Project Description

Fairhaven Memorial Park & Mortuary is one of Orange County’s most beautiful and historic memorial parks. Since 1911, Fairhaven has been a community institution, serving generations of Orange County families and forging strong relationships with local caregivers. The organization provides a full range of funeral services from locations in Santa Ana and Mission Viejo.

The Challenge

While Fairhaven’s Santa Ana location has been an iconic local landmark for more than a century, it was in the midst of expanding its service area to a growing community in South Orange County. Fairhaven looked to HKA to for strategic guidance on two key initiatives: 1) To help generate awareness of its new location in Mission Viejo, California. 2) To provide a mechanism by which the organization could grow and foster its relationships with the local caregiver community.

The Solution

How do you take decades of community stewardship, move it south and bring in the caregiver community? HKA found an innovative and impactful solution: The Oliver Halsell Care Awards. This one-of-a-kind awards program would pay tribute to individuals countywide who have demonstrated courage, compassion and the passion to go above and beyond their job description. Each month, a new winner would be announced via social media, community outreach and proactive public relations. The program would culminate with a banquet at Fairhaven’s beautiful new facility in Mission Viejo.

The Results

When first launched in 2012, the Oliver Halsell Care Awards program received widespread media coverage throughout Orange County, including feature stories on the winners in regional Orange County publications as well as community papers with the overall volume of coverage exceeding 50 stories. The event successfully brought a group of deserving caregivers, their families and local community leaders to Fairhaven’s Mission Viejo location for a memorable night of dining and networking. This exclusive awards dinner helped increase Fairhaven’s exposure in South Orange County and expanded its reputation for community stewardship to an entirely new region. Today, the Oliver Halsell Care Awards continue to elevate Fairhaven’s exposure and awareness throughout the county.