and the sexual revolution. Now we are in an era where baby boomers are burying their parents and other loved ones and the rise in trends creeping into the funeral industry may well be influenced by their open minded way of thoughts.

TRENDS

fig 22

Traditionally a funeral ceremony is led by a religious person and involves religious themes including readings, hymns, and prayers and a time for the congregation to reflect on the deceased. At the end of the service the committal takes place which is when the coffin is lowered into the ground or at a crematorium the coffin passes through the curtains. The above are conventional impressions that people naturally think of about a typical funeral, however when you begin to unfold the funeral industry of today it can be quickly recognized that there are many trends evolving that are altering the ritual and set of the traditional funeral.

TRENDS

The last fifty years has seen a huge trend in the increase of cremation. Cremtion favoured burial for hygiene reasons and cost and its popularity strengthened when parliament set cremation regulations in 1902. Today about 70% of the British population choose cremation over burial. (A.4) “The figures for 2007 show that 72% of deaths in the UK ended in cremation… With a growing population and increasing pressure on land space it looks likely that the days of the huge cemeteries will finally come to an end, much to the regret of social historians and genealogists.” (BBC. 2012. Online) “Cremation is rapid, fiery, hot, bright, dry, cheap and high tech. Burial is slow, earthy, cold, soggy, expensive and low tech. Cremation is aggressive, brutal, and unnatural. It trashes the body. Burial is gentle, kind, natural. It respects the body. Cremation is clean and odourless. Burial is rotten and smelly”. (Cowling C, p32, 2010)

TRENDS

fig 23

A more recent trend is eco-friendly funerals. “…ecological, green, natural or woodland burial, various names given to a general style of burial that begun in Britain in the early 1990’s and has grown to over 200 sites across the country by 2011.” (Davies, D. Rumble, H. 2012. p.1) Influenced by environmentally friendly awarenss people are opting for eco-friendly funerals where for

example eco friendly materials are used for the coffin like bamboo and whicker and instead of a headstone a tree will be planted. “New research from the Post Office reveals that nearly 35 per cent of people plan on an ‘eco-friendly’ burial, rather than traditional coffin burials and cremation ceremonies.” “Woodland burials are not only eco-friendly: they’re cheaper too” (Qureshi, H. 2007. Online) 59

TRENDS

Whilst the eco-friendly funeral discussed above involves burial there is hope that soon an alternative ecofriendly process will exist to replace cremation. Literally “It brings a new meaning to the phrase dust to dust” (Tozer. J. 2006. online) and involves the freeze-drying of corpses at a temperature of -196c in liquid nitrogen, which results in the body crumbling to dust. Already given the go ahead in Sweden it is hoped that the British government will soon give its approval for it to commence in Britain. (A.3)

fig 24

“The process - known as “promession” - could be the answer to the dwindling amount of space in Britain’s cemeteries as well as being more environmentally friendly than cremation, say campaigners” (Tozer. J. 2006. online).

TRENDS

Funerals are expensive and lot of people are very naïve about the cost of a funeral “but it’s interesting you know, before this experience which is a month old, if you’d asked me how much a funeral costs, I had no idea…” (Renn. P. 2013. interview) and according to a Survey of Funeral Costs, by insurance company American Life in 2006 the average cost of a funeral is now estimated to be around £3,307 for a burial and £1,954 for a cremation. Due to these escalating costs a popular trend is to pre plan the financial side of your funeral.You can pre plan your funeral costs from a funeral plan provider or from a local funeral director.

fig 25

“…What is more, over half (54%) believe people should pre-pay their own funerals, but just over 3% of those over 55 have made the necessary provisions (2% of the population as a whole)”. (MINTEL, online, 2007)

TRENDS

Golden Charter Funeral Plans is a company that offers a funeral plan “We offer a range of funeral plans that deliver peace of mind for you and your family. Our plans allow easy and accessible funding options that are flexible to your financial situation. Planning and paying for your funeral in advance means you get the funeral you want and your family are relieved of the financial strain that funerals can often cause. By securing a plan with Golden Charter, you can pay for your funeral in advance without the worry of future price increases.You organise and fix the cost of your funeral at today’s prices”. (Goldencharter. 2013. Online) Whilst the targeted market of these funeral plans might be recognising the benefits of the plans, the disadvantage of them is that they are based around finance only, and given the option a lot of people would choose to spend their money for different reasons “I’d rather pay £3000 on a holiday for me and my family than pay £3000 on a funeral I won’t be at”. (Questionnaire, 2013, online) Changing trends indicate that funerals are clearly steering away from the true traditional funeral as we know it. A simple example; wearing black to a funeral is a traditional symbol of grieving and sympathy and shows respect towards the deceased person. However in the recent years it has become more acceptable to wear other colours, still subdued but not necessarily black. “The way that people dress has changed. In the old days it was black suits, whereas nowadays you get families wanting people not to wear black” (Co-operative. Online)

fig 26

TRENDS

Funerals are becoming more personal to the deceased person for example through the choice of music, words, flowers, coffins and transportation. With people living that much longer nowadays and well in to their eighties there is a trend for the funeral to be a celebration of a person’s life, a more joyous occasion. “Through their emphasis on individual biographies, these contemporary funerals glorify life itself ” (Fagan, A. 2004. p130) This personalised style funeral itself is leading towards a development of more themed funerals that have a contemporary feel about them. “I have personally been left organizing “themed funerals” – eg. Football, rugby, country and western fanatics - as families often feel lost and don’t know what to do”. (chucoski, s. 2013). The more personal funerals are often nowadays conducted by civil celebrants in preference to a religious person. This links in with populations decline with religious attachment and also highlights another trend being that of the Humanist Funeral. With regard to the existing market and trends the perceptual map (A.5) illustrates how many funeral directors are based on traditional aspects. Whilst a bulk of the market are beginning to recognize the changes they are not putting it out there to the consumers, suggesting there is a gap in the market for something contemporary and prepared to go with it. Recent research carried out by the co-operative funeral care across 559 of their funeral directors has indicated the following statistics: “67% traditional funerals, 21% contemporary, 12% humanist” (Co-Operative, 201, online)

fig 27

THE BIG IDEA final destination

7. 66

THE BIG IDEA The big idea is to create a service that puts a refreshing spin on the funeral industry. I will be looking at how a funera Directors can encourage someone to preplan their own funeral.

