Healthy Smiles OC

save a

SMILE

brighten a

FUTURE

Healthy Smiles For Kids of Orange County Allen Baclig

Heather Silveira

Kelsey Dover

Lauren Bruschi

Melissa Rubbelke

Teresa Biviano

A Campaign Plan for Healthy Smiles For Kids of Orange County

Created By The Chapman University Student Public Relations Team

Save a Smile, Brighten a Future

page

Table of Contents

2 3 4

Introduction Fact Sheet Executive Summary

70 71 72 82

5

Campaign Plan

6 8 9 10 11 14 16 19 22 26 30 32 34

Background Situation Analysis Core Problem Goals & Objectives Key Publics Message Strategies Strategies & Tactics Logos Communication Confirmation Table Calendar Budget Evaluation Criteria & Tools Recommendations

37

Communication Tools

38 39 40 44 46 47 48 50 51 52 53

News Release Feature Article Brochure (English and Spanish) Social Media E-Newsletter Executive Bio Flyers Direct Mail Piece Website Redesign Donor Mailings Thank You Cards

55

Communication Tools: A Mile for Smiles

56 57 58 59

Media Pitch Media Alert Poster Social Media

61

Communication Tools Outlines

69

Appendix

Extra Idea Preliminary Publics Original Research Bibliography

1

Introduction Sitting in a dental chair isn’t always the easiest or most enjoyable thing to do for little kids. Having someone poke and probe in your mouth can be terrifying and sometimes even traumatizing. But for children who have major dental decay and teeth problems, not fixing the problem can be a serious setback. Untreated tooth decay can lead to more serious diseases and can greatly affect the quality of children’s lives, but unfortunately many families can’t afford and don’t have access to treatment. Understanding these facts is imperative for dentists who treat children on a daily basis.

Those at Healthy Smiles make it their mission to provide a way for the underserved to gain access to dental care. Healthy Smiles also makes sure to treat each child with care and recognizes that each case is unique and needs to be handled accordingly.

When our public relations campaign team walked into the office of Healthy Smiles for Kids of Orange County, we were extremely excited to see first-hand what its dental office had to offer. We already knew the non-profit performed general dental checkups as well as offered teeth cleaning and endodontic treatments, but we didn’t have a full grasp on the other aspects of Healthy Smiles’ services. As we toured the facility, we immediately realized how important providing education to low-income families is to the organization. Instead of having a regular waiting lobby, here children are encouraged to explore the Tooth Fairy Learning Center, which presents them with the opportunity to access interactive computer stations, nutritional and hygiene stations, and a kid-friendly science lab while they await their appointments.

After meeting with Healthy Smiles, experiencing its mission for ourselves and learning how much the non-profit depends upon government funding, we recognized how important it is to raise awareness of the non-profit’s mission in order to increase individual and corporate donations from members of the Orange County community. Seeing an increase in donations is crucial to the future success of Healthy Smiles, especially since the passing of Proposition 10, which will eventually cut government funding. Because of this proposed legislature, Healthy Smiles will be forced to find new ways to raise money to continue its fight against tooth decay.

Our campaign tactics are aimed at helping Healthy Smiles communicate its reason for existence to potential donors in hopes that the non-profit can establish strong donor relations in the near future. We know that if people are made conscious of how prevalent pediatric dental decay is and how many families in Orange County can’t even afford to treat their children’s dental problems, then they will be greatly encouraged to, “save a smile, brighten a future.”

2

Save a Smile,

Fact Sheet

10602 Chapman Ave. Suite 200 Garden Grove, CA 92840

Contact: Jeanette Storey (714) 537-0700 ext. 7928 jstorey@healthysmilesoc.org

Mission: The purpose of Healthy Smiles for Kids of Orange County is to improve the oral health of

underserved children in Orange County. Through collaborative programs, the non-

profit organization provides accessible dental treatment, oral health education, advocacy and prevention.

Organization: A board of directors oversees the operation of Healthy Smiles. Chief Executive Officer Liz

Bear manages the senior director of operations, director of clinic operations, director of

development and clinical director.

Facility:

Located at the Children’s Health and Dental Center in Garden Grove, Healthy Smiles for Kids of Orange County occupies 7,000 square feet of the state-of-the-art building. The full-service pediatric dental facility, The Smile Center, features seven dental care stations and a recovery room. The Tooth Fairy Learning Center and Dottie’s Kitchen educates patients and their families on oral hygiene and proper nutrition.

Programs:

The Healthy Smiles Outreach Program aims to reach preschool, elementary school and junior high school children at their Orange County schools to provide oral health education with the use of The Smile Mobile, a renovated two-chair RV mobile dental facility. In collaboration with the USC Herman Ostrow School of Dentistry, Healthy Smiles facilitates a pediatric dentistry residency for USC dental students.

Services: The Smile Center provides diagnostic, preventative and restorative treatments, including

general checkups, endodontic treatment (root canals), general anesthesia, oral sedation,

and Phase I orthodontic services. The mobile dental facility, The Smile Mobile, travels to treat

patients in underserved neighborhoods across Orange County. For special needs patients

who meet specific requirements, the Smile Clinic is a two-chair facility located at the

Ambulatory Center of the Children’s Hospital of Orange County (CHOC). Other services

include free van transportation for dental visits and an informational and referral telephone service, SMILELINEOC. Hours:

Open Mondays through Fridays from 7:30 a.m. to 5 p.m. and occasionally on Saturdays.

Fees:

Accepts Denti-Cal, the dental component of Medi-Cal. Patients with Healthy Families insurance are accepted upon referral from their primary care provider. Patients without insurance are provided services on a sliding-fee scale.

Patients:

Healthy Smiles for Kids of Orange County serves an estimated 8,500 patients annually.

Donors:

The organization is fortunate to have 100 corporate, foundation, association and individual supporters including 3M ESPE, CHOC Foundation for Children, and The Children and Families Commission of Orange County.

3

Brighten a Future

Executive Summary About Healthy Smiles for Kids of Orange County is an action-oriented, non-profit organization committed to eradicating tooth decay for children in underserved Orange County communities. By utilizing the dental services at Healthy Smiles’ Smile Center, Smile Clinic, and Smile Mobile, the organization delivers resources and oral health education to the communities and emphasizes the importance of proper oral health for children.

Campaign Goal To fundraise, educate, and spread awareness that a healthy, successful and brighter future begins with proper oral care for children.

Primary Publics

Potential donors (individual and corporate) in Orange County

Orange County families (primarily Hispanic and Vietnamese families)

Orange County dentists and elementary school teachers/administration Primary Objectives

Devote a minimum of five hours a week to update the website and social media sites

(Facebook, Twitter, and YouTube) and increase hits by 15 percent by August 2011.

Improve the use of the e-newsletter to appeal to a larger audience in hopes of seeing a 5

percent increase in in-kind donations by August 2011.

Establish a relationship with a minimum of three local elementary schools in low-income

areas by the September 2012.

Achieve news coverage by at least two Orange County-based newspapers by October 2012.

Create a campaign that will reach out to high-income families in Orange County and increase

in-kind donations by 15 percent by December 2011.

Create an event in order to increase capital, boost community awareness and extend

educational programs to children by October 2012.

Strategies

Show potential donors and sponsors how their support is vital to the success of Healthy

Smiles’ programs and motivate them to donate money or supplies.

Encourage school districts, administrators, and teachers to include oral health prevention

education programs in elementary school curricula by demonstrating the importance of early

treatment and education for children.

Influence families and parents in the Orange County community to use educational materials,

exposure to proper oral health practices, and pass on oral health knowledge to their children.

Tactics

Update and maintain an e-newsletter, social media sites and Healthy Smiles’ main website.

Create a mailing campaign and donor appreciation cards containing the artwork of Healthy

Smiles patients.

Organize a one-mile walk event at the Santa Ana Zoo. 4

Budget $4,599

Campaign Plan save a

SMILE

brighten a

FUTURE Healthy Smiles For Kids of Orange County Allen Baclig

• Heather Silveira

•

Kelsey Dover • Lauren Bruschi

•

http://www.healthysmilesoc.org/

Melissa Rubbelke

• Teresa Biviano

Background In February 2007, 12 year old Deamonte Driver lost his life after undergoing two brain surgeries and eight weeks of care and therapy. His terminal battle was due to a bacterial infection that spread to his brain from an infected tooth – all of which could have been avoided with simple, routine dental services. The lack of access to affordable dental care prevented Deamonte from receiving the preventative and reactive treatment he needed. His death revealed a devastating truth about the nation’s limited availability of dental health care for underserved, lowincome communities (Edelman).

Tooth decay is the first and foremost chronic disease plaguing children in the United States (Children Now).

Approximately 72 percent of children under age five in underserved California communities have untreated cavities. In Orange County alone, one in three children suffers from untreated dental decay (Giasone). The country-wide need for pediatric dental care serving low-income families has been a recurring issue many communities face and was recently emphasized with studies released by the Pew Center indicating the severity of the oral health care crisis. Since 2009, California received one of the lowest rankings in the country because of its lack of quality oral health care (Lauer).

The need for oral health care in California has been addressed by many county and state nonprofit organizations and programs through community clinics over the years, few of which are still in existence. The suspension of the Children’s Dental Disease Prevention Program caused California to lose its only state-wide program that provided school-based preventive oral health services (Children Now). Children’s Health Initiatives expanded oral health care in California with programs including Medi-Cal, Healthy Families, Kaiser Child Health Plan and California Kids (Diringer). Dental hygienists also participate in community outreach programs with local departments of public health, Head Start programs, school districts, dental and dental hygiene schools, and Boys & Girls Clubs during National Children’s Dental Health Month (PRWEB). All of these programs rely heavily on volunteer assistance and government and donor funding.

First 5 California launched the $10 million Early Childhood Oral Health Initiative, one of the few programs that emphasize the importance of oral health care in very young children (First 5 Oral Health). In Orange County, First 5 is called Children and Families Commission and commits to $1 million annually to help support Healthy Smiles initiatives and other nonprofit programs for families in Orange County.

Trends in California dental care organizations include a bicultural and bilingual staff to communicate more effectively with clients, especially of Hispanic and Asian ethnicities. In the last several years there has been a push to train members of the dental community to accommodate pediatric children below the age of six in local clinics and practices (PRWEB). An increased popularity of using mobile dentist vans has extended dental services into remote locations or underserved neighborhoods, allowing children to receive treatment who might not have the means or mobility to visit a dental clinic (Health Magazine Staff).

