f4cp marketing tool kit turnkey public relations and marketing materials for your association...
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F4CP Marketing Tool Kit Turnkey public relations and marketing materials for your association
Presented byMegan 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 (www.f4cp.com/findadoctor) with profile
page including picture, logo and active website link
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 email)
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 TVo Radio
• Print Advertisements
Basic listing in national directory at www.f4cp.com/findadoctor
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 www.F4CP.com, 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. 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 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 www.F4CP.com and access your account.
3. Select and download the advertorial of interest.
4. Email, 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 www.F4CP.com 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. Email 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 www.F4CP.com/communications-print.php and choose an F4CP ad.
Contact [email protected] with your clinic’s/association’s information (name, address, phone number and website), the ad desired and the specifications of your local paper.
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!
