Training Program

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					                        Training Program
                           Limited seating. Register today!
           October 2-4, 2011 • Fort Worth, Texas
Welcome to the charter Certified Pet Loss Professional course. This seminar is a requirement for achieving the
Pet Loss Professional Alliance's newly created CPLP designation. Applications for the CPLP designation can be
obtained via the PLPA website at or by calling 1.800.645.7700.
Your registration fee for this course includes:
   • Two full days of training                                  •   Two morning coffee breaks
   • Numerous opportunities to network and share                •   Two lunches
       ideas with colleagues and suppliers                      •   Afternoon refreshment breaks
   • Bus transportation, admission, dinner, line                •   Happy hour
       dancing and a photo opportunity at Monday
       night’s Kickoff Party

                        Thank you to our Corporate Partners
          A Keepsake Company                         Monarch Resources
           Let Your Love Grow                         Paradise Pictures
             Memory Vessels                      Terrybear Urns & Memorials

      All attendees will receive a booklet of               9:10 – 10 a.m.
       “takeaways” from the instructors                     Becoming the Best at What You Do
                                                            Joe Dwyer
Sunday, October 2                                           A dog can teach us many positive
                                                            lessons in life. In this opening keynote
6 – 9 p.m.                                                  session, author, speaker and pet loss professional
Kickoff Party                                               Joe Dwyer will take you into the mind of a dog to
Kick up your heels at Billy Bob’s, the world’s              describe how you can be the best at what you do.
largest honky-tonk, with a hearty Southwestern
meal, line dancing and bull rides. Bus                      Dogs offer great examples of how we can and
transportation provided from the hotel at 5:30 p.m.         should live in a world of consistent motivation
                                                            and inspiration. For example, Joe’s dog Shelby
                                                            has certain insurmountable obstacles in her
Monday, October 3                                           life, but those obstacles have become a source
                                                            of strength and motivation for her and she has
8 a.m. Registration                                         in fact prospered because of them. If we allow
                                                            ourselves to live life with a positive outlook, like
9 a.m.                                                      a dog, we will be able to open our minds to many
Welcome and Announcements                                   possibilities.
PLPA Co-Chairs Coleen Ellis and Bill Remkus, and
Program Co-Chairs Kate Moore and Roberta Knauf              Joe Dwyer is founder of Peaceful Memories Pet

Loss Center in New Jersey. He is author of “The            Bill Remkus is owner of Hinsdale Animal
Dog Ate My Homework…. Or Did He?” about                    Cemetery & Crematory in Willowbrook, Illinois,
personal and business accountability from a dog’s          and is co-chair of the Pet Loss Professionals
point of view, and is co-author along with Ken             Alliance. He was instrumental in the creation of
Blanchard and Deepak Chopra of “Roadmap to                 Illinois’ Companion Animal Cremation Act.
Success.” Joe is a certified dog trainer and has a
passion for animal rights. He recently trained one         Noon – 1 p.m. Lunch
of his dogs, Shelby, a pit bull rescue, to become a
certified therapy dog.                                     1:10 – 2 p.m.
                                                           Providing Pet Funeral
10:10 – 11 a.m.                                            Services: The First Call
Operating a Pet Loss Business:                             and Beyond
Best Practices                                             Kate Moore, CFSP, and Terry
Dewayne Cain and Marty Dumas                               Branson, CFSP
Dewayne Cain, president and founder         Cain           In 2009, funeral directors Kate
of Resthaven Memorial Park, Funeral                        Moore and Terry Branson
Homes and Crematory, along with                            opened Beyond the Rainbow
Marty Dumas, vice president of                             Pet Hospice & Memorial
operations, recognized years ago the                       Center, the first-of-its-kind, total end-of-life care
need for pet loss services in the Dallas-                  provider for pets. In their first 18 months, they
Fort Worth area.                            Dumas          provided care to more than 350 pet parents and
                                                           their pets. Learn how they have applied successful
In this session, they will share their                     funeral directing principles to the pet loss
thoughts on responsible, ethical and professional          profession, including:
practices in the pet loss and pet cremation industry         • how to take the “first call”
including:                                                   • telephone etiquette
  • tracking                                                 • making removals
  • database development and use                             • grief counseling and talking to children about
  • tagging system                                             death
  • outreach to the public and to vets                       • setting up and conducting a visitation and a
  • preneed (and how it ties in with the human                 funeral
     side of their business)                                 • aftercare ideas
                                                             • holiday memorial services
Pet Memories Cremation Services is located in
Rockwall, Texas. Visit their website at                    Kate Moore and Terry Branson are licensed to see their                  funeral directors and Certified Funeral Service
facilities and their services.                             Professionals who owned and operated funeral
                                                           homes in the Dallas-Fort Worth area and have
11:10 a.m. – Noon                                          a combined experience in funeral service of 75+
Best Practices for Pet Cemeteries                          years. They are active members of 4PAWS, an
Bill Remkus                                                animal adoption organization in Benbrook, Texas,
What does it take to run a pet                             and are members of the Academy of Professional
cemetery, both in terms of managing                        Funeral Service Practice, the International
current operations and ensuring                            Association for Animal Hospice and Palliative
its care for the future? In this session, third-           Care and the Tarrant County Veterinary Medical
generation pet cemeterian Bill Remkus will                 Association. Kate is co-chair of the PLPA Education
discuss the history of pet cemeteries, the value           Committee. Terry is a member of the PLPA
a pet cemetery offers crematories and best                 Standards & Ethics Committee and holds a degree
practices for operating a well-run, profitable             in psychology.

