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2006 ICFA University
College of Cremation Services
July 21-26, 2006
University of Memphis
Memphis, Tennessee
Dean: Ernie Heffner, CFuE
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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 21
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 22
9:00 - 10:30 a.m.
The Financial Realities of Today's Death Care Industry
David Nixon
David Nixon has been serving the cemetery and funeral service profession since 1979. He has created more than 2,000 budgets for clients ranging in size from 40 to 1,500 events per year. In this session, he will share his experience on a variety of topics that directly affect your bottom line, including:
- determining overhead and fair pricing in today's environment
- creating a business plan that embraces the cremation customer
- the future—hold tight or start fresh?
- staffing for the future
- pricing strategies to survive today's realities
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
The Financial Realities of Today's Death Care Industry (cont'd)
David Nixon
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 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.
3:00 - 3:30 p.m.
Break
3:30 - 5:00 p.m.
Cremation and Crematory Risk Management: Go Ahead...Don't Bother. I Dare You.
Jim Starks
Sunday, July 23
9:00 - 10:30 a.m.
Establishing a Separate Company to Market Cremation and Establishing a Pet Crematory
Elisa Krcilek
Elisa Krcilek is a licensed funeral director, a certified crematory operator and vice president of the International Cremation Federation. She serves as marketing director for the Cremation Society of Illinois and handles all marketing for both the society and its more recently established pet cremation business. She will share the company's history, vision and experience with the class.
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
Would You Like Lunch with That Cremation?
Mark Krause, CFuE
What makes cremation arrangements more complicated than burial arrangements? What is the attitude difference for the arranger and the customer? Why should a retort have an oriental carpet in front of the unit? How are appointments like paintings, silk plants and comfortable furniture important around a crematory? Why is food an important part of cremation services?
Join Mark Krause to find out how answering these questions can take your cremation operations and sales to new levels of succeess.
12:30 - 1:30 p.m.
Lunch
1:30 - 5:00 p.m.
Crematory Tour: "The Real Deal on Crematory Operations Policies and Procedures"
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 and presentation of these Service Corporation International facilities.
7:00 - 9:00 p.m.
Annual Sports Tournament
Monday, July 24
9:00 - 10:30 a.m.
When Will Your Crematory Be Sued?
Harvey I. Lapin
There are two kinds of crematories: those that have been sued and those that will be sued. We'll review areas of concern when dealing with the cremation customer and provide guidelines for avoiding liability. What are some best practices to incorporate into your standard operating procedure? Where are the areas of greatest risk operating a crematory? How can you minimize your exposure?
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.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 more than 170 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.
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
When a Client Has All But Written It Off: Permanent Memorialization Strategies That Work
Travis Sandusky
In a market with a cremation rate ranging from 55-68 percent, Travis Sandusky will explain how the team at Eternal Hills Memorial Gardens & Funeral Home in Klamath Falls, Oregon, has developed an approach that consistently results in permanent memorialization. While Eternal Hills offers urn gardens, glass-front niches, scattering gardens, etc., the real key and focus is not on product but rather on communication. The arranger's attitude and approach is key to helping the customer realize the importance of permanent memorialization. This success story is not just theory but real "how to" instruction on "why we do what we do" and "how we've applied these theories."
3:00 - 3:30 p.m.
Break
3:30 - 5:00 p.m.
Advertising to Cremation Customers
Doug Clery
Ad exec Doug Clery will take a look at examples of cremation advertising to consider for cemeteries, cremation societies and funeral homes and will address the top ad questions: What is the best media to reach cremation consumers? How much is too much or too little in a financial commitment to advertising? What kind of frequency commitment is required to make an impact? Are Yellow Pages important? Is newspaper the place to be? Why use direct mail? Are newspaper inserts a practical option? What are the value benefits that most strongly attract consumers' attention? Is an advertising agency really necessary? If one considers using an advertising agency, what criteria should be considered?
Tuesday, July 25
9:00 - 10:30 a.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 ... expanded to two sessions due to popular demand!
10:30 - 11:00 a.m.
Break
11:00 a.m. - 12:30 p.m.
All About Equipment (cont'd)
Ron Salvatore
12:30 - 1:30 p.m.
Lunch
1:30 - 3:00 p.m.
The Best of the Best Products and Processes
Dave Montgomery
What can you do with a little piece of space? Expect before and after pictures with real world revenue stats to be shared in this lecture. Dave Montgomery is the director of sales and marketing for United Memorial Products Inc. Jeff Kidwiler, CCE, dean of the College of Land Management & Grounds Operations has put his reputation on the line with the claim that this segment will show all of the "coolest" cremation memorialization products and the processes used to get out of the starting gate and move to the next level. If you want to exceed customer expectations with meaningful cremation memorialization options, then this is a can't-miss segment.
3:00 - 3:30 p.m.
Break
3:30 - 4:30 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
4:30 - 5:30 p.m.
Graduation/Reception for Students Completing Four Years
Wednesday, July 26
9:00 - 10:00 a.m.
The Perfect Summary:
Speak Out Action Plans
Instructors and students
Each instructor and student will have 60 seconds to articulate the best thing they learned this week at the ICFA College of Cremation Services and what they intend to incorporate into their business when they return home. This segment receives the highest ratings from students.
10:00 - 10:30 a.m.
Diploma and Class Pictures
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