The Aurora Report

TABLE OF CONTENTS

THE AURORA REPORT | FALL 2011 PAGE 1

Letter from Bill BackmanSolidifying Our Commitment ..................................................... Page 2

AdvisorThe Latest in Funeral Service Innovation ............................... Page 3-6

Website Sneak PeekAuroraCasket.com & AuroraAdvantage.com ....................... Page 7

Aurora on Facebook .................................................................. Page 8

A Better Way to BronzeIntroducing Aurora Bronze Memorials ................................. Page 9-10

Service Anniversaries ............................................................... Page 11

Aurora Achievements ............................................................... Page 12

Aurora in the News ............................................................... Page 13-14

LETTER FROMBILL BACKMAN

SOLIDIFYING OUR COMMITMENT

In 2010, the Aurora leadership team confirmed our company’s

Strategy Foundation. This includes the Big Hairy Audacious Goal

(BHAG) of becoming “The Most Customer-Focused Team in

Funeral Service and Achieving $200 Million in Annual Sales by

the End of 2012.”

To achieve this goal, we must help make it easy for our

customers to operate more profitably.

For the last year, every department and member of Team Aurora

has contributed toward this BHAG. We have introduced new

products, new programs, new processes and new promotions.

I am excited to tell you that, through your efforts,

AURORA IS GROWING!

Both aspects of our BHAG are within reach! And this issue of the

Aurora Report outlines some bold and audacious steps toward

achieving this goal. In March of this year, Aurora introduced a

product line extension of Bronze Memorials, created with a new

technology and partner that brings tremendous value to families

and our clients.

And in September 2011, Aurora will introduce Advisor, the first

customer service system created for funeral service. This new

web-based system will help our customers sell, deliver, and

manage better funeral experiences for their client families.

Both of these new initiatives are consistent with our efforts to

help our funeral home clients operate more profitably. We firmly

believe that these initiatives, along with so many other activities

that are already in place, or scheduled for 2112 will help us

realize our BHAG. But it will not happen without the commitment

of each of you to help us win every day.

Thank you for all that you do for our customers and for Aurora.

BAX


In 1998, Aurora introduced Family Advisor, the first

computer-based funeral arrangement system.

Born from consumer research that revealed the

anxiety families experience when walking into a

traditional casket selection room, Family Advisor

and Aurora’s E-Litho is used today in thousands of

funeral homes nationwide.

But today, in 2011, new challenges call for

a new solution.

In September of this year, Aurora will introduce

the funeral profession’s first Customer Service

System – Advisor.

THE LATEST IN FUNERAL SERVICE INNOVATION


AN INTERVIEW WITH CHRIS BARROTT.

How is Advisor different from the previous Family Advisor system?

CHRIS BARROTT: Family Advisor does a terrific job of helping our funeral home customers simplify the process of meeting with families to make funeral selections. Over the years, customers have told us that Family Advisor created a better planning experience for families, simplified the arrangement meeting, and helped increase funeral home revenue on the casket and the entire service.

But Family Advisor only helped funeral homes during the arrangement conference. Today, with access to more information than ever before, families are starting the planning process before they ever get to the funeral home. Aurora identified an opportunity to provide a solution that helped funeral homes educate families during the time when they are really making decisions.

How does the new Advisor help our funeral home clients?

CB: Advisor helps our customers manage the entire Customer Service Opportunity from preneed to the initial death call, through the planning and arrangement process, and even through the delivery of services and aftercare.

One of the important new innovations is the Family Connections website component. With the click of a button, our funeral home clients can create a private, password-protected website for each family they serve. Family members can log on to learn more about the funeral planning process before they even meet with the funeral professional.

Think of that period of time between when the death occurs and when the funeral arrangements are made with a funeral director. What are families doing? They’re researching their options. They’re already making decisions about what they want. Unfortunately, funeral homes today do not empower families during this critical period. With Advisor, they can give families a place to better understand funeral choices, collect important details, and help with the planning process.

So the new Advisor is far more than a redesign of the existing system?

CB: Over the last 12 years, we have learned a lot about how funeral directors do arrangements. We took the opportunity to keep and enhance all the things that our clients really enjoyed about Family Advisor. But we’ve also added new features and functions that our customers have been missing – things they’ve told us they wanted to help them sell, deliver, and manage a better funeral experience for each family.


Advisor allows funeral service professionals to better serve families during every part of the customer opportunity.

How does Advisor leverage new technologies?

CB: Advisor provides our customers instant access to critical business information – everything from scheduling and to-do lists to case information and sales analysis. This is made possible by moving the application to a cloud-based, or Internet-based system. Customers no longer have to install software on their computers. They simply access Advisor from any device with internet access, including iPads and ultimately smartphones.

