Page A29 MAY 2023 FUNERAL HOME & CEMETERY NEWS Section A Call: 661-250-1507 • Visit: www.XLIndustries.com Available Through Quality Suppliers Made in USA It’s time to upgrade your Display Stands! Providing the Best-Designed Tools for Your Services Since 1926. Dozens of products that give you years of service and store compactly when not in use. Lightweight and easy to take to gravesides or churches. Portable Folding Display Table Basket Stands “A” Floral Rack Nesting Stands Designing, Manufacturing and Installing Mortuary Equipment For 37 Years. MADE IN USA ISO • ISO 9001:2015 CERTIFIE • ISO 9001:2015 CERTIFIED Give Us A Call (800) 410-0100 www.mortechmfg.com info@mortechmfg.com success. For many of us, a large shortcoming in executive operations is not failing to meet our goals, but in not defining them, or setting our mark too low and only achieving what we were aiming for. According to research outlined in the Harvard Business Review, 85% of executive leadership teams spend less than one hour each month discussing strategy, and, on average, 95% of a company’s employees don’t understand its strategy. It’s no wonder so many companies fail to reach their strategic targets. Dive into how to effectively develop your ongoing strategic planning process so you can rise above the statistic and be one step close to the ultimate goal of your exit plan. Earned Media Best Practices Danielle Burmeister, Homesteaders Life Company In this session, we’ll discuss the three types of media: “paid,” “earned,” and “owned.” Experts define earned media as the “unpaid coverage/mention of you or your brand or organization by third-party entities such as media publications, customers, or influencers.” In a nutshell, it is publicity — any content written about a company or brand that the company or brand has not paid for. Funeral home businesses should strive for their earned media strategies to incorporate the best PR practices, and this session will provide some useful information about how to seek and win media coverage that promotes and builds a brand. The Dirt on Natural Organic Reduction Brienna Smith, Return Home Natural Organic Reduction was legalized in Washington State in 2019; this unprecedented change in law is a point of concern and contention within the industry. As licensed funeral professionals, we were not given access to research or training. Still, we felt that it was our responsibility to be well informed on this new disposition method. Our team abandoned tradition and comfort for innovation and uncertainty out of complete necessity to the families of Washington State. Return Home began conducting research in January of 2019 and has formulated a process that can be explained with complete transparency. The results of our science prove that the human body was designed to turn back into earth; we have optimized that process to take place within 60-90 days. This session is for funeral professionals who seek information and education on NOR, which is vital to ensure a full-service experience for interested families and continued education as new states pass legislation permitting NOR. Completing the Circle: Preneed, At-need, Pets Coleen Ellis, Two Hearts Pet Loss Center Servicing pets is a fabulous addition to a marketing message and opportunity to serve families experiencing another kind of loss. But the true power in working with pet parents, especially those who may have never used YOUR funeral home before, is capturing that family as a new legacy family. Pets as a lead generator and as a source of discussion are an excellent way to find new families to serve and begin new loyalties. From a Guide to Planning Ahead for a pet to bringing a family full circle into the organization’s fold will be presented for an incredibly spirited presentation and takeaways. “If Cremation Is So Easy… Why Does Anyone Make a Mistake?” (The Ultimate Cremation Risk Management Class) Poul Lemasters, Esq., ICCFA/ Lemasters Counseling Cremation is proclaimed to be a simple method of disposition. If it’s simple, then how can anything go wrong? The truth is that while parts of cremation may appear simple – the process is far from it. With an increase in the numbers of cremation, most businesses are just doing more cremation; but not doing more procedures. This seminar will look at everything from the first call from the family all the way to the return of cremated remains to the family. Of course, we will touch on everything in between too. Through the program, we will discuss best practices in all facets with a focus on some of the more complex areas – think identification – as well as some of the more common but overlooked areas – think storage of remains before and after cremation. If you provide cremation, then this program is for you. You will hear firsthand the lawsuits that are happening today, with a focus on prevention. Continued from Page A28 Breakout Sessions Educational Foundation Reception May 17, 6:00pm Lasting Impact Award Recipient: Doug Gober The Lasting Impact Awards were created by the ICCFA Educational Foundation to recognize those individuals who have made significant contributions to furthering professional development and lifelong learning in the funeral, cemetery and cremation profession. This year’s Lasting Impact Award will be presented to Doug Gober at a reception on May 17 at the 2023 ICCFA Annual Convention and Exposition in Kansas City, Missouri. Doug is receiving this award in recognition of his commitment and contributions to the deathcare profession over his 44-year career. During this time, he has logged hundreds of hours as a speaker and educator at deathcare events across the globe and has presented at many ICCFA events. Doug has earned numerous national awards and has served as a consultant for marketing and merchandising projects on an international scale. Continued on page A30
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