THE BIG IDEA

THE PRODUCT A brand new funeral shop connecting with the high street like no other funeral directors has before. So what’s different? The funeral shop is segmenting itself away from the traditional funeral directors with a fresh and contemporary approach towards funerals. The first of its kind, it will place itself on the high street and will only offer civil celebrant funerals, which are based on personal values of the deceased person “a Civil Funeral is a funeral which is driven by the wishes of the deceased and their family – this may be a religious funeral, have some religious content or have no religious content at all – the family decide, the Celebrants beliefs/ideology have no bearing on the type of funeral.” (IOCF, 2013, email). There will be no defined religious or humanist service offered. Whilst the shop will be on the high street a satellite unit will exist on the outskirts of town to attend to other discrete matters.

fig 28

THE BIG IDEA

The intention is to become involved and form a bond with the customers and assist them in setting the plans in place for their own funeral, making it personal to them. This aspect will be encouraged by the motivated incentive that in going down this route it will make it less painful for the loved ones left behind. The process of creating the funeral plan will revolve around the 12 steps. Each step covers a different element of a funeral plan (see appendix). The new Funeral Shop unlike other funeral directors intends to have an impact on the social media platforms, fig 29 (FIG 31/32) carrying its statement 1- Cremation or burial forward and capturing its target 2- Coffin and casket audience with the clever use of apps 3- Dressing the deceased and an interactive website. (A.3) 4- Dress code 5- Flowers 6- Music choice and readings 7- Program choice 8- Donations 9- Catering 10- Record a video / photos 11- Location 12- Transport

fig 30

THE BIG IDEA

FACEBOOK

TWITTER

fig 31

fig 32

THE BIG IDEA

LOOK BOOK The look book that presents my product and services needed to be displayed in a manner that portrayed a serious element expressing respect towards this delicate subject. Whilst at the same time I wanted to have hints filtering through depicting a contemporary feel and something a bit different. Sourcing the right images was difficult and I felt that many of them were too sensitive and traditional. At this stage I decided to attempt to illustrate the images toning them down and believing they looked more modern and tolerable. (A.11) When I sought professional opinions I discovered I was losing the objective and creating the wrong feel. Hence I returned to using photographs and became very selective on content.

fig 33

THE BIG IDEA

THE PRODUCT

THE BIG IDEA

FINANCE Whilst maintaining a quality service I want my funeral brand to have a suitable budget for everyone, low and high cost. “…it’s important to understand that there are certain elements which you either have to pay for (or most people opt to pay for), and others which are optional.When making decisions about the optional costs, it’s essential you think about what you can afford.”(UNKNOWN, 2013, online)

HOW MUCH WILL IT COST? The average cost of a cremation is £2000.00, this can be higher or lower depending on choices. Not everyone can easily meet the cost of a funeral, some members of the public entitled to certain benefits/income support etc. are actually funded by the government to meet the costs of a funeral with a sum of money that can be as much as £2000. But the government is making cut backs in this area and as part of my service I want customers to feel comfortable about discussing the costs and budget. When necessary expert advice will be offered to explain where cost savings can be made. For example coffin prices can differ hugely and there is no legal requirement for a coffin, a shroud can be used instead, just as there is no legal requirement for a hearse.

THE BIG IDEA

In instances where a funeral cannot be paid for the costs are met by the local authority that would have an organised procedure in place for the correct disposal of the body,

â&#x20AC;&#x153;Paupers funerals are provided by local authorities under section 46 of the Public Health (Control of Disease) Act 1984. When a person dies within the local authorityâ&#x20AC;&#x2122;s boundary and there is no-one available to take responsibility for the funeral, the local authority may arrange the funeralâ&#x20AC;?. (PETT, S. 2013, online) The majority of funeral directors now offer the pre planning based solely on money up front, and it would be negligent not to offer this service. Because of the 12trees process involving planning and choosing elements for your funeral the customer has more of a tangible connection with it and therefore will feel more apt to put a savings plan in place. But I also want customers to be aware that they can plan their personal funeral without spending a penny, I want the service to work on gaining a trust and a bond with the customer.

fig 34

CONSUMER over my dead body

8. 78

CONSUMER “The funeral market is in the early stages of radical change. Death remains the final taboo subject that inhibits discussion about alternatives to the current provision.” (MINTEL 2007, online)” As with any industry trends change with a countries cultural movements. Britain has seen some quite dramatic changes over the last century that have to some extent contributed to changes of the traditional funeral. “A marketing opportunity exists when circumstances allow an organization to take action towards reaching a particular group of customers” (Simkin D, Ferrell P. p14, 2000) The traditional funeral is a religious experience, but Britain has seen a significant decline in the number of people attending church on a regular basis “59% never or practically never go to church” (Crabtree, V. 2012.online) and “Those who do profess religion in the UK are largely inactive. A 2007 poll commissioned by the British Library found that 50% of them “Do not practice religion very much, if at all, with Christians being the most inactive. A running theme of all the statistics we have seen on this page affirm that although many say they are religious they frequently admit they are not practicing.” (Crabtree,V. 2012. Online).

