schedule of events april 18–21, 2018 - iccfa.com · socialnomics: winning customers’ hearts,...

April 18–21, 2018 Mandalay Bay ResoRt & Casino • las Vegas, nV

www.iCCfaConVention.CoM

sChedule of eVents

All In ♣ 2018 iCCfa annual ConVention & expo

Breakout Sessionsat a glanCe

WEDNESDAY, April 182:00 pmAre You Standing in Your Own Way? Mike Watkins, CFSP

Financing and the Transitioning of Ownership Stephanie Dunn & Walker Posie, CFSP

JFDA: Do Jews Really Believe in the Afterlife?: Practical Guidelines for Funeral Directors Dr. Simcha Raphael

3:00 pmChanging the Cremation Paradigm: Getting Cemeteries Back in the Game Chris Keller

Winners Always Quit Dave Shank

FriDAY, April 201:00 pmThe Cents and Sense of Cremation Metal Recycling: A Panel View of Post-Cremation Recycling Poul Lemasters, moderator

15 Decisions to Make Before You Start a Pet Loss Business Jodi Clock, CPLP

Protecting Your Most Important Asset: Preventing Burnout Jason Troyer, PhD

You and Your Veterinary Partnership: Staying Significant and Needed Richard Hobart, DVM

Influence Redefined: Women in Leadership Stacey Hanke

2:00 pmHow to Create a Non-Profit Foundation for Your Cemetery Gwen Mooney, CCFE & Michael Higgs

Why Having a Trustworthy Internet Brand is More Important Than Ever Tyler Yamasaki

A Shared Burden Kim Medici Shelquist, moderator

How to Stay Relevant with Customers in 2018 Kim Butler

2:30 pmGovernment & Legal Panel: Tax Reform and Other Mysteries Explained Les Schneider, Mike Pepperman, Poul Lemasters

3:00 pmWhat Cremation Families Really Want Doug Gober, Jr.

Music: An Important Bridge Between Ritual, Healing and Remembrance Dianne Gray

A Closer Look at Prep Room Safety Lance Ray

PLPA Accreditation Program Jodi Clock, CPLP & Roberta Knauf, CPLP

SATUrDAY, April 219:00 amTransitioning to Insiders: Retirement is an Event, Succession is a Process Alan Creedy

Build a Highly Engaged Workforce Cate Collins

Ethical Issues with the FTC Rule Marty & Kara Ludlum

Lessons on Grief and Mourning in Cartoons Gail Rubin

Understanding Flame vs. Non-Flame Cremation Options Kathy Cooney, DVM & Paul Seyler

10:00 amMortuary Litigation Emily Ann Albrecht

Who’s Really Killing Your Business? Lori Salberg & John Bolton, CCE, CSE, CCrE

How to Use the Profit Loyalty Chain Stan Engh, CCFE

Hot Dogs & Decomposition Damon de la Cruz, PhD

11:00 amBeginning & Ending Employee Experiences the Right Way Jodi Clock, CPLP & Mark Jorgensen

“What Can You Do For Me?”: Taking Funeral Service to the Next Level Jason Troyer, PhD

Increase Your Profits Through Pre-need Funding via Insurance or Trust Greer Redden

Is it Time You Put a Grief Therapy Dog on Staff? Roberta Knauf

Do You Really Have Them at Hello? The Age-Old Art of the Telephone Nicole Wiedeman

12:00 noonGood Mourning: Growing Through Grief Jim Czegledi

When All That’s Left Are Words Stephanie Longmuir

Swimming with the Sharks: Ethics & Collecting Old Accounts Marty & Kara Ludlum

Are You Sure You Want to Take Mom Home with You? Leveraging Permanent Memorialization for Cremation Michael Harens

Generational Insight into the Client of Today Coleen Ellis, CPLP

1www.iCCfaConVention.CoM

Program Co-chairsThis year at the 2018 ICCFA Annual Convention, we went ALL IN!

Our team has put together a full house of dynamic speakers and educational breakouts that will provide actionable and tangible benefits to our members. On behalf of ICCFA we would like to thank you for joining us at this dynamic event that will feature sessions addressing the many challenges and opportunities we face in the ever-changing climate of the funeral profession. Roll the dice and win big by spending time on the exhibit floor and visiting with vendors from across the industry that will be sharing the most innovative products available to our industry today. The keynote sessions are guaranteed to open your eyes to new and exciting possibilities!

Our commitment as co-chairs is to over-deliver on your expectation of excellence and at the same time provide you with an experience that will add value to your daily business model. We challenge you to get involved and participate during the sessions so you can get the most out of your time at the Annual Convention. Reconnect with old friends and make new ones while exploring the many offerings of the great city of Las Vegas.

We are honored to have the opportunity to chair the conference and look forward to visiting with all of you at the convention. Your drive, vision and leadership is what makes our profession great. We thank our vendors and members for all of the support in making this possible.

Truly yours,

Shawna de la Cruz

Andy lopez

lETTEr From ThE

Shawna de la CruzProgram Co-chair Forest Lawn Memorial - Park & Mortuary Glendale, California

Andy LopezProgram Co-chair Oak Hill Funeral Home and Memorial Park San Jose, California

2 All In ♣ 2018 iCCfa annual ConVention & expo

iCCfa annual Meeting of mEmbErSThursday, april 19 8:30 To 10:00 am

All ICCFA members are encouraged to attend the association’s Annual Meeting of Members. Vote for members to represent you on the Board of Directors, listen to officer reports on the state of ICCFA and fully engage in the running of your association.

plpA rECEpTioNThursday, april 19 5:00 To 6:00 pm

Join pet loss professionals from around the world as they meet to kick off a week full of festivities. Hors d’oeuvres and drinks will be served. Admission is included with every full registration.

FirST TimErS’ rECEpTioNThursday, april 19 5:00 To 6:00 pm

Will this be your first time attending the ICCFA Annual Convention & Exposition? Come meet other members who are also new to the convention, as well as ICCFA volunteers and leadership, at this special reception dedicated to welcoming you. Admission is included with every full registration.

iCCFA EDUCATioNAl FoUNDATioN rECEpTioN*Thursday, april 19 5:30 To 6:30 pm

Join us for a reception to honor donors, scholarship recipients and bestow the ICCFA Educational Foundation Lasting Impact Award to Tom Flynn. Light snacks will be served along with an open bar. All proceeds will benefit the Educational Foundation, a tax-exempt 501(c)(3) charity that supports the association’s educational programs. A ticket is included with every full registration. To purchase additional tickets: $50.

iCCFA prAYEr brEAkFASTFriday, april 20 7:30 To 8:30 am

Come join us for breakfast and fellowship at this year’s Prayer Breakfast. This year’s Prayer Breakfast is courtesy of generous sponsorships. It is open to the first 60 individuals who show up to the breakfast—first-come, first-served. Sorry, spouses/guests may not attend.

4Th annual pet MeMoRial seRViCeFriday, april 20 8:30 To 8:40 am

Join us as we honor service pets and family pets of ICCFA members who have died in the past year. Instructions and a PDF form to submit a pet can be found at www.iccfaconvention.com. The deadline for submission is February 26, 2018.

Special Events

sChedule and pRogRaM May Be suBjeCt to Change. * Ticketed Event

iCCFA EDUCATioNAl FoUNDATioN

lasting iMpaCt AWArDEE

Tom FlYNN


Keeping it peRsonal (Kip) AWArD prESENTATioNFriday, april 20 8:40 To 9:00 am

Winners of the 2017 Keeping It Personal (KIP) Awards will be honored during a ceremony on the general session stage. The KIP Awards recognize the best in personalization and were created by ICCFA’s Personalization Committee to recognize outstanding examples of personalization of services or products in the deathcare profession.

iNTErNATioNAl rECEpTioNFriday, april 20 6:30 To 8:30 pm

Join the ICCFA and fellow international attendees at this special reception during the 2018 ICCFA Annual Convention! The International Reception will feature an open bar that serves beer and wine, heavy hors d’eourves and music.

STATE ASSoCiATioN lEADErShip lUNChEoN*saTurday, april 21 1:00 To 2:30 pm

Elected leaders, staff and “rising stars” from state and regional associations are invited to gather at this roundtable luncheon to network and share the issues affecting their members. A ticket is required and can be purchased on your registration form. Tickets: $60.

Closing ReCeptionsaTurday, april 21 6:00 To 7:00 pm

Join us for an open bar before the Closing Dinner.

iCCfa MeMoRial seRViCesaTurday, april 21 7:00 To 8:00 pm

Tribute and memorialization are at the heart of what we do. Join us as we remember colleagues and loved ones of ICCFA members who have passed away this past year.

If you would like to remember a loved one who has died, please send us a profile and photos for inclusion in the service. Instructions and a PDF form can be found at www.iccfaconvention.com. The deadline for submission is February 26, 2018.