6

Save a Smile,

Background In 2003 John C. "Jack" Shaw, co-founder and Vice Chairman of Orange County nonprofit El Viento created to aid youth development, recognized the severity of the dental health care shortage and knew the children of Orange County needed the community’s help. Shaw worked tirelessly to found Healthy Smiles for Kids of Orange County to address the county’s desperate need for improved pediatric dental care. With the help of co-founder Dottie Andrews, founder of prenatal care nonprofit organization MOM, Shaw began recruiting a dedicated group of talented health care professionals and community leaders with the shared belief “It’s all about the kids!” Together with the Children & Families Commission of Orange County, the passionate group of individuals got the ball rolling on the visionary dental service organization for underserved children in Orange County. Through an extensive combination of prevention, education, and treatment programs, Healthy Smiles is able to serve and benefit thousands of deserving children every year.

Numerous dental providers serve children including Share Our Selves, one of the largest volunteer-based organizations providing health services for homeless and low-income families of Orange County, Smile for a Lifetime, a national nonprofit organization that provides free treatments to needy children, and Lestonnac Free Clinic which provides free, comprehensive medical exams and dental care to the poor in Orange County. There are a few programs in Orange County that offer similar services as Healthy Smiles, but Healthy Smiles remains the first and only facility in Orange County to provide nitrous oxide services to low-income and uninsured patients and is the only comprehensive educational, preventative, and treatment-based organization of its kind in Orange County, having served an estimated 8,500 underserved children annually in Orange County communities.

There is a current need for more dental clinics that serve pediatric clients, a need to facilitate educational opportunities for pediatric dental training and to extend sub-contracts to community health clinics that currently do not have existing dental programs. An additional hurdle in the oral health care battle includes the proposed California health care funding cuts outlined in Proposition 10 that have the potential to drastically affect nonprofit organizations including Healthy Smiles (CaliforniaHealthline).

Brighten a Future

7

Situation Analysis

Today Healthy Smiles for Kids of Orange County is a leading organization in non-profit pediatric dental care, dedicating itself to improve the oral health and well being of Orange County’s underserved children.

Through collaborative programs, Healthy Smiles is proud to offer affordable and accessible dental treatments, interactive oral health and decay prevention education, advocacy and prevention services. “Healthy Smiles is able to reach kids with extensive prevention and treatment services available through the Smile Center and The Smile Mobile. With the collaboration through CHOC hospital, we are able to accommodate special needs children and patients with severe dental issues, many of which would go untreated without affordable access to pediatric dental care” (Bear).

Located in the Children’s Health and Dental Center’s state-of-the-art building in Garden Grove, the 7,000-square-foot Smile Center is in a beneficial site to serve its uninsured and underserved patients ranging from infants through junior high school students at or below the poverty level. Healthy Smiles serves all races and ethnicities but has a primarily Hispanic and Vietnamese patient-base.

Proactive in its commitment to reach underserved children, the organization provides care to uninsured families on a sliding-fee scale. It currently accepts Denti-Cal insurance, the dental component of Medi-Cal, in addition to accepting Healthy Smiles insurance upon referral from patients’ primary care provider. An additional service within the Smile Center, SMILELINEOC provides information on dental treatments, eligibility requirements, insurance, appointment costs, and referrals to low-cost community dental care facilities in Orange County.

A recent threat to Healthy Smiles’ extensive services is the proposed California health care funding cuts in Proposition 10. “A major, immediate concern is that the governor wants to cut Proposition 10, which would freeze one third of the organization’s major funding” (Storey). With the government funding cuts, Healthy Smiles would lose an estimated $1.5 million a year. Corporations and foundations gave an estimated $4 million to Healthy Smiles, which will only provide enough funding for one year. “If Proposition 10 is cut, the organization will not have enough funding. The consensus is to protect its prevention and education programs but could prove difficult with diminished government support” (Storey).

A large area of concern within the organization is reaching more potential donors and extending its donor pool, which is particularly crucial if the aforementioned legislation is approved. “Healthy Smiles needs to increase the marketing of its mission and boost brand awareness in a cost-effective way that the organization can afford” (Storey). Researching how the county views similar non-profit organizations is important in enhancing the organization’s identity, and employing better communication with the community is crucial to expand the organization’s visibility in Orange County.

Another difficulty Healthy Smiles faces is acquiring donors who are dentists. The hospital donor community comprises a large percentage of donations and dental professionals volunteer their time to serve patients, but the Orange County dental community as a whole has the potential to become a larger supporter of the organization’s pediatric dental efforts (Storey).

8

Save a Smile,

Core Problem If Healthy Smiles does not increase community awareness about the severity of pediatric dental decay and the importance of overall oral health for children in Orange County, the organization will not achieve donations needed to help sustain it through the upcoming government budget cuts and will ultimately have to limit its education programs, prevention services, and clinical hours of operation.

Brighten a Future

9

Goals & Objectives Goal

To increase Healthy Smiles’ visibility and brand awareness in communities across Orange County.

Objectives Create an event in order to boost community awareness and extend educational programs to children by October 2012.

Devote a minimum of five hours a week to update the website and social media sites, such as Facebook, Twitter and YouTube, in order to increase hits by 30 percent by August 2011.

Achieve news coverage by at least two Orange County-based newspapers by October 2012.

Establish a relationship with a minimum of three local low-income elementary schools by September 2012.

Send the Smile Mobile to one other school district in the Orange County area by April 2012.

Goal

To increase the amount of individual and corporate donations received by Healthy Smiles.

Objectives Secure at least two more corporate sponsors to donate a minimum of $5,000 each by January 2012.

Establish a reliable donor pipeline of 25 more donors by January 2013.

Improve the use of the e-newsletter to appeal to a larger audience in hopes of seeing a 5 percent increase in donations by August 2011.

Create a campaign that will reach out to high-income families in Orange County and increase donations by 15 percent by December 2011.

Increase attendees at the Leaders in Oral Health event by 15 percent by January 2013.

Goal To reach dental professionals and providers in the Orange County area.

Objectives Create a lasting relationship with at least one major dental supplier to donate supplies by May 2012.

Contact five pediatric dentists who are not already affiliated with the organization to volunteer their time and knowledge by January 2013.

Recruit an additional 10 dental professionals in pediatric dentistry by June 2013.

Get five dental professionals and providers involved in Healthy Smiles’ newest fundraising event by sending them promotional fliers and invitations via mail and email by May 2012.

10

Place fliers and informational brochures about the organization in a minimum of 10 dental offices in Orange County by August 2011.

Save a Smile,

Donors in Orange County

Key Publics

This public consists of individuals, corporations and foundations that have previously donated to the organization, plan to in the future or are unaware of the organization, but have the resources to donate. Currently, Healthy Smiles does not have a large amount of individual donors, but does have a few corporate donors and relies heavily on grants for funding. Therefore, increasing the number of individual donors will be very beneficial to the organization. For these individual donors, the focus needs to be on Generation X and people ages 50 and older. This population includes those who are either established in their careers or are retired and willing to donate a small portion of their discretionary incomes to the organization on an annual basis.

In addition, these people most likely have children and/or grandchildren, which makes them likely to be interested in helping improve the health of children in the community. The majority of Generation X is busy with their careers and the idea of donating is attractive because it’s convenient and enables them to help those less fortunate. Those who are in their retirement years may decide they want to give back to their community by donating a small portion of their life savings.

As for corporations, these donors are able to give larger amounts of money due to their financial power. It would be beneficial for Healthy Smiles to increase their corporate donors because if the donating companies are well-known and respected, then being affiliated with them can help leverage Healthy Smiles’ brand and mission. More specifically, corporate donors encompass all types of businesses located in both Orange and Los Angeles Counties—from sports teams to restaurants to retail stores— and value corporate social responsibility. Therefore, donating money or supplies to an organization like Healthy Smiles is attractive and can also enhance the companies’ trust and credibility among the community at large.

Self-interest: Becoming part of a bigger cause, improving personal or corporate image, being invited to donor events, helping those less fortunate, community recognition, seeing a return on investment/ability to write off taxes.

Influentials: Friends who are also donors, community leaders in Orange County, business leaders in Orange County, celebrities, dental-related organizations, retired/practicing dentists.

Brighten a Future

11

Key Publics Dentists and Educators in Orange County A partnership with Healthy Smiles will provide pediatric dentists with firsthand knowledge of the educational programs and dental treatments employed to prevent and remedy the most severe cases of dental disease and decay plaguing Orange County’s underserved children. Healthy Smiles is sustained primarily through the support of its donors, 50 percent of which are local businesses. As a result, it aims to expand its donor pool by targeting dentists, a key public which has not yet contributed to the growth of the organization.

In addition, teaming up with local schools in Orange County will allow the Smile Mobile to travel to elementary schools, in order to educate children on proper oral health and well-being.

Self-interest:

Influentials:

12

Joining forces with Healthy Smiles will allow dentists and educators to contribute to eradicating America’s leading chronic childhood illness, tooth decay, enhance their trust, increase their visibility and favorable public opinion, and gain valuable knowledge of treatments used to remedy the most severe cases of decay and dental disease in Orange County.

Parents, children, teachers, school faculty and staff, donors, and political figures in California, specifically in Orange County

Save a Smile,

Key Publics Orange County Low-Income Families with Children (Ages 0-17) This public is made up of low-income families living in Orange County, specifically Caucasian, Hispanic, and Vietnamese families who are in need of a dental plan for their children. These families are an important key public for Healthy Smiles because one out of every three children in Orange County suffers from untreated dental decay, which is higher than the California statewide average. As a result, it is up to parents to ensure their children receive the treatment and education necessary for excellent oral health. Although it is difficult for undeserved families to find affordable, high quality pediatric oral health care in such an affluent area, Healthy Smiles provides accessible services to Orange County residents. The organization educates underserved families on the importance of oral health care in addition to the life-threatening risks and negative side effects poor oral health can have on a child’s everyday life. Along with the dental services Healthy Smiles provides, families are also educated on proper nutrition and oral cleaning procedures.

Self-interest:Healthy Smiles’ low-cost dental services, which are normally very expensive, appeal to families who at or below the poverty line. Parents will be proud to give their children happier and healthier lifestyles, which can be passed on to friends and other family members.

Influentials: Elementary and middle school faculty and staff members, coaches, youth organization or club leaders, parents and other extended family members.

Brighten a Future

13

Message Strategies Campaign:

save a

SMILE

brighten a

FUTURE Goal: To fundraise, educate, and spread awareness that a healthy, successful

and brighter future begins with proper oral care for children.

Healthy Smiles

For Kids of Orange County Key Public Donors or Potential Donors Allen Baclig

• Heather Silveira

•

Kelsey Dover • Lauren Bruschi

•

Melissa Rubbelke

• Teresa Biviano

http://www.healthysmilesoc.org/ Self Interest You want to actively support efforts to improve the overall health and lives of children in Orange County. Your contribution will help decrease oral decay rates and earn you the recognition as a prominent name in the community.

Present Issue The severe California health care funding cuts outlined in Proposition 10 pose a serious threat to Healthy Smiles, which will lose one third, or $1.5 million, of its major funding. You have the ability now to sustain the organization that your neighbors rely on for affordable prevention, treatment and education services from a high quality professional staff, including Orange County’s most esteemed dentists.