2:10 – 3 p.m.                                           Once you reach a visitor through social media, you
The Devil Is in the Details: Customer                   need a way to sell your product or service to seal
Loyalty Is Not Built from 30,000 Feet                   the deal.
Doug Gober
When someone hears the name of your                     Using social media to increase sales has already
business, what immediately goes through their           proved its value: According to a recent American
mind? Unique logos? Clever tag lines? Catchy            Marketing Association report, companies with
jingles?                                                a high level of social media activity experienced
                                                        an 18 percent increase in revenue. In this session,
Today, customer loyalty requires much more              you’ll discover how to use social media to promote
than that. Our image, our brand and our ability         and distribute your online brand and to increase
to differentiate ourselves within our markets are       sales. Among the lessons you’ll learn and the
based on our interactions with the families we          materials you’ll receive:
serve. It often has less to do with what we say           • the anatomy of an effective, engaging website
about our companies and more to do with what                that converts social media leads into pet loss
our customers say and think about us.                       sales
                                                          • how to increase website search engine ranking
In this session, Doug Gober will pull together a            through inexpensive search engine
variety of key branding considerations and apply            optimization (SEO) techniques
them directly to pet loss businesses. He’ll look          • how to use Twitter and Facebook to distribute
at each potential point-of-customer contact and             news and promotions to a targeted
delve into how each of these impacts our existing           demographic
and potential customers. Finally, he’ll define            • how to use viral marketing to turbo-charge
the elements that comprise customer awareness               pet loss leads
and examine them in depth, offering advice                • how to drive high-value traffic to your site
and examples of techniques that have proved                 using web advertising
successful in other businesses.                           • how to create new sales channels via the
                                                            “widget economy”
Doug Gober is director of development and                 • how to set up pet obituaries and enhance
marketing for Carriage Services Inc., which owns            them to generate traffic and revenue
and operates 151 funeral homes and 33 cemeteries          • how to open new revenue streams selling pet
throughout the United States. Prior to accepting            monuments online
this position in 2011, he served as executive             • how a funeral director can effectively
director of the Matthews Casket Division and as             integrate traditional funeral home web
executive vice president of The York Group.                 properties with their pet loss offerings to
                                                            generate effective leads
3 – 3:30 p.m. Refreshment Break
                                                        Zach Garbow is co-founder of Funeral Innovations,
3:30 – 4:20 p.m.                                        a technology firm specializing in web-based
Increase Your Sales Using Social Media                  solutions for the funeral industry. Before starting
Zachary Garbow                                          Funeral Innovations, he was a software engineer
Properly leveraging social media for                    within IBM Research, where he gained more than
marketing and distribution involves                     100 patents pending and became the youngest
more than simply tweeting about what you ate            person to be named Master Inventor in the history
for breakfast. It requires crafting an identity,        of IBM. He has spoken at the ICCFA Wide World
showing up in search engines, finding and               of Sales Conference and the International Order
participating in industry discussions, getting          of the Golden Rule’s 2010 funeral conference, and
your message shared, obtaining fans and                 he has served as lead speaker at six national IBM
followers, monitoring references, engaging              conferences.
customers and critics and more.
                                                        5:30 – 7:30 p.m. Happy Hour

