PR and ad agency jointly form death-care offering

ST. PETERSBURG, FL: Glasure Group has entered into a marketing agreement with Adfinity, an advertising agency specializing in the death-care industry, to offer cooperative communications services to funeral homes and cremation companies.

ST. PETERSBURG, FL: Glasure Group has entered into a marketing agreement with Adfinity, an advertising agency specializing in the death-care industry, to offer cooperative communications services to funeral homes and cremation companies.

Under the terms of the partnership, Adfinity's existing client base will be offered PR services from Glasure at a rate of $1,250 per month. Companies that join the co-op will become part of a membership program through which people from their organizations will be promoted as experts on various death-related topics.

Last month, for example, Glasure developed a story idea based on the government's pending decision to put SARS on its list of diseases that require mandatory cremation. Three Adfinity clients - cremation experts from Ohio, Missouri, and Kansas - that had joined the co-op received media attention when local print and broadcast outlets ran the story.

Adfinity and Glasure pointed to grief seminars organized by funeral homes around the holidays as a potential future story angle through which members of the co-op could receive media placements.

The death-care industry is "primarily made up of mom-and-pop shops," according to Adfinity president Doug Clery, and traditionally handles PR in-house, "if at all."

Frank Ruiz, VP of media relations for Glasure, added, "We're aggregating a scattered pool of small funeral homes that normally would not be able to afford services like this."

Adfinity is encouraging its clients to join the co-op by distributing press releases to trade journals, sending individual letters, and advertising the PR services through its website and catalogs.

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