The document outlines Great Lakes Dental USA's current and proposed marketing strategies. The current strategies include cold calls, direct mail, job postings, and email marketing to recruit employees. New strategies propose purchasing doctor listings by state and direct mail marketing to them monthly. It also suggests marketing to dental schools, attending job fairs, and social media marketing. Problem areas for recruiting are identified and addressing pay rates in those areas is proposed. The overall goals are to establish name recognition, recruit providers and assistants statewide, and be known as an opportunity provider.

1. Marketing Strategy
Great Lakes Dental USA

2. Current Marketing Strategy
GLD's current marketing efforts include the following methods:
● Cold Call to recruit employees
● Fed-ex marketing letters to recruit employees
● Job board postings to recruit employees
● E-mail marketing letter to recruit employees

3. New Marketing Ideas
Purchase a doctor listing for every
state in our territory
● Send a marketing letter to each doctor on our list by direct
mail on a monthly basis.
● Use specialty envelopes to capture attention.
● Use GLD letterhead and a colorful soldier stamp on the paper
to capture attention.

4. Design Idea

5. New Marketing Ideas
REACH
In order to reach our new graduating dentists
● Mail marketing letters to dental schools by February and again in
March.
● Rent a booth at dental school job fairs or graduations for graduating
dentists where Nilsa and Rebecca will market our business and recruit
new grads.
● Place an ad in dental school newsletters.
● Become a featured business on the dental associations website.

6. New Marketing Ideas
Facebook – Social Media
We can use Facebook to gain new providers, stay in touch with
current providers and promote within a circle of friends. We can
also use it to create buzz that is specific about our business.
Our goal will be to establish a presence and gain recognition
in the dental community.

7. Identified Problem Areas
Some of our current areas that need special recruiting attention are:
● Washington DC
● Maine
● Vermont
● Upstate NY
● Missouri
● Idaho
● Wyoming

8. Marketing strategies in
problem areas
● Some of the areas we have difficulties in recruiting
dependable DA's are because our offered rate of pay does
not meet the location pay-scale standard.
● In these areas we propose we offer our DA's at least the area
going rate for there position.
Example: Washington DC = DA $23 per hour
● Place a monthly ad in the dental associations newsletter in
our problem areas.

9. The Big Picture
● Dental Assistants are recruited easily from practice locations when we
have established providers.
The goal:
● To establish name recognition amongst the dental community through
repeated exposure.
● To reach all providers state wide and maintain quality dentists and DA's
throughout the state.
● To become a known in the dental community as a company that
provides doctors and assistants with an opportunity to supplement their
income and to serve a great cause.