Healthy Smiles as Solution With your help, you and Healthy Smiles will work together to combat children’s number one chronic childhood illness: tooth decay. Your support will benefit children’s overall health by lowering their high risk for serious illnesses linked with tooth decay, including cancer and heart disease, and significantly improve their quality of life.

Make Appeal Orange County needs to continue to decrease oral decay rates to maintain healthy lives of children in its communities.

Donate to save a smile, brighten a future.

14

Save a Smile,

Key Public Parents of Patients

Message Strategies

Self Interest As patients of Healthy Smiles, you are the ones who directly benefit from its services.

Healthy Smiles can travel to your child’s school with its Smile Mobile and provide your child with oral screenings, teeth cleaning services, and fluoride treatments as well as educate your child on proper nutrition and dental habits.

Present Issue Due to cultural differences and lack of education, oral health is not seen as important as medical health. You may not be aware of how vital it is to teach your children to brush their teeth on a daily basis and take other preventative measures to reduce the likelihood that your children could suffer from tooth decay or other oral problems.

Healthy Smiles As a leader in pediatric dentistry, Healthy Smiles makes it their mission to inform you as Solution and your children on proper oral care. Not only does Healthy Smiles provide education, but it will provide dental services that fit your child’s needs. Because the Smile Mobile can travel to your child’s school, it is a convenient way for your child to get treated by a dentist.

Make AppealUsing Healthy Smiles as your child’s oral care provider will not only improve your child’s oral health, but it will also improve your child’s overall health. Oral decay is a child’s first disease and with Healthy Smiles’ help, you can prevent your child from having to experience it.

Save your child’s smile, brighten their future.

Key Public Elementary Schools/Teachers Self Interest You want Healthy Smiles for Kids of Orange County to travel to your school with the Smile Mobile to provide your kids oral screenings, teeth cleanings, x-rays and sealant/ fluoride varnish applications and educate them about the importance of daily care, routine dental visits and proper food nutrition. Your ability to increase the awareness of oral hygiene will create healthy lives for your students and their families.

Present Issue Healthy Smiles’ Smile Mobile does not have enough support from the underserved elementary school districts in Orange County, which prevents its free services that improve the lives of children in need.

Healthy Smiles As part of its community focus, Healthy Smiles for Kids of Orange County’s Smile as Solution Mobile can increase and improve the quality of educational participation in oral health.

Make Appeal Collaborating with Healthy Smiles’ Smile Mobile will bring positive community awareness to improve the quality of life for underserved children and work to eradicate tooth decay--America’s number one childhood illness.

Educate kids to save their smiles, brighten their futures.

Brighten a Future

15

Strategies & Tactics Strategy Show potential donors and sponsors how their support is vital to the success of Healthy Smiles’ programs and motivate them to donate money or supplies.

Tactics

Update and maintain an e-newsletter to send to community leaders of Orange County in the oral health industry.

a) The newsletter will have monthly editions and include dental professional

highlights, successful trips to schools in the Smile Mobile, updates in the pediatric

dental industry, etc.

Send out a direct mail piece to those living in Orange County.

a) Informational literature that explains the importance of oral health and how it

affects overall health.

b) Include statistics of patients already treated by Healthy Smiles coupled with

the high rates of decay in Orange County children to show the necessity of

Healthy Smiles’ services.

c) Create and send out donation cards that request donations of $25, which

covers the annual cost of care for one child. Included with the donation card is a

picture and story of a child that needed and received treatment from Healthy Smiles.

Display Healthy Smiles brochures in dental offices and overall health clinics that don’t serve pediatric patients across Orange County. This promotes pediatric dental care services in practices that don’t serve children and shows the importance of Healthy Smiles’ services in the community.

Create donor appreciation cards containing the artwork of Healthy Smiles patients to appeal to donor’s emotions with a personalized thank you letter. Send out cards to those who donate to show how their support has affected a child’s life. This will include a picture and story of a child who has been positively affected by Healthy Smiles services.

Organize a one-mile walk event at the Santa Ana Zoo.

a) Call it “A Mile for Smiles.”

b) Post information pertaining to the event on Healthy Smiles’ website.

c) Make posters for the event and ask local businesses to display them.

d) Contact local mommy-bloggers and inform them of the event.

e) Inform local schools of the event to raise participation.

f) Introduce a mascot for Healthy Smiles, “Flossosaurus,” a dinosaur who

promotes the importance of oral health. Make sure he has a grand entrance for

the event.

16

Save a Smile,

Strategies & Tactics Strategy

Tactics

Encourage school districts, administrators, and teachers to include oral health prevention education programs in elementary school curricula by demonstrating the importance of early treatment and education for children.

Send the Smile Mobile to various Orange County elementary schools.

a) Provide oral screenings, teeth cleanings, x-rays and sealant/fluoride varnish

applications in a child-friendly atmosphere.

b) Include an educational exhibit teaching children and families the importance of

daily care, routine dental visits and proper food nutrition.

Create a YouTube video for showing what the Smile Mobile does and the impact it has on children. It will include a tour of the inside of the dental unit and on-site clips of children learning prevention techniques and receiving basic sealants. It will also include positive testimonials from teachers and administrators to encourage other schools to adopt the Smile Mobile program at their schools.

Set up a personal meeting with the new (soon to be hired) Orange County School Board Physician to create an important relationship with that influential in the Orange County school system. His or her support will aid our efforts to encourage schools to accept the Smile Mobile onto school campuses.

Go door-to-door and meet with principals and administrators to talk about Healthy Smiles’ outreach program. Personal interaction will enhance our ability to convince school decision makers that educational programs are necessary, even if teachers are wary of adding programs that may detract from class time.

Presenting the benefits of the outreach program to PTA’s in schools that are on the fence about including the program in their curriculum.

Send brochures and personal letters to administrators and faculty to encourage positive attitudes toward including prevention education in curriculum.

Recruit high school drama classes to put on short educational musicals/skits that tour to elementary schools and teach kids healthy habits in an entertaining way.

a) Schools can be receptive to allowing other students to educate children in an

assembly environment, more so than having health professionals disrupt class time

with presentations. Positive student role models show young children something to

aspire to and presents positive images about growing up.

b) Skits are tooth fairy themed and incorporate songs and dances that can be

interactive for children but are also highly informational.

Brighten a Future

17

Strategies & Tactics Strategy

Tactics

Influence families and parents in the Orange County community to use educational materials, exposure on proper oral health practices, and pass on oral health knowledge to their children.

Create informative online videos on Vimeo that illustrate how pediatric oral health is treated in the facility.

a) This video will highlight aspects of the Garden Grove Smile Center

including “Dottie’s Kitchen” where children can learn to prepare healthy meals.

Videos will include dental professional interviews, clips of procedures on

patients, a highlight of the anesthesia services offered that sets Healthy Smiles

apart from competitors.

Create a webisode series of educational videos that parents can watch with their children to learn the ways to maintain good oral health.

a) The videos will be interactive and encourage children to practice along with

the demonstrators as they teach how to properly brush and floss. There will

be an emphasis on healthy nutrition and the importance of making healthy

habits a fun, daily routine.

Host oral health demonstration sessions at local churches and daycare centers.

a) Incorporating quick, informative education programs in places where the

community already gathers will extend preventative knowledge to community

members. The demonstrations will be put on by volunteers in tooth fairy and

“Flossosaurus” costumes that will have prevention “quick facts” pamphlets to give

to families at the end of the program.

Send flyers and email blasts to parents that include healthy recipes and oral cleaning methods that can be taught to their children.

a) This tactic will be used less frequently than a monthly e-newsletter but will

be targeted directly to parents.

Design a personalized blog that will assist families to understand the importance of oral health.

a) The blog will incorporate nutrition information and basic prevention

information but will also extend to overall health tips to maintain healthy families.

Partner with Pretend City! and have a “Dentist for the Day” exhibit with a real dental chair and pretend dental tools.

a) The dental profession will be highlighted to erase fear of the dentist in children

and get them excited about the various aspects of taking care of your teeth.

18

Save a Smile,

Logos Logos Competitive Logos

Healthy Smiles for Kids of Orange County The logo, colors used for Healthy Smiles for Kids of Orange County is

manifests its image around. The logo of the ‘H,’ using two shades of orange is often associated with playfulness, warmth and vibrance. The a smile and a blue shooting star going across to complete ‘H, the’ creates ‘H,’ creates a smile symbolization of hope, renewal, and dreams coming true, which Healthy and a symbolization of hope, renewal, and dreams coming true, which Smiles prides in itself granting each child dream the perfect Healthy Smilesitself pride in granting eachthat child that of dream of the smile.

The blue usedThe for color the shooting star path known as calming,color. perfect smile. blue is known as ais calming andthe peaceful peaceful,of and color.

Because emotions thewe colors give, Because thesolitude emotional aspect that of thethe colors portray, believe we believe Healthy Smiles’ keep that Healthythat Smiles’ should keepshould the logo as the is. logo as is.

The tagline for Healthy Smiles is “It’s all about the Kids,� showing what Healthy Smiles commits itself to, but because Healthy Smiles’ full name is Healthy Smiles for Kids of Orange County, the tagline is repeating what the name of the organization already conveys.

save  a

SMILE

brighten  a

FUTURE

Recommendation Our campaign team recommends using a tagline that is and/or similar to our campaign theme: save a smile, brighten the future.

This message shows how imparative proper oral health is, as it helps a child’s future. The blue and the orange coloring plays off Healthy Smiles’ current logo and the font is easy to read, but gives the sense that this organization has children involved in the mission.

Brighten a Future

19

we believe that Healthy Smiles’ should keep the logo as is.

Logo/Tagline Recommendation

The tagline for Healthy Smiles is “It’s all about the Kids,” showing what Healthy Smiles commits itself to, but because Healthy Smiles’ full name is Healthy Smiles for Kids of Orange County, the tagline is repeating what the name of the organization already conveys.

save a

SMILE

brighten a

FUTURE

Recommendation

Our campaign team recommends using a tagline that is and/or similar to our campaign theme: save a smile, brighten the a future.

This message shows how imperative imparative proper oral health is, as it helps a child’s future. The blue and the orange coloring plays off Healthy Smiles’ current logo and the font is easy to read, but gives the sense that this organization has children involved in the mission.

Swatches and Designs of Theme Logo:

20

Save a Smile,

Logo/Tagline Recommendation save a

SMILE

brighten a

FUTURE

Healthy Smiles For Kids of Orange County Healthy Smiles

For Kids of Orange County

Save a Smile, Brighten a Future

Allen Baclig

Heather Silveira

Kelsey Dover

Lauren Bruschi

Melissa Rubbelke

Teresa Biviano

Brighten a Future

21

Communication Key Public

Self-Interests · Being part of a bigger cause by contributing to the oral health and well-being of children in the OC area, and help decrease oral decay rates.