Closing dinneRsaTurday, april 21 8:00 To 11:00 pm

Join us for a night of 1920’s glamour at the Las Vegas Glam-themed Closing Dinner. Come enjoy food and entertainment as we close the 2018 ICCFA Annual Convention. The ICCFA presidential transfer from Scott Sells, CCFE, to Christine Toson Hentges, CCE, will take place during this event, as will the exchange of gifts with our fellow international groups.

The Hall of Fame award ceremony will also take place. This year, Paul Elvig will be inducted into the ICCFA Hall of Fame.

Tickets are included with full attendee and spouse/guest registrations. All others may purchase a ticket on the registration form.

during the las Vegas Glam-themed Closing Banquet on saturday, enjoy live music by the all-vocal country sensation, Home Free. This 5-man band has become known for their show-stopping performances that have a mixture of their signature no-instrument, all-vocal music with their quick-witted humor. home Free brings Nashville country standards and country-dipped pop hits to this year’s iCCFa annual Convention.

2018 iCCFA hAll oF FAmE AWArDEE

paul elVig

SCoTT SEllS, CCFE

ChriSTiNE ToSoN hentges, CCe


2018 Keynote SpeakersCOL David SutherlandUS Army (Retired)

Erik Qualman

lead from the FrontLEAD FROM THE FRONT leadership is born from an attitude that rejects the culture of negativity. It is built upon the pillars of character, knowledge, pressure and motivation, and lives within all of us. Join Colonel David Sutherland, one of 13 Brigade Commanders during “The Surge” in the Iraq War, as he brings to life lessons learned from the battlefield and hear examples of unconventional leadership which will inspire you to use your tactical edge to “lead from the front” to create your culture of excellence.

Colonel David W. Sutherland, US Army, Retired, served in uniform for nearly 30 years and has commanded at all levels from Platoon through Brigade. During Surge Operations in Iraq he served as the Commander of the 3rd Heavy Brigade Combat Team, Greywolf, 1st Cavalry Division and Coalition Force Commander in the volatile Diyala Province. For the past several years he has traveled the nation as an advocate for transformation change focusing on leadership, corporate culture and veteran inclusion. He completed his nearly 30 years of service as the Special Assistant to the Chairman of the Joint Chiefs of Staff and now serves as the president of Sutherland Partnership, Inc and chairman of Dixon Center for Military and Veterans Services.

Socialnomics: Winning Customers’ hearts, minds & Wallets in a

Wi-Fi WorldWe are no longer searching for products and services, rather they are being pushed our way by friends and acquaintances via digital communication outlets. Yes, word-of-mouth is now on digital steroids. We don’t have a choice on whether we do social and mobile, the choice is how well we do it. Learn:

♦ Why simple is critical but simple is hard

♦ Big is great but actionable is better

♦ The art of being Flawsome: failing fast, failing forward, failing better

♦ How to use mobile and social to develop customer relationships, earn loyalty and drive long-term success

♦ The importance of avoiding thru-put traps to produce output

“Erik Qualman’s keynote was the highlight of our Starbucks Conference. He is one of the most engaging and entertaining speakers I’ve come across, and was able to make the content relevant to our audience and fitting to our theme. His depth of insight and breadth of examples have prompted us to shift our thinking.” -Starbucks

Thursday, April 1910:00–11:00 am

Thursday, April 1911:00 am–12:00 noon


2018 Keynote SpeakersStacey Hanke

Plus: � oVeR 30 brEAkoUT SESSioNS oN TopiCS Ranging fRoM CrEmATioN, MaRKeting, teChnology, pET loSS AND morE � 13 hoUrS oF Continuing EDUCATioN CrEDiTS �mUlTiplE netwoRKing opporTUNiTiES

influence redefined: be the leader You Were meant to be,

monday to mondayWe all want to enhance our influence…but what if we are sabotaging our influence without even knowing it? You may not be as influential as you think you are! Most of us believe if we know our topic or if we feel good we must be good. Influence Redefined will give you the opportunity to take a closer look at what’s really going on rather than what you believe to be true.

How you communicate verbally and non-verbally determines whether or not others see you as credible, knowledgeable and trustworthy. Without doing this effectively, you inhibit your potential to reach a goal of: influencing, increasing profits and building a reputation you’re proud of Monday to Monday®.

Author and body language expert Stacey Hanke helps individuals eliminate the static that plagues spoken communication — to persuade, sell, influence and communicate face-to-face with a clear message. Hanke will share techniques and concepts that will help you engage and connect with others to achieve your goals.

Friday, April 209:00–10:00 am


WEDNESDAY, April 18 12:30 – 2:00 pm

jewish funeRal diReCtoRs of aMeRiCa Business Meeting & MeMoRial seRViCe

WEDNESDAY, April 18 2:00 – 3:50 pm

do jews Really BelieVe in the afteRlife? pRaCtiCal guidelines foR funeRal diReCtoRs

dr. simCha raphael - raBBiNiC pasTor, TraNspersoNal psyChoTherapisT, spiriTual direCTor, da’aT iNsTiTuTe (deaTh awareNess, adVoCaCy aNd TraiNiNG)

Does Judaism believe in the afterlife? Unequivocally, the answer is yes! However, today many are unaware of traditional Jewish wisdom on life after death. Dr. Simcha Raphael, author of the ground-breaking classic, Jewish Views of the Afterlife, will explore teachings on life after death found in traditional and mystical Judaism. But more than “talking

philosophy” he will address how an understanding of teachings on the afterlife impact our work with families dealing with the immediacy of death and loss. We shall discover the direct relationship between afterlife teachings and Jewish death rituals, and learn practical guidelines for providing compassionate care for families, based on a rich understanding of Jewish afterlife teachings.

ICCFA Expo Hall11 hours of exhibiting with free food and drinks throughout

WEDNESDAY, April 184:00–7:00 pmGraNd opeNiNG reCepTioN wiTh opeN Bar aNd heaVy hors d'oeuVres

ThUrSDAY, April 1912:00 noon–5:00 pmluNCh aNd happy hour

FriDAY, April 2010:00 am–1:00 pmBruNCh

jfda Meetings & BReaKout sessions


Breakout SessionsWednesday, April 18

2:00–2:50 pm

aRe you standing in youR own way?miChael J. waTkiNs, CFsp, CCo - ViCe presideNT, operaTioNs & CompliaNCe, The siGNaTure Group

Funeral and cemetery professionals often suffer from a condition of which they are completely

unaware; they are experiencing a critical disconnect between their BELIEFS and their PRACTICES. The families they are serving have changed practically every facet of their business, but they haven’t. Join Mike as he examines this phenomenon and takes on the tough questions that must be asked to begin changing this mind set. He will share practical strategies on using the concept of “and” versus “or”; how to answer the question that most of today’s consumers are thinking but not asking; how to develop a compelling argument as to why you should be the provider of choice, and ways to convey the value of funeral and cemetery services to the family who may want to do nothing.

Mike Watkins has been involved in various capacities in both public and private funeral and cemetery organizations during his over 32 years in the industry. Prior to joining The Signature Group, Mike served as the Senior Vice President of Operations for the National Funeral Directors Association (NFDA), where he oversaw the accounting, information technology, human resources and cremation services departments. Prior to joining the NFDA, Mike was an Executive Vice President for Palm Mortuary in Las Vegas, Nevada where he oversaw all matters related to the development and management of Palm’s 265 employees, safety compliance, and human resources.

2:00–2:50 pm ThE FUNErAl iNDUSTrY: CoNSUmEr pRefeRenCe Vs. industRy standaRds

walker s. posey, CFsp - FuNeral direCTor/owNer, posey FuNeral direCTors

sTephaNie duNN - seNior ViCe presideNT / sBa diVisioN NaTioNal sales maNaGer, FirsT BaNk (FBNC)

Consumer Preference vs Industry Standards will focus on solutions that you can use to better connect, communicate and serve the changing needs of today’s consumer. Through Walker’s rollercoaster story of securing ownership of his

family firm, Stephanie and Walker will describe strategies they implemented to allow the business purchase to happen, capital for significant development to be secured and the ultimately peaceful transition of generational change that was once thought to be unattainable. We will discuss Old vs New; Consumer Preference vs Industry Preference; Streamlined Business Practices; Technology Solutions we use which are not on the current market today.

Walker Posey is a fourth-generation funeral director/owner, whose family history dates back more than 130 years in funeral service. He is currently involved with several ventures designed to promote education and understanding between the consumer and funeral professionals. Over the last decade, Walker has served as a key consultant for various technology and service companies within deathcare. His theories and strategies have helped technology find its place in helping funeral professionals better connect, communicate and serve families of today.

Stephanie Castagnier Dunn is one of main street’s business strongest advocates. With over 18 years in the financial world, she has become a force to be reckoned with within the SBA banking world. Seeking funding for her business clients all while satisfying her financial institution’s goals can be a challenge in this highly-regulated industry. However, Dunn has done so with consistent success, self-originating and funding an average of $50,000,000 in SBA loans annually.


