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2004 ICFA University
College of Cremation Services
July 16-21, 2004
University of Memphis
Memphis, Tennessee
Dean: Ernie Heffner
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Additional Colleges:
College of Cemetery Administration & Management
College of Funeral Home Management
J. Asher Neel College of Sales & Marketing
College of Land Management & Grounds Operations
Master's Program
CEO Program
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Friday, July 16
2:00 -05:30 p.m.
Registration and Check-in
5:30 - 6:30 p.m.
University Reception
6:30 p.m.
University Dinner
Saturday, July 17
9:00 - 10:30 a.m.
Understanding Overhead and Strategic Marketing
Tony Colson
Serving in a variety of roles for Batesville Casket Company over the years, Tony Colson has acquired a broad base of experience. From this, he has developed a financial model that covers:
- establishing true overhead when cremation exceeds 10-15 percent;
- accounting models that are out of date for most markets; and
- marketing and pricing strategies and tactics.
In this session, we'll explore the financial transition that has been happening to many in the industry, how you may wish to re-evaluate your perspective of the future and what's going to happen if you ignore this presentation.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
Understanding Overhead and Strategic Marketing (cont'd)
Tony Colson
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
Wholesale Supply of Cremation Services to Funeral Homes
Tom Roberts, CCE
Tom Roberts' company operates two retorts and specializes in dealing directly with funeral directors. If you are considering or are already involved in this type of crematory venture, you won't want to miss this presentation. Avoid the problems, and capture the opportunities!
3:00 - 3:30 p.m.
Break
3:30 - 5:00 p.m.
I Don't Want a Funeral—I Want Cremation
Julie A. Burn
What do people expect from today's cremation provider? We'll take a look at:
- the products people hate vs. the products they embrace
- psychological differences between burial clients and cremation clients, and how cemetery, funeral service and cremation providers can effectively understand and relate to both
- typical mistaken assumptions made by providers.
Sunday, July 18
9:00 - 10:30 a.m.
Market Positioning—Choosing Your Target Customer
Mark Krause
In addition to beautiful traditional facilities and an on-site crematory, Mark Krause's firm also operates a shopping center location. One size does not fit all consumers when it comes to marketing. You must decide where to position your company and be committed to the why.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
The Real Deal on Crematory Ops: Policies, Procedures & Why?
Mark Ballard
We'll take a look at the ins and outs of crematory operations and management in preparation for an afternoon tour.
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
Crematory Tour
Mark Ballard
Memphis Funeral Home, Cemetery & Crematory Vice President and General Manager Mark Ballard will lead a tour of this extensive operation, which includes five funeral homes, two cemeteries and a service center in a market with a 14 percent cremation rate. The service center operates two cremation units performing 80 cremations per month. In addition to cremation and embalming services, the center also has a flower design shop and handles all administration for this operation. Students will travel by bus to the service center as well as one of the cemeteries for a hands-on guided tour.
7:00 - 9:00 p.m.
Annual Sports Tournament
Monday, July 19
9:00 - 10:30 a.m.
Marketing to the Non-Cremation Society Prospective Customer
Kevin Bean
Does the ambiance of your crematory feature amenities such as 5-inch chair rails, massive crown molding, a pink marble floor and Victorian furniture around the cremation retort? Learn the results of one funeral director's commitment to this level of atmosphere.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
What Consumers Say When a Video Camera Is Rolling
Dave Jones
What do today's consumers want? How can you help them make informed decisions? Dave Jones will share real footage from groundbreaking focus groups conducted in December 2003 by Matthews International Corporation. The participants' telling comments and opinions shed light on understanding our customers and their thought processes during the arrangement and purchasing processes.
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
Establishing a Separate Company to Market Cremation & Opening a Pet Crematory
Blair Nelsen
This fourth-generation funeral director succeeded in gaining market share through his work with the Cremation & Burial Society of Virginia. Learn about the five-year plan he developed and implemented, his efforts in establishing a separate company, how it works and results attained. Also, learn from his latest business expansion experience with his pet crematory.
3:00 - 3:30 p.m.
Break
3:30 - 5:00 p.m.
Creating Your Cremation Signature
Donald Matthews
With 23 years of experience in creating meaningful spaces in the cemetery environment, Don Matthews has an extensive background in cemetery property analysis, planning, design, construction and operations. Join him in this session to learn practical ways to integrate your cemetery, your products and your staff into a culture that maximizes the response in your market.
Tuesday, July 20
9:00 - 10:30 a.m.
Cremation Marketing: The Keystone System—Real Stories, Real Results
Bob Horn
The Keystone Group operates more than 100 funeral homes nationwide. In this session, Keystone CEO Bob Horn will share cremation insights and success stories from his company's locations.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
Cremation Marketing: The Keystone System—Real Stories, Real Results (cont'd)
Bob Horn
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
The Pleasure & Privilege of Serving Cremation Clients
Ernie Heffner
Discover the "secrets to success" as a high-quality, full-service cremation provider, including how to:
- define your firm
- articulate your difference
- determine who your customer is
- be true to your mission
- create value-enhanced packages
- exceed customers' expectations with policies and procedures that matter most to them
- outperform the competition
3:00 - 3:30 p.m.
Break
3:30 - 4:30 p.m.
Roundtable Q&A
Panel of Speakers
4:30 - 5:30 p.m.
Graduation/Reception for Students Completing Four Years
Wednesday, July 21
9:00 - 10:00 a.m.
Instructors' Plan of Action
Panel of Speakers
The College of Cremation Services instructors will articulate what they learned this week and how they intend to incorporate these lessons into their businesses when they return home.
10:00 - 10:30 a.m.
Diploma and Class Pictures
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