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,
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
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.
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. 6
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.
Funding - 2013 Funeral Service Foundation – Initial Grant
Matching Funds from 10 FAMIC Members 8
The Process: Internal Gathered “internal insights” from FAMIC members • Communications audit, leadership interviews, leadership workshop • Develop concept boards • Membership feedback on concept boards 9
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. 10
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?
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
The life that I lived meant something
Every person has a unique contribution…
They will know what my life meant to others.
I would like to leave a positive legacy
I’ve made a difference in some way.
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.
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
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.
FAMIC’s Unique Role
Inspire the conversation
How can I get involved to help my profession? 18
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. 19
• 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. 20
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
Digital Ads • Download and add to your website. • Hyperlinks to consumer landing page.
Campaign Landing Page for Consumers www.talkofalifetime.org Three Calls-to-action
1. Watch video 2. Free brochure 3. Member links
Brochure • Customize with your logo.
• Distribute at your place of business, consumer and civic events, etc.
Print Ads • Downloadable and customizable. • Placement in local media, print flyers, multiples uses.
Social Media Google+
Facebook YouTube 26
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. 27
To Access Campaign Materials • www.famic.org • Username: famic • Password: campaign
Have the Talk Grass Roots Results Member Usage of Marketing Materials
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
Verbatim Comments – NFDA Consumer Survey
Have the Talk of a Lifetime One Voice Impacting Our Future
Media Campaign Plan & Fundraising 32
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
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 34
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.
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. 36
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.
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.
Sample Banner Ads
Have the Talk Digital Campaign Test Results
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.
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. 42
Our goal is 4 million dollars by the end of 2015.
for the lead gift. 43
Visionary $500,000 - $999,999 • • • • • •
Public Listing Prominent Listing News Releases Convention Exposure Donor Recognition Reception Sponsorship Signage
Let’s start the conversation!