CONSUMER

In addition to the Christian faith Britain is seeing an increasing level of other practicing religions like Muslim and Hindu and over the last century the government immigration laws have allowed for Britain to now be classed as a multicultural country. “at the beginning of the twenty first century the reality of multicultural Britain seems to exist in every British high street, whether in terms of the physical appearance of populations or through the existence of the ubiquitous Chinese or Indian restaurants” (Panayi, P. p.2 2010) “ …and I believe it’s becoming more multicultural as well, you know I noticed that when I was in the funeral parlour, a better word, you could have I mean you could have a Jewish coffin, you could have a traditional British coffin or you could have a Hindu coffin, you know all these different options…” (Renn. P. 2013 Interview) This change in religious beliefs will without doubt have a profound effect on the traditional British funeral that was a religious ceremony. fig 35

CONSUMER

THE 12TREES WAY

TRADITIONAL FUNERAL DIRECTORS

prepared

unprepared

fig 36

THE CONSUMER

FROLIC ‘N’ FREEDOM FRANK I am 62 years old approaching retirement and looking forward to it. My wife Claire is 55. Our two daughters are grown up, Hannah has moved into her own home Amy is presently studying at University. I am a partner in an architect business that from an economy view is profitable and it provides me with a comfortable income. To stay ahead in business I have had to make an effort to keep up with the advancement of technology and changing trends, but in my mind that’s not a problem, it also helps to keep me young. I have always loved sport and I am very a very active member of my golf club and really enjoy the social side too. My choice is to spend my Sundays on the golf course, no time

for the religious side! I also have a passion for music, rock music being a favourite. I collect guitars and I unwind by putting the earphones on and playing my guitars along to my favourite rock anthems. I sadly lost both my parents over the last two years and consequently it has changed my attitude towards death. Realising that you can’t just ignore it, because eventually it catches up with us all, I think when my time comes I will attempt to embrace it. The organisation of the funerals for my parents was hard work and involved having to make many decisions, not my strong point. However my sister Elizabeth was there to lend a hand, but we didn’t always see eye to eye.

Frank - “I would like to be buried with a guitar plectrum in my pocket, a golf ball in the other and my fishing rod” Frank – “My wife would like to be buried with her exercise trainers” (a. 27)

THE CONSUMER

fig 37

THE CONSUMER

Cheery ‘n’ contemporary Claire I am 55 years old and my husband and I live in a lovely town house in Twickenham. I have part time job doing administrative work in a local school. My life is hectic, and there never seems to be enough hours in the day. I love to exercise and meet up afterwards with my girlfriends for a coffee and chat, sometimes a glass of wine! We talk about all kinds of things, and no topic is left unturned.

world of apps.

I visit my parents once a week who are very special to me. When I witnessed my husband recently lose his parents it was a difficult to watch him have to sort things out and it got me thinking about the fact that it would be my turn one day, and it made me realise how complicated the whole process can be. Because of this I have discussed a few issues about I love to shop and keep up with trends these things with my parents and especially interior design. On one of surprisingly I learnt that my mother is adamant she doesn’t want to be my recent shopping trips I treated cremated, I actually had no idea. myself to an ipad and I am having great fun learning about the Claire - “My husband would like to buried with a guitar but I don’t know which one is his favourite” Claire - “I would like to be buried with a photo of my family” (a. 31)

THE CONSUMER

fig 38

THE CREATIVE IDEA a dying practice

9. 88

CREATIVE IDEA NAME After brainstorming several name choices I narrowed it down to two names, Curtains and Twelvetrees. I worked visually with both names and threw them about getting opinions and thoughts. Initially I chose Curtains because I felt as though the name tied in with the funeral being the final curtain, the end. It basically summed it up quickly and easily and I felt it provided originality for a funeral service. But then reflecting on it I also thought in view of my idea hoping people will be encouraged to think about death and plan for their funeral, the curtains also links in closely with the committal of the coffin at a crematorium where the coffin goes behind the curtain; it could work against me being a little daunting.

THE CREATIVE IDEA

LIST OF NAMES Aurae Superum Future thinking Destiny Twelvetrees Angelus mutis Pluto With respect Decisions Important Choices The ultimate The final Closing stages The last chapter The end The end shop Conclusions Never forgotten The Never Forgotten Reminiscence Memories Curtains End of the day Nightfall Times of yore Past and Future Tribute The Tribute shop Last Page Last Wishes The Elation shop Celebration The Gala of life shop The final goodbye Future thinking Gone wonder Plot shade vision

With respect Decisions Important Choices The ultimate The final Closing stages The last chapter The end The end shop Conclusions Never forgotten The Never Forgotten Shop Reminiscence Memories Curtains End of the day Nightfall Times of yore Past and Future Tribute The Tribute shop Last Page Last Wishes Ecstasy The Elation shop Celebration The Gala of life shop Final destination Down to earth Lost the plot Earth or fire To die for The final curtain End Twelvetrees Tree of life bed miracle eternity done and dusted

THE CREATIVE IDEA

Down to earth Destiny Twelvetrees superum Angelus Mutis Pluto Curtains The final Curtain Future thinking decisions bed earth or Fire Plot wonder shade vision Funeral done and dusted

CURTAINS TWELVETREES

50 people fig 39

THE CREATIVE IDEA

down this traditional line of using my name? Well I personally love my surname and in feeling very passionate about this project, I felt putting my name to it would personalise it. “Sometimes a name is suggested by individuals who are close to the development of the project” (Pride. Ferrell , O. page 288. 2012)

TWELVETREES

Working with my name, utilising it a little to make it more contemporary “12TREES”, doing some research and testing it, it began to feel very right. In peoples minds the tree has a very symbolic standing.

I chose to experiment with Twelvetrees mainly because it’s my surname. A large percentage of the funeral industry is operated by family operated businesses named after their family “we have been going since 1826 the actual business.We’re on the fifth generation now on theWalker family”. (Cassell, C. 2013. Interview).