Tuesday, October 4                                        right market and whether your dollars spent are
                                                          paying off.
9 a.m.
Welcome and Announcements                                 Coleen Ellis is founder and president of Two
PLPA Co-Chairs Coleen Ellis and Bill Remkus               Hearts Pet Loss Center in Greenwood, Indiana,
                                                          and is co-chair of the Pet Loss Professionals
9:10 – 10 a.m.                                            Alliance. She holds a Death & Grief Studies
Achieving Personal and                                    Certification with a specialty in Pet Loss
Professional Success                                      Companioning.
Rena Tarbet
Why do some people succeed where                          11:10 a.m. – Noon
others fail? Rena Tarbet, national sales                  The Power of Proper Merchandising
director emeritus for Mary Kay Cosmetics, knows           Don’t miss this panel discussion as suppliers of
what it takes. She is an authority on breaking            pet loss products and services share their advice
through obstacles, managing time, reducing stress,        on sales and merchandising.
innovating, resolving conflicts and reenergizing
and revitalizing staff.                                   Noon – 1 p.m. Lunch

In this captivating and motivating presentation,          1:10 – 2 p.m.
Rena will share her no-nonsense take on life and          Grief Management: Helping Families
how to achieve your full potential.                       Deal with the Loss of a Pet
                                                          Claire Chew
Rena Tarbet began her career at Mary Kay in 1967.         Companion animals are the
As a director, she surpassed all company records          embodiment of unconditional love,
both in her personal sales and in team production,        friendship and family. Losing a beloved pet can
leading the No. 1 team in the company to million          be overwhelming. Dealing with the grief process
dollar status for four years in a row. In 1985, she       is a unique and personal journey with many
was recognized as Fort Worth Woman of the Year.           layers.
She has been featured in numerous magazines and
books, including, “Survivors: Living with Cancer.”        In this session, learn about the many
She is a frequent speaker for the American Cancer         manifestations of grief, how to guide families to
Society and provides extensive counseling for             express it in constructive ways and how to help
cancer patients throughout the country.                   them create an action plan for moving forward.

10:10 – 11 a.m.                                           Claire Chew is a certified grief recovery specialist
Unraveling the Mysteries of                               and certified bereavement facilitator with a
Marketing                                                 master’s degree in spiritual psychology. She
Coleen Ellis                                              left behind her corporate career after she lost
For many, marketing pet loss services                     her beloved dog Sophie and created her own
is a mystery.                                             company to help celebrate the bond between
                                                          people and pets. She shows hundreds of families
In this session, Coleen Ellis will help you get           each year how to heal and integrate their grief to
past the shroud of uncertainty and will show              live a life full of happiness.
you how to create a marketing strategy that will
place your company at “top of mind” within your           2:10 – 3 p.m.
marketplace.                                              A Legal Forecast for the Pet
                                                          Funeral Industry: Bright with
You’ll take away a marketing strategy budget and          a Chance of Lawsuits
a marketing assessment questionnaire that will            Poul Lemasters, Esq.
allow you to immediately assess whether your              The future is bright both for pet loss providers
marketing efforts are getting the message to the          and for the families they serve with increasing

 care and service options. The profession is                           cremation business.
 growing at a rapid rate; however, with that
 growth comes increased risk.                                          Jon Remkus is manager of Hinsdale
                                                                       Animal Cemetery & Crematory,
 Pet loss services have leapt into the 21st century,                   Willowbrook, Illinois. He is a co-
 but practices and procedures are lagging behind. In                   chair of the PLPA Standards &
 this seminar, attorney Poul Lemasters will analyze                    Ethics Committee and is a PLPA
 recent court cases changing and re-defining                           representative to the Pet Cremation
 liability issues for pet loss providers and will take                 Council. Ron Salvatore has been with
 a look ahead at potential future trends affecting                     Matthews Cremation Division for more
 the risk of liability. He’ll focus on real problems                   than 20 years and is a member of the Salvatore
 causing lawsuits and the preventive measures                          ICCFA Cremation Coaching Center
 needed to avoid them. Finally, he’ll review current                   team at
 model practices and forms and provide real-world
                                                                       7 p.m.
 solutions to reduce the risk of lawsuits.
                                                                       40 on 40
 Poul Lemasters is an attorney and president of                        Ticket required: $40 (must be purchased by Sept. 15)
 Lemasters Consulting in Cincinnati, Ohio. He                          Join us at the Petroleum Club of Forth Worth
 has worked in the funeral service profession                          to enjoy the finest dining, dancing and most
 for more than 15 years and holds funeral                              spectacular views of the city from the club’s 40th
 director and embalmer licenses in Ohio and                            floor. This event is just two short blocks away from
 West Virginia. He is a member of the ICCFA                            the host hotel. Dress is business casual; no denim.
 Cremation Coaching Center team at
                                                                                    ALSO BEING OFFERED:
                                                                             Pet Loss & Grief Companioning
 3-3:30 p.m. Refreshment Break                                                    Certification Program
                                                                          october 6-8 • Presented by Coleen Ellis
 3:30 – 4:20 p.m.                                                        Understand the basics of the grief process through
 Improving the Efficiency of Your Pet Crematory                          the companioning skills needed for a mourning
 Jon Remkus and Ron Salvatore                                            heart, and of self-care needed for this emotionally
 The act of cremation is all about physics, and                          charged role. Attendees will hear firsthand this
 as a result, there are certain laws of physics you                      informative material, complete with stories of pet
                                                                         loss experiences to aid in the learning process.
 can use to ensure the most efficient operation
 of your retort. Jon Remkus and Ron Salvatore                            Registration for this program is separate and can
 will share the latest research into the body mass                       be made through Two Hearts Pet Loss Center. For
 and makeup of specific pet breeds and the very                          more information and to register, visit
 practical ramifications of that research for your             