Potential Donors and Volunteers

Orange County Families (primarily Hispanic and Vietnamese families)

· As patients of Healthy Smiles, families are the ones who directly benefit from its services. Healthy Smiles can provide the children of these families with oral screenings, teeth cleaning services, and fluoride treatments, as well as educate families on proper nutrition and dental habits. · To have their financial needs be recognized. These low-cost dental services which are normally very expensive, will appeal to many families who are at or below the poverty line.

· To be able to communicate their needs and wants to the nonprofit in a language that they are familiar with.

Save a Smile,

Influentials

· To encourage potential donors to contribute their time, money, and/or supplies to help the organization succeed financially.

· Community leaders and business leaders, such as the Orange County City Council members, the Orange County Board of · Being recognized as a prominent Education, Orange County name in the community, being Dental Society (OCDS) acknowledged for generous · To also increase Healthy members. donations and involvement with the Smiles’ visibility and brand nonprofit, and improving personal or awareness in corporate image. communities across Orange County. · Being invited to donor events. · “Donate to save a smile, brighten a future.” · Seeing a return on investment.

· Parents will be proud to have given their children improved and healthy lifestyles, which can then be passed on to friends and family members.

22

Primary Message

“Save your child’s smile, brighten your child’s future.”

Family friends or relatives that use Healthy Smiles’ services, elementary faculty and staff members, coaches, youth organization or club leaders.

Confirmation Table Objectives

Strategies

Tactics

To increase the amount of individual and corporate donations received by Healthy Smiles by: · Securing at least two more corporate sponsors to each donate a minimum of $5,000

by January 2012. · Establishing a reliable donor pipeline of 25 more donors by January 2013. · Improving the use of the e-newsletter to appeal to a larger audience in hopes of seeing a 15 percent increase in donations by January 2013. · Increasing attendees at the Leaders in Oral Health event by 15 percent by 2013.

Show potential donors how their support is vital to the success of Healthy Smiles’ programs, and motivate them to donate money or supplies.

· Organize a 1 mile walk at the Santa Ana Zoo (Send “Save the Date” postcards and post posters throughout Orange County.) · Update and maintain an e-newsletter to send to community leaders of OC in the oral health industry. · Send out a direct mail piece; specifically create and send out donation cards that request $25 donations, which covers the annual cost of care for one child, and also include a photo of the child that they can help.

To increase the awareness of oral decay among low-income families and educate them on proper ways to prevent their children from experiencing this disease. · Decrease the number of repeat visits. · Increase the amount of support/education materials passed out to patients and their families. · Increase the non-profit’s outreach to low-income families throughout the county.

Influence families and parents in the Orange County community to use educational materials and pass on knowledge of proper oral care to their children.

· Display HS brochures in dental offices and health clinics in OC. · Create donor appreciation cards with the artwork of Healthy Smiles’ patients with a personalized thank you letter.

· Create informative online videos that illustrate how pediatric oral health is treated in the facility. · Create a webisode series of education videos that parents can watch with their children to learn how to maintain good oral health. · Host oral health demonstration sessions at local churches and day care centers. · Send flyers and email blasts to parents that include healthy recipes and oral cleaning methods that can be taught to their children. · Design a personalized blog that will assist families with understanding the importance of oral health. · Partner with Pretend City and have a “Dentist for the Day” exhibit with a real dental chair and pretend tools to show kids that the dentist is not a scary place. · Create a mascot for Healthy Smiles, a face/ character that children and families can relate to or admire

Brighten a Future

23

Communication Key Public

Orange County Elementary Schools/ Administration and Dentists

24

Save a Smile,

Self-Interests

Primary Message

Elementary school children will be “Educate kids to save educated on the importance of their smiles and brighten daily care, routine dental visits, and their futures.” proper food nutrition when the Smile Mobile is sent to schools to provide kids with oral screenings, teeth cleanings, x-rays and sealant/ fluoride varnish applications.

Influentials

OC Board of Education members, faculty and administration of other local elementary schools using Healthy Smiles’ services, community leaders, local government officials.

Confirmation Table Objectives

To help increase awareness of oral hygiene through school curriculum programs, and create healthy lives for the students and their families by: · Establishing a relationship with a minimum of three new, local elementary schools by Fall 2012. · Create awareness of the Smile Mobile in order to reach more schools in OC.

Strategies

Encourage local school districts, administrators, and teachers to include oral health programs in the school curriculum in order to demonstrate the importance of early treatment and education for children.

Tactics

· Send the Smile Mobile to various local schools to provide oral screenings and teeth cleanings in a child-friendly atmosphere. · Create a YouTube channel that streams live videos of the Smile Mobile cleaning sessions, as well as interviews with the teachers and children. · Set up a meeting with the new OC School Board physician to create a relationship. · Go door-to-door and meet with principals and administrators to talk about Healthy Smiles’ outreach program. · Send brochures and personal letters to administrators and faculty to encourage positive attitudes toward including prevention education in curriculum.

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25

Calendar The calendar for the campaign extends over the time period of two years, starting in June 2011 and ending in November 2012. For 2011, the focus for the tactics is on designing and producing material that will be used long-term, which is essential to re-vamping Healthy Smiles’ image. In 2012, the tactics switch focus and surround the creation and launch of the special event, “A Mile for Smiles.�

26

Calendar

27

Calendar

28

Calendar

29

Budget Item Description SPECIAL EVENT "Miles for Smiles" Press Release (in-house) Feature Story Writer's Fee (in-house) Posters Printing Distribution (handing it out) Newsletter Printing Postage Graphic designer's fee (in-house) Photographer's fee and expenses (in-house) Pitch Letter via e-mail Media Alert via e-mail Brochure Graphic designer's fee (in-house) Distribution Printing RAFFLE ITEMS Balboa Bay Club or Hyatt Hotel (donated service) Tickets USC School of Dentistry, Safeguard & Everyday Day Dental (donated service) Toothbrushes & Floss Dave & Busters Free Birthday Party Memories of Me Photography (donated service) Free Phootshoot Aquarium of Pacific (donated service) Tickets EVENT LOGISTICS Volunteers (in-house) Photographers (in-house) DJ (in-house) Santa Ana Valley High Cheer Team (community service) Venue use MISC Invitations Simple Translation services (in-house) Save the date card Postcard with postage E-mail

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Save a Smile,

Quantity 300 Guests

Cost Per Unit

Total Cost Estimate

1

0

0

1

0

0

500

1

500

500

0.97 0.42 0 0

485 210 0 0

1 1

0 0

500 500

0.87

435

2

0

0

300

0

1

0

1

0

4

0

50 3 1

0 0 0 0

15 1

800

800

500

1

500

350

1

350

Budget Thank you Postage Printing Mascot: Flossosaurus costume Costume (www.buycostumes.com) Social Media (in-house) Flicker, Twitter, Facebook, Tumblr, YouTube & Vimeo Videographer fee (donated service) Website Web Designer (in-house) Programmer (in-house) RENTAL MATERIAL (events) Round Tables Chairs Canopy FOOD Corner's Bakery (donated) Delicious sandwiches Costco (in-house) Water Vitamin water BJ's Brewhouse (donated) Pizza Dessert

200 200

0.42 0.75

84 150

1

35

35

0 0

0 0

1 1

0 0

0 0

5 300 10

10 3 10

50 900 100

350 350

0 0

0 0

350 350

0 0

0 0 4599

350

Grand Total:

Budget Total: $4,599

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31

Evaluation Tactics

Objective 1: Devote a minimum of five hours a week to update the website and social media sites (Facebook, Twitter, and YouTube) and increase hits by 10 percent by August 2011.

Evaluation Tactics: • Healthy Smiles will track the number of website hits to their existing website for two months prior to August 2011.

• Healthy Smiles will then track the number of website hits to the new website for three months after launching the new website in August 2011.

• Healthy Smiles will track the number of donors, patients, and volunteers who found out about the organization or had inquires through the old website, prior to August 2011.

• Healthy Smiles will track the number of donors, patients, and volunteers who found out about the organization or had inquires through the launch of the new website, in August 2011.

• Healthy Smiles will track the number of Facebook fans, Twitter and YouTube followers they had prior to August 2011.

Objective 2: Improve the use of the e-newsletter to appeal to a larger audience in hopes of seeing a 5 percent increase in monetary donations by August 2011.

Evaluation Tactics: • Healthy Smiles will keep an inventory of book donations they have received prior to August 2011.

• Healthy Smiles will then count the number of donations they have received after August 2011.

• Healthy Smiles will track how many people signed up for the e-newsletter prior to August 2011.

• Healthy Smiles will track how many donors donated because they received the newsletter prior to August 2011.

• Healthy Smiles will track how many donors donated because they received the newsletter in August 2011.

Objective 3: Establish a relationship with a minimum of three local elementary schools in low-income areas by the September 2012.

Evaluation tactics: • Healthy Smiles will compile a list of low-income elementary schools prior to September 2011.

• Healthy Smiles will then list the number of pre-kindergarten programs after September 2011.

• Healthy Smiles will evaluate the number of direct mail pieces, flyers, brochures, and posters to attract the elementary schools, inform them on the importance of oral health, and show the successfulness of the Smile Mobile prior to September 2011.

• Healthy Smiles will keep track of the amount of collateral pieces they send out between September 32

Save a Smile,

Evaluation Tactics

2011 and September 2012. This will measure their success of how many impressions were made

and how many the elementary schools developed a relationship with Healthy Smiles because of the collateral pieces.

Objective 4: Achieve news coverage by at least two Orange County-based newspapers by October 2012.

Evaluation Tactics: • Healthy Smiles will track the number of articles that mention Healthy Smiles in both newspaper and trade publications (print and internet) throughout the year, paying specific attention after recent Healthy Smiles events, such as the “A Mile for Smiles,” and “Leaders in Oral Health Awards Ceremony.”

Objective 5: Create a campaign that will reach out to high-income families in Orange County and increase in-kind donations by 5 percent by December 2011.

Evaluation Tactics: • Healthy Smiles will keep an inventory of in-kind donations prior to December 2011.

• Healthy Smiles will then look and evaluate their new inventory sheet after December 2011 to see how many donations they received because of the campaign.

• Healthy Smiles will keep an extensive list of the donor organization partnerships (focusing on Dental Care industry) and family donors prior to December 2011.

• Healthy Smiles will keep an extensive list of the donor organization partnerships and family donors in December 2011.

Objective 6: Create an event in order to increase capital, boost community awareness and extend educational programs to children by October 2012.

Evaluation Tactics: • Healthy Smiles will keep an inventory of book donations and volunteers they have received prior to October 2012.