“The tree has meant many things to many people throughout history, but the theme that runs through them all is humanity’s psycho-spiritual journey from ignorance to consciousness.With roots that reach deep into the earth, arms that reach up to heaven, and trunks that connect the space in between, trees mediate between heaven and earth, thus symbolizing the soul’s journey through the manifest world in both its sacred and mundane aspects”. (Raffa , J. 2011. online)

Usually the names typically display and son/daughter, “A B Walker & Son” this puts the message across that they are established and traditional. However it also demonstrates to me how the directors are stuck in a rut again. So you might ask then why go

THE CREATIVE IDEA

The tree of life is a well-known metaphor “An imaginary branching, treelike structure The number 12 is also a symbolic figure “The 12 months, the 12 signs of the zodiac, and the 12 stations of the Moon and of the Sun.The ancients recognised 12 main northern stars and 12 main southern stars.There are 24 = 2 × 12 hours in the day, of which 12 are daytime and the other 12 nighttime.The number 12 is the product of the sacred ...” (Britannica, 2013. Online). The tree implies strength and with the 12 preceding it creates a strong brand name that is distinctive 12TREES “to set it apart from competing brands, the brand should be distinctive” (Pride. Ferrell , O. page 288. 2012) . 2012) fig 40

THE CREATIVE IDEA

LOGO MOCK-UPS

THE CREATIVE IDEA

LOGO MOCK-UPS

fig 41

THE CREATIVE IDEA

fig 42

After mocking up a series of logo designs (fig 41/ 42) I selected to go with five options and to get an opinion from a mixed audience from the general public, their comments and views contributed towards me selecting the eventual design. Having established the design I then experimented with the colours until I captured what I felt was right and displayed the correct feel/tone. I again asked for further opinions from others before choosing the ultimate design. (a.59)

THE CREATIVE IDEA

fig 43

THE LOGO The chosen design and why? (fig 43) The logo design blends in with the brand name 12TREES. Displaying a simple but obvious sketch of a tree which itself displays 12 branches. The tree is enclosed within a circle, providing a rounded smooth edge that is aesthetically e appealing to the eye. The circle represents and encompasses the whole thing, giving a feeling of strength and existence that I believe portrays a positive mood. The chosen colours are in accordance with my colour scheme.(A. 59)

THE CREATIVE IDEA

COLOUR SCHEME “Visual identity is a highly subjective area. Consider the use of colour, for example. What is preferred colour to one person is a turn-off to another. Do you like red? Red can represent power, heat and passion –but it can also mean danger and warning” (Hammond, J. P80. 2011)

and therefore choice of colour has to be considered carefully. I want my funeral service to stand alone from but naturally colours make people feel the existing market, and therefore I want to avoid black. However I also different things. want to avoid too much bright colour I had learnt that people’s thoughts of with the feel that this might create funeral directors were of them being dated and boring. Colours mentioned the wrong tone. included black and black. Words mentioned included Fake flowers, Old Inspired by Apples present colour paintings, coffins and these conjure up scheme being monochrome “This the image as portrayed by the existing corporate logo design played an funeral industry, dull and dreary. I feel important part in acquiring Apple’s leverage over other brands. Their that a new business brought to the strategy was to place a monochrome industry must offer something much style logo on its products in places fresher but at the same time portray elements of professionalism. Choosing it would be best recognised. This strategy proved to be viable for Apple a colour scheme for a funeral service since the trend that began in 1998 is difficult “people associate specific has continued up to the present.” colours with certain feelings and (Sleeklogos, 2013, online) experience” (Dibb, S. P236. 1994.)

THE CREATIVE IDEA

fig 44

Adopting a more monotone blend of colour will portray a sense of sophistication. The colours of white and off blue blend well together, they are cool and create a calming effect. “Cold blue slows the metabolism and increases ones sense of calm” (Marks, T. Sutton, T. . p15. 2009)

The logo displays a white tree “White is associated with light, goodness, innocence, purity, and virginity. It is considered to be the colour of perfection… White means safety, purity, and cleanliness” (Colour, 2013 Online). “Blue is the colour of the sky and sea. It is often associated with depth and stability. It symbolises trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.” (Colour. 2013. Online). The colour scheme will work well in appealing to both male and female gender; the colours will set the right tone on marketing material and also create the required mood and ambience for the shop environments.

THE CREATIVE IDEA

LOCATION The town of Surbiton located in the London Borough of Kingston upon Thames “Is regarded by many as the epitome of well-to-do, middle class suburbia. It was featured in the 1970’s BBC sitcom The Good Life, where a couple move here to become self-sufficient by growing their own vegetables and making their own clothes, to the shock of their neighbours. How many of the locals choose to live this way in reality is debatable, but what is certain is that Surbiton is favoured by professionals and wealthy families attracted by the fast journey time into the city, green spaces and appealingVictorian and Edwardian homes” (AllInLondon .2013. online) In choosing the location for my shop I considered certain demographics of the area, the local consumer psychology and lifestyle of my chosen target market and existing competition.

fig 45

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THE CREATIVE IDEA

fig 46

With regard to my target age bracket “Surbiton is quite a middle-aged profile, with above average proportions of people within the 35-54 age bands”. (Demello, J. P36. 2009) A quote from an Experian report based on consumer psychology (age bracket +45) of the Surbiton population mentions them “spending a lot of money both on premium brands within frequently consumed product categories and on specialist forms of consumption”, (Demello, J. P26. 2009) and key retailers are mentioned as M & S, John Lewis, Monsoon, Harvey Nichols and Sony Centre. Searching Yell.com for funeral directors displayed the market leaders of Co-op and Dignity, and one other whose website displayed nothing out of the ordinary, being very typically traditional. During my research my targeted age group displayed favour towards these types of brands. In addition to the above my research of Surbiton gave me the impression of it offering the perfect shopping environment for 12TREES, with the main shopping hub of the area being Kingston, Surbiton offers slightly

more unique shops like local delicatessens’ and a monthly farmers market. “It has a variety of different shops, services, restaurants, cafes and pubs. It has a day and growing night-time economy which provides a very different experience compared with its neighbour Kingston” (UNKNOWN. 2011. online)

