F4CP Marketing Tool Kit Turnkey public relations and marketing materials for your association Presented by Megan Kivlehan, Director of Marketing

The Foundation for Chiropractic Progress (F4CP) embraces one mission: Positive press for chiropractic care. Its ongoing awareness campaign has steadily grown public perception of chiropractic over the last decade, but we need your help to continue to drive success at the local level! This guidebook delivers monthly contributors and state associations the tools and techniques needed to utilize the F4CP’s materials and achieve positive press in their own communities.

Individual Membership: Levels Bronze: $25 per month, or $300 per year Silver: $50 per month, or $600 per year Gold: $100 per month, or $1,200 per year

Benefits of Bronze Membership Enhanced listing in directory ( with profile page including picture, logo and active website linkwww.f4cp.com/findadoctor Eligible for TIPS certification program Discount on non-CE version of TIPS certification program HTML banners to display membership with F4CP on website Educational webinars Educational video for use in your office Handouts: News patients can use Monthly newsletter and exclusive F4CP news updates Listed as contributor on F4CP website PSA access One free poster at sign-up

Benefits of Silver Membership Bronze benefits, PLUS: Access to infographics Mention in Chiropractic Economics Mention in Dynamic Chiropractic Press releases, modification permitted PSA (TV/Radio) access & embed codes, modification not permitted One free poster upon sign up, plus four additional free posters of your choice upon request

Benefits of Gold Membership Bronze and Silver benefits, PLUS: PSA (TV/Radio) access & embed codes, modification permitted Educational e-blasts for patients (F4CP press releases formatted for ) Cost-effective brochures and white papers One free poster upon sign up, plus nine additional free posters of your choice upon request

Benefits of Group Membership: Doctors  Access to all F4CP marketing materials for local use, including: Press releases Print advertorials Public Service Announcements (PSAs) o TV o Radio Print Advertisements  Basic listing in national directory at  Free educational webinars  One free 18x24 poster, personalized* *Benefits of our Preferred member packages

Benefits of Group Membership: Associations  Association logo included in all member listings in national directory  Eligibility to select representative to participate on F4CP State Advisory Group  Association building consulting (i.e. assistance with all aspects of PR/Marketing)*  Link to patient-focused Yes2Chiropractic site, customizable to your state (coming soon)* *Benefits of our Preferred member packages

Press Releases What is a press release? A press release is a document that conveys newsworthy information about your organization to the news media. The F4CP produces an average of 24 per year, all of which can be available to you for distribution in your local market.

How to Use Press Releases 1.Visit create an individual login and access your account. 2.Select and download the press release of interest. 3.Add your clinic’s information in the highlighted area shown to the right. 4. , fax or hand deliver the release to your local paper’s health editor. 5.Follow-up and offer yourself as an expert for additional commentary as applicable.

Customizing Press Releases

Print Advertorials What is a print advertorial? A print advertorial is a form of written communication directed toward consumers that shares a story of public interest. It is ideal for placement in small/medium-sized publications. Advertising prices may apply.

How to Use Print Advertorials 1.Contact your local paper to learn details of pricing and placement. 2.Visit and access your account. 3.Select and download the advertorial of interest. 4. , fax or hand deliver the advertorial to your local paper.

Public Service Announcements (PSAs) What is a PSA? PSAs are persuasive messages carried without charge by radio and television outlets on behalf of non-profit and social cause organizations. The Federal Communications Commission (FCC) requires stations to broadcast a minimum number of PSAs monthly, however the decisions on which PSAs to run and when are made at the discretion of the station. On first attempt, contact stations regarding free placement, but note that payment may be required if it is not accepted as a PSA.

Available PSAs  Howard Wasdin  Allison Jones  Lacrosse  Wiggles  Concussions  General Halstead  Backpack safety  Driving safety  Sciatica  Nutrition  Gallup poll  Cost of not seeing a chiropractor  Howard Wasdin  Concussions  Obesity  Alternatives to surgery  Excessive “screen time”  Gardening tips  Winter illness prevention  Sciatica  Stress  Stretching  Headaches TV PSAs Radio PSAs

TV PSAs in Development  Gallup poll results  Athletic TIPS program  Fibromyalgia  Myofascial pain  Avoiding drugs/surgery  Onsite clinics  GlobalGiving  Golf (ft. Zach Johnson)  Patriot Project/Trust in chiropractic (ft. Medal of Honor recipients)

How to Use PSAs 1.Visit and access your account. 2.Select and download the PSA of interest. 3.Add your clinic’s/association’s information at the close of the PSA (you are responsible for edits, and all changes must be approved by F4CP). 4. or mail the spot to the media outlet, requesting that it is placed in their rotation as PSA. Please note: The F4CP is now producing some TV PSAs in both 60-second and 30-second formats to adhere to time constraints of some television stations. If your local station requires a 30-second format and the PSA you’d like to use doesn’t have it, please contact us. We will evaluate all requests on a case-by-case basis.

Advertisements

How to Use Advertisements  Contact your local newspaper’s advertising department for specifications regarding size, color, deadlines and pricing.  Visit and choose an F4CP ad.  Contact with your clinic’s/association’s information (name, address, phone number and website), the ad desired and the specifications of your local  F4CP will provide you with one complimentary ad re-size and personalization. You are responsible for costs of any additional ads.

Pitching Media  What makes a good story?  What is the objective?  Who are you pitching? Research!  Crafting an effective pitch: Keep it short, sweet, to the point.

Pitching Media: Dos and Don’ts  DON’T make it too self serving/self promotional/broad. Ex.: “You should interview me for a story about how chiropractic is great.”  DO tie it back to the reader: How do they benefit? Focus the angle. Ex.: “Studies have shown that X% of people suffer from lower back pain that causes disruption to their daily lives. I think your readers would benefit from a piece explaining the different types of LBP and what they can do to better manage the condition for a pain-free life.”  DO refer to other relevant stories the author has written/editor has published, and how your idea fits in. Ex.: “I was fascinated by [ARTICLE] on [DATE] and thought you would be interested in writing about [TOPIC], which relates to XYZ in your previous piece.”  DO create the full picture and offer well-rounded sources. Give the writer the complete vision of the story, including all relevant sources (even other healthcare experts – the best articles feature multiple experts with different vantage points) and offer to help the writer get in touch with others for interviews.

Final Thoughts  The chiropractic profession has grown a lot in public perception, but we still have a long way to go. We need your help to create greater awareness in your local communities!  Public awareness campaigns aimed at spreading the truth while dispelling misconceptions about the profession are the best way to create positive impressions.  The F4CP has an arsenal of PR and marketing materials – created for this purpose – at your disposal, and we’re happy to help you use them!

Megan Kivlehan Director of Marketing x14