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2005 ICFA University
College of Cremation Services
July 15-20, 2005
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 15
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 16
9:00 - 10:30 a.m.
Revenge of the Elephant: Rational Pricing for Profitability in the New Millennium
Tony Colson
Consultant Tony Colson 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- accounting models that are out of date for most markets; and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.
Revenge of the Elephant: Rational Pricing for Profitability in the New Millennium (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 17
9:00 - 10:30 a.m.
Cremation Arrangements from the Top Down
Mark Krause, CFuE
What are the colors of the oriental carpet in front of your retort? If this question leaves you scratching your head, you may be missing the boat! Join Mark Krause as he helps you raise your level of service to cremation clients by addressing questions such as:
- What makes cremation arrangements more complicated than burial arrangements?
- What is the attitude difference for the arranger and the customer?
- How are appointments like paintings, silk plants and comfortable furniture important around a crematory?
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
What to Do When the Minority of Cremation Consumers Have Been Using a Cemetery
John Williams
According to the Wirthlin Report, fewer than 50 percent of cremations result in the final disposition of cremated remains at the cemetery, whether for burial or for placement in a columbarium or ossuary. Why are fewer consumers accepting cemeteries' traditional memorialization offerings? How can the cemetery's role successfully evolve with this growing segment of consumers? And what innovations can your cemetery offer to attract today's cremation consumer?
12:30 - 1:30 p.m.
Lunch
1:30 - 5:00 p.m.
Crematory Tour: "The Real Deal on Crematory Operations Policies and Procedures, and Why?"
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 18
9:00 - 10:30 a.m.
Cremation Marketing: The Keystone System - Real Stories, Real Results
Bob Horn & Jim Starks
Started in 1996, Bob Horn and his three partners have grown the Keystone Group to 177 funeral homes plus numerous crematories and cemeteries, handling more than 18,000 events each year. In this session, Bob and Keystone Vice President of Compliance Jim Starks will share the company's rich level of management experience. Bob's understanding of what works and what doesn't, coupled with his down-to-earth manner, make him one of the most respected national leaders in the profession today.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
When Will Your Crematory Be Sued?
Harvey Lapin, Esq.
"There are two kinds of crematories: those that have been sued and those that will be sued." So says attorney Harvey Lapin. You can help take your company out of either camp by attending this session, where Harvey will discuss the greatest areas of risk in crematory operation, "best practices" you should incorporate into your standard operating procedures and practical ways to minimize your exposure to litigation.
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
Establishing a Separate Company to Market Cremation & Opening a Pet Crematory
Jerry Sullivan
Jerry Sullivan is a licensed funeral director and a past president of the Cremation Association of North America. In 1982, he sold his funeral homes and kept the Cremation Society of Illinois, which he founded and continues to own and operate today. He will share his history and vision and his latest experience establishing a pet cremation business.
3:00 - 3:30 p.m.
Break
3:30 - 5:00 p.m.
Advertising to Cremation Customers
Devon Pero
Ad executive Devon Pero will share examples of successful advertising for cemeteries, cremation societies and funeral homes and will examine the value benefits that most attract consumers' attention. In addition, she'll address how to best manage your advertising budget:
- What type of advertising should you invest in? the Yellow Pages? the newspaper? what about newspaper inserts?
- What type of frequency commitment is required to make an impact?
- Is direct mail right for your firm?
- Do you need to hire an ad agency? If so, what criteria should you consider?
Tuesday, July 19
9:00 - 10:30 a.m.
You're Probably Losing Money on Direct Cremation
Kevin Bean
Kevin Bean's approach to cremation services exceeds his target customers' expectations and has earned him a dominant share of his market. Join him as he explains his pricing methods and reveals how any firm can use its own real costs to establish rational pricing to recover overhead. Finally, Kevin will give you the nuts and bolts to put it all together by marketing to people who would not be considered prospective cremation society customers.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
All About Equipment
Ron Salvatore
Ron Salvatore will offer insights on how to add a crematory to your operation, including crematory manufacturer selection, facility requirements, potential municipality hurdles to installation, purchase and maintenance costs, scheduling and more.
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
The Pleasure & Privilege of Serving Cremation Clients
Ernie Heffner, CFuE
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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