This offers many advantages for our customers and for Aurora. It used to be that many funeral directors lived at the funeral home. That’s not the case anymore. Our customers want the ability to manage their business from wherever they may be – from home, working around town, or even on vacation.

For Aurora, it makes the system easier for our sales representatives and internal team to support. Rather than driving across a territory to help a customer update prices, our reps can now support our customers online from anywhere.

This new technology simply makes everyone more productive.

How will Advisor help Aurora succeed and sell more caskets?

CB: Our company is widely recognized for outstanding quality products and the best customer service in the industry. But today, that’s just not enough for us to grow our marketshare. We need to make day-to-day business operations easier and more profitable for our customers. We need to provide solutions for today’s challenges like rising cremation rates, decreased revenues.

Advisor can and will help our customers with these challenges and more. If we can help funeral directors overcome these challenges, it will position our customers and Aurora to succeed.

Advisor is perfectly positioned with our Strategy Foundation – helping to create an honorable closure to every life, while Advisor is good for families, good for funeral directors, and good for Aurora.


The Family Connections feature allows funeral homes to interact with families through a private, password-protected website. Families can learn about funeral choices, browse Aurora caskets, invite family and friends to funeral events, and even fill out key information from the comfort of home.

Advisor automates the creation and printing of all funeral home paperwork, from contracts to death certificates to stationery items. Integrated scheduling and sales reports help customers manage daily activities.

With Advisor, families can browse high-resolution images of the entire Aurora product line with real-time integration to our service center inventory.

Advisor provides a more comfortable and familiar environment for families to make decisions about funeral services -- both pre-need and at-need.

WHAT OUR CUSTOMERS ARE SAYING ABOUT ADVISOR:

“AURORA IS WAY AHEAD OF THE COMPETITION WITH ADVISOR.”

“ADVISOR WOULD OBVIOUSLY PROVIDE AN IMPROVEMENT OVER THE WAY WE ARE DOING THINGS TODAY. AURORA HAS INVESTED IN THIS SYSTEM AND IT SHOWS.”

“THE FAMILY CONNECTIONS WEBSITE WOULD CERTAINLY BENEFIT OUR FAMILIES AND OUR FUNERAL HOME.”

“FUNERAL PROFESSIONALS NEED TO TAKE STEPS TO INTERACT WITH FAMILIES IN NEW WAYS. ADVISOR WILL CERTAINLY SET OUR FIRM APART FROM COMPETITORS.”

“ WHEN CAN I START USING THIS SYSTEM AT MY FUNERAL HOME?”

TO ANSWER THE LAST QUESTION – ADVISOR WILL BE LAUNCHED ON

SEPTEMBER 28 WITH A LIVE WEBCAST PRESENTATION PROMOTED THROUGHOUT FUNERAL SERVICE.


SINCE 1996, AURORACASKET.COM HAS BEEN THE PLACE FOR FAMILIES AND FUNERAL DIRECTORS TO LEARN ABOUT AURORA’S PRODUCTS AND SERVICES.

BUT AS AURORA ENTERS A NEW ERA OF TECHNOLOGY, OUR WEB STRATEGY IS EVOLVING AS WELL.

HERE’S A SNEAK PEEK INTO WHAT’S COMING LATER THIS YEAR.

We’ve made it even easier for funeral directors to access

their Aurora account and learn more about our products

and services. AuroraAdvantage.com is brand new, and

will launch at NFDA this year. It is a portal specifically for the

funeral director that highlights exactly what Aurora can offer

a funeral home in terms of business solutions and quality

products. Every funeral director can have his or her own

account to log in and view product catalogs, watch videos,

access account information, and even order products and

pay bills. Several Aurora employees will maintain blogs to

help funeral directors stay abreast of the latest goings-on

here at Aurora and in the industry at large. By devoting an

entire site to our client funeral directors, Aurora will better

communicate our value proposition and make it simple for

funeral directors to stay connected.

AURORA ON THE WEB

In the past, AuroraCasket.com has had to serve two distinct

audiences—families seeking funeral information, and funeral

professionals. Moving forward, AuroraCasket.com will target

families only. It will be Aurora’s merchandise showcase on

the web, where consumers can learn more about the Aurora

brand and better understand our company’s philosophy.

We are unique in our industry, as fewer and fewer consumer

products can be called “Made in America.” We want

families to know that each of our caskets is precision crafted,

with care, by dedicated individuals who are masters of their

crafts. AuroraCasket.com will help us better tell this story

through pictures, video, blogs and FAQs.

