1. ADAA Vision Committee Report Presented by: Harold L. Maurer Marketing General Inc. ADAA February 9, 2008 A Leader’s Job: To Look Into the Future, And to See the Organization Not as It Is… …But as It Can Become.

2. Vision Committee Process  Identify and Agree On 3-5 Strategies to Improve ADAA  Develop a Set of ADAA Goals to Reach Within the Next Five Years  Plan & Calendar Programs to Achieve the Key Strategies  Draft a Tactical Plan, Milestones and Measurements for Year One A Leader’s Job: To Look Into the Future, And to See the Organization Not as It Is… …But as It Can Become.

3. Vision: Three Strategic Objectives  Improve ADAA’s offerings to dental assistants and members needs  Improve the alliance between ADAA and organized dentistry  Increase member participation Increased Retention Professional diversity/ demographics Increased public awareness/recognition Increase membership A Leader’s Job: To Look Into the Future, And to See the Organization Not as It Is… …But as It Can Become.

4. Balanced Strategic Goals Balanced Plan:  Financial Impact (F)  Member POV (M)  Internal Business Processes (P)  Learning & Growth (L) We will constantly address, monitor and measure these four key areas to assure a balanced approach to growth: 1.Financial impact 2.Members’ points of view 3.Internal business processes 4.The ability to learn and grow

5. Proposed 5 Year Growth Plan PRIMARY STRATEGY Focus ADAA Program Scoring % /$ /Score 1. IMPROVE ADAA’S OFFERINGS TO MEMBERS’ AND DENTAL ASSISTANTS’ NEEDS (L1)Research: membership to understand specific needs % Completion (M1) Segment ADAA member and prospect population 1.Identify underserved groups 2.Identify over-served segments 3.Uncover generational differences % Completion (F1) Develop new programs to meet segments’ needs 1.Senior membership category 2.Lifetime memberships 3.Target diverse populations $ Profit of New Programs

6. Proposed 5 Year Growth Plan PRIMARY STRATEGY Focus ADAA Program Scoring % /$ /Score 1. IMPROVE ADAA’S OFFERINGS TO MEMBERS’ AND DENTAL ASSISTANTS’ NEEDS (P1) Leadership development program targeted at important and emerging segments # New Leaders (M2) Audit existing programs and services. Modify, add and cancel programs based on results: 1.Overall profitability & participation 2.Relevance to assistants/members needs 3.Segment-specific gaps or redundancies # of programs affected $ Profitability (P2) Improve & modernize overall ADAA brand image % Completion and Adoption to Existing materials

7. Proposed 5 Year Growth Plan PRIMARY STRATEGY Focus ADAA Program Scoring % /$ /Score 2. IMPROVE THE ALLIANCE BETWEEN ADAA AND ORGANIZED DENTISTRY (L2) Identify the “Gap” between current ADAA member service objectives and dentists’ perceptions and needs % Completion (F2) Establish new membership category to encourage dental offices to participate actively in ADAA $ Profit of New Members (M3) Investigate group insurance opportunities for members: 1.Participative group health insurance 2.Group life insurance 3.Partner insurance programs w/ADA & others 4.401K for Dental Assistants

8. Proposed 5 Year Growth Plan PRIMARY STRATEGY Focus ADAA Program Scoring % /$ /Score 2. IMPROVE THE ALLIANCE BETWEEN ADAA AND ORGANIZED DENTISTRY (L3) Launch ADA/ADAA “Partnership Initiative” 1.Discover common ground and differences 2.Align ADAA with ADA’s needs and objectives % Completion

9. Proposed 5 Year Growth Plan PRIMARY STRATEGY Focus ADAA Program Scoring % /$ /Score 3. INCREASE MEMBERSHIP AND MEMBER PARTICIPATION (F3)Launch zero to six-month lapsed-member retention program # renewed members $ ROI (M4)Design and pilot student member retention program # renewed student members (P3) Develop formal advocacy program for schools: 1. Enhance relationships with educators 2. Advocate training and speakers’ bureau # School Presentations # New Student Members (L4) Identify most common job categories within membership; revise materials and programs (gap analysis of members/prospects served) % complete

10. Proposed 5 Year Growth Plan PRIMARY STRATEGY Focus ADAA Program Scoring % /$ /Score 3. INCREASE MEMBERSHIP AND MEMBER PARTICIPATION (F4) Design and maintain regular membership recruitment program: 1.Direct mail 2.Face to face recruitment at events 3.“Embedded” recruitment with services 4.Regular member-get-a-member rollouts 5.Special promotions and categories of membership 6.New federal membership programs – Army, Navy, Marines, Coast Guard, VA, Peace Corps etc. Total # new members 5-year ROI

11. ADAA First Year Tactical Plan by Quarter

12. MGI and the ADAA Vision Committee Thank You For this Opportunity And Your Interest in The Vision for the Future Committee’s Work! “Businesses Tend to Pay More Attention to Those Items They Have Chosen in Advance to Measure Than Those They Notice After The Fact”