3:00–3:50 pm Changing the CReMation paRadigM: getting CeMeteRies BaCK in the gaMe

ChrisTopher keller, ViCe presideNT, FreNCh FuNerals-CremaTioNs & suNseT memorial park

Cemeteries are increasingly being cut out of the conversation when it comes to cremation.

Today a huge percentage of families are taking remains home and not memorializing or choosing a final resting place for their loved ones. Interestingly, research and experience is showing that many families end up taking the remains home for reasons other than the ones we’ve always thought were the primary drivers. Chris Keller will share some practical, yet simple, strategies that cemeteries and combos can use to help get cremation families back to the cemetery.

Chris Keller is responsible for all new development at French Funerals-Cremations/Sunset Memorial Park. They are in the midst of a complete renovation of their cemetery master plan, finding millions of dollars of addition property potential when just seven years ago they thought we were nearly sold out. He sits on several industry council/study groups, and is a member of the ICCFA Board of Directors.

3:00–3:50 pm WiNNErS AlWAYS QUiT

daVe shaNk, maNaGer – sales TraiNiNG, BaTesVille, iNC.

In today’s world, we tend to work in our business more than we work on the business. The result is an out-of-balance tendency to

miss opportunities to differentiate services provided in the past from those required for success today. Dave will provide participants with seven simple and effective strategies for change in three professional and personal areas: 1) proactively meeting the challenges facing funeral service; 2) focusing on the needs of today’s and tomorrow’s families, and 3) taking care of the caregiver. What can and should you quit doing? Join this discussion in pursuit of personal and professional growth!

Dave Shank joined Batesville in 1997 after nearly 20 years as a licensed funeral director and embalmer in Kansas and Missouri. He held sales consultant positions in southern Kansas and North Texas, and region sales director positions in the Mountain and Midwest regions. Dave received numerous Batesville sales awards, including induction into the Batesville Masters Club. Currently Dave focuses his attention on training, developing, and mentoring new and existing sales associates and providing funeral professional training and coaching. He holds a Bachelor of Science Degree in Business Quality Management and a Master Degree in Business Administration, and is a certified trainer for Dimensions of Professional Selling and Inside Out Coaching.

Wednesday, April 18


1:00–1:50 pm

ThE CENTS AND SENSE oF CrEmATioN Metal ReCyCling: a panel View of post-CReMation ReCyCling

moderaTor: poul lemasTers, esq., lemasTers CoNsulTiNG

Cremation is officially the common choice among consumers. With more and more cremations, the profession is faced with new

issues – such as disposing of items that remain after the cremation process. It was once the common, and arguably the best practice, to collect non-organic materials and bury them. Now, in a world that is striving to be greener, recycling has become the choice. But with more and more recyclers entering the cremation field, it has only generated more questions and issues. Should I donate proceeds? Can I keep the money? What should be disclosed? The list goes on. Join us in this open and candid panel discussion on the issue of recycling. Hear from those providing recycling services; those using it; and even some not in favor of it. During this panel, we will explore the differences in recycling; the best practices; the regulations; the pitfalls; and of course, the benefits.

Poul began his career in deathcare more than 20 years ago as a funeral director and embalmer. He quickly recognized that the growing risk and liability in deathcare along with the lack of support and resources for those in this profession made for a deadly combination. So, he decided to go to law school—and he passed! Today, Poul uses his unique background in both deathcare and law to provide resources and counsel to other deathcare professionals. He gets calls for assistance in risk management, daily operational conflicts, form and contract reviews, valuations, and regulatory matters. He also serves as Cremation Coordinator and Advisor for ICCFA’s Cremation Education Program.

1:00–1:50 pm 15 DECiSioNS To mAkE bEForE YoU STArT A pET loSS bUSiNESS

Jodi CloCk, Cplp, owNer, CloCk liFe sTory FuNeral, CloCk Timeless peTs

If you are in the death care profession, it may sound easy to start a pet loss or pet cremation business, but do you really know

what’s involved? This session is designed to equip those who are considering starting a pet loss business with 15 essential items that must be taken into consideration before entering this sector of death care, to get a return on your investment. Attendees will have an action packed 50 minutes and will not only take away the 15 items that will need to be decided upon, they will learn some successes and failures that can help them be better equipped to start a winning business from the ground up.

For over 25 years, Jodi Clock has worked in the ‘end-of-life planning’ industry, including family and corporately owned funeral homes, advance funeral planning companies, casket manufacturers and insurance agencies. She currently writes and speaks about the basics of Medicaid and asset protection and is a seasoned expert in end-of-life directives. She jointly helps her husband Dale run Clock Funeral Homes in Western Michigan, she and her son own a cremation business and she also owns and operates Clock Timeless Pets, a pet loss memorial center.

Friday, April 20

Spanish translation available


1:00–1:50 pm pRoteCting youR Most iMpoRtant asset: pReVenting BuRnout

JasoN Troyer, phd, mT. hope GrieF serViCe

Virtually all professionals that deal with death (e.g., police officers, first-responders, firefighters, and disaster response workers)

have clear protocols for dealing with the trauma experienced in the line of work. Funeral, cemetery, and cremation professionals rarely focus on self-care and are at an increased risk for burnout. This session focuses on the unique challenges that funeral, cemetery, and cremation professionals face. More importantly, we will examine how burnout can impede funeral professionals’ effectiveness and will review strategies for reducing burnout and creating a more positive work environment.

Dr. Jason Troyer earned his doctorate in Counseling Psychology and is an Associate Professor of Psychology at Maryville College in Maryville, Tennessee. He is a speaker, published author, and has provided counseling for bereaved individuals and groups. Dr. Troyer is also the Founder of Mt. Hope Grief Services which provides grief publications, training seminars, and consulting services. He is a member of the Association of Death Education and Counseling and is Certified in Thanatology: Death, Dying and Bereavement.

1:00–1:50 pm you and youR VeteRinaRy paRtneRship: staying signifiCant and NEEDED

dr. riChard hoBarT, dVm, pemBroke aNimal hospiTal

Dr. Richard Hobart is a partner at the Pembroke Animal Hospital, where he began a professional pet cremation service, Veterinary Referral

Cremation Services (VRCS). As a thought-leader in veterinary care as well as pet loss services, Dr. Hobart has always had a creative and logical way to stay significant as a pet loss provider to animal hospitals. In this session, attendees will be challenged to think smarter, and to find those ways to continue to serve veterinarians in a partnership for the ultimate purpose, helping grieving pet parent families.

Richard R. Hobart, DVM, was the founder of his local county veterinary association in 1984. He and his partners started a pet cremation business in 1993 to try and address the lack of any ethical pet after care in his county, Veterinary Referral Cremation Services. That business eventually developed in a strong regional pet cremation provider with over 90 animal hospital clients. In 2004, Dr. Hobart helped start the NABA group, a veterinary management self-help organization of veterinarians and their managers who meet, share vital financial data, management tools, success & failure stories, and provide a network of mentors to help each other’s practices grow and improve. Dr. Hobart is the primary author of the International Association of Pet Cemeteries and Crematories Pet Cremation Standards and currently is the chairman of the IAOPCC Pet Cremation Standards subcommittee. He and his subcommittee are currently working on the implementation of an on-site inspection and accreditation system for pet cremation operations.

Friday, April 20


1:00–2:20 pm iNFlUENCE rEDEFiNED: WomEN iN lEADErShip

sTaCey haNke, leadership aNd CommuNiCaTioN experT, auThor, speaker

*This breakout session will build on Friday morning’s General Session keynote. Stacey will

give a brief intro for those who missed the morning session.

Going more deeply into ways to increase your influence, Stacey Hanke will present a proven, step-by-step method for creating influence that moves people to action long after an interaction is over. She will help you see yourself as others see you. Are you as good - or bad - as you think you are when you communicate with influence? Learn how to project confidence and credibility to increase your impact as you begin to communicate with brevity. Stacey will present accountability challenges that you can use immediately to begin enhancing your influence. The session will conclude with a Women in Leadership open forum where participants will meet in small-groups to enable conversation and facilitate networking. The focus will be career development for female professionals in deathcare, but the session is not limited to women only!

Author and body language expert Stacey Hanke helps individuals eliminate the static that plagues spoken communication — to persuade, sell, influence and communicate face-to-face with a clear message. Hanke will share techniques and concepts that will help you engage and connect with others to achieve your goals.

2:00–2:50 pm hoW To CrEATE A NoN-proFiT FoUNDATioN For YoUr CEmETErY

GweN m. mooNey, CCFe, presideNT aNd Ceo, CaVe hill CemeTery

J. miChael hiGGs, FouNdaTioN maNaGer oF The CaVe hill heriTaGe FouNdaTioN

Have you ever wondered how to secure funding for the long-term preservation of your cemetery? Join Gwen Mooney, CCFE, and Michael Higgs as they share the Cave Hill Heritage Foundation story and lead a panel discussion on the potential benefits of creating

a non-profit foundation for your cemetery. Learn first-hand the organizational theory behind how to form a foundation and the techniques and best practices to help you preserve your cemetery’s place in the community for generations to come.