THE NEW AURORAADVANTAGE.COM

THE NEW AURORACASKET.COM


Got something to share? Planning a special event in your territory? Submit photos to [email protected]

AURORA ON

“LIKE” AURORA ON FACEBOOK

AURORA’S FACEBOOK PAGE IS CELEBRATING ITS ONE-YEAR ANNIVERSARY THISSEPTEMBER! IN JUST ONE YEAR, WE’VE GAINED 360 FANS--THAT’S 30 NEW FANSEVERY MONTH! HERE’S HOW YOU CAN CONTRIBUTE TO MAKING OUR COMPANY FACEBOOK PAGE MORE MEANINGFUL.

VISIT FACEBOOK.COM/AURORACASKET

AND US! ENCOURAGE FRIENDS

AND FUNERAL DIRECTORS TO US

TOO, BY ADDING OUR FACEBOOK URL TO

YOUR EMAIL SIGNATURE.

Stay on top of local and national events, including conventions, opening houses and training seminars

View photos of conventions, company happenings and community outreach events

Comment on news articles, manufacturing videos and company announcements

Aurora’s technological revolution is not limited to

online applications. In a continued effort to help

our funeral home clients offer their families better

products, Aurora has partnered with Whitehall

Products to create a new line of bronze memorials.

New manufacturing techniques are used to

produce high-quality memorials at a significantly

reduced cost.

Bronze is an alloy of copper, tin and zinc, so the

price of bronze memorials is heavily dependent on

the price of these raw materials. Copper is the main

component of bronze, making up about 88% of the

alloy. Over the past decade, the price of copper

has increased more than 400 percent. Today, the

raw metal trades at over $4.00 a pound. Experts

expect that price to keep rising. Striking evidence

of the growing value of bronze can be seen in

nationwide headlines reporting theft of bronze

vases from cemeteries, often stolen by the hundreds

by individuals hoping to sell them for scrap metal.

In these troubled economic times, families are

seeking ways to memorialize their loved ones

appropriately, yet affordably. However, the

importance of creating a memorable tribute has

not changed. Aurora is bridging that gap with the

new Aurora Memorials, featuring an aluminum core

encased entirely in bronze.

The cost of aluminum as a raw material is about one

fourth that of copper, drastically reducing the cost

of each memorial. The aluminum core also reduces

the weight of each memorial, providing for lower

shipping costs and easier handling and installation.

INTRODUCING AURORA MEMORIALS

A BETTER WAY TO

COPPER VS. ALUMINUM

$0.50

Dec 08

Jun 09

Nov 09

May 1

0

Nov 10

Jan 11

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

$4.50

PRIC

E PE

R PO

UN

D


AURORA MEMORIALS

ARE MUCH LESS EXPENSIVE THAN OTHERS IN THE MARKET.I’M LOOKING FORWARD TO PASSING THIS SAVINGS ON TO MY FAMILIES.”

The aluminum core is encased entirely in bronze,

so the memorial looks and performs just like a

traditional solid bronze marker. Each Aurora Memorial

is treated with a clear coat, and 30-year-equivalent

environmental tests resulted in no degradation.

This technology was pioneered over a decade ago

by Aurora’s partner in this new venture, Whitehall

Products, based in Michigan. Whitehall is the leading

manufacturer of cast-metal products for the home

and garden. Products such as personalized address

plates are distributed by some of the nation’s largest

retailers, including Home Depot, Lowes, Frontgate

and Brookstone.

Aurora Memorials cost nearly 40% less than their

traditional solid bronze competitors, and are backed

by the strongest warranty in the industry. If the

memorial fails to perform as warranted, Whitehall will

replace it for free. If the memorial suffers damage as

a result of neglect or cemetery equipment, Whitehall

will replace it at 50% of the original price.

This new line of bronze memorials is just another way

Aurora can better serve our clients and create a

memorable closure to every life.


“

JERRY PERYER,GREENLAWN FUNERAL HOME NORTH, SPRINGFIELD MO

BRONZE


Michael AtkinsDennis BanksBrian BauschTerri BroganAmber BrothersMichael BryaCharles CampbellFred ConradiJames CornettBarbara CrossLori DarlingtonLisa DowneyTrish FinneganBuddy GaunttDarren GrubbsRickey JacksonDerrick Dwayne KeithMichael KeyesKC KrumeichLisa LackChad RussellSteve SchneidauSteve SlazykWilmer StufflestreetRoger ThomasGary ThompsonJames TurnerBrent WermesTom WheatleyBobby WintersConnie WintersDavis Wright

Ronald Baker Jr.

