Anna Bernfeld, CAE
Executive Director, FAMIC
One Voice Impacting Our Future
Funeral Service Foundation- June 18, 2014
www.famic.org
Dear Funeral Service Foundation Trustees,
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www.famic.org
FAMIC Members
Casket & Funeral Supply Association
Cremation Association of North America
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
National Funeral Directors Association
Selected Independent Funeral Homes
Casket, Vault
& Memorial
Professionals
Advance
Planning
Professionals
The
Continuum
of Care
Cemeterians
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www.famic.org
Funeral
Directors
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.
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www.famic.org
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.
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www.famic.org
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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Funding - 2013
Funeral Service Foundation – Initial Grant
Matching Funds from 10 FAMIC Members
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The Process: Internal
Gathered “internal insights”
from FAMIC members
• Communications audit, leadership
interviews, leadership workshop
• Develop concept boards
• Membership feedback on concept boards
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The Process: External
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.
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www.famic.org
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 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
Something that people remember you by
Bob
Marilyn H.
The life that I lived meant something
Every person has a unique contribution…
to someone
They will know what my life meant to others.
Mary
John
I would like to leave a positive legacy
I’ve made a difference in some way.
Jay
Carole
I’ll know I made a difference in this
A desire to be known as having a
world. For however long I’m going to live, I
certain creativity and a certain goodness in
want to know it was worth it.
me. We do leave a legacy.
Jody
Lee
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
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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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How can I get involved to
help my profession?
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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.
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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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Available Materials
• digital ads
• website and social
media presence
• print and radio ads
• community outreach
presentation
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•
•
•
•
•
consumer video
brochures
press release
media pitch letters
social media co-pilot
www.famic.org
Digital Ads
• Download and add to your website.
• Hyperlinks to consumer landing page.
www.famic.org
Campaign Landing Page
for Consumers
www.talkofalifetime.org
Three Calls-to-action
1. Watch video
2. Free brochure
3. Member links
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Brochure
• Customize with your logo.
• Distribute at your place of
business, consumer and
civic events, etc.
www.famic.org
Print Ads
• Downloadable
and customizable.
• Placement in local
media, print flyers,
multiples uses.
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Social Media
Google+
Twitter
Pinterest
Facebook
YouTube
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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.
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To Access Campaign Materials
• www.famic.org
• Username: famic
• Password: campaign
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Have the Talk Grass Roots Results
Member Usage of Marketing Materials
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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
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Verbatim Comments – NFDA
Consumer Survey
Phase II
Have the Talk of a Lifetime
One Voice Impacting Our Future
Media Campaign Plan
& Fundraising
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www.famic.org
Media Campaign Strategies
• 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
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Media Campaign Strategies
• 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
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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.
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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.
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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.
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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.
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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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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.
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www.famic.org
Our goal is 4 million dollars
by the end of 2015.
for the lead gift.
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Visionary $500,000 - $999,999
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Public Listing
Prominent Listing
News Releases
Convention Exposure
Donor Recognition Reception
Sponsorship Signage
Let’s start the conversation!
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