CrEmatorY oPErator CErtIfICatIon • WEdnEsdaY, oCtobEr 5
                    8 a.m. to 5 p.m. with continental breakfast beginning at 7:30 a.m.
 The ICCFA Crematory Operator Certification program is                    • basics of operating cremation equipment
 presented by ICCFA cremation coaches Julie Burn, CCrE,                   • general maintenance and troubleshooting
 CSE; Poul Lemasters, Esq.; and Larry Stuart Jr. in concert with          • forms and record keeping
 Crematory Manufacturing & Service Inc.                                   • handling and exposure control
 The extensive training curriculum includes:                           All attendees will receive a comprehensive Operations
    • professional terminology                                         Manual covering all aspects of crematory operation and
    • incinerator terminology                                          maintenance.
    • principles of combustion
    • cremation and the environment                                    Attendees are invited to join CPLP participants for the 40 on
    • incinerator criteria and design                                  40 event on Tuesday evening (a ticket must be purchased).

Limited to 60 attendees • Save $50 by registering for both the CPLP and Crematory Certification programs

                 Certified Pet Loss Professional and
      Crematory operator Certification Programs registration form
                      If you are registering more than one person, please photocopy this form for each additional registrant.

Name ________________________________________________________ Nickname (for badge) _________________________
Company __________________________________________________________________________________________________
Address ____________________________________________________________________________________________________
City _________________________________________________ State _________________ Zip Code _______________________
Telephone _______________________________________________ Fax ______________________________________________
E-mail _____________________________________________________________________________________________________

Please indicate if you are a:                 q CCFE      q CCE      q CFuE      q CCrE       q CSE     q CFSP       q CCCE     q CM

Is your organization part of a multi-ownership company? no yes (if yes, identify below)
q If you have a disability that requires special accommodations, please check here and attach a statement of your needs.

FEES: Payment must accompany the registration form. Fees for the CPLP Training Program include the Sunday night
Kickoff Party at Billy Bob’s and the Monday night Happy Hour. Participation in the 40 on 40 requires a separate ticket to
be purchased by September 15.

REGISTRATION                                                                     Total                               HOTEL
q CPLP Training Program (October 2-4)                                            $389     __________
                                                                                                                     The PLPA has
                                                                                                                     secured a discount
q Crematory Operator Certification (October 5)                                   $369     __________
                                                                                                                     room rate of $139
q CPLP and Crematory Operator Certification (October 2-5)                        $708     __________                 per night at the
Save $50 when attending both programs!                                                                               Embassy Suites
                                                                                                                     Fort Worth—
EVENT TICKETS                                                   # of Tickets     Price                               Downtown.
q 40 on 40 (October 4)                                          ______           x $ 40   __________
Tickets must be purchased by 9/15/11                                                                                 To reserve
                                                             TOTAL AMOUNT DUE: __________                            your room, call
                                                                                                                     817.332.6900 and
PAYMENT METHOD                                                                                                       indicate that you
q Check (Please make payable to ICCFA)                                                                               are with the ICCFA
q Credit card (circle one)                                                                                           conference.
           MasterCard                  Visa    Discover      American Express
Card Number _______________________________________________________________ Exp. date ______________________
Name on card ______________________________________________________________________________________________
Security ID number (3-digit # on back of card or 4-digit # on front of AmEx) ________________________________________
Card’s billing address/ZIP ___________________________________________________________________________________
(required to process)

  The PLPA has secured a discount shuttle rate to/from the host hotel and either DFW or Love Field airports.
  For complete information and to register directly online, visit

                                         INTERNATIONAL CEMETERY, CREMATION & FUNERAL ASSOCIATION
                                                    107 Carpenter Drive, Suite 100 - Sterling, VA 20164
                                            Telephone: 703.391.8400 | Toll-Free: 800.645.7700 | Fax: 703.391.8416