2. Introduction
The Dental Lifeline Network (DLN) is a charitable organization
that provides oral care for financially disadvantaged patients,
which includes the elderly and those with disabilities.
In doing so, DLN plans to work with and recruit a network of
volunteer dentists to help patients build confidence, resulting
in happy smiles, that are achieved by time donations from
dental professionals that build bright tomorrows.
3. Situation Analysis
Consumer Analysis (Dentists) – Awareness is the first hurdle to
overcome, followed by recruitment of dental volunteers.
Market Analysis – With over 200,000 dental businesses
nationwide, the current marketing conditions are plentiful in terms
of market size, when considering the modestly low number of
volunteers desired.
Competitive Analysis – While direct competitors do exist, for
many involved in the volunteer dental category, it’s not seen as
competition. It’s not about which organization is doing more, it’s
more about getting it done by helping those in need, by any
means necessary.
4. SWOT
Opportunities
• DLN and its personality can be treated as if new and
built from scratch without obstacles
• Dentists often feel under-appreciated. Underprivileged
patients express gratefulness.
• Secure marketing partner with established dental
vendor(s)
• Social media is free means of communication to
share success stories
Threats
• Some regional competitors exist
• No other threats known
Strengths
• No current negative image
• Providing free dental services is
“doing a good thing”
Weaknesses
• DLN is not well-known
• Developing trust and interest are
obstacles
• Finding dentists within geographical
reach of the underprivileged
• Limited budget
5. Target Market Profile
Avoid:
Do not pressure the two audiences with guilt
Established Dentists
• Male, 30-45 years old, Married, Caucasian
• Studious, compassionate
• Passionate about the importance of oral hygiene.
Dental Students
• Male/female, 23-26 years old, Single
• Technologically savvy
• Eager, inexperienced
6. Secondary Audience
Target students that are passionate about establishing a
successful career with the help of the mentorship program
Avoid promising or alluding to the idea that serving will lead to employment
Dental Students – Entice them
before graduation to build a
foundation of young volunteers.
7. Project Goals by State
DLN goals
50 Illinois (10 Chicago, 40 downstate)
130 Kentucky
100 Utah
280 Total
Work email
(one key decision-maker)
2,739
656
478
3,873 Total
Home email
(one key decision-maker)
1,902
565
634
3,101 Total
Direct Mail
(all dentists per practice)
8,762
3,046
2,255
14,063 Total
*The above represents the number of available addresses that may be purchased for each state
8. Marketing Objectives
1. Create a brand personality – Measured by quantitative email
research survey, incorporating 3-questions or less.
2. Raise awareness – The rationale is that the brand does not
have much, if any, personality at this point. Creating one
now, enables the opportunity to establish the presence of one
to build on.
3. Capture volunteers to donate their services – Building brand
awareness helps to achieve this marketing objective.
9. Strategies
• Communicate to dentists that the importance of oral
hygiene and dental services will be appreciated by those in
need, resulting in emotional well-being for volunteers.
• Measured by the registration number of volunteers.
• The rationale is that dentists sometimes feel that their
profession is underappreciated, and the recipients of
volunteer work will likely provide enormous appreciation
resulting in a sense of well-being for the dental
professional.
10. Key Selling Ideas
Create an emotional appeal to potential volunteers
Theme built on fostering self-esteem for the underprivileged
elderly, less fortunate, and disabled
Key selling point with dentistry students: Develop professional
connections while serving the public. Recent graduates benefit
from the opportunity to help gain experience and receive
mentoring in a potential internship situation.
Incorporate new tagline with the modified logo change:
“Donate a Smile for a Brighter Tomorrow”
(Current tagline: “More than Dentistry. Life.”)
11. Media Tactics
Established Dentists (primary market)
Direct Mail. Postcard. Anticipated volunteer registration is 2%. This is
likely the most effective vehicle possible, given the financial limitations,
and provides the best ROI. Ideally, one mailing every two to three
months for each address record.