Andrew Ballew

Randy Brazzell

Albert Burk III

James Campbell

Ed Cox

Keith Currie

Bruce Fenn

Patrick Ferrari

Maureen Jackson

Vanessa Knigga

Brian Merk

Timothy Morris

John Neville

Nyetta Niklas

Gary Peters

Michael Peters

Charlie Roberts

Darrick Schreiner

Karen Schroeder

Donald Stirgus

Gary Stogsdill

Marty Strohofer

Benjamin Walker

Jason Walston

Claude West

William Wright

Keith Wuellner

Aaron Baker

Mike Blair

Charles Booker

Stanley Chmielarski

William Dirr

Paul Kemppainen

Mike Kopper

Mike Nash

Carolyn Schmaltz

Brian Sexton

Wesley Taylor

Harry Walker

Alan Wright

Dale Armstrong

Kendall Chandler

Jim Flippen

Richard Jackson

Michael Mockbee

Darrell Morefield

Ray Rickett

Len Weber

Bill Barrott III

Ricky Barrows

Darwin DisbroNathan Coy

John Cummings

Mark Dennis

Jerry Dick

Wendle Disbro

Kris Kidwell

Stacy Leonard

Kelly McGraw

Charles Ray

Mary Stultz

John Taylor

Joseph Jackson

Jim Koenig

Kevin McCreary

Debbie Snyder

Robert Sommer

Roger Truitt

Barry York

David Zerkle

Gary Henry

Lewis Kelly Jr.

Gary Snyder

Herschel Bovard

Walter Christensen

Dennis Gregory

Paul Lewis

John Platt

Justin Wayne Ray

Timothy Shinkle

Mary Watts

5 YEARS10 YEARS

15 YEARS

25 YEARS

40 YEARS20 YEARS

30 YEARS

45 YEARS

35 YEARS


From all of us at Aurora

Casket, thank you for your

years of dedicated service!

SERVICE ANNIVERSARIES

THE AURORA REPORT | FALL 2011 PAGE 9THE AURORA REPORT | FALL 2011 PAGE 12

Congratulations to Ashley Draper, daughter of Melissa

Tiettmeyer (Credit Department). Ashley received

the Aurora Academic Scholarship in 2007 and has

successfully completed a degree in Psychology from

Indiana University in Bloomington. She will continue her

education at Northern Kentucky University in the fall

and begin working towards a Masters in Social Work.

After almost 30 years as

President & CEO of

Alliance St-Laurent Casket

Corporation, M. Paul Michaud

has officially retired on

June 29, 2011. From 1982 to 2011, Paul led this family-owned business

to great success by surrounding himself with a knowledgeable team

of employees, strategic counselors and valued partnerships. He is best

remembered by his exemplary entrepreneurship skills, his leadership and his

perseverance through all the challenges of being in a competitive market

that offers success only to the best. He is most happy to retire knowing that

the continuity of the company is now ensured by Aurora Casket Company,

which shares in the values on which he thrived to succeed.

Aurora congratulates South Dearborn HS gradates

Kelsey Steuver and Stephanie Zeidan for earning the

annual Barrott Family Scholarship!

This scholarship is awarded for outstanding community

service in memory of Emma Jean Barrott.

Paul Michaud’s Retirement

Jim Koenig receives a gift for 30 years of service.

AURORA ACHIEVEMENTS

AURORAIN THE NEWS:

AURORA INTRODUCES NEW BRONZE MEMORIAL MARKERS Aurora, IN — March 1, 2011 —

For more than 100 years, the technology involved in

crafting bronze grave markers has not significantly evolved.

Aurora Casket Company is aiming to change that with the

introduction of its new Aurora Memorial products.

Aurora Memorials feature an aluminum core, encased entirely

in bronze. This technology offers the same appearance,

performance, and durability of traditional bronze markers, but

at a significant savings to funeral homes and cemeteries.

“Aurora Memorials offer a significant advantage over

traditional bronze markers,” said Tim Dugan, senior vice

president of sales and marketing at Aurora. “They provide the

same classic look and appeal, at a more affordable price – as

much as 40 percent less than traditional bronze markers.”

[Full article available online at www.kates-boylston.com]

FUNERAL SERVICE REACHES OUT TO THE TROOPS AURORA, IN — MAY 25, 2011 — The nation’s largest privately owned funeral services supplier,

Aurora Casket Company, sponsored “Armed Forces Day”

on May 21 from 1:00 to 4:00 p.m. at the Cincinnati College of

Mortuary Science. Item donations and financial contributions

from the event supported the Yellow Ribbon Support Center,

a nonprofit that sends more than 30 care packages a week

to those serving overseas. The event was covered live by

96 Rock, WFTK and featured a Veterans Affairs mobile unit,

concessions and live entertainment by rock band Cover

Model.