In February of 2015 Gwen M. Mooney started as the President and CEO of Cave Hill Cemetery. Gwen is the sixth leader of the cemetery in 169 years and is responsible for overseeing the 300 acre cemetery and arboretum. She reports to the Board of Directors through its chairman and also works with two other related entities: the Cave Hill Investment Corporation and the Cave Hill Heritage Foundation. Gwen is a licensed funeral director and embalmer in Ohio, and is currently reciprocating that license to Kentucky and has worked in the death care industry for 23 years.

Michael Higgs began working at Cave Hill Cemetery in 2001. He is the Foundation Manager of the Cave Hill Heritage Foundation. Michael obtained a Bachelor of Arts in English and Secondary Education from Bellarmine University, and a Master of Science in Management from Indiana Wesleyan University. He has been on faculty with Jefferson Community College in Louisville. As the manager of the Foundation, he acts as development officer, grants officer, project manager, and public relations representative. He raises funds for the restoration of monuments and historical structures, arboretum preservation, and educational development activities that showcase the importance of Cave Hill Cemetery and its residents to the community.

Friday, April 20


2:00–2:50 pm why haVing a tRustwoRthy inteRnet BRand is MoRe iMpoRtant than eVeR

Tyler yamasaki, Ceo aNd CoFouNder, parTiNG pro

The internet will usually be your first point of contact with a family, and first impressions are hard to break. You only have seconds to make

a good one, so you want to make sure that your online presence creates confidence and conveys professionalism. You must build trust first, then sell products and services later. Tyler Yamasaki will share ways you can help your online customers feel confident about doing business with you. He will also talk about why a rise in cremation enables you to make more money with less work through low-touch transactions.

Tyler Yamasaki never imagined working in the funeral industry. He began his career in tech 12 years ago, starting, growing, and selling multiple online companies. Not until the death of his grandmother in 2015 had Tyler ever experienced the inefficiencies of the funeral industry first hand. Over the last three years, Parting.com has helped funeral homes gain thousands of new families. Hundreds of forward-thinking funeral homes are now using the management software, Parting Pro, to convert price shoppers and sell cremation services online.

2:00–2:50 pm

A ShArED bUrDEN: hoSpiCE pANElpaNel moderaTor: kim mediCi shelquisT, sVp-plaNNiNG aNd deVelopmeNT, homesTeaders liFe CompaNy

Funeral directors and hospice bereavement professionals are on the front line when it comes to serving the bereaved. Daily, even hourly, these dedicated caregivers support individuals and families who are in the early stages of coming to terms with the loss of their loved one. Whether it’s an expected death of an elderly parent or the tragic loss of a young person, each case takes its toll. This shared experience between hospice and funeral professionals provides the opportunity to not only partner to better serve families, but to support each other. As professionals focused on caring for others, bereavement counselors and funeral directors sometimes avoid taking the time to consider the impact their work has in their own personal and professional lives. Moderated by Kim Medici Shelquist, this panel presentation will include funeral directors and hospice bereavement professionals discussing how you can provide the best possible care for the families you serve, while ensuring you recognize and address the consequences in your own life.

Friday, April 20



2:00–2:50 pm

how to stay ReleVant with CUSTomErS iN 2018

kim BuTler, owNer, The url dr.

In our rapidly changing world, one of the greatest challenges we face as small business owners is staying relevant to our target market. Customers are more distracted, have more

choices, and have more ways to communicate with the companies they choose to do business with, and with their friends and family. Losing relevance can cost you market share, customers, and worse, your business. In “How to Stay Relevant with Customers in 2018,” you’ll learn where to spend your time online, how to connect with your audience on the platforms they use, how to monitor and build your online reputation and become a content curator for your audience, while making sure your marketing is mobile friendly. You’ll learn how to use online tools that can help you monitor your online progress and keep track of the competition. You’ll leave this session with a to-do list that you can start immediately to build relevancy and engagement with your target audience.

Kim Butler has over 20 years of experience as an e-commerce website designer and online marketing specialist, plus over 39 years of experience in retail, management, and operations.

2:30–3:50 pm

goVeRnMent & legal panel: tax RefoRM and otheR MysteRies explainedJoin tax counsel Les Schneider, labor attorney Mike Pepperman, and cremation counsel Poul Lemasters as they explore and explain what you need to know about the new tax reform law, important recent labor law rulings, and the emerging “Body Broker” investigations that can hugely affect the funeral profession. Also, the latest in cremation cases, Federal Trade Commission rulemaking, and IRS determinations. Bring your questions – no topics are off limits and the only issues not discussed are the ones you don’t ask about!

3:00–3:50 pm

WhAT CrEmATioN FAmiliES rEAllY WANT

douG GoBer, Jr., presideNT/owNer, GoBer sTraTeGiC CapiTal

Cremation is not going to be significant to funeral service, it is already significant. The demand for broader choice and a more

individualized remembrance forces us to rethink product and service offerings. In this session, Doug Gober will examine how innovative merchandising and marketing approaches allow us to stay on pace with the cremation consumer and their desires. He will share ground-breaking research on what today’s cremation consumers are looking for and what you can do to meet and exceed their expectations. He will also look at the effect of these new techniques on making funeral arrangements and compare it to consumers’ expectations of this process and will give examples of cemeteries who have been very successful with their cremation offers.

Doug Gober began his funeral service career 36 years ago as a sales representative in the casket industry. He has earned numerous national awards from various organizations within the death care industry. In 2012, Doug joined Live Oak Bank based in Wilmington, North Carolina. Because of his extensive experience in funeral service, accounting and finance, Doug served as an industry liaison and Senior Loan Officer, connecting those in death care management with the opportunity of financing. In September 2014, Doug formed Gober Strategic Capital to broaden the range of counsel and resources he could bring to death care businesses.

Friday, April 20


3:00–3:50 pm

MusiC: an iMpoRtant BRidge Between Ritual, healing and ReMeMBRanCe

diaNNe Gray, Ceo, hospiCe aNd healThCare CommuNiCaTioNs

“Music imprints itself on the brain deeper than any other human experience. Music brings back the feeling of life when nothing else can.” ~ Dr.

Oliver Saks, Neurologist, Researcher & Author

Today, many Americans are looking for a quick-fix when it comes to grief. They’ll often turn to books or maybe even self-destructive vices, as they seek to self-soothe while coping with the pain of loss. What if we teach the grieving about another avenue for healing? One that is widely available, non-pharmacological, and often free? Music! Join Dianne Gray as she discusses why music is an important component to any healing ritual – and how neuroscience has revealed that music has a unique ability to communicate with the brain, which also means that music can be an integral part of the healing process for each person who endures loss. She’ll also discuss the important elements of ritual and healing through creativity – which includes song – and how all can be blended together to help those we serve, not just in times of sorrow, but in times of remembrance…while helping each person grow toward a healthy life ahead.

Dianne Gray is CEO of Hospice and Healthcare Communications, an international firm that focuses on creating and furthering advocacy, education, and mass media initiatives involving all aspects of palliative care. She’s a ten-year professional in the hospice/palliative care field, an internationally recognized speaker and an award-winning writer/journalist, film producer, and creator of global programming. In additional to being President of the Elisabeth Kubler-Ross Foundation, Dianne is a member of the International Children’s Palliative Care Network and is cofounder of American Academy of Pediatrics Section of Hospice & Palliative Medicine’s Parent Advisory Group.

3:00–3:50 pm

A CloSEr look AT prEp room SAFETYlaNCe ray, Coo, pierCe ChemiCal

Regardless if you are a veteran embalmer, apprentice embalmer, or the CEO of the funeral home, you will want to take a closer look at prep room safety. In this seminar Lance Ray will share recent studies on formaldehyde

exposure, discuss vapors & personal protective equipment in the prep room, and demonstrate smart lifting. Safety is something we all need to be reminded of, so come join this fun, interactive reminder of the dumb things we all have done or see others do in the prep room!

Lance Ray has been involved in funeral service since 1990. Lance is the Chief Operating Officer for Pierce Chemicals. He holds a Funeral Director / Embalmers license in Texas. After graduating from mortuary school, he worked at a large funeral home in Wichita, Kansas and was the Prep Room Manager prior to accepting a sales position with Wichita Wilbert Vaults. Over the past 20 years Lance has held various positions within the family of Wilbert dealers covering Kansas, Colorado, Arkansas, Oklahoma, Michigan and Ohio.

Friday, April 20



Friday, April 20

3:00–3:50 pm

plpa aCCReditation pRogRaMJodi CloCk, Cplp, owNer, CloCk liFe sTory FuNeral, CloCk Timeless peTs

roBerTa kNauF, Cplp

Elevating the standards of care as a pet loss professional operation is one of the hallmarks of a PLPA member. The PLPA Accreditation Program is a tangible way for pet loss professionals to show their respective markets they are implementing best practices and ensure their veterinarians and pet parents that they are meeting a higher standard of doing business. Attendees

to this session will see the recent results of the Standards and Accreditation Committee’s work toward better understanding the various elements of a pet loss enterprise and the standards that must be met to be recognized as a PLPA Accredited Firm.