• Healthy Smiles will then count the number of donations and volunteers they have received after October 2012- particularly after their event, “A Mile for Smiles.”

• Healthy Smiles will see how many children and families are educated on the importance of oral health by keeping track of how many previous patients return to the clinic with cavities before and after the event.

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Recommendation

Flossosaurus Rex

Healthy Smiles should incorporate a mascot spokesperson into its public relations plan in order to appeal to its patients, get information out better, and increase brand recognition. The character that we developed to represent Healthy Smiles is a dinosaur named, “Flossosaurus Rex.�

Flossosaurus promotes healthy eating and brushing habits that children and patients of Healthy Smiles can learn from. Having an actual mascot will help Healthy Smiles educate its patients about the importance of oral health, especially since children are more likely to listen to a friendly dinosaur rather than a doctor, which can be intimidating. Similar to the American Dental Association’s mascot, “Dudley the Dinosaur,�

Healthy Smiles could make a story about how Dudley and Flossosaurus were related to each other. For example, Flossosaurus is Dudley’s cousin or younger brother.

The mascot could also be used at events or workshops hosted by Healthy Smiles in order to create a more personal connection between the company and its patients. Overall, by associating a fun character

on living a healthier lifestyle.

34

Save a Smile,

Recommendation

Guide through Public Relations

From the moment one walks into Healthy Smiles for Kids of Orange County, it is clear that Healthy Smiles is a safe and friendly environment, upholding itself to the highest ethical and moral standards.

The Arthur Page’s seven principles for public relations reinstates these standards through actions and ideas to keep the public informed and to recognize the hard work that Healthy Smiles does for the community.

Arthur W. Page’s Seven Principles for Public Relations Tell the truth. Let the public know what’s happening and provide an accurate picture of the company’s character, ideals and practices.

Prove it with action. Public perception of an organization is determined 90 percent by what it does and 10 percent by what it says.

Listen to the customer. To serve the company well, understand what the public wants and needs.

Keep top decision makers and other employees informed about public reaction to company prod ucts, policies and practices.

Manage for tomorrow. " Generate goodwill.

Conduct public relations as if the whole company depends on it. Corporate relations is a man agement function. No corporate strategy should be implemented without considering its impact on the public. The public relations professional is a policymaker capable of handling a wide range of corporate communications activities.

Realize a company’s true character is expressed by its people.

communications to support each employee’s capability and desire to be an honest, knowledgeable

" Remain calm, patient and good-humored. Lay the groundwork for public relations miracles with

" !

arises, remember, cool heads communicate best. http://www.awpagesociety.com/site/resources/page_principles/

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Save a Smile, Brighten a Future

Communication Tools save a

SMILE

brighten a

FUTURE Healthy Smiles For Kids of Orange County Allen Baclig

• Heather Silveira

•

Kelsey Dover • Lauren Bruschi

•

Melissa Rubbelke

• Teresa Biviano

News Release

New Collaboration with Santa Ana School and Children’s Nonprofit Healthy Smiles to Combat Pediatric Oral Health Issues

SANTA ANA, Calif. - April 6, 2011 – In an effort to expand its reach to more Orange County low-income children, Healthy Smiles for Kids of Orange County has forged a new partnership with Santa Ana Valley High School to screen and treat more children on-site with The Smile Mobile, a dentist’s office on wheels.

The partnership will begin during the fall 2011 school semester and last through the 2011-12 academic school year. The community outreach program will include treatment, cleanings, and interactive prevention education for children in the surrounding neighborhood.

Healthy Smiles' Outreach Preventative Team screened, treated and educated 7,108 children throughout schools in Orange County during the 2009-10 school year, and with the addition of the Valley High location will serve hundreds more underserved local children. The Smile Mobile has previously brought prevention programs to 37 schools in nine different Orange County school districts.

According to Liz Bear, CEO of Healthy Smiles, “For many children and families, finding and receiving dental care is a challenge because of transportation issues, and many parents can’t afford to take time off work to visit the dentist. The Smile Mobile outreach program often treats many elementary-aged children for their very first time, who otherwise would not have received the important fluoride and sealant treatments kids need to ensure oral health.”

The Smile Mobile is a fully functional, wheelchair accessible, two-chair dental facility in a converted RV unit. Its mobility allows the Healthy Smiles team to reach underserved children in their own neighborhoods, many of which would not receive dental attention without the ease of accessibility that The Smile Mobile affords. It focuses on assisting underserved, low-income children with limited to no health insurance for dental procedures including oral screenings, teeth cleanings, x-rays, sealant and fluoride varnish applications. It’s prevention program includes an educational exhibit with an underwater, sea life theme that teaches children and families the importance of daily oral care, routine dental visits and proper food nutrition.

“Our goal at Healthy Smiles is to eradicate tooth decay in children, which is the first and foremost chronic childhood disease,” said Bear.

About Healthy Smiles Healthy Smiles for Kids of Orange County was founded in 2003 by El Viento co-founder and Vice Chairman John C. “Jack” Shaw. Together with the aid of the Children & Families Commission of Orange County, Shaw and co-founder Dottie Andrews recognized the severity of the dental health care shortage and recruited a dedicated group of talented health care professionals and community leaders with the shared belief, “It’s all about the kids!” Through an extensive combination of prevention, education, treatment programs and advocacy, Healthy Smiles is able to serve and benefit thousands of deserving children every year in its mission to eradicate pediatric tooth decay.

For more information, visit www.Healthysmilesoc.org or contact Jeanette Storey, (714) 537-0700 ext.

7928, jstorey@healthysmilesoc.org ### 38 Save a Smile,

Feature Article There’s Something for Santa Ana Elementary School Students to Smile About SANTA ANA, Calif.- Five-year-old Neveah Alvarado has never met a dentist. In fact, one in four Californian children have never been to a dentist, according to the health advocacy group, California Healthcare Foundation.

Healthy Smiles for Kids of Orange County is changing this statistic for Santa Ana’s Adams Elementary School. The newest project by Healthy Smiles, the Smile Mobile visited Adams students for an afternoon about oral healthcare.

“Adams Elementary’s students rarely visit the dentist or doctor, as over sixty percent of the children’s parents do not have any medical insurance due to high costs,” said Adams’ principal Melanie Champion, “if it was not for Healthy Smiles’ Smile Mobile, it is very unlikely that our students would visit a dentist,” she said.

The Smile Mobile RV unit, is a two-chair dental facility, “on wheels,” providing oral screenings, teeth cleanings, x-rays and sealant/fluoride varnish applications in a child-friendly atmosphere. Funded by the Pacific Life Foundation, it has increased access to dental care for uninsured and underinsured children.

With wheelchair accessibility, underwater sea life paintings and children’s television programs the Smile Mobile allows to visit the dentist without fear.

“I thought the dentist was scary, but I got to dance like the tooth fairy and eat apples,” said Alvarado, “I want to go every day.”

The Smile Mobile visit includes an education exhibit teaching children and families the importance of daily care, routine dental visits and proper food nutrition.

A Santa Ana Elementary School student gets a oral screening on one of the dental chairs inside Healthy Smiles for Kids of Orange County’s Smile Mobile.

Brighten a Future

39

40

Save a Smile,

SMILELINEOC: (714) 638-7637 SMILELINEOC: (714) 638-7637 SMILELINEOC: (714) 638-7637

CONTACT CONTACT US: US:CON NOSOTROS: COMUNIQUESE COMUNIQUESE CON Suite NOSOTROS: Chapman Ave. 10602 Chapman Ave. 200 Suite 200 10602 10602 Chapman Ave. Suite 200 10602 Chapman Ave. Suite 200 Garden Grove, CA 92840 Garden Grove, CA 92840 Garden Grove, CA 92840 Garden Grove, CA 92840 " # '(& ( ) ,

Administrative (714) 537-0700 Administrative Office: Office: (714) Office: 537-0700 Administrative (714) 537-0700

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FUTURE

brighten  a

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Brochure  (English  Front) Â

children does not have dental coverage.

The cost to remedy tooth decay

families.

Children in California without dental insurance (59%) are more likely to miss two or more school days per year due to a dental problem than children with private dental insurance (33%).

Orange County has the highest rate of tooth decay in all of California.

1 in 3 kids in Orange County suffers from oral tooth decay.

Tooth decay is the single most common chronic disease of childhood in the U.S.

The truth about pediatric dental decay:

The “Tooth�

Hurts!

Twitter!

Save a Smile, Brighten a Future!

Brochure  (English  Back) Â

Brighten a Future

41

42

Save a Smile,

SMILELINEOC: (714) 638-7637

COMUNIQUESE CON NOSOTROS: COMUNIQUESE CON NOSOTROS: 10602 Chapman Ave. Suite 10602 Chapman Ave. 200 Suite 200 Garden Grove, 92840 Garden CA Grove, CA 92840 " # '(& ( ) ,

Administrative Office: (714) 537-0700

Esta localizada en Garden Grove, ofrece a los ninos de bajos recur sos calidad en el servicio, barato, y pronto.

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Para mejorar la salud dental del nino en Orange County a traves de programas dirigidos a‌

EDUCACION TRATAMIENTOS DEFENSA

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Este Smile Mobile es un centro con llantas que viaja a diferentes escuelas y comunidades en Orange County.

NUESTRO Â SMILE Â MOBILE:

Tooth Fairy Learning Center in cluye acceso a arte y obras manu ales, estaciones de computadores, espectaculos con titeres, ensenanza de nutricion y higiene, y laboratorio de ciencias para ninos.

EDUCACION:

Chequeos generales Tratamientos de endodoncia Anestesia general y sedacion oral Otros servicios ortodonticos

SERVICIOS Â DENTALES: SMILE

PARA DONAR OR SABER MAS DEL PROGRAMA, VISITE: ((% *** !( +'" ! '$ $&

FUTURE

brighten  a

save  a

Brochure  (Spanish  Front)

Uno en cinco (1.8 million) ninos de California no tienen seguro dental.

El costo para remediar el prob lema de caries dental es muy alto para families de bajo recursos economicos.

Los ninos en california sin seguro denta (59%) tienen mas posibilidad de faltar a la escuela que los ninos que tienen un seguro dental (33%).

OC tiene el mas alto porcentaje de caries dental en california.

Uno de cada tres ninos en orange county sufre de caries dental.

Caries dental es la enfermedad mas cronica en los ninos de los Estados Unidos.

La verdad sobre la caries dental de los ninos:

The “Tooth�

Hurts!

Save a Smile, Brighten a Future!

Brochure  (Spanish  Back)

Brighten a Future

43

Social  Media

44

Save a Smile,

http://healthysmilesoc.tumblr.com

Brighten a Future

45

E-Newsletter

Tooth  Talk

ealthy with        ealthy  Smiles  for  Kids  of  Orange  County

% ##%

Proposition 10: Cutting Funds and Raising Concern

Welcome to Healthy Smiles!

