The Aurora Report

TABLE OF CONTENTS

Letter from Bill Backman Solidifying Our Commitment ...................................................... Page 2 Advisor The Latest in Funeral Service Innovation................................ Page 3-6 Website Sneak Peek AuroraCasket.com & AuroraAdvantage.com........................ Page 7 Aurora on Facebook................................................................... Page 8 A Better Way to Bronze Introducing Aurora Bronze Memorials.................................. Page 9-10 Service Anniversaries................................................................ Page 11 Aurora Achievements................................................................ Page 12 Aurora in the News................................................................ Page 13-14

THE AURORA REPORT | FALL 2011 PAGE 1

LETTER FROM BILL 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 THE AURORA REPORT | FALL 2011 PAGE 2

THE LATEST IN FUNERAL SERVICE INNOVATION

In 1998, Aurora introduced Family Advisor, the first

But today, in 2011, new challenges call for

computer-based funeral arrangement system.

a new solution.

Born from consumer research that revealed the anxiety families experience when walking into a

In September of this year, Aurora will introduce

traditional casket selection room, Family Advisor

the funeral profession’s first Customer Service

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

System – Advisor.

funeral homes nationwide.

THE AURORA REPORT | FALL 2011 PAGE 3

AN INTERVIEW WITH CHRIS BARROTT. How is Advisor different from the previous Family Advisor system?

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.

CHRIS BARROTT:

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.

THE AURORA REPORT | FALL 2011 PAGE 4

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 Internetbased 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.

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.

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 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.

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 AURORA REPORT | FALL 2011 PAGE 5

WHAT OUR CUSTOMERS ARE SAYING ABOUT ADVISOR:

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

“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.”

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

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

TO ANSWER THE LAST QUESTION

“ WHEN CAN I START

SEPTEMBER 28 WITH A LIVE WEBCAST

MY FUNERAL HOME?”

– ADVISOR WILL BE LAUNCHED ON

PRESENTATION PROMOTED THROUGHOUT FUNERAL SERVICE.

USING THIS SYSTEM AT

AURORA ON THE

WEB

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.

THE NEW AURORACASKET.COM 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 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.

THE AURORA REPORT | FALL 2011 PAGE 7

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

Got something to share? Planning a special event in your territory? Submit photos to facebook@auroracasket.com

Comment on news articles, manufacturing videos and company announcements

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

“LIKE” AURORA ON FACEBOOK

VISIT FACEBOOK.COM/AURORACASKET AND

US! ENCOURAGE FRIENDS

AND FUNERAL DIRECTORS TO

US

TOO, BY ADDING OUR FACEBOOK URL TO YOUR EMAIL SIGNATURE. View photos of conventions, company happenings and community outreach events

THE AURORA REPORT | FALL 2011 PAGE 8

A BETTER WAY TO INTRODUCING AURORA MEMORIALS 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.

$4.50 $4.00 $3.50 $3.00 $2.50 $2.00 $1.50 $1.00

11 n Ja

10 N

ov

10 M

ay

09 N

ov

09 n Ju

ec

08

$0.50

D

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.

COPPER VS. ALUMINUM

PRICE PER POUND

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 AURORA REPORT | FALL 2011 PAGE 9

BRONZE

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.

MEMORIALS “ AURORALESS EXPENSIVE ARE MUCH

THAN OTHERS IN THE MARKET. I’M LOOKING FORWARD TO PASSING

THIS SAVINGS ON TO MY FAMILIES.” JERRY PERYER, GREENLAWN FUNERAL HOME NORTH, SPRINGFIELD MO

THE AURORA REPORT | FALL 2011 PAGE 10

SERVICE ANNIVERSARIES 45 YEARS

25 YEARS

10 YEARS

5 YEARS

Gary Henry Lewis Kelly Jr. Gary Snyder

Dale Armstrong Kendall Chandler Jim Flippen Richard Jackson Michael Mockbee Darrell Morefield Ray Rickett Len Weber

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

Michael Atkins Dennis Banks Brian Bausch Terri Brogan Amber Brothers Michael Brya Charles Campbell Fred Conradi James Cornett Barbara Cross Lori Darlington Lisa Downey Trish Finnegan Buddy Gauntt Darren Grubbs Rickey Jackson Derrick Dwayne Keith Michael Keyes KC Krumeich Lisa Lack Chad Russell Steve Schneidau Steve Slazyk Wilmer Stufflestreet Roger Thomas Gary Thompson James Turner Brent Wermes Tom Wheatley Bobby Winters Connie Winters Davis Wright

40 YEARS Bill Barrott III Ricky Barrows Darwin Disbro

35 YEARS Herschel Bovard Walter Christensen Dennis Gregory Paul Lewis John Platt Justin Wayne Ray Timothy Shinkle Mary Watts

30 YEARS Joseph Jackson Jim Koenig Kevin McCreary Debbie Snyder Robert Sommer Roger Truitt Barry York David Zerkle

20 YEARS Nathan Coy John Cummings Mark Dennis Jerry Dick Wendle Disbro Kris Kidwell Stacy Leonard Kelly McGraw Charles Ray Mary Stultz John Taylor

15 YEARS 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

From all of us at Aurora Casket, thank you for your years of dedicated service!