For over 25 years, Jodi Clock has worked in the ‘end-of-life planning’ industry, including family and corporately owned funeral homes, advance funeral planning companies, casket manufacturers and insurance agencies. She currently writes and speaks about the basics of Medicaid and asset protection and is a seasoned expert in end-of-life directives. She jointly helps her husband Dale run Clock Funeral Homes in western Michigan, she and her son own a cremation business and she also owns and operates Clock Timeless Pets, a pet loss memorial center.

Roberta Knauf has been in the retail pet industry since 1982, owning and operating retail stores as well as a boarding kennel, day care, training facility. She is an accomplished dog groomer, a member of the American Pet Dog Trainers Association, American Boarding Association, and is accredited to give the AKC Canine Good Citizen exam, as well as an evaluator for Therapy Dog International Inc. Roberta is the co-chairman of the education committee for the Pet Loss Professional Alliance (ICCFA/PLPA). She has volunteered for Canine Partners for Life, www.k94life.org, which places dogs with people with disabilities. She coordinated and oversaw their Prison Puppy Program at five Pennsylvania Correctional Institutions. Her efforts have awarded her the 2006 Pennsylvania Volunteer of the Year. Currently, Roberta is working as a consultant for funeral homes getting into the pet loss industry or considering adding a Grief Therapy Dogs to their business.


9:00–9:50 am

tRansitioning to insideRs: RetiReMent is an eVent, suCCession iS A proCESS

alaN Creedy, Creedy + Co.

Death care is aging out. More than one third of our workforce is over 50, and it is expected that in the next ten years more than 60% of cemeteries and funeral homes will transition new management. Whether you are a

business or a public entity, preparation for this transition is the key to success and must be planned for. In this session, Alan Creedy will share what to look for in a successor, how to prepare yourself for succession, how to be a successor, the math of transition and how to keep key employees.

Alan Creedy is an industry analyst and strategic consultant. He began his career in death care more than 30 years ago as President of the financially stressed OGR Service Corporation, the for-profit arm of The Order of the Golden Rule. After five years and the successful rebirth of the company, he became President of the Brown-Wynne Funeral Homes & Crematory, where he built on the legacy of an already highly respected funeral home, After the sale of Brown-Wynne, Mr. Creedy became President of Trust 100, a company he helped found. Since the sale of Trust 100, he has built a successful consulting practice focused on the death care industry.

9:00–9:50 am

Build a highly engaged woRKfoRCeCaTe ColliNs, iNTerNaTioNal speaker, TraiNer, CoaCh aNd auThor

Are you walking your talk with employee engagement or are you parachuting strategies in when things go wrong or someone jumps

ship? Your employee’s productivity is a direct reflection of how they feel about their relationship with their manager. One size fits all doesn’t work with the younger employee versus your seasoned employee. Learn the 4 C’s of highly effective employee engagement strategies; Credibility, Communicate, Collaborate and Consistency. Leave with a plan of action to implement with your employees to give you that competitive edge gained by retaining employees and increasing productivity by creating an engaged workforce.

Cate Collins has been professionally speaking since 1990 and was handpicked to train with Jack Canfield, Chicken Soup for the Soul and The Success Principles author. She is a seasoned counsellor and an active member with the Canadian Association for Professional Speakers, where she held a 4-year position on the board. She is sought after within funeral associations and funeral homes for her ability to shift her audience’s mindsets to become more effective, more successful and happier. Clients include ICCFA, Board of Funeral Services, OGR, Canadian Funeral Service Association, several funeral homes throughout North America, GM, the US Army, Canadian Air Force Family Services, Ontario Shores Mental Health Hospital, and others.

Saturday, April 21



9:00–9:50 am

EThiCAl iSSUES WiTh ThE FTC rUlEproFessor marTy ludlum, uNiVersiTy oF CeNTral oklahoma

kara Gray ludlum, Cpa & oklahoma FuNeral direCTor

The FTC Rule is not new. However, the number of violations continues to increase, as do the penalties. This presentation will explain the rationale of the FTC Rule, and discussion of the current problems and investigations, and conclude with ready-to-implement and tested ideas to comply with the FTC Rule and make a compliance program that will be a

success for all your employees.

Professor Marty Ludlum teaches business law at the University of Central Oklahoma and is a licensed attorney. He has made numerous presentations on the funeral industry at state and national conventions and had articles in national and state funeral magazines. Professor Ludlum has a Bachelor’s and Master’s degree in economics, a Master’s degree in communication and a Juris Doctor, all from the University of Oklahoma. Professor Ludlum is the Education Director for Osiris Funeral Home Software.

Kara Gray Ludlum is a CPA and licensed Funeral Director in Oklahoma. She has made many presentations to state and national conventions. Kara has Bachelor’s degree in business from the University of Oklahoma and an MSB from Cameron University. Kara has taught accounting at Cameron University, has owned and operated her family’s funeral homes for over 15 years and operates Funeral Director’s Resource, Inc., a consulting firm specializing in providing computer software and funeral home accounting to the funeral industry.

9:00–9:50 am

lessons on gRief and MouRning in CArTooNS

Gail ruBiN, owNer, a Good GoodBye

Animated movies designed for children can also address the grief of adults. This presentation incorporates clips from popular cartoon films that illustrate and instruct about

mourning losses. From the death of loved ones to significant life changes, we can learn about resiliency and the rebirth of joy by watching characters address their challenges. This session provides a framework for understanding grief and coping strategies gleaned from thanatology, the study of death, dying and bereavement, and ways to effectively use animated film clips in aftercare programs. Gail Rubin will share ways to strengthen relationships with allied professionals in hospice by sponsoring an enjoyable continuing education credit event at the funeral home, how to use film examples in family conversations to impress the benefits of having funeral/memorial services, and strategies for funeral homes to incorporate film and video in aftercare programs.

Gail Rubin is a Certified Thanatologist (a death educator), a credential awarded by the Association for Death Education and Counseling (ADEC). As the Doyenne of Death®, she uses her writing and speaking skills to encourage the public to plan ahead on end-of-life issues. She is the award-winning author of A GOOD GOODBYE: Funeral Planning for Those Who Don’t Plan to Die, Hail and Farewell: Cremation Ceremonies, Templates and Tips, and Kicking the Bucket List: 100 Downsizing and Organizing Things to Do Before You Die. She pioneered the Death Café movement in the United States and is the event coordinator for the inaugural “Before I Die” Albuquerque festival. She is a member of the ICCFA, ADEC, the National Speakers Association New Mexico Chapter and Toastmasters International.

Saturday, April 21


9:00–10:00 am

undeRstanding flaMe Vs. non-flaMe CrEmATioN opTioNS

kaThy CooNey, dVm, FouNder, CooNey aNimal hospiCe CoNsulTiNG

paul seyler, diVisioN maNaGer - markeTiNG, maTThews eNViroNmeNTal soluTioNs

As pet loss professionals continue to evaluate their business models, exploring the various cremation options is becoming an active part of the due diligence process. In this 2-hour session you will learn how flamed-based and alkaline hydrolysis cremation processes work,

explore start-up costs, operational needs and financial impacts, and learn about the various state laws governing both methods.

Kathleen Cooney, DVM, MS, CHPV, has been practicing advanced end-of-life care since 2006. She is the founder of Home to Heaven, P.C. in Loveland, Colorado, one of the world’s largest animal hospice services. In 2013, she began offering flame-less cremation to her clients through Guardian Pet Aquamation, a first-of-its-kind in Colorado. Using systems created by Bio-Response Solutions out of Indiana, her company Guardian Pet has worked with over 9000 pets to date. She understands the intricacies of this flame alternative and has helped many others start up similar services. Dr. Cooney is a strong advocate for best practices in all aspects of end-of-life care and speaks nationally and internationally on such topics.

Paul joined Matthews Environmental in 2017 to help drive marketing, technology, product development and other strategic initiatives. Prior to joining Matthews, he headed Competitive Resources, Inc., a consulting firm with core strengths in research, strategy development, brand management, technology and training. He speaks to industry groups across North America on a broad range of marketing, strategy and innovation issues.

10:00–10:50 am

MoRtuaRy litigationemily aNN alBreChT, BeTTs, paTTersoN & miNes, p.s.

Defense attorney Emily Ann Albrecht will present an overview of legal issues and risk management techniques for funeral homes, crematories and cemeteries. She will

address state law and/or FTC Funeral Rule compliance, record keeping, best practices for limiting potential exposure to liability, regulatory and licensure compliance, funeral board adjudicative actions, early resolution/litigation avoidance strategies when consumer complaints do arise, and how to handle the litigation process, both in and outside of the courtroom, when a lawsuit is filed.