101

MARKETING STRATEGY dying for more

103

10. 104

MARKETING My marketing objective is to create awareness of the product and to bring the subject of death more into the open. I aim to persuade the customer to go through the12 step process of making a funeral plan, to achieve this I also want to traffic my potential customers towards my web site and app which will play an essential role towards the success of the product plan. (Please turn over and see fig 47, 48) “According to an eMarketer study released in March, younger Boomers (ages 47 to 55) spent 39.3 hours online per month, and older Boomers (56-65) spent 36.5 hours.” (Wasserman,T. 2011, online) My research throughout has demonstrated how stuck in a rut the funeral industry is and the same applies to the marketing within the industry. “We do advertise in the local papers so that’s probably a way, I think quite a few people see the building as they drive past because we are on quite a main road.We also advertise in parish magazines.We also have very close links with nursing homes in the area so we go and visit nursing homes quite regularly and we also advertise on buses in Reading” (Cassell, C. 2010. Interview) In creating something new to the industry I want to apply the same attitude to the marketing techniques. “However, funeral directors are also too quick to utter the phrase, because we have always done it that way, when responding to a query about their business operation. In today’s markets, funeral homes are forced to make the decision to either maintain the status quo or embrace the necessary changes to remain relevant to the buying public” (Gillies, M. 2012. Online)

105

MARKETING

APPLICATION

fig 47

106

MARKETING

WEBSITE

PLEASE SEE MY WEBSITEhttp://amyjane12.wix.com/twelvetrees 107

fig 48

MARKETING

PERSUASIVE MARKETING My product is obviously of a sensitive subject, but at a time when the funeral industry is undergoing fundamental changes I want to take the opportunity to promote my product. Taking into consideration these two facts I think a persuasive tactic aimed at people’s emotions would have a desired effect. “Advertising that resonates emotionally stands more chance of inducing a change in beliefs and value/motives/wants desires than one based on logic alone” (O'shaughnessy, J. and O'shaughnessy, N. p27. 2004) A persuasive tactic that also nudges the person into making a choice would work well for my product “Nudge marketing involves communications that attempt to influence people by carefully selecting the options available to them…” (12ahead. 2013. Online) Based on the fact that if the customer goes down the line of planning their own funeral they have made a choice that relieves their loved ones of having the difficult task instead. With my product being intangible and personal I want the marketing of my brand to focus towards “you” being the customer rather than it just being about “me” the brand,“Me” marketing makes them sleepy.That’s why guerillas always practice “you” marketing in which every word and every idea is about the customer” (Levinson, J. p7 2011)

108

MARKETING

FUSION MARKETING

fig 49

The development of the 12 step funeral plan involves working with local florists and caterers. I would take advantage of this and advertise 12TREES within their establishment, for example by displaying the brand and contact links and a QR code for scanning. (fig 49) 109

MARKETING MIX AND MORE going underground

111

11. 112

MARKET MIX With the 12TREES funeral service being an intangible product my marketing mix needs to extend beyond the 4 pâ&#x20AC;&#x2122;s and to consider other elements like the process, the ambience and the people.

PROCESS The customer connects themselves with my product by following through the 12 step process of creating the funeral plan. I am providing the opportunity for the customer to become involved with my service and establish a bond.

PEOPLE With the product being a service of a delicate nature customer service will have to be given maximum attention.

113

MARKETING MIX

AMBIANCE

The environment in which a service is offered and consumed, is central to the consumers understanding of the service… the “feel” is very much a part of the service offered…the appearance and ambience matter. Layout, décor, up-keep and aroma…”(Dibb, Simkin, Pride, Ferrell p679. 2000)

114

MARKETING MIX

fig 50

For this reason careful consideration needs to be given to image and feel portrayed by my shop, ensuring it conveys the right tone including both interior and exterior. I have decided to go for curved edges inside the building for a softer more comforting armosphere. Please see the interior and exterior of my shop in Fig 50.

115

AWARENESS CAMPAIGN six feet under

117

12. 118

AWARENESS CAMPAIGN A campaign that would be based hypothetically in the â&#x20AC;&#x153;DEADâ&#x20AC;? centre of town. It would involve a pretend, fairly large dead looking tree. The idea would be that the brightly painted skeleton of the tree (based on the shape of my logo) is covered with little dull/brown envelopes to give the impression of the tree being dead. Members of the public would be invited to peel away an envelope and as they become removed the underneath skeleton of the tree is revealed, displaying a brightly coloured tree full of life. This ties in with my idea of rejuvenating the funeral industry with my brand 12TREES coming to life. (Please see fig 48 )

119

AWARENESS CAMPAIGN

fig 51

120

AWARENESS CAMPAIGN

fig 52

The envelopes themselves will be for the customer to keep, they will contain a collection of seeds for planting by the customer and this will begin to develop a customerbrand bonding. Also contained within the seed packet would be dedicated personal card with a brief introduction to 12TREES and the contact details; web site, email, facebook, twitter. In addition both the envelope and card will display a QR code for scanning onto a smart phone that would link with the 12 step funeral plan. fig 53

121

AWARENESS CAMPAIGN

WHO KNOWS? The principle behind the shadow poster is as illustrated, (figure ?) The projection board with a template of words basically puts the person in the shadow and the words are transcribed onto the ground by the sunlight. It’s a poster with a bit of novelty about it and it involves sunlight and shade which I feel work well for my product. The potential customer is put in the shade and reads a message about planning their funeral, which could create daunting thoughts, but at the “…reframing an issue so it arouses same time the message is conveyed feelings is also a way of connecting to by sunlight which is enlightening and throws a positive element on the the concerns of the target audience” situation. This is a campaign tactic that (O’shaughnessy, J. and O’shaughnessy, N. p28. 2004) could create some buzz marketing.