THEAURORA AURORAREPORT REPORT|| FALL FALL2011 2011PAGE PAGE10 11 THE

AURORA ACHIEVEMENTS Paul Michaud’s Retirement

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

Jim Koenig receives a gift for 30 years of service.

service in memory of Emma Jean Barrott.

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

AURORA

IN THE NEWS: FUNERAL SERVICE REACHES OUT TO THE TROOPS AURORA, IN — MAY 25, 2011 —

AURORA INTRODUCES NEW BRONZE MEMORIAL MARKERS

The nation’s largest privately owned funeral services supplier,

Aurora, IN — March 1, 2011 —

Aurora Casket Company, sponsored “Armed Forces Day”

For more than 100 years, the technology involved in

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

crafting bronze grave markers has not significantly evolved.

Mortuary Science. Item donations and financial contributions

Aurora Casket Company is aiming to change that with the

from the event supported the Yellow Ribbon Support Center,

introduction of its new Aurora Memorial products.

a nonprofit that sends more than 30 care packages a week

Aurora Memorials feature an aluminum core, encased entirely

to those serving overseas. The event was covered live by

in bronze. This technology offers the same appearance,

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

performance, and durability of traditional bronze markers, but

concessions and live entertainment by rock band Cover

at a significant savings to funeral homes and cemeteries.

Model.

“Aurora Memorials offer a significant advantage over “It’s a great opportunity for the public to thank our veterans,

traditional bronze markers,” said Tim Dugan, senior vice

to support the Yellow Ribbon Support Center and for the

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

students to be good neighbors,” Cincinnati College of

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

Mortuary Science President Karen Giles said of the second

much as 40 percent less than traditional bronze markers.”

annual event. Colonel Giles served for 22 years and is the former Director of the Port Mortuary at Dover Air Force Base.

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

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

THE AURORA REPORT | FALL 2011 PAGE 13

AURORA CASKET CELEBRATES 10TH ANNIVERSARY OF FUNERALPLAN.COM WITH COMPLIMENTARY PERSONAL PLANNING GUIDE

AURORA CASKET DEVELOPMENT TRAINER TO SPEAK AT MID-AMERICA COLLEGE OF FUNERAL SERVICE GRADUATION

AURORA, IN – APRIL 26, 2011 –

AURORA, IN — FEBRUARY 8, 2011 —

Navigating the many choices involved in funeral

Mid-America College of Funeral Service announces Aurora

planning just got much easier with the addition of a new

Casket Senior Professional Development Trainer Lacy Robinson

downloadable Personal Planning Guide at Funeralplan.

as speaker for the 2011 commencement ceremony...

com. The site was developed 10 years ago by Aurora Casket Company as a resource for families on funeral

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

planning and grief support. More than 100,000 unique

Continuing Education Coordinator to the Association of

visitors annually turn to Funeralplan.com for information

Women Funeral Professionals, is an active member of the

about funerals and memorialization.

Funeral Directors Association of Kentucky and a member of

The complimentary Personal Planning Guide provides

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

the Kentucky Speakers Association. 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

WHAT NONRELIGIOUS FAMILIES REALLY NEED:

Aurora. “Funeralplan.com provides families a starting point online and a locator guide where they can find a funeral

BY LACY ROBINSON, CFSP, AURORA CASKET SENIOR PROFESSIONAL DEVELOPMENT TRAINER —

professional in their community.”

You might consider this a silly notion. What if hymns, prayers and scripture readings were banned from funerals? It will never

After reviewing information on Funeralplan.com, families

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

can download the Personal Planning Guide to record

would you recommend in their place? Who would be the

some of their preferences and information required.

master of ceremony? What about those families who are deeply connected to religion? They would feel disheartened,

“Planning in advance takes some of the burden and

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

uncertainty from the minds of our loved ones,” Strohofer

may be relieved and comforted in knowing that something

said. He also added the importance of reviewing personal

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

preferences with other family members.

after death.

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

A big part of what we do as funeral service professionals

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

is providing direction to families. Direction for our religious

appropriate time and place for family and friends to say

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

goodbye and share memories is an important part of the

ceremonies have been around since the beginning of time.

healing process,” he added.

However, direction for our non-religious families can be completely lost leaving families feeling uncomfortable and empty.

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

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

THE AURORA REPORT | FALL 2011 PAGE 14

10944 MARSH ROAD AURORA IN 47001

PRSRT STD CINCINNATI OH PERMIT #5780

800.457.1111 WWW.AURORACASKET.COM

I AM EXCITED

TO TELL YOU THAT,

THROUGH YOUR EFFORTS,

AURORA IS GROWING! Bill Backman III, President