I admit that before working with the funeral sector I thought of the industry’s professionals as a conservative and serious bunch. Now, having several clients in the business, I’ve come to learn that they are not only extremely passionate about their craft and especially taking care of the families they serve (in fact, some have built relationships with those families that span several generations) but they are also a very FUN bunch. Who knew?!

DNA has the pleasure of working with two well-known funeral homes in the GTA, as well as the Board of Funeral Services (BOFS). The BOFS administers the Board of Funeral Services Act and licenses and regulates the practices of those who work in the sector to protect consumers.

To maintain licenses in good standing, licensees are required to stay up-to-date with industry policies and practices by completing Continual Competence Education (CCE) Programs. New legislation has led to the development and introduction of AIM (Aspire, Improve, Motivate), a new and innovative licensee-focused CCE program.

The program shows the industry is moving forward with cutting-edge initiatives that will improve consumer protection and licensee expertise and positions licensees as ”highly trained professionals with unique expertise.”

BOFS partnered with DNA to develop the brand positioning for the program and come up with its name, AIM. Starting with the research and marketing strategy, DNA developed AIM’s visual identity, which was expressed through all the event content, its activities, and promotional material and online advertising campaign.

The event kicked off in Toronto with more than 200 industry professionals in attendance, was taken across Canada to 10 different cities in a period of eight weeks. The AIM program represents a significant departure from previous programs and shifts the responsibility of ownership for professional improvement to the individual, making it a huge success!

To celebrate this important milestone for BOFS, I had the pleasure of attending the event and met many wonderful people. And, on a side note, I realized that I fit right in, as I dressed like a funeral director in a black suit and coloured shirt for a “pop of colour.”

Posted by: Maria
 

CCE Program Launch – Putting the FUN back into continuing education!