Anna Bernfeld, CAE Executive Director, FAMIC One Voice Impacting Our Future

1. Anna Bernfeld, CAE Executive Director, FAMIC One Voice Impacting Our Future Funeral Service Foundation- June 18, 2014 www.famic.org

2. Dear Funeral Service Foundation Trustees, www.famic.org

3. FAMIC Members Casket & Funeral Supply Association Cremation Association of North America National Funeral Directors Association Funeral Service Foundation International Memorialization Supply Association International Order of the Golden Rule Life Insurers Council Monument Builders of North America National Concrete Burial Vault Association National Funeral Directors & Morticians Association Selected Independent Funeral Homes

4. www.famic.org

5. FAMIC Mission FAMIC is committed to making available to the public direct and open information regarding death care and memorialization from the leading associations of service providers and businesses. www.famic.org

6. Original Campaign Goals • Determine and promote the value of memorialization. • Promote better understanding, knowledge and acceptance of the value of the funeral ceremony. • Commemorating a life (memorialization) in a meaningful, appropriate way. www.famic.org

7. FAMIC has partnered with Springboard Brand & Creative Strategy (Springboard), a leading national branding and communications firm, to create the strategy, messaging and materials for this campaign. www.famic.org

8. Funding - 2013 Funeral Service Foundation – Initial Grant Matching Funds from 10 FAMIC Members Thank You!! www.famic.org

9. The Process: Internal Gathered “internal insights”from FAMIC members • Communications audit, leadership interviews, leadership workshop • Develop concept boards • Membership feedback on concept boards www.famic.org

10. The Process: External Gathered “external insights” • 2010 FAMIC Study(Harris Interactive) • To understand consumer attitudestoward memorialization, cremation, pre-planning. • 2012 Funeral Service Foundation Research (Olson Zaltman Associates – ZMET) • To understand depth of consumers’ unconscious motivations. • To understand role a memorialization plays in a person’s life. www.famic.org

11. FSF/ZMET Summary| Why • To better understand what modern consumers are seeking in an end-of-life service or ceremony. • Why are end-of-life services and ceremonies important? • What are the perceived benefits of non-traditional services compared to more traditional funerals? • What experience do consumers want for their friends and loved ones? • How do people perceive the funeral industry? • In sum: How can FAMIC help its members communicatemore effectively with consumers, and create the kind of emotional experiences consumers want from an end-of-life service or ceremony?

12. FSF/ZMET Summary| Who • Consumers who “probably” or “definitely” want a non-traditional service or ceremony. • Even split between men and women • Age 50-70 (evenly distributed) • Mix of race/ethnicity and religious affiliation

13. FSF/ZMET Summary | What, When, Where, and How • ZMET interviews conducted in June 2012 in Atlanta, GA and Overland Park, KS. • Respondents asked to collect: • 3 or 4 pictures that represent, “Your thoughts and feelings about traditional visitations and funerals.” and • 3 or 4 pictures that represent, “Your thoughts and feelings about your end of life service or ceremony and what it means to you.” • Respondents interviewed for 1 ½ hours using the Zaltman Metaphor Elicitation Technique (ZMET).

14. “I mattered” | A lexicon You’ve contributed and made a difference Bob Something that people remember you by Marilyn H. Every person has a unique contribution… They will know what my life meant to others. John The life that I lived meant somethingto someone Mary I would like to leave a positive legacy Jay I’ve made a difference in some way. Carole I’ll know I made a difference in this world. For however long I’m going to live, I want to know it was worth it. Jody A desire to be known as having a certain creativity and a certain goodness in me. We do leave a legacy. Lee

15. Key Findings: External But, at time of “crisis,” family members are on “auto-pilot” • Unhappy and unprepared • Typically revert to “checklist” • Not in the right frame of mind to think creatively www.famic.org

16. The Opportunity • Link the value of memorialization (“I Mattered”) with the need to talk with loved ones about what matters most – how they feel they made a difference.