Emily Ann Albrecht is a defense attorney focused on mortuary litigation. She also serves as preferred counsel for Washington State Funeral Directors Association (WSFDA). Her practice focuses on working with funeral homes, crematories and cemeteries in several different capacities, ranging from preventative consultations about state law and/or FTC Funeral Rule compliance, to record keeping, best practices for risk reduction and limiting potential exposure to liability, regulatory and licensure compliance, funeral board adjudicative actions, early resolution/litigation avoidance strategies, and defense litigation.

Saturday, April 21


10:00 –10:50 am

who is Really Killing youR Business? WhEN To ADApT AND WhAT To CombAT

JohN BolToN, CCe, Cse, CCre, presideNT, BlaCksToNe CemeTery deVelopmeNT CompaNy

lori salBerG, assoCiaTe direCTor oF BusiNess deVelopmeNT, JohNsoN CoNsulTiNG Group

There are two forces disrupting our industry today: Cremation and Technology. They both continue to change the way consumers think, what they want, and what they expect. These disruptors force us to think differently about how we do business, whether we like it or not.

Lori and John will briefly discuss how we got here and why there is no turning back. They will examine how movies and new social media technologies have a direct impact on what consumers often expect or even fear inside of funeral homes and cemeteries, while targeting the unrealistic expectations developed in the clips and break down how a cemetery and funeral home should be combating the issue. They will examine how pre-need, at-need and post-need cremation is effected as well as offer concrete tips on how to use the mainstream and social media to your advantage.

John Bolton is President of Blackstone Cemetery Development Company, which specializes in the planning, development, construction, and marketing of cremation garden areas and digital cemetery mapping.

Lori Salberg recently joined the Business Development Team at Johnson Consulting Group, offering services to help funeral home and cemetery professionals achieve optimum success. She was most recently the VP of Sales for PlotBox, a cemetery mapping and software company, and she continues to serve as their advisor. Lori also oversees the pre-need sales and marketing programs for four cemeteries in California, as well as an advanced funeral planning insurance agency. She has over 16 years of experience in cemetery, funeral home, and crematory management.

10:00–10:50 am

hoW To USE ThE proFiT loYAlTY ChAiNsTaN eNGh, CCFe, GeNeral maNaGer oF operaTioNs, memorial morTuaries & CemeTeries

Many owners and managers feel that all their employees care about is how much they

earn, but in actuality most people change jobs because they are unhappy with their work environment, not because they are looking for more money. Learn how to use the Profit Loyalty Chain to create a healthy and progressive work culture and achieve employee buy-in, which in turn will produce customer loyalty and increased profits to the company and shareholders.

Stan Engh is a native of Utah and joined Memorial Mortuaries & Cemeteries in 1998. He has created a highly-trained staff that takes pride in getting the job done right. The motto for his team is, “on time, every time, no exceptions.” Stan is one of the founding members of the Utah Cemetery & Parks Association. He served as a board member for 10 years and as president for two of those years. Stan has presented seminars for the UCPA, Security National Financial Corporation and Memorial Mortuaries & Cemeteries. He is also involved in leadership and teaching roles in the community and with his religious affiliation.

Saturday, April 21



10:00–10:50 am

hot dogs & deCoMpositiondamoN de la Cruz, phd, Cypress ColleGe morTuary sCieNCe deparTmeNT

Funeral service has many obscure and complex physiological phenomena. The attendee will be able to relay complex

phenomena into layperson’s terms and communicate with confidence to the families of the deceased. Areas of specific discussion will be decomposition, rigor mortis and extravascular staining.

Damon de la Cruz, PhD, is a California licensed Embalmer and Funeral Director. Currently, he is a faculty member of the Mortuary Science Program at Cypress College, California and a member of the advisory board for the Death Care Academy of Ireland. He is the past Funeral Service Education program director for American River College, Sacramento, CA. Most Recently, Damon has co-authored the book on Turning Art into Science: Applying Chemistry to Funeral Service to succinctly bridge concepts across embalming, funeral service history, pathology and chemistry. Additionally, he recognizes the potential for technology in funeral service and created the popular embalming smart phone app Embalm Calc.

11:00–11:50 am

Beginning & ending eMployee expeRienCes the Right way

mark JorGeNseN, presideNT, GloBal reCruiTers oF CiNCiNNaTi

Jodi CloCk, Cplp, owNer, CloCk liFe sTory FuNeral, CloCk Timeless peTs

The U.S. national average for employee tenure is currently just 4.2 years (Bureau of Labor Statistics). Owners and managers in deathcare are not immune from this transient workforce experience, which results in more time and energy invested in recruiting. But what about retaining those valued recruits?

The use of on-boarding programs help effective managers assess performance immediately and sets the stage for creating professional development opportunities for the most promising new hires. During this interactive session, Mark and Jodi will delve into specific issues such as observed generational differences, managing full-time vs. part-time staff and mentoring/reverse mentoring, and will ask attendees to share their experiences about the challenges they’ve faced at employee start-up and termination.

Mark Jorgensen is President of Global Recruiters of Cincinnati, a management search and recruiting firm serving cemetery, cremation and funeral professionals nationwide. Unique in the recruiting profession because of this targeted approach, Mark’s familiarity with the profession comes from eight years owning and operating Global Recruiters and 13 years at Forethought Financial Services/Hillenbrand Industries where he served in a succession of sales and marketing leadership roles including Vice President/General Manager. Throughout his career Mark has done extensive recruiting and staffing across a wide range of functional areas.

For over 25 years, Jodi Clock has worked in the ‘end-of-life planning’ industry, including family and corporately owned funeral homes, advance funeral planning companies, casket manufacturers and insurance agencies. She currently writes and speaks about the basics of Medicaid and asset protection and is a seasoned expert in end-of-life directives. She jointly helps her husband Dale run Clock Funeral Homes in western Michigan, she and her son own a cremation business and she also owns and operates Clock Timeless Pets, a pet loss memorial center.

Saturday, April 21


11:00–11:50 am

“what Can you do foR Me?”: taKing funeRal seRViCe to the next leVel

JasoN Troyer, phd, mT. hope GrieF serViCe

The ultimate question a bereaved person has for a funeral director is, “What can you do for me?” Only providing funeral-related products and a location for funerals

is no longer adequate. This presentation will outline specific strategies for taking funeral service to the next level. Topics will include preparing families to take full advantage of funeral rituals, “reading the minds” of your families, and how to promote compassionate customer service throughout your entire staff.

Dr. Jason Troyer earned his doctorate in Counseling Psychology and is an Associate Professor of Psychology at Maryville College in Maryville, Tennessee. He is a speaker, published author, and has provided counseling for bereaved individuals and groups. Dr. Troyer is also the Founder of Mt. Hope Grief Services which provides grief publications, training seminars, and consulting services. He is a member of the Association of Death Education and Counseling and is Certified in Thanatology: Death, Dying and Bereavement.

11:00–11:50 am

inCRease youR pRofits thRough pRe-need funding Via insuRanCe oR tRust

Greer B. reddeN, seNior ViCe presideNT, iNdepeNdeNCe TrusT CompaNy

In this session, Greer Redden will compare the advantages and challenges of insurance and trust pre-need funding by exploring

areas such as growth rates, declining profit margins, market risk, etc. He will discuss the importance of an active pre-need program and the need to outpace inflation, the challenges associated with a low interest rate environment, variations among different state laws governing allowable trust investments within pre-need trusts, and how to protect profit margins while meeting the future needs of your families.

Greer Redden is a Senior Vice President at Argent Trust, a trust and investment management company serving the cemetery and funeral industry. Greer recently served as president of Independence Trust Company where he oversaw the administration of pre-need, perpetual care and merchandise trust accounts throughout the United States. Prior to becoming president Greer was head of client service which incorporated trust administration operations and business development. He received his MBA from Vanderbilt’s Owen Graduate School of Management in 2011 and is also a certified trust and investment advisor (CTFA).

Saturday, April 21



11:00–11:50 am

is it tiMe you put a gRief theRapy dog on staff?

roBerTa kNauF, Cplp

With the increasing interest in grief therapy dogs, Roberta Knauf will take a look at the pros and cons of adding one of these four-legged employees to your staff. She will talk about buying vs rescue, the different types of

service dogs, the training involved, the cost over the lifetime of your dog, and what it will mean for your funeral home in terms of scheduling, handlers and insurance.

Roberta Knauf has been in the retail pet industry since 1982, owning and operating retail stores as well as a boarding kennel, day care, training facility. She is an accomplished dog groomer, a member of the American Pet Dog Trainers Association, American Boarding Association, and is accredited to give the AKC Canine Good Citizen exam, as well as an evaluator for Therapy Dog International Inc. Roberta is the co-chairman of the education committee for the Pet Loss Professional Alliance (ICCFA/PLPA). She has volunteered for Canine Partners for Life, www.k94life.org, which places dogs with people with disabilities. She coordinated and oversaw their Prison Puppy Program at five Pennsylvania Correctional Institutions. Her efforts have awarded her the 2006 Pennsylvania Volunteer of the Year. Currently, Roberta is working as a consultant for funeral homes getting into the pet loss industry or considering adding Grief Therapy Dogs to their business.