“It’s a great opportunity for the public to thank our veterans,

to support the Yellow Ribbon Support Center and for the

students to be good neighbors,” Cincinnati College of

Mortuary Science President Karen Giles said of the second

annual event. Colonel Giles served for 22 years and is the

former Director of the Port Mortuary at Dover Air Force Base.


AURORA CASKET COMPANY PROUD SPONSOR OF “MEET THE MENTORS” EVENT AURORA, IN – AUG. 16, 2011 — Aurora Casket Company, the largest family-owned funeral

service supplier in the United States, is a proud sponsor of the

National Funeral Directors Association’s “Meet the Mentors”

program to be held Sept. 13 at the Harvard Faculty Club on

the Harvard University campus in Cambridge, Mass. Held in

cooperation with the Funeral Service Foundation (FSF), the

inaugural event gives 50 randomly selected NFDA members

under the age of 40 the opportunity to learn from four of the

top funeral directors in the nation.

“There is no replacement for the role mentors have in our

profession,” said Tim Dugan, Aurora senior vice president of

Sales and Marketing. “Regardless of how the field may change,

the quality of funeral service professionals rests on the training

they receive from their predecessors.”

American Legion Post 530

WHAT NONRELIGIOUS FAMILIES REALLY NEED: BY LACY ROBINSON, CFSP, AURORA CASKET SENIOR PROFESSIONAL DEVELOPMENT TRAINER — You might consider this a silly notion. What if hymns, prayers

and scripture readings were banned from funerals? It will never

happen, but think about it for just a minute. What readings

would you recommend in their place? Who would be the

master of ceremony? What about those families who are

deeply connected to religion? They would feel disheartened,

confused and a little irritated. But your non-religious families

may be relieved and comforted in knowing that something

they didn’t choose in life before death is not the only option

after death.

A big part of what we do as funeral service professionals

is providing direction to families. Direction for our religious

families can be quite simple, given that funeral rites, rituals and

ceremonies have been around since the beginning of time.

However, direction for our non-religious families can be completely

lost leaving families feeling uncomfortable and empty.


AURORA CASKET CELEBRATES 10TH ANNIVERSARY OF FUNERALPLAN.COM WITH COMPLIMENTARY PERSONAL PLANNING GUIDE AURORA, IN – APRIL 26, 2011 – Navigating the many choices involved in funeral

planning just got much easier with the addition of a new

downloadable Personal Planning Guide at Funeralplan.

com. The site was developed 10 years ago by Aurora

Casket Company as a resource for families on funeral

planning and grief support. More than 100,000 unique

visitors annually turn to Funeralplan.com for information

about funerals and memorialization.

The complimentary Personal Planning Guide provides

families with the opportunity to review choices available

for end of life planning, from traditional rituals and customs

to personalized life tributes and memorial services.

“Ultimately, the best source of information about funeral

planning, grief, and healing is a local funeral professional,”

said Marty Strohofer, director of creative marketing at

Aurora. “Funeralplan.com provides families a starting point

online and a locator guide where they can find a funeral

professional in their community.”

After reviewing information on Funeralplan.com, families

can download the Personal Planning Guide to record

some of their preferences and information required.

“Planning in advance takes some of the burden and

uncertainty from the minds of our loved ones,” Strohofer

said. He also added the importance of reviewing personal

preferences with other family members.

“Funerals are for the living. Many of us want to try to shield

our family from the pain of death and loss, but planning an

appropriate time and place for family and friends to say

goodbye and share memories is an important part of the

healing process,” he added.

[Full article available online at www.connectingdirectors.com]

AURORA CASKET DEVELOPMENT TRAINER TO SPEAK AT MID-AMERICA COLLEGE OF FUNERAL SERVICE GRADUATION AURORA, IN — FEBRUARY 8, 2011 — Mid-America College of Funeral Service announces Aurora

Casket Senior Professional Development Trainer Lacy Robinson

as speaker for the 2011 commencement ceremony...

Robinson, a graduate of Mid-America herself, serves as the

Continuing Education Coordinator to the Association of

Women Funeral Professionals, is an active member of the

Funeral Directors Association of Kentucky and a member of

the Kentucky Speakers Association.



Bill Backman III, President

10944 MARSH ROADAURORA IN 47001

800.457.1111WWW.AURORACASKET.COM

PRSRT STDCINCINNATI OHPERMIT #5780

I AM EXCITED TO TELL YOU THAT, THROUGH YOUR EFFORTS, AURORA IS GROWING!

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The Aurora Report