E-mail. Anticipated open rate of 10%. Anticipated volunteer registration
is 1% of open rate.
Marketing Partner. Secure marketing partnership with dental vendor(s)
(i.e. Colgate) and insert postcards into promo packs targeting dental
professionals. Measured by the number distributed. Anticipated
registration is 3%. The rationale is that partnering with a respected
source provides credibility and cost-effective promotion.
12. Media Tactics
Students (secondary market)
Student Job Fairs (Virtual and On-campus). One established
volunteer dentist per job fair, per school. Recruitment
estimate is that 3% of attendees will register his/her contact
information with Dental Lifeline Network (not necessarily
commitments, but remain connected).
Mentoring Program. Established volunteer dentists to
mentor dental interns serving DLN patients. Measurable
objectives to be determined after first year of volunteer
sign-ups.
13. Media Tactics
Students (secondary market)
Direct contact with on-campus organizations at universities with
dental programs:
(Measureable objectives to be determined after first year of volunteer sign-ups)
Illinois – Midwestern University
Illinois – University of Illinois Chicago
Illinois – Southern Illinois University
Kentucky – University of Kentucky
Kentucky – University of Louisville
Utah – Roseman University of Health Sciences
14. Media Tactics
Social Media to build brand personality. Online posts targeting
dental students and established dentists in order to create connections.
Twitter and Instagram – in order to share brief conversations
among the dental community. Include hash-tagging to further
promote the identity and personality of DLN.
YouTube videos showing “before and after” stories. Include these
YouTube links in e-mails, and posts on Twitter, Instagram,
Facebook.
Facebook posts targeting dental students and established
dentists. Use photos and video to promote success stories.
(No social media accounts currently exist)
15. Media Calendar & Campaign Budget
Channel Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Cost
Direct Mail x x x x x x $0.61 each
Email x x x x x x x x x x x x $0.34 each
Marketing
Partner x x x x x x x x x x x x $0.06 each
Student Job
Fair x x
$0.06 each
+ booth
space
Mentoring/
Internship x x x x x x x x x x x x $0.00 each
Twitter x x x x x x x x x x x x $0.00 each
Instagram x x x x x x x x x x x x $0.00 each
Facebook x x x x x x x x x x x x $0.00 each
YouTube x x x x x x x x x x x x $0.00 each
16. Recommended – Direct Mail
14,000 direct mail list (targeted)
$.08 each (non-profit discount price)
$.06 postcard each
$.47 postage each
$.61 Total each
2% return = 280 volunteers
$8,540.00 Total Cost
DLN goals
50 Illinois (10 Chicago, 40 downstate)
130 Kentucky
100 Utah
280 Total
*Obtain contact list of dental professionals from DMdatabases.com
Email and phone is available at an additional charge, or all three for $.34 each
17. Visual Image
The same ad layout is intended to be used for email and
direct mail postcards.
Direct Mail postcard
E-mail
Showing a successful “before and after” is intended to draw
the attention of dental professionals. Brief copy will explain the
objective of recruitment.
18. Donate a Smile for a Brighter Tomorrow
You too can say “I Did That!”
….and feel good about it.
• Only one patient, per year, in your office
• Whomever and whenever you choose
Volunteer, and experience real appreciation
In cooperation with:
DentalLifelineNetwork.org
Visit our website for more info
19. Thank you Dr. Jim and Dental Lifeline Network!
Now I have confidence to apply for that job!
#RealAppreciation
21. I know how this sounds, but maybe now I can
finally get a date! Thank you Dental Lifeline
Network. Hugs and kisses to
Dr. Johnson!! #RealAppreciation
22. Conclusion
By the end of 2017 the marketing objective is to create a brand
personality, raise awareness, and capture volunteers to achieve desired
results in targeted areas.
Targeting students is an investment in the future. Build a contact list and
connect them to possible mentors and groom long-term volunteers.
Understanding that a limited budget is in effect, we stress that with an
increase in available funds, the opportunity to achieve greater results are
dramatically enhanced.