Dear Friend, There are so many ways to make Orange County Smile! With your great help and support, you can brighten a child’s future by +$$ $ ( #* " $ !" " # # "& # Healthy Smiles provides pediatric dental treatment, education, prevention and advocacy for Orange County’s underserved children.

Together you and Healthy Smiles will continue the attack against $ $ ( $ % " " # # We are happy to welcome you to our Healthy Smiles family, thank you for your support. Together we can save a smile and brighten a future of a child in your community.

Sincerely, Liz Bear, CEO of Healthy Smiles

Why Oral Health Care is so Important ) " ' $ $ $ ( " $ " # " # " %# $ issues including heart disease, diabetes, and cancer ) $ ( $# *# $ $ $ ' " $ " # #$ " $ ( ! " $ " $( $ $ sleep, speak, and concentrate in school ) " ## " ( %"# # ( % $ $ " $ ##% #

46

Save a Smile,

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In This Issue New Event: A Mile for Smiles, $ ( #* +"#$ ( ' ! $ $ $ "( Perez and hear how his visit to CHOC gave him a brand new smile $ facility extends its reach to new communities

Executive Bio

Dottie Andrews, secretary and treasurer of Healthy Smiles for Kids of Orange County, has dedicated herself to helping underserved women and their children for the past 32 years. Her extensive knowledge about nonprofit organizations comes from her experience with developing and implementing various programs in the Orange County area.

In 1978, after giving birth to her third daughter who was critically ill, Andrews helped establish the first Neonatal Intensive Care Unit (NICU) parent support group at the Children’s Hospital of Orange County (CHOC) one year later. “That led me to help start a national organization which furthered education for both medical professionals and parents of critically ill newborns,” said Andrews.

In 1988, she became the director of community services at the March of Dimes, a nonprofit aiming to improve the health of babies. Four years later, Andrews helped form a perinatal task force, which led to the development of a new nonprofit called MOMS Orange County, in which she held her position as founding executive director. “Today, MOMS is very well-known in the community and is led by an enthusiastic CEO and dedicated board,” said Andrews. MOMS Orange County focuses on providing programs and services to help mothers and their families have healthy pregnancies and healthy babies.

In the early 2000’s, Andrews was asked by the Children & Families Commission to assist with the development of yet another new nonprofit, which would be dedicated to pediatric oral health for underserved children of Orange County. She was introduced to the founding board chairman, John C. (Jack) Shaw, and together they developed the business plan and treatment services of Healthy Smiles for Kids of Orange County in 2003.

Andrews’ passion and commitment for the betterment of her community is demonstrated through her current positions as the director of community outreach at St. Joseph Hospital, her emeritus status on the MOMS board of directors, and her dedication to Healthy Smiles for Kids of Orange County.

“It seems my passion is to see a problem, think of solutions, bring the right people together, and to make something happen,” said Andrews.

Andrews and her husband currently reside in Mission Viejo, Calif.

Brighten a Future

47

Flyer Potential Patients or Donors:

First Tooth = First Visit Healthy Smiles For Kids of Orange County is a non-proďŹ t oral health organization centrally located in Garden Grove. Healthy Smiles dedicates itself to pediatric oral health treatment, education, advocacy and prevention. At Healthy Smiles we believe every child deserves a healthy smile.

For more information, visit healthysmilesoc.org, or call 714.537.0700

Tuesday, May 10, 2011

48

Save a Smile,

Flyer Potential Patients or Donors:

What will her smile look like in 20 years?

YOU can help shape it. save a SMILE brighten a FUTURE

www.healthysmilesoc.org

Brighten a Future

49

Direct Mail Piece There will be several direct mail initiatives targeted to different key publics. This particular direct mail piece addresses the dentists who do not volunteer or currently donate their time to Healthy Smiles. It was important not to use Healthy Smiles’ adages like “help eradicate tooth decay” because of the paradox it presents dentists- without oral problems, dentists wouldn’t be making money on treatments and procedures. The message instead is to impress upon them the importance of helping kids who can’t afford to visit clinics like theirs because of little to no insurance and means.

The message will be printed on a narrow piece of paper, rolled up and placed inside a plastic branded floss container. The inside lid of the case is branded with the campaign tagline “Save a Smile, Brighten a Future”. The receiver will unroll the message as if it were regular floss. The direct mail piece is intended to create interest from prospective donors, presented in a way that will intrigue them to recieve the entire message from the organization

Message on the rolled paper inside the floss case: As you may know, one in three children in Orange County have untreated cavities from lack of access to routine dental care. Healthy Smiles for Kids of Orange County provides important treatment and prevention services to uninsured and low-income kids who can’t afford basic dental care, but we need your help to continue our mission to treat the underserved. Help drill out the decay in your community by donating to Healthy Smiles. You can support a child’s oral health care for one year with a one-time donation of only $25. Save a smile and brighten a future today, visit www.healthysmilesoc.org for more information on ‘How To Help’

50

Save a Smile,

Website Redesign The website redesign focused on making it easier to navigate around and to focus in on the donation aspect of the page. When one goes to the website, their eyes will immediately go to the middle part where people can donate to the organization. A “Kids Zone” was added to the website as an initiative for children to play interactive and education games to give them guidance on proper oral health habits.

Improving the oral health of children in Orange County through collaborative programs.

About Us

Programs & Services

Events

Kids Zone

Testimonials

Photo Gallery

Contact Us

Save a Smile, Brighten a Future At Healthy Smiles For Kids of Orange County we believe every child deserves a healthy smile. We are a nonprofit organization centrally located in Garden Grove dedicated to pediatric dental treatment, oral health education, advocacy and prevention.

For Just $25.00, You Can Provide Dental Care for One Child, for One Year.

Our Facility "It's all about the kids!" These are the first words parents and caregivers see when entering our 7,000 square foot state-ofthe-art pediatric dental facility. Healthy Smiles For Kids of Orange County's Smile Center offers children from underserved families quality, affordable and prompt pediatric dental care.

Meet Our Team

Resources

Healthy Smiles for Kids of Orange County

Have a question regarding

is a team of motivated individuals

appointments, emergencies or

dedicated to providing the highest quality

insurance? Curious about sedation,

dental care to children. We want your child

when it’s needed and how we perform

to remember each dental visit as a

it? Our resources section provides our

pleasant, positive learning experience.

policies and a full range of answers to your questions.

© 2009 Healthy Smiles for Kids of Orange County.

All Rights Reserved.

Monday, May 2, 2011

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51

Donor  Mailings  An integral tactic to reach out to new potential donors is the “$25 Direct Mail Campaign�. Healthy Smiles does not have a large donor pool to draw on for donations. In an effort to expand Orange County # $ ! # ! organizations existence in the community and offers an easy way for pontial donors toto contribute toto itsits potential donors contribute mission. The direct mail will be distributed in the Santa Ana area, targeting boomers and older generations with higher disposible income. perforated and easily detachable The mailer is made into three folded segments: the opening letter, the perferated donation card, and lightly attached envelope to make sending in donations easier.

The donation card includes credit card or check options, and the reader is directed to the Healthy Smiles website for further information or to donate quickly and easily online.

Unfolded Letter

Dear friend,

save  a

" " " $ ing its mission of preventing and treating the number one chronic " Orange County suffer from untreated dental decay. Help the kids in your own neighborhood recieve the quality dental care they need and deserve.

For just a small donation of $25 you can support a child’s health care services for an entire year.Your donation will save a smile and brighten a future of a child in your own community.

SMILE

brighten  a

FUTURE

About Healthy Smiles: Through an extensive combination of prevention, education, treatment programs and " " $ " " its facilities in Garden Grove, through collaboration with CHOC Hospital, and community ! ! " "

save  a

SMILE

brighten  a

Healthy Smiles

FUTURE

For Kids of Orange County

Healthy Smiles For Kids of Orange County

Front

52

Back

Save a Smile,

Check

10602 Chapman Avenue, Ste 200 Garden Grove, CA 92840

Credit  Card

$25  to  Support  One  Child  for  One  Year

U.S Postage Required

Yes! I would like to donate to Healthy Smiles for Kids of Orange County

About Healthy Smiles: Through an extensive combination of prevention, education, treatment pro " " # of children every year in its facilities in Garden Grove, through collaboration with CHOC Hospital, and community outreach programs with The Smile ! "

" " " # sion of preventing and treating the number one chronic childhood disease " " untreated cavities. Help the kids in your own neighborhood recieve the quality dental care they need and deserve.

For just a small donation of $25 you can support a child’s health care ser vices for an entire year.Your donation will save a smile and brighten a future of a child in your own community.

Dear friend,

Donation card with perforated perferated edge Envelope attached to inside of folded letter

Thank  You  Cards

Donors are more likely to continue their support to an orgazination that keeps them informed with what is going on internally and where exactly their money is going. Getting personalized cards, letters, or pictures from the child they donated their money for engages the donors and allows them to get ! "

Brighten a Future

53

Save a Smile, Brighten a Future

Communication Tools: A Mile for Smiles save a

SMILE

brighten a

FUTURE Healthy Smiles For Kids of Orange County Allen Baclig

• Heather Silveira

•

Kelsey Dover • Lauren Bruschi

•

http://www.healthysmilesoc.org/

Melissa Rubbelke

• Teresa Biviano

Media Pitch The secret to a happier childhood A silent epidemic called tooth decay affects one in three Orange County children each year.

Non-profit organization Healthy Smiles for Kids of Orange County works to treat, prevent and educate underserved children about this number one chronic childhood illness.

On Saturday, October 29, 2011 at 10 a.m., we invite you to attend the organization’s first 5K walk fundraiser, A Mile for Smiles, to be held in Santa Ana. A media alert is included for more information.

I will contact you next week to learn your interest in reporting the event.

56

Save a Smile,

Media Alert HEALTHY SMILES FOR KIDS OF ORANGE COUNTY HOSTS ITS “A MILE FOR SMILES” WALK TO RAISE FUNDS AND AWARENESS FOR PEDIATRIC ORAL HEALTH WHAT: Healthy Smiles for Kids of Orange County, a non-profit dedicated to providing free dental care

to underserved children, is hosting its first 1 mile walk called “A Mile for Smiles” at the Santa Ana

Zoo. The event will raise money to help facilitate Healthy Smiles’ programs in the midst of

Proposition 10 government cuts in funding.

With Halloween near, children and parents are encouraged to wear their costumes during the event. Instead of Halloween candy, volunteers of the organization will be handing out toothbrushes, toothpaste, and other goodies to emphasize oral health. Before and after the walk, children will also get a chance to get their faces painted.

For the event, Corner Bakery and BJ’s restaurant will supply participants with refreshments and food while a DJ provides musical entertainment. Healthy Smiles’ Flossosaurus Rex will make a special appearance to take pictures and dance with children. In addition, attendees will be able to buy tickets to a raffle sponsored by local businesses throughout Orange County. An anticipated 300 people are expected to be in attendance.