122

fig 54

AWARENESS CAMPAIGN

fig 55

123

AWARENESS CAMPAIGN

WHO KNOWS? ADSHEL/BILBOARD POSTER Because of my product being predominantly intangible, I want to use a poster campaign that will make the more tangible aspects of the service work. “The tangibles associated with a service may be the only visible aspect of the service, and marketers must manage these scarce tangibles with care” Dibb, Simkin, Pride and Ferrell. P691. 2000) For example a poster campaign focusing on a coffin or a graveyard used as a symbolisation of the service would work to connect with the audience. Images like a coffin will have a bit of a shock tactic and will engage with the audiences’ emotional side, and get them thinking, and channel their thoughts towards my idea and service. The content of the posters also trigger buzz marketing.

124

AWARENESS CAMPAIGN

TYPE POSTERS

125

fig 56

AWARENESS CAMPAIGN

fig 57

126

AWARENESS CAMPAIGN

127

fig 58

AWARENESS CAMPAIGN

fig 59

128

AWARENESS CAMPAIGN

fig 60

129

AWARENESS CAMPAIGN

TRAIN STATION

fig 61

fig 62

130

AWARENESS CAMPAIGN

ON ROAD

fig 63

131

fig 64

SHOP LAUNCH worth dying for

133

13. 134

SHOP LAUNCH For the launch opening of the 12TREES Funeral Shop I was considering a launch party, but I’m unsure this is the route to take. “I’m not big on launch parties.They’re old school and they don’t offer a lot of bang for the buck, other than for the people who attend.Yes, they’re easy to put on, but if it’s not exciting, it doesn’t matter”. (BORZYKOWSKI, B. 2012, online) As an alternative I have come up with the idea of running an exhibition based on the celebration of deceased peoples’ lives, like Princess Diana,John Lennon, Elvis Presley, Christopher Reed, Steve McQueen Etc. Whilst the display would include interesting facts about the individual lifes it would also include interesting facts about their funerals. Alongside the celebrity funerals the exhibition will include other interesting facts based on funerals.

135

SHOP LAUNCH

fig 65

fig 66

“Long Live the King The King of rock ‘n’ roll was just 42 when he suffered a fatal heart attack on a bathroom floor at his Graceland mansion on Aug. 16, 1977 — the night before he was supposed to kick off a 12city comeback tour. It took less than two days for 25,000 fans to surround his memphis home, where they endured 90-degree heat and entrepreneurs hawking $5 “commemorative”T shirts to pay their respects alongside mourners like James Brown, Ann-margaret and George Hamilton.Though the actual funeral was closed to the public, the entire world would eventually get a glimpse of Elvis Presley’s gray, swollen face after one of his cousins secretly snapped a photo of the open casket and sold it to the National Enquirer for $18,000.That image, plastered across the tabloid’s cover, sold more than 6.5 million copies, making it one of the most lucrative — albeit lurid — photos in history”. (TImE. 2012, online)

136

SHOP LAUNCH

fig 67

â&#x20AC;&#x153;Aboriginal groups in Australia sometimes use trees in their funerary traditions.They take the deceasedâ&#x20AC;&#x2122;s body and place it in a tree.There, it is left to decompose. Months or even years later, members of the group retrieve remaining bones.These bones are painted with red ochre and placed in a decorated, hollowed-out log during a ceremony complete with dancing.Those involved in the ceremony transport the log containing the bones to the main camp and, after more singing and dancing, they leave it to endure the elements.That completes the burial cycleâ&#x20AC;? (HILS, K. 2012. ONLINE)

137

fig 68

SHOP LAUNCH

branching out for a more personal funeral

AN EXHIBITION TO CELEBRATE THE LAUNCH OF A BRAND NEW FUNERAL SHOP. WHERE: 12TREES, 24 Victoria Road, Surbiton, Surrey, KT6 4NS WHEN:Runs from 31st August to 14th September 12TREES EMBRACES DEATH WITH A FRESH APPROACH AND WISHES FOR PEOPLE TO PLAN THEIR OWN FUNERAL. On the anniversary of Princess Diana’s death a brand new funeral shop will open its doors to the high street. In recognition of the launch the shop will conduct an exhibition centred around funerals of some of our best loved celebrities like Elvis Presley, John Lennon and Princess Diana etc. The event will give customers the opportunity to discover the brand new funeral shop and understand the brands idea of planning your own funeral. The last century has seen little change in the funeral industry, but at a time when shifting trends are emerging in the industry we felt it was the time to provide something new to the customer for funerals. 12TREES is a new funeral shop that intends to change the concept of funeral planning providing a civil ceremony only. There is clear evidence that the funeral ceremony is becoming very much more personal towards the deceased person and with this in mind the 12TREES brand wishes for people to plan their ideal funeral. Customers will be invited to go through the 12 step process that includes things like choice of the coffin to saying what guests will eat at the wake. The idea is that this advanced planning will give peace of mind and will make things very much easier for the loved ones left behind, and at the same time will make the funeral completely personal to “YOU”. Example images and further information available on request. Email:amyjane@12trees.co.uk Facebook: facebook.com/12trees Twitter: twitter.com/12trees websitehttp://amyjane12.wix.com/twelvetrees