11:00–11:50 am

do you Really haVe theM at hello? the age-old aRt of the telephone

NiCole wiedemaN, Cse, dead riNGers

A phone call is often the first impression that families and veterinarians have of your business. Is the impression you are giving one of professionalism and caring? In this session, Nicole Wiedeman will share what

she has learned from data collected mystery telephone shopping within the human deathcare profession, information that is fully applicable to pet deathcare. Learn how you can assess your team’s telephone etiquette, and how you can be confident that they really “have the caller at hello.”

Nicole Wiedeman has partnered with many funeral firms to help them build an active pre-need program. Her current assignment is providing strategic and tactical guidance to national funeral firms. Nicole is a graduate of Ball State University with a degree in journalism and marketing. She is a professionally trained facilitator and was named Strategic Account Manager of the Year with Forethought in 2002 and 2003.

12:00–12:50 pm

good MouRning: gRowing thRough gRief

Jim CzeGledi, The people skills Guy

In this bereavement support talk, participants will discover some of the dynamics of the grief process. They will learn the three strategies and three skills that help funeral professionals

to better manage and provide support to grieving families. This presentation models a grief support community outreach presentation. Funeral facilities can use these events to reach out to their communities and to reach back to the families they served in the past.

Dr. Jim Czegledi is an ordained Minister and has conducted hundreds of funerals. He knows the challenges families face and the value that funeral professionals can provide in the midst of their grief. He teaches how to use the positive power of people care skills by building relationships of trust to help you get more repeat and referral calls.

Saturday, April 21


Saturday, April 2112:00–12:50 pm

WhEN All ThAT’S lEFT ArE WorDSsTephaNie loNGmuir, FuNeral CeleBraNT, owNer, myeNdNoTes.Com

As death becomes less of a taboo topic and the Baby Boomer Generation expresses their need for more personalized funeral services,

change is happening not only to the service that we offer as funeral professionals, but also to the ceremonies that we organize. Funeral celebrant Stephanie Longmuir will discuss the evolving role of the funeral director to event manager and what families are looking for in 2018 from a funeral professional. She will suggest ways to turn a direct no service cremation/direct cremation into an opportunity for a unique end-of-life ceremony and talk about the impact of technology and how you can adapt your business to meet the demands of families looking for an online experience. Stephanie acknowledges the importance of words, the stories and shared memories because despite the inevitability of digitization, so often all that’s left are words.

Stephanie Longmuir is a funeral celebrant and ceremony specialist with a sound background in the history of ritual, ceremony and funeral traditions. Over the past eight years she had lead almost 1,000 funeral services, all unique and all different. In 2015 she launched myendnotes.com, Australia’s first digital funeral planning service.

12:00–12:50 pm

ArE YoU SUrE YoU WANT To TAkE MoM hoMe with you? leVeRaging pErmANENT mEmoriAlizATioN For CrEmATioNS

miChael hareNs, NaTioNal aCCouNT maNaGer, ColdspriNG

Regardless of your families’ choices for cremation or traditional burial, creating a legacy with a permanent memorial to honor someone’s life is important. This presentation

will teach you how to identify opportunities with consumers by asking the right questions, and build a quality relationship of trust to help you increase the frequency of high-end memorial sales and overall revenue.

As a National Account Manager, Mike leads Coldspring’s efforts to maintain and enhance relationships with key customers that have a national presence. His efforts focus on the headquarters of these accounts and he works with key contacts throughout the organization, taking leadership in the account planning cycle to ensure all needs, expectations, and strategic initiatives are collaboratively met. Mike brings a strong sense of business acumen and experience to his sales process including, business development, sales leadership, and sales training. His proven training programs provided to both regional and national cemetery groups have helped increase their overall revenue stream in cemetery merchandise.



12:00–12:50 pm

swiMMing with the shaRKs: ethiCs & ColleCting old aCCounts

proFessor marTy ludlum, uNiVersiTy oF CeNTral oklahoma

kara Gray ludlum, Cpa & oklahoma FuNeral direCTor

Collecting on old accounts is a difficult practice, even under the best of times. Consumers are fighting back against abuses in the collection process, so liability for business owners can be steep! This presentation will cover several innovative methods to collect on past due accounts while avoiding any legal liability for wrongful

collection methods. Attendees will gain ready-to-implement and tested ideas to help collecting more on past accounts and good, workable procedures to avoid any legal liability. The presentation includes handouts with details for implementing the ideas today.

Professor Marty Ludlum teaches business law at the University of Central Oklahoma and is a licensed attorney. He has made numerous presentations on the funeral industry at state and national conventions and had articles in national and state funeral magazines. Professor Ludlum has a Bachelor’s and Master’s degree in economics, a Master’s degree in communication and a Juris Doctor, all from the University of Oklahoma. Professor Ludlum is the Education Director for Osiris Funeral Home Software.

Kara Gray Ludlum is a CPA and licensed Funeral Director in Oklahoma. She has made many presentations to state and national conventions. Kara has Bachelor’s degree in business from the University of Oklahoma and an MSB from Cameron University. Kara has taught accounting at Cameron University, has owned and operated her family’s funeral homes for over 15 years and operates Funeral Director’s Resource, Inc., a consulting firm specializing in providing computer software and funeral home accounting to the funeral industry.

12:00–12:50 pm

geneRational insight into youR CliENTS oF ToDAY

ColeeN ellis, Cplp, presideNT, The peT loss CeNTer

While all pet parents are different, they do share commonalities that can be directly related to their generation. In this spirited and fun session, attendees will take a walk

through the generations, starting with the G.I. Generation and ending with Gen Z. Why do they behave as they do and how does this translate to them as pet parents? This insight will help you better understand your clients of today and how to market to them with a solid, relevant message.

In 2004, the experience of the death of her dog, Mico, guided Coleen Ellis in starting the nation’s first stand-alone pets-only funeral home. In 2009, Coleen founded Two Hearts Pet Loss Center, to guide people who wish to provide meaningful pet death care services in their communities, as well to be an educational resource in the pet grief discipline. In 2009, she received the first Death and Grief Studies Certification specializing in Pet Loss Companioning by Dr. Alan Wolfelt as well as releasing her first book, Pet Parents: A Journey through Unconditional Love and Grief. She is also certified in Thanatology and is a Certified Pet Loss Professional. In 2014, Coleen joined Nick Padlo, forming The Pet Loss Center, an acquisition company whose mission is to standardize and raise the service levels of the pet loss industry. Coleen is currently the co-chair and founder of the Pet Loss Professionals Alliance (PLPA) and past president of the International Association of Animal Hospice and Palliative Care.

Saturday, April 21

Full Name Nickname for Badge

Guest Nickname for Guest

Company

Address

City State/Prov Zip/Postal Code

Phone Cell Phone (for text messages)

Email

Emergency Contact Name Emergency Contact Phone

Is this your first time attending the ICCFA Annual Convention & Expo? � Yes � No Are you a graduate of ICCFA University? � Yes � No

Are you a veteran? � Yes � No

If yes, please indicate branch of military: � Air Force � Army � Marine Corp � Merchant Marine � Coast Guard � Navy

Indicate if you are a: � CCE � CCrE � CFuE � CCFE � CSE � CPLP � CFSP � CCCE

Are you a: � Owner � Manager � Staff Check if you are a member of: � JFDA � PLPA

What level of authority do you hold for making purchasing decisions? � Make recommendations � Final authority � None

� If you have a disability that requires special accommodation, please check this box and attach a statement of your needs.

Please return this form with payment to: ICCFA Meetings Department • 107 Carpenter Drive, Suite 100 • Sterling, VA 20164 • Fax 703.391.8416

� Check

� Discover � Visa � MasterCard � AmEx

Credit card #

Exp. date * Security ID #

Name on credit card

Card’s billing address (required)

Email receipt to:

Signature

RegistRation RatesBy 03.16.18 After 03.16.18 Amount Due

Full registration: ICCFA Member $550 $590 $

Full registration: Non-Member $700 $730 $

Guest * $250 $250 $

ICCFA Member Supplier $650 $690 $

Non-Member Supplier $850 $890 $

Ticketed Events

Educational Foundation Reception ** $50 each $

State Association Luncheon $65 each $

Closing Banquet † $150 each $

Total Due $

RegistRation and Payment

AnnuAl ConvEnTion & ExPo REgisTRATion FoRmApril 18–21, 2018 • MAndAlAy BAy resort & CAsino lAs VegAs, neVAdA • www.iCCfAConVention.CoM

* A Guest must be someone who does NOT work in the industry

** A ticket to the Educational Foundation Reception is included with each full registration.

† A Closing Banquet ticket is included in each full registration you purchase, including Guest

* 3-digit number on back of card or 4-digit number on front of AmEx card

Registration and optional Events Cancellation Policy: Cancellations must be received in writing via fax, email to [email protected] or mail to ICCFA no later than March 16, 2018 to receive a refund. Full registrations are subject to a $100 cancellation fee per registration. Optional events are subject to a $10 cancellation fee per ticket. No-shows will not receive a refund. No refunds will be given after March 16, 2018. If you register after the early bird cut-off date, your name may not appear in the printed pre-registration directory.