WHEN: Saturday, October 27, 2012

9 a.m. – Registration & Breakfast

9:30 a.m. – Warm Up

10 a.m. – Beginning of One Mile Walk & All Events Begin

12 p.m. – Ending ceremony & start of lunch

2 p.m. - Event Ends WHERE: Santa Ana Zoo

Santa Ana, California WHO: Healthy Smiles for Kids of Orange County, located in Garden Grove, Calif., is the leading

dental clinic in the area that specializes in pediatric dentistry and oral education for underserved

residents in the Orange County. Its services include dental check-ups, fluoride treatments,

sealants, fillings, and anesthesia and sedation for severe dental cases. As part of its community

outreach, HSFKOC travels to local schools with its “Smile Mobile”, screens children for oral

problems, educates them on proper oral hygiene, and provides individualized treatment.

FEE: $15 per adult

FREE - kids 12 and under To register, visit www.healthysmilesoc.org

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57

Poster Healthy Smiles for Kids of Orange County presents:

A Mile

for

Smiles

“save a smile, brighten a future�

Our First Family Walk and Event to Support Pediatric Dentistry!

October 27th, 2012 10 a.m. at the Santa Ana Zoo With Special Guest Appearance From Flossosaurus Rex! - Halloween Costumes Encouraged For more information on how to donate, volunteer, or attend, visit healthysmilesoc.org, or call 714.537.0700

58

Save a Smile,

Facebook Event Page

Social Media

Twitter: #saveasmile

Brighten a Future

59

Save a Smile, Brighten a Future

Communication Tools Outlines save a

SMILE

brighten a

FUTURE Healthy Smiles For Kids of Orange County Allen Baclig

• Heather Silveira

•

Kelsey Dover • Lauren Bruschi

•

http://www.healthysmilesoc.org/

Melissa Rubbelke

• Teresa Biviano

Communication Tools Outline

Tactic: News Release Primary key public: Media outlets that cover health, education topics and general Orange County news Secondary publics: Influentials and decision makers in the school system including principals, administrators, teachers, PTA members Action desired from publics: To receive coverage in a published article and promote awareness of Healthy Smiles' progress with outreach programs in the community Primary message #1: Orange county schools are adopting Healthy Smiles Outreach Program on their campuses to aid care in kids' neighborhoods.

Supporting the message: Data of previous schools and districts supported by the outreach programs and statistics of how many children were served in a previous year Primary message #2: The Smile Mobile is indispensable in Orange County to facilitate treatment for kids that otherwise wouldn't receive it.

Supporting the message: A quote from Healthy Smiles' CEO about the difficulties parents face in getting their kids to a dental facility and the solution The Smile Mobile offers to transportation and logistical issues Primary message #3: Prevention education programs are necessary and important additions to school curriculum Supporting the message: The fact that underserved children don’t recieve regular dental care, as evidenced with how many children receive their first dental experience when The Smile Mobile visits their nearby school Production deadline: By September 1, 2011 to give the media enough time to cover the story for the August edition, coinciding with the start of the fall school semester Media Outlets Targeted: Orange County Register, OC Metro Magazine, Parenting OC Magazine

62

Save a Smile,

Communication Tools Outline

Tactic: Feature Article Primary key public: Orange County Community, primarily those with children Secondary publics: Orange County Board of Education

Action desired from public(s): To read the feature article and become inspired to donate to Healthy Smiles.

Primary message: Healthy Smiles for Kids of Orange County’s Smile Mobile educates children on oral health and provides dental care outside a clinical setting.

Supporting the message #1: In order to gain better understanding of what Healthy Smiles for Kids of Orange County does and hopes to accomplish, especially with the Smile Mobile, testimonials will be used for what children learned about the dentist and what habits to develop for the best oral health.

Supporting the #2: Images will be used to put a face with a name as well as a image of what exactly the Smile Mobile looks like in order to gain support from the community.

Production deadline: January 2012 Media outlets targeted: Orange County Register, Orange County Family Magazine Tactic: Media Alert for “A Mile for Smiles” Primary key public: Editors and writers of newspapers and magazines in Orange County Secondary publics: mommy-bloggers Action desired from public(s): To write about the event in their publications or blogs Primary message #1: The 1 mile walk is a fun way for families to personally participate in and support Healthy Smiles.

Supporting the message: Images and letting the media know what kinds of attractions will be at the walk Primary message #2: Healthy Smiles is in need of donations due to cuts in government funding.

Supporting the message: Facts Production deadline: September 2012 Media outlets you will targeted: OC Register, OC Weekly, Orange Coast Magazine, OC Family, Mommybloggers in Orange County, Coast Magazine

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63

Communication Tools Outline Tactic: Poster(s) Primary key public: Potential donors with young children (individual or corporate donors)

Secondary publics: Potential/current patients and their families

Action desired from publics: To gain their support by donating their time and/or money to the fundraising events, as well as their (families and donors) attendance at the mile walk event or the talent show.

Primary Message #1: To invite potential individual or corporate donors to come to both of Healthy Smiles’ fundraising events (the one-mile walk or the talent show) so that they may directly meet some of the children that they could potentially be able to help.

Support message: The posters provide the basic information needed, such as the time, date, and place, but more information can be found on the Healthy Smiles website, which is also listed on the posters.

Also, the graphics and text on the posters show that the events will both support pediatric oral health.

Primary Message #2: To encourage donors to help with the fundraising events by donating their time and money. Both events are a fun way for donors to be able to feel involved with the success of the nonprofit, while also improving their personal or corporate image.

Support message: The posters include cute pictures of children that will appeal to donors emotionally, while also stating that proceeds will go to funding for pediatric oral health. For more information on attending or donating, they can check out the website.

Production deadline: August 2012 for the “A Mile for Smiles” event. The talent show poster is extra, not included in budget or calendar Production quantity: 100-200 of each

Means of distribution: Bulletin boards in local dental offices and health clinics, including Healthy Smiles, local elementary schools, day care centers, youth organizations/ clubs, stores, and churches. Posters can also be attached to emails as fliers.

64

Save a Smile,

Communication Tools Outline Tactic: Blog and Social Media (redesign of Twitter and Facebook) Primary key public: Potential/current Patients and Donors with young children in Orange County Secondary publics: Educators and teachers from elementary schools in Orange County Action desired from public(s): To ultimately gain brand recognition with the newest spokesperson/mascot of Healthy Smiles, Flossosaurus.

Primary Message #1:  This blog will be an educational tool for families to understand about oral health by spokesperson. This spokesperson will be a cartoon dinosaur character named Flossosaurus. This character is inspired by the American Dental Association’s Dudley the Dinosaur. Flossosaurus will provide fun tips and facts about dental care. As for the Twitter and Facebook, Flossosaurus will be added to keep the consistency of brand recognition. Also, the content will be the same since they all the social media information will be connected.

Primary Message #2: In all of the social media tools and the blog there will be images and PSA videos with Flossosaurus to showcase Healthy Smiles of Orange County about their services as well as anything relatable to dental care and updates about the organization.

Production deadline: June 2011

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Communication Tools Outline

Tactic: Brochure

Primary key public: Potential Donors Action desired from public(s): To inquire about how one can donate to Healthy Smiles.

Primary Message #1: Tooth decay is a prevalent disease in Orange County, which is why Healthy Smiles exists.

Support the message: A list of facts about tooth decay and an explanation of what Healthy Smiles does.

Primary message #2: With the help of donors, Healthy Smiles will be able to provide care to a larger number of children.

Support the message: Mention of the $25 campaign, facts, images Production deadline: July 2011 Production quantity: 250 Means of distribution: Available for download on the website, distributed to dental offices in the county where dentists and patients can read them, on display in the Healthy Smiles office, and by asking previous individual and corporate donors to pass them out.

66

Save a Smile,

Communication Tools Outline

Tactic: Direct Mail Piece to Dentists

Primary key public: Dentists and pediatric dental care providers unaffiliated with Healthy Smiles Action desired from public(s): Awareness of the organization in Orange County and inspiration to donate Primary message #1: Low-income children are at risk for oral disease in Orange County because of their lack of access to dental care

Support the message: pediatric decay statistic Primary message #2: Healthy Smiles provides necessary services to underserved neighborhoods but needs help funding its services Support the message: In an effort of brevity, the message will be concise and omits lengthy testimonials or other detailed information. The copy simply states the primary message Production deadline: Summer 2011 Production quantity: 100 Means of distribution: mail Direct mail: There will be several direct mail initiatives targeted to different key publics. This particular direct mail piece addresses the dentists who do not volunteer or currently donate their time to Healthy Smiles. It was important not to use Healthy Smiles’ adages like “help eradicate tooth decay” because of the paradox it presents to dentists - without oral problems, dentists wouldn’t be making money on treatments and procedures. The message instead is to impress upon them the importance of helping kids who can’t afford to visit clinics like theirs because of little to no insurance and means.

The message will be printed on a narrow piece of paper, rolled up and placed inside a plastic branded floss container. The inside lid of the case is branded with the campaign tagline “Save a Smile, Brighten a Future”.

The receiver will unroll the message as if it were regular floss. The direct mail piece is intended to create interest from prospective donors, presented in a way that will intrigue them to receive the entire message from the organization.

Message on the rolled paper inside the floss case: As you may know, one in three children in Orange County have untreated cavities from lack of access to routine dental care. Healthy Smiles for Kids of Orange County provides important treatment and prevention services to uninsured and low-income kids who can’t afford basic dental care, but we need your help to continue our mission to treat the underserved. Help drill out the decay in your community by donating to Healthy Smiles. You can support a child’s oral health care for one year with a one-time donation of only $25. Save a smile and brighten a future today, visit www.healthysmilesoc.org for more information on ‘How To Help’

Brighten a Future

67

Save a Smile, Brighten a Future

Appendix save a

SMILE

brighten a

FUTURE Healthy Smiles For Kids of Orange County Allen Baclig

• Heather Silveira

•

Kelsey Dover • Lauren Bruschi

•

http://www.healthysmilesoc.org/

Melissa Rubbelke

• Teresa Biviano

Extra Idea Healthy Smiles for Kids of Orange County presents:

Little Kids, Big Talent July 16th, 2011 5pm at the Discovery Science Center Kid performances that will bring out your biggest smile!!!

Proceeds will support Healthy Smiles pediatric dentistry.

Donate now!

For more information, visit healthysmilesoc.org, or call 714.537.0700

70

Save a Smile,

Preliminary Publics

1. Orange County low-income families with young children/teens (0-17) 2. Hispanic 3, Vietnamese 4, Caucasian 5. Teen Mothers at Valley High in Orange County 6. Current donors 7. Potential donors 8. Dentists in Orange County 9. Pediatric dentists in Orange County 10. Anesthesiologists in Orange County 11. Pediatric Dental Residents 12. College Students in Orange County and LA 13. On-Campus Organizations (Greek Life, Clubs, Athletics, etc.)