17. FAMIC’s Unique Role Inspire the conversation

18. How can I get involved to help my profession? www.famic.org

19. We Are All Essential • The funeral service profession – our profession – holds a critical role in creating meaningful end-of-life services. From funeral directors, cemeterians and cremationists who work directly with families, to the suppliers and vendors whose products and services help families honor a life well lived, we are all essential. www.famic.org

20. In June 2013, FAMIC took an unprecedented step and united the profession with a single, consistent voice by engaging its members in the Have a Talk of a Lifetime grassroots campaign. www.famic.org

21. Available Materials • digital ads • website and social media presence • print and radio ads • community outreach presentation • consumer video • brochures • press release • media pitch letters • social media co-pilot www.famic.org

22. Digital Ads • Download and add to your website. • Hyperlinks to consumer landing page. www.famic.org

23. Campaign Landing Page for Consumerswww.talkofalifetime.org Three Calls-to-action Watch video Free brochure Member links

24. Brochure • Customize with your logo. • Distribute at your place of business, consumer and civic events, etc. www.famic.org

25. Print Ads • Downloadable and customizable. • Placement in local media, print flyers, multiples uses. www.famic.org

26. Social Media Google+ Twitter Pinterest Facebook YouTube

27. Video 2-Minute video includes: • Rationale to “Have the Talk of a Lifetime.” • Call to Action: Find a FAMIC member and download your free brochure now. • Add to website, present at consumer and civic events. www.famic.org

28. To Access Campaign Materials • www.famic.org • Username: famic • Password: campaign www.famic.org

29. Have the Talk Grass Roots ResultsMember Usage of Marketing Materials www.famic.org

30. Consumer Survey An online consumer survey was conducted in April, 2014 with over 1,000 respondents. The survey included questions about “Have the Talk of a Lifetime”*. • 12.6% of respondents stated they are familiar with or have heard of “Have the Talk of a Lifetime” • Almost 60% of respondents who have heard of the “Have the Talk of a Lifetime” ad campaign said it encouraged them to talk to their family about memorialization *Questions were part of a larger NFDA survey www.famic.org

31. Verbatim Comments – NFDA Consumer Survey

32. Phase IIHave the Talk of a LifetimeOne Voice Impacting Our FutureMedia Campaign Plan& Fundraising www.famic.org

33. Media Campaign Strategies • Employan integrated marketing and media strategy that blends digital (online) and traditional (offline) • Select cost-effective and efficient media options that are highly targeted to a specific audience in the most appropriate environment www.famic.org

34. Media Campaign Strategies • Utilize all manners of digital media including: • Pay-per-click, Behavioral marketing, Search engine optimization • Targetconsumers who are most able to act on the Have the Talk message and influence others • Drive consumers to the Have the Talk website • Continue to enhance the grassroots efforts www.famic.org

35. Media Campaign Outcomes Short-term (measured every 30 days) • Behavioral shifts measured in actions and analytics in terms of: • Visits to the website • Links to FAMIC members • Requests for information such as the downloadable brochure. www.famic.org

36. Media Campaign Outcomes Long-term (measured annually or bi-annually) • Attitudinal shifts measured in improved perceptions of the funeral service profession, and the connection between Have the Talk and memorialization. This will be assessed in FAMIC’s survey Americans’ Attitudes Towards Death and Ritualization, which is conducted every five years, as well as in additional on-going surveys. www.famic.org

37. Change Consumer Perceptions • FAMIC is poised to significantly impact consumer perceptions of the funeral service profession for decades to come by capitalizing on the shift toward digital marketing. www.famic.org

38. Blended Strategy A blended strategy of traditional and digital marketing will ensure that Have the Talk will: • Reach a national audience. • Achieve results on par with well-recognized and highly successful branding campaigns. • Maximize the media budget without spending millions of dollars once required in mass media campaigns of similar scope. www.famic.org

39. Sample Banner Ads www.famic.org

40. Have the Talk Digital Campaign Test Results www.famic.org

41. Your support of the One Voice Impacting Our Future campaign provides you with the opportunity to: • Unite our profession and speak with one voice. • Enrich the fabric of our communities by endorsing Have the Talk of a Lifetime. • Grow your bottom line. www.famic.org

42. The Time Is NOW • Your involvement will be what helps us begin to change consumer opinions and attitudes toward memorialization. • Now is the time to unite with One Voice and join with FAMIC in this historic public education and awareness campaign. www.famic.org

43. Thank You Our goal is 4 million dollarsby the end of 2015. for the lead gift.

44. Visionary $500,000 - $999,999 Public Listing Prominent Listing News Releases Convention Exposure Donor Recognition Reception Sponsorship Signage

45. Let’s start the conversation!