Policies and ProceduresWhAT DoES YoUr RegistRation inClude?Full member, non-member and supplier/professional registrations include admission to all Expo functions and convention educational sessions, as well as the Educational Foundation reception and the Closing Banquet.

Also this year, the ICCFA Prayer Breakfast is complimentary, thanks to a sponsorship, and is open to the first 60 people to show up at the event.

The Spouse/Guest registration is offered only to individuals not employed in the cemetery, funeral service and related professions. It includes daily admission to all Expo Hall functions and to the Educational Foundation reception and the Closing Banquet.

RegistRation poliCiesAttendees registered by March 16, 2018 will receive the early registration discount. Only registered individuals with a badge or ticket(s) may attend convention events.

SpECiAl NoTES AboUT tiCKeted eVentsState Association Luncheon: This luncheon is open to all state, regional and national association officers, staff and “rising stars.” It is not included in the registration fee and requires a ticket.

Closing Banquet: Each full member, non-member, supplier/professional and spouse/guest registration includes a ticket for the Closing Banquet. Non-registered individuals may purchase a ticket. Tickets may be purchased on the form or on-site at the ICCFA Registration Desk. Tickets may be purchased up to 24 hours prior to the event. Please note that all Closing Banquet tickets must be brought to the ICCFA Registration Desk by Friday at Noon for validation.

Educational Foundation Reception and First Timers’ Reception: These events are open to all attendees. However, the Educational Foundation Reception requires a ticket to enter (included with full registrations).

Continuing eduCation CrEDiTSFuneral directors can earn up to 13 CE hours at the convention, pending individual state approval. Please note that due to onerous filing and/or fee requirements, the ICCFA no longer applies for CE credits from Pennsylvania. Attendance certificates will be available at the ICCFA Registration Desk and ICCFA staff will validate your certificate on-site.

DrESSBusiness casual attire is the norm throughout the convention.

tRaVelThe Mandalay Bay Resort & Casino is 3 miles from McCarran International Airport and estimated one-way cab fare is $18. Less expensive shuttles are available as well.

photogRaphy/VideogRaphy poliCiesNo photography or videography will be permitted in the exhibit hall except by pre-approved members of the trade press and the official show photographer(s), who will be identified as such by their badges. Unauthorized cameras, as well as electronic devices such as cell phones that are being used to take photographs/videos, will be removed from the hall.

CANCEllATioN poliCiESRegistrants canceling their registrations by March 16, 2018, will receive refunds. Cancellations must be in writing and will be subject to a $100 per person processing fee. Ticketed events will be refunded, less a $10 per event processing fee. Registrations canceled after March 16, 2018 will not be refunded.


Before the 2018 ICCFA Annual Convention & Expo Monday, April 16, to Wednesday, April 18, 2018 Bally’s Las Vegas • Las Vegas, NevadaCost: $1,125 for ICCfA memBers; $1,300 for NoN-memBers.Attend both Celebrant Training and the Annual Convention and save on both registrations!

WHY Is ICCfA offerING CeLeBrANt trAINING?ICCFA’s mission is to help its members continue to be viable and thrive in today’s marketplace as well as tomorrow’s. Fewer people are choosing to be attached to organized religions, or wish to have clergy-led funeral services. This offers an alternative option to offer your customers. It’s been found that Celebrant-led services lead to increased customer satisfaction, with families finding them considerably more personal than other funerals they have attended.

WHY sHoULD A PersoN BeCome A CertIfIeD CeLeBrANt?Individuals from all walks of life have come to learn how to provide meaningful, personalized funerals specifically for families regardless of their religious affiliation or no affiliation.

Glenda Stansbury of The In-Sight Institute travels the United States and Canada providing this unique and specialized training, which is changing the face of funeral service. It is an intense, participant-oriented training where you will have a chance to practice, discover resources and build your skills in working with families and making public presentations.

A variety of people become Celebrants: funeral directors, chaplains, clergy, hospice professionals, nuns, priests, teachers, writers, actors, business people—anyone who has an interest in serving people in this capacity who also has abilities in the areas of writing and public speaking.

WHAt WILL A CertIfIeD CeLeBrANt offer to A fUNerAL Home?Celebrants offer an alternative to services provided by clergy persons for those families who are not affiliated with a church or who do not wish to have a traditional religious funeral service. They are trained to design services that are completely personal, incorporating those unique stories, songs and experiences that defined the deceased. Celebrants schedule a special “Family Time” meeting when the family can share memories, anecdotes and defining moments in the loved one’s life. They will then base the essence of the service on the remembrances of the family, and family and friends will be encouraged to participate. Celebrants develop a library of resources available for readings, music, ceremonies and personal touches. They consult with the family to help them choose elements of the service that reflect their loved one. They are bound by a Code of Ethics for complete confidentiality in all dealings with the family. Some firms choose to send one or more people from their staff to become a Celebrant, so that they will always have someone available to serve their families.

WHY Is ICCfA PArtNerING WItH tHe IN-sIGHt INstItUte for CeLeBrANt trAINING?Glenda Stansbury and the In-Sight Institute pioneered the very definition of what a celebrant is and could be. We wanted to align ourselves with the best, and we have.

The training for celebrants as established by the In-Sight Institute seeks to provide the most comprehensive and sensitive training available for people who wish to develop this as a profession or to add to their current job description. It is important that a family knows they are being served by someone who understands the process and is prepared to offer the very best funeral possible.

Use the form on the next page to register for Celebrant Training OR to register for both Celebrant Training and the ICCFA Annual Convention.

C E R T I F I E D

CELEBRANT TRAININGIN PARTNERSHIP WITH THE IN-SIGHT INSTITUTE

sCHeDULe for CertIfIeD CeLeBrANt trAININGDay 1 2:00 to 3:00 pm Welcome/check in

3:00 to 9:00 pm Training Dinner provided.

Day 2 8:00 am to 5:00 pm Training Continental breakfast and lunch provided. Dinner on your own. You will have homework!

Day 3 8:00 am to noon Training Continental breakfast provided.

Please return this form with payment to: ICCFA Meetings Department • 107 Carpenter Drive, Suite 100 • Sterling, VA 20164 Fax: 703.391.8416 • [email protected]

Name Nickname for badge

Job Title

Company

Address

City State/Prov Zip/Postal Code

Phone Fax

Cell phone Email

RegistRationICCFA Member $1,125 $

Non-member $1,300 $

Or save by attending both the ICCFA Annual Convention and Celebrant Training!

ICCFA Member $1,600 $

Non-member $1,950 $

Total Due $

Payment � Check (made payable to ICCFA)

� Discover

� Visa

� MasterCard

� AmEx

Credit card #

Exp. Date Security ID#

Name on credit card

Card’s Billing Address (required)

Email receipt to

Signature

REgISTRATIOn LIMITED TO ThE FIRST 30 PEOPLE

your Registration Fee includes:Training for 3 days, dinner on Day 1, continental breakfast and lunch on Day 2, and continental breakfast on Day 3.

CanCellation PoliCy30 days before training date: 100% refund 29-15 days before training date: 75% refund Less than 15 days before training date: no refund

Note: ICCFA and In-Sight Books, Inc. makes every effort to ensure an adequate number of participants in order to hold the training session. however, this is not completely in our control. If we determine that it is not feasible to hold the session based on enrollment, we will contact you immediately. We will be happy to refund your registration fee; however we are not liable for any transportation costs that might have been incurred.

April 16–18, 2018 • BAlly’s lAs VegAs • lAs VegAs, NeVAdA

Is this your first time attending Celebrant Training? � Yes � No Are you a graduate of ICCFA University? � Yes � No

Check if you are a member of: � JFDA � PLPA Are you a veteran? � Yes � No

If yes, please indicate branch of military: � Air Force � Army � Marine Corp � Merchant Marine � Coast Guard � navy

Indicate if you are a: � CCE � CCrE � CFuE � CCFE � CSE � CPLP � CFSP � CCCE

� If you have a disability that requires special accommodation, please check this box and attach a statement of your needs.

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107 Carpenter Drive, Suite 100 Sterling, VA 20164

WhAT oUr2017 AttendeeshAD To SAY

“attending foR the fiRst tiMe has Been a tRansfoRMational expeRienCe! the oppoRtunity foR netwoRKing, EDUCATioN AND CollAborATioN CAN’T Be MatChed By any otheR gatheRing in ouR industRy. inClusiVe and exClusiVe!”

Chris Cooke, Evansville City Cemeteries

“i WAS A FirST TimE ATTENDEE AND leaRned MuCh and gatheRed [a lot] of infoRMation.”

Tim Deutsch, Orange County Cemetery

“iCCFA SEEmS To FiND ThE bEAD oF the industRy. thanK you!” Ann Marie St. George, Cooperative Fund

schedule of events april 18–21, 2018 - iccfa.com · socialnomics: winning customers’ hearts,...

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