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SHOP LAUNCH

fig 69

I would propose the exhibition running for 2 weeks following the opening of the shop. The exhibition would be free and open to everyone. I imagine the event to be informal with a selection of refreshments being offered and providing the Visitors/potential customers the opportunity to start discovering the 12TREES brand. The exhibition will be advertised in the local papers and with it being the shop launch invitations will be sent out to some individuals. Invitation List will include: Local Papers Daily Papers Local Dignitaries All individuals involved in the research stages. Promotional goody bags will be Associations relating to funerals and death provided with free gifts like key rings, i.e Bloggers, Appropriate Magazines. 12TREES plant seeds etc. 139

CONCLUSION the final curtain

141

14. 142

CONCLUSION A massive sector of the funeral industry is stuck in a rut; however there are signs of new businesses offering something fresh that are beginning to test the traditional funeral ceremony. So at a critical time when the baby boomer generation are ageing and are having to give thought to the end of play demonstrates to me the fact that now is the time to shake things up. The evaluation of my research gave me a positive attitude and confirmed for me the funeral industry needed rejuvenating. Something innovative needs to be offered to the consumer; something contemporary that will tie in with cultural changes that have occurred over the last century, like the decline in religious involvement. However in order to achieve this I felt as though I had to really challenge the existing funeral industry, perhaps my most radical decision is to have chosen to base my funeral shop on a civil ceremony only.

fig 70

The way forward certainly seems to be a funeral becoming more of a celebration of the personâ&#x20AC;&#x2122;s life and this involves the event being centred on the personal features of the deceased. Whilst it might be a daunting thought, for this to happen, families have to discuss and make plans for the event before it is too late. Hence my funeral 12 step plan, created to set the plans for your own funeral.

143

CONCLUSION

â&#x20AC;&#x153;Latest research from mintel, a leading market research company found that while as many as 70% of adults feel that people should plan their own funerals to remove the burden from their loved ones, fewer than one in ten (9%) over 55 year olds have actually done this (5% of the population as a whole).What is more, over half (54%) believe people should pre-pay their own funerals, but just over 3% of those over 55 have made the necessary provisions (2% of the population as a whole)â&#x20AC;?. (mINTEL,2012, online)

fig 71

144

CONCLUSION

The whole attitude of 12TREES is fresh and contemporary and challenges the existing funeral service and the subject of death. The conceptual approach may shock the end of an existing generation, but the next generations have an outlook on life that calls for something innovative away from the existing industry. fig 72

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REFERENCE LIST bored to death

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ILLUSTRATION LIST Fig 1- Cavaglieri C, (2013), Funerals: the best send-off needs a good plan [ONLINE]. Available at: http://www.independent.co.uk/money/spend-save/ funerals-the-best-sendoff-needs-a-good-plan-8590969.html [Accessed 08 May 13]. Fig 2- UDEN (2013) Transport. [image online] Available at: http://www. wuden.com/gallery/ [Accessed: 10 May 2013]. Fig 3- TWELVETREES A, (2013) Percentage, [own image] Fig 4- TWELVETREES A, (2013) Questionnaires, [own image] Fig 5- TWELVETREES A, (2013) AB WALKER, [own image] Fig 6- House of Type (2013) A.B Walker brochure: History . [image online] Available at: http://www.houseoftype.co.uk/portfolio/literature/a-b-walker-brochure.html [Accessed: 7 May 2013]. Fig 7- House of Type (2013) A.B Walker brochure: Leaflets . [image online] Available at: http://www.houseoftype.co.uk/portfolio/literature/a-b-walker-brochure.html [Accessed: 7 May 2013]. Fig 8- House of Type (2013) A.B Walker brochure: . [image online] Available at: http://www.houseoftype.co.uk/portfolio/literature/a-b-walker-brochure.html [Accessed: 7 May 2013]. Fig 9- Lachelle. (2010) Grave Ideas. [image online] Available at: http:// lachellebytheseashore.blogspot.co.uk/2010/10/grave-ideas.html [Accessed: 3 May 2013]. Fig 10- Birse and Feughside Community (2013) Baptisms Weddings and Funerals. [image online] Available at: http://www.birseandfeughside.org. uk/baptisms-weddings-and-funerals/ [Accessed: 4 May 2013]. Fig 11- TWELVETREES A, (2013) dignity, [own image] Fig 12- TWELVETREES A, (2013) The co- operative- reading, [own image] Fig 13- TWELVETREES A, (2013) John and sons, [own image] Fig 14- Fig - The Good Folk, (2012), Poppys [ONLINE]. Available at: http://thegoodfolk.co.uk/projects/poppys/ [Accessed 07 May 13]. Fig 15 - The Good Folk, (2012), Poppys [ONLINE]. Available at: http:// thegoodfolk.co.uk/projects/poppys/ [Accessed 07 May 13].

