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2. The Foundation for Chiropractic Progress (F4CP) embraces one mission: positive press for chiropractic care. Its ongoing awareness campaign achieved over 31 billion positive messages in 2013 and is anticipating even more in 2013. This guidebook delivers monthly contributors the tools and techniques needed to utilize the F4CP’s materials and achieve positive press in the local area. Please take advantage of the essential media tips provided. Read it, study it and share it with your staff and colleagues. The F4CP has built the most successful chiropractic awareness campaign in the history of chiropractic and it is now time others take action. Start achieving local marketing success today! 2

3. Benefits of F4CP Membership Access to all F4CP marketing materials for local or clinical use: - Press Releases - Print Advertorials - TV Public Service Announcements - Radio Public Service Announcements - Print Advertisements 3

4. Press Releases 4 What is a Press Release? A press release is a form of written communication directed towards members of the media for the purpose of making an announcement regarding your business.

5. 1.Visit www.F4CP.com, create an individual login and access your accountwww.F4CP.com 2.Select and download the press release of interest 3.Add your clinic’s information in the highlighted area 4.Email, 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 5

6. Customize an F4CP Press Release Ex 1: Media Contact Media Laura Carabello 201 – XXX – XXXX Laura@practice.com Ex 2: Boilerplate 6

7. Understand the Media Not all editors will write about chiropractic care, so it is important for you to understand who you are reaching out to. Carefully read through your community newspaper and find out who the local health editor is. Calling the front assignment desk and asking who covers local health stories, is also a great way to find out your best contact.

8. Distribute and Generate Coverage Email, Fax, Mail or Hand Deliver press releases to your community newspaper Health Editors of local papers Television and Radio Producers Government Schools Hospitals Local Organizations Churches/Synagogues Other Providers Follow Up Build Relationships Follow Up Calendar Guide

9. Print Advertorials 9 What is a Print Advertorial? A print advertorial is a form of written communication directed toward consumers that shares a story of public interest. These pieces are ideal for placement in small/medium publications. Advertising prices may apply.

10. 1.Contact your local paper to learn details of pricing and placement 2.Visit www.F4CP.com, create an individual login and access your accountwww.F4CP.com 3.Select and download the advertorial of interest 4.Email, fax or hand deliver the advertorial to your local paper 10

11. Public Service Announcements (PSAs) TV PSAs  Howard Wasdin  Allison Jones  Lacrosse  Wiggles  Concussions  Jerry Rice  General Halstead  Backpack Safety  Washington Redskin Cheerleaders  Driving Safety  Managing Fibromyalgia  Sciatica  Nutrition  Workplace Stress  Professional Football Radio PSAs  Jerry Rice  Howard Wasdin  Concussions  Obesity  Alternatives to Surgery  Excessive "Screen Time”  Gardening Tips  Winter Illness Prevention  Sciatica  Stress  Stretching  Headaches  Healthy Living Tips for Baby Boomers  General Halstead  Washington Redskin Cheerleader Talks Injury Prevention 11

12. Radio 1.Visit www.F4CP.com, create an individual login and access your accountwww.F4CP.com 2.Select and download the radio PSA of interest 3.Add your clinic’s information at the close of the PSA (doctors are responsible for edits, and all changes need be approved by F4CP) 4.Email or mail the spot to the media outlet, requesting it is placed into their rotation as a PSA Television 1.Visit www.F4CP.com, create an individual login and access your accountwww.F4CP.com 2.Select and download the TV PSA of interest 3.Add your clinic’s information at the close of the PSA (doctors are responsible for edits, and all changes need be approved by F4CP) 4.Email or mail the spot to the media outlet, requesting it is placed into their rotation as a PSA 12 The Federal Communications Commission (FCC) requires stations to broadcast a minimum number of PSAs monthly. As a first attempt, contact stations regarding free placement of the desired PSA. Payments may occasionally be required.

13. Print Advertisements 13

14. 1.Contact your local paper’s advertising department for specifications on size, color, pricing, deadlines, etc. 2.Visit http://www.f4cp.com/communications-print.php and choose an F4CP adhttp://www.f4cp.com/communications-print.php 3.Contact maryanne@foundation4cp.com with your clinic’s information - name, address, telephone and website - the ad desired and the paper’s specificationsmaryanne@foundation4cp.com 4.The F4CP will provide your clinic with one complimentary ad sizing and personalizing, you will be responsible for costs of any additional ads 14 All advertisements are available as 18x24 posters for monthly contributors. Contact kristen@foundation4cp.com with desired ad and clinic information. It will be sent to your office soon after. kristen@foundation4cp.com

15. Customize F4CP Print Advertisements 15

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17. Action Items 1. Download 2. Customize 3. Distribute 4. Follow Up 17

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19. 1.Sign up for Facebook at: www.Facebook.comwww.Facebook.com 2.Visit: www.facebook.com/pages, and click on ‘+ Create Page’ to start your free fan pagewww.facebook.com/pages 3.Set-Up: Design a page similar to your website. Utilize muti-media and free giveaways to incentivize people to visit and “Like” your page 4.Content: Provide valuable information and keep posts consistent and frequent 5.Promotion: Stop selling, start sharing. Inform everyone you have created a new health information resource center 19 Need ideas, share the F4CP’s posts: www.Facebook.com/FoundationforChiropracticProgress.www.Facebook.com/FoundationforChiropracticProgress Facebook Fan Page

20. F4CP Membership Benefits  Participation in a national, successful positive press campaign  Use of all F4CP materials, including PSAs and ads, for local marketing  18x24 color poster of all national F4CP ads suitable for framing  Webinars on marketing  Monthly newsletters  Patient video for reception areas or lectures  White papers validating the efficacy of chiropractic care  Participation in outreach program targeting the employer community 20

21. TAKE ACTION NOW – PLEDGE F4CP! 21

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