www.famic.org

Anna Bernfeld, CAEExecutive Director, FAMIC

One Voice Impacting Our FutureFuneral Service Foundation- June 18, 2014

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Dear Funeral Service Foundation Trustees,

National Funeral Directors Association

Cremation Association of North America

National Funeral Directors & Morticians Association

Casket & Funeral Supply Association

Funeral Service FoundationInternational Memorialization Supply Association

International Order of the Golden Rule

Monument Builders of North AmericaNational Concrete Burial Vault Association

Selected Independent Funeral Homes

FAMIC Members

Life Insurers Council

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The Continuum

of Care

Casket, Vault & Memorial

Professionals

Funeral Directors

Cemeterians

Advance Planning

Professionals

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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.

FAMIC Mission

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• 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.

Original Campaign Goals

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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.

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Funeral Service Foundation – Initial Grant

Matching Funds from 10 FAMIC Members

Funding - 2013

Thank You!!

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Gathered “internal insights” from FAMIC members

• Communications audit, leadership interviews, leadership workshop

• Develop concept boards• Membership feedback on concept boards

The Process: Internal

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Gathered “external insights”• 2010 FAMIC Study (Harris Interactive)

– To understand consumer attitudes toward 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.

The Process: External

FSF/ZMET Summary| WhyTo 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 communicate more effectively with consumers, and create the kind of emotional experiences consumers want from an end-of-life service or ceremony?

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

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).

“I mattered” | A lexicon

You’ve contributed and made a difference

Bob

The life that I lived meant something

to someone

Mary

I would like to leave a positive legacy

Jay

Something that people remember you by

Marilyn H.

I’ve made a difference in some way.

Carole

A desire to be known as having a

certain creativity and a certain goodness in

me. We do leave a legacy.

Lee

Every person has a unique contribution…

They will know what my life meant to others.

John

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

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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

Key Findings: External

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.

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FAMIC’s Unique Role

Inspire the conversation

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www.famic.org

How can I get involved to help my profession?

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• 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.

We Are All Essential

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• 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.

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• 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

Available Materials

• Download and add to your website.• Hyperlinks to consumer landing page.

Digital Ads

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Campaign Landing Page for Consumers

www.talkofalifetime.org

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Three Calls-to-action

1. Watch video

2. Free brochure

3. Member links

• Customize with your logo.

• Distribute at your place of business, consumer and civic events, etc.

Brochure

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• Downloadable and customizable.

• Placement in local media, print flyers, multiples uses.

Print Ads

Social Media

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Google+

Twitter

YouTube

Facebook

Pinterest

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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.

Video

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• www.famic.org• Username: famic• Password: campaign

To Access Campaign Materials

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Have the Talk Grass Roots ResultsMember Usage of Marketing Materials

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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

Consumer Survey

Verbatim Comments – NFDA Consumer Survey

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Phase IIHave the Talk of a

LifetimeOne Voice Impacting Our

Future

Media Campaign Plan& Fundraising

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• Employ an 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

 

Media Campaign Strategies

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• Utilize all manners of digital media including: – Pay-per-click, Behavioral marketing, Search engine

optimization• Target consumers 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

Media Campaign Strategies

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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.

Media Campaign Outcomes

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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.

Media Campaign Outcomes

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• 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.

Change Consumer Perceptions

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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.

Blended Strategy

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Sample Banner Ads

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Have the Talk Digital Campaign Test Results

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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.

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• 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.

The Time Is NOW

Our goal is 4 million dollarsby the end of 2015.

for the lead gift.43

Thank You

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

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Let’s start the conversation!

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