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Fig 16 - The Good Folk, (2012), Poppys [ONLINE]. Available at: http:// thegoodfolk.co.uk/projects/poppys/ [Accessed 07 May 13]. Fig 17- APPLE (2013) Ifuneral [image online] available at: https://itunes. apple.com/gb/app/ifuneral/id371439893?mt=8 [last accessed: 8 may 2013] Fig 18- MYWONDERFULLIFE (2013) Screen grab- book, [image online] available at https://www.mywonderfullife.com [last accessed: 13 may 2013] Fig 19- MYWONDERFULLIFE (2013) Screen grab- my plan, [image online] available at https://www.mywonderfullife.com [last accessed: 13 may 2013] Fig 20- MYWONDERFULLIFE (2013) Screen grab- customers, [image online] available at https://www.mywonderfullife.com [last accessed: 13 may 2013] Fig 21- POPPYS (2013) Screen grab- people together, [image online] available at http://www.poppysfunerals.co.uk [last accessed: 8 may 2013] Fig 22- POPPYS (2013) Screen grab- funeral, [image online] available at http://www.poppysfunerals.co.uk [last accessed: 8 may 2013] Fig 23- TROTMAN (2013) Willow coffin, [image online] available at http:// www.trotmanfuneral.co.uk/index.php?page_id=564 [last accessed: 14 may 2013] Fig 24- Evening Standard (2006) Cremation to be replaced by ecofriendly freeze-drying of corpses. [image online] Available at: http://www. standard.co.uk/news/cremation-to-be-replaced-by-ecofriendly-freezedryingof-corpses-7193655.html [Accessed: 7 May 2013]. Fig 25- WILLIAMS (2011) planning funeral, [inage online] available at http:// www.williamsfunerals.com/pre-paid.php[last accessed: 8 may 2013] Fig 26- POPPYS (2013) Screen grab- coffin, [image online] available at http://www.poppysfunerals.co.uk[last accessed: 16 may 2013] Fig 27- TWELVETREES A, (2013) Grave infographic, [own image] Fig 28 - unknown, (2011) Coffin on shoulder, [online image] available at: http://ifitshipitshere.blogspot.co.uk/2009/10/best-modern-coffins-whenyou-want-to-go.html [last accessed 12th May] Fig 29- STOCK PHOTO, (2013) death religion, [image online] available at http://www.123rf.com/photo_11193750_religion-death-and-dolor-funeral-and-cemetery-urn-funeral.html [last accessed: 12 may 2013]

155

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Fig 30- UDEN (2013) Transport/ umbrellas. [image online] Available at: http://www.wuden.com/gallery/ [Accessed: 10 May 2013]. [last accessed: 8 may 2013] FIG 31- TWELVETREES A, (2013)Twitter, [own image] FIG 32- TWELVETREES A, (2013) facebook, [own image] FIG 33- TWELVETREES A, (2013) look book- pages, [own image] Fig 34- UNKNOWN (2013) Paupers funeral [image online] available at: http://www.manchestereveningnews.co.uk/news/greater-manchesternews/video-tragedy-of-the-hundreds-laid-to-rest-1209726 Fig 35- MITCHELL J. (2013) Buddhist funeral [online image] available at: http://www.google.com/hostednews/getty/article/ALeqM5iGimAEQ_ ky2D6YrBb0Es-6LA8Wxw?docId=158871356 Fig 36- - TWELVETREES A, (2013) consumer journey, [own image] Fig 37- - TWELVETREES A, (2013) consumer profile-male , [own image] Fig 38 - TWELVETREES A, (2013) consumer profile-female , [own image] Fig 39- TWELVETREES A, (2013) name answers , [own image] Fig 40- WILLIE, (2011) Tree, [online image] available at: http://southerncape. wordpress.com/2011/12/23/postcards-from-australia-sydney/ [last accessed: 8 may 2013] Fig 41- TWELVETREES A, (2013) logo mock up , [own image] Fig 42- TWELVETREES A, (2013) logo mock up2 , [own image] Fig 43- TWELVETREES A, (2013) logo mock up- colours , [own image] Fig 44- LUNDI (2011) apple store, [image online] available at http:// quotidien-mark.blogspot.co.uk/2011/05/apple-devient-la-marque-la-plus. html Fig 45- Ionescu, D. (2013) empty shops. [image online] Available at: http:// thelincolnite.co.uk/2013/02/more-empty-shops-in-lincoln-but-still-belownational-average/ [Accessed: 8 May 2013]. Fig 46- YELL, (2013) Surbiton map, [image online] available at http://www. yell.com/ucs/UcsSearchAction. Fig 47- TWELVETREES A, (2013) APPLICATION, [own image] FIG 48- TWELVETREES A, (2013) website, [own image] 156

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FIG 49- TWELVETREES A, (2013) leaflet, [own image] Fig 50- BOATRIGHT M and TWELVETREES A. (2013) Interior. [own image] Fig 51- TWELVETREES A, (2013) dead center, [own image] Fig 52- TWELVETREES A, (2013) envelope, [own image] Fig 53- DUTCHBABY. (2009) tree in center of town, [online image] available at http://godutchbaby.blogspot.co.uk/2009/05/quito-historic-town-center. html last accessed 15 May 2013 Fig 54- TWELVETREES A, (2013) shadow1, [own image] Fig 55- TWELVETREES A, (2013) shadow2, [own image] Fig 56- TWELVETREES A, (2013) Mock Posters1, [own image] Fig 57- TWELVETREES A, (2013) Mock Posters2, [own image] Fig 58- TWELVETREES A, (2013) do you want them to wear black, [own image] Fig 59- TWELVETREES A, (2013) oak or willow, [own image] Fig 60- TWELVETREES A, (2013) Rest, [own image] Fig 61- TWELVETREES A, (2013) Train 1 [own image] Fig 62- TWELVETREES A, (2013) Train 2 [own image] Fig 63- TWELVETREES A, (2013) road adshel [own image] Fig 64- TWELVETREES A, (2013) road adshel 2 [own image] Fig 64- TWELVETREES A, (2013) road adshel 2 [own image] Fig 65- TWELVETREES A, (2013) exhibition 1 [own image] Fig 66- TWELVETREES A, (2013) Elvis funeral [own image] Fig 67- TWELVETREES A, (2013) exhibition 2 [own image] Fig 68- TWELVETREES A, (2013) Tree burial [own image] Fig 69- TWELVETREES A, (2013) press invite [own image] Fig 70- COATE P, (2013) willow coffin [online image] [available at: http:// www.englishwillowcoffins.co.uk/contact.htm last accessed 12th May 2013 Fig 71- TWELVETREES A, (2013) globe percentage, [own image] Fig 72- TWELVETREES, (2010) Funeral lanterns, [own image] 157

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