14.Community Service 15. Drama Clubs at Colleges and High Schools in Orange County 16. City of Orange County elected officials and staff 17. State of California elected officials and staff 18. Potential volunteers 19. After school counselors 20. Day care teachers 21. Principles of Orange County schools 22. Boys and Girls Club of Orange County leaders, attendees, and volunteers 23. YMCA of Orange County leaders, attendees, and volunteers 24. Potential Spokespersons

a. Anaheim Ducks hockey players, board, and fans 25. Anaheim Angels of LA baseball players, board, and fans 26. Celebrities coming from low-income families 27. CHOC community outreach education class instructors and attendees 28. Orange County Department of Education physician 29. Teachers of Orange County schools 30. Orange County Health Clinics without existing dental services

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71

Original Research

Board and Fundraising Interviews

a. Dottie Andrews, Co-Founder and Board Member of Healthy Smiles Speaking with Dottie was important for historical background of the organization, especially since we were unable to make contact with the founder, Jack Shaw. Dottie created the original business model when Healthy Smiles was launched in 2003 with the aim to act as an umbrella for dental health care for children in Orange County. Dottie’s interview was extensive and gave us great insight into programs the organization has previously tried and failed. Dottie also let us in on where the board wants to see the organization in the future.

Results of a focus group Healthy Smiles conducted several years ago revealed that although parents are aware of the methods to ensure oral health, they simply do not enforce them. Dottie expressed the need for fun and nonthreatening parent education that spreads awareness of the importance of oral health care. She said the best time to educate parents and children is when they are in the chair for a dental visit. According to Dottie, the message that Healthy Smiles has previously sent doesn’t produce the reaction it desires because its goal to “eradicate tooth decay” doesn’t sell to most people. As a result, she would like to see us promote a message that “tooth decay is the first disease for (all) kids”. Additionally, Dottie expressed the challenges they face reaching younger demographics effectively. An area of concern she believed needed to be addressed:

-0-5 year olds: Baby bottle tooth decay. Parents need to be educated that

weening their children off a bottle and onto anything other than water will decay

their teeth before they are even fully formed

-6-10 year olds: This age group is the most difficult for them to reach because

they do not yet respond to messages that appeal to vanity like 10-12 year olds do

With 30 years of nonprofit experience, Dottie gave us insight into how to conduct community outreach more effectively. She suggested a spokesperson from the community would be relevant to the organization’s message but they must have a real passion for the organization (not simply a celebrity endorsement).

With the threats that Prop 10 poses to Healthy Smiles funds, Dottie believes the first service to be discontinued is prevention education. The board would still ideally like to see more involvement in Orange County schools, more subcontracts with clinics that don’t currently have dental services and more school-based services with the SmileMobile to expand outreach to dental providers in the community who will benefit from an education program of their own to cultivate skills and serve more pediatric patients. b. Jeanette Storey, Director of Marketing, PR, and Fundraising

Although Jeanette is our client liaison, she is also the only person responsible for the marketing, community relations, and donor relations for Healthy Smiles. The interview conducted with her was more in-depth about the communication strategies and challenges and fundraising background than in the client interview conducted previously.

Healthy Smiles has zero donors. Out of the approximate 200 people associated with the organization, most only give under $100 as a onetime donation. There is no donor loyalty from individuals and the vast majority of funds it receives are grants from corporations

72

Save a Smile,

Original Research or the government. Healthy Smiles wants to expand its fundraising efforts by creating a campaign for people with higher interest and lower capacity. Most of the people currently involved in the organization are high level members in the county but are in-kind donors, contributing time rather than money. To increase fundraising efforts, a campaign for “$25 a month to support a child’s oral health for a year” may call more people in the community to action because it is economically feasible.

The messaging efforts haven’t been well received because selling “profound oral problems” isn’t as relevant to people because it doesn’t seem as important to them as overall medical health care is, and often people are more inclined to donate to programs like childhood diabetes.The three major stakeholders in the organization are private donors, corporations and foundations, and legislators. Advocacy is very important for the organization and Jeanette believes a campaign to unite the fragmented Orange County with a “We are one OC” message may be effective in gaining a more universal support from its stakeholders.

Jeanette explained that Healthy Smiles has almost 150 in-kind donors and does not want to recruit more volunteers because that would further stretch its resources and with the proposed budget cuts extending subcontracts isn’t the main focus. Extending the communication reach, developing brand awareness in the community, and highlighting the importance of the cause is Healthy Smile’s main objectives with the campaign we are creating. They do not have printed or web-based literature available and desperately need to expand its communication channels to reach more people in the community, and enable to ability to track the organization’s success to appeal to more donors in the future.

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Original Research Management Interviews a. Jaime Bravo, Community Relations Associate Interviewing Jaime helped our team understand the necessary improvements needed for Healthy Smiles of Orange County’s social media. He explained to us that the organization’s Facebook and Twitter pages are progressing gradually, but needed to find ways to add more contacts, friends and potential volunteers through health businesses. Healthy Smiles’ goal is to draw traffic where comments are related to something more personal, such as highlighting a child’s first visit to the dental office and Smile Mobile visits to local schools.

One of greatest challenges regarding social media is the availability of staff members’ time to work on the websites and content through updates with a new layout. The organization needs to take advantage of utilizing the YouTube page by showcasing examples of what Healthy Smiles does for the Orange County community. This interview helped understand that Healthy Smiles must reorganize and take advantage of the different social media outlets as well as re-editing and designing the website. With these changes, Healthy Smiles can raise awareness in the community, including potential donors. b. Liz Simpson, Coordinator of School Based Prevention Services Speaking with Liz, we learned that her job includes bringing Healthy Smiles’ outstanding dental services to Orange County’s elementary schools with the Smile Mobile. On average, the organization screens more than 600 children in course of the year with its portable two-chair dental facility. The Smile Mobile is used for treatments including restoration and prevention. One key challenge includes decreases in funding for the Smile Mobile, which Healthy Smiles is working to fix by targeting high schools in the Santa Ana district. This gave our team a better understanding of how Healthy Smiles is trying to raise funding by broadening its target audience. The organization also plans to expand its facilities by opening a new clinic near one of Orange County’s local school districts, where it will provide parent, teacher, and child education. To aid Healthy Smiles in this endeavor, we plan to come up with creative strategies to advance its outreach to high schools.

74

Save a Smile,

Original Research Client Interview Jeanette Storey, Director of Development The informative client interview with Jeanette Storey provided our team with enormous insight into the goals, challenges, and opportunities of Healthy Smiles’ current public relations program.

Ultimately, it served to solidify our understanding of the organization, which will allow us to maximize our campaign by combining efforts to advocate for Healthy Smiles’ cause, improve areas of weakness, and promote strengths and successes.

Our visit to the Smile Center provided firsthand experience of Healthy Smiles’ fully staffed dental center, where we witnessed patients receiving treatments and toured the facility. The rooms where patients are given educational, diagnostic, preventative and restorative care were outstanding. In fact, the quality care provided is one of Healthy Smiles’ greatest strengths, and it is also what sets it far ahead of any other nonprofit organization of its kind. Its USC pediatric program and new dental clinic at CHOC contribute to the high quality care its patients receive. Healthy Smiles’ second greatest strength is its reach into 37 local schools through its prevention programs, which Storey hopes to expand. Its leadership and vision are also strong due to the excellent board and community behind the organization.

The primary challenge for Healthy Smiles PR program is to create a stronger message and market it in a way that’s both innovative and cost-effective. Although Healthy Smiles’ logo is strong and its brand is well known, the organization needs to focus on enhancing brand awareness. This would aid in reaching more donors and families. The objective of a more powerful message is to boost awareness that Healthy Smiles is the leader in pediatric oral health care and has worked to decrease overall oral decay rates in all of Orange County, not just in special needs patients.

An additional key opportunity for establishing Healthy Smiles’ mission includes promoting the severe overall health risks linked with dental decay, including cancer and heart disease. Most people are unaware of the powerful affect oral health has on overall health. As a result, a key audience to target with its new message is the medical community—Healthy Smiles’ biggest competitor for donations— which will join forces to spread awareness about the significant role oral health plays in every individuals overall health.

Another great area of improvement to focus on is repairing an erroneous message Healthy Smiles’ sends out that works to trash the organization’s friendly and approachable image. The SMILELINEOC, a free telephone referral service, is promoted on all of Healthy Smiles brochures, websites, social media, and flyers, yet no one answers the line because the staff is either overstretched or not trained. Other issues involve ensuring the message is clear regarding how people can receive oral health through Healthy Smiles and where its locations are, in addition to boosting awareness of its web and social media sites, which Storey also hopes to enhance.

Finally, the organization could benefit from a cause-related marketing event, such as a sporting event, which would involve both the community and current and potential donors. Advocating to parents on soccer fields is an excellent way to promote the organization in a laid back environment to parents from a range of demographics about the seriousness of oral health for their children and children in need across Orange County.

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75

Original Research

Field Trip: Leaders in Oral Health Awards

In recognition of the previous year’s individual and organizational philanthropic measures to improve the oral health for underserved children, Healthy Smiles for Kids of Orange County hosted its 5th annual Leaders in Oral Health Awards Ceremony at the Bowers Museum in Santa Ana. The Leaders in Oral Health Awards is Healthy Smiles’ only event each year. The event itself did not have a fundraising goal as it was honoring those who gave back to the community. More specifically, it recognizes leaders, dentists, and businesses in the Orange County community that donate their time, money, professional skills, and equipment to contribute to the success of Healthy Smiles.

When first walking into the event, attendees first see the Smile Mobile, a two-chair dental facility “on wheels,” that travels to impoverished neighborhoods throughout Orange County. The Smile Mobile is one of the greatest parts of Healthy Smile’s community focus to assist migrant education, homeless, and school-based services. It is often the very first experience in a dental clinic setting for many of these children. The event itself had about 80 attendees and award recipients of the evening included Dr. John Aschieris, D.D.S., Deloitte Consulting, and Baxter International.

Intertwined with each individual award presentation, guests were treated to emotional video excerpts highlighting accomplishments in children's oral health within the past year in Orange County, made possible through the endeavors of the 2011 Leaders in Oral Health. This was the first year that the awards ceremony compiled a video on the organization including interviews with important leaders in the Healthy Smiles community.

The awards ceremony was successful, but in order for attendees to become more passionate and influenced to give back to Healthy Smiles, the event needed to have more information on where their money is exactly going. Although the event had the Smile Mobile outside in the parking lot, it would have been more effective if there were tours given around the mobile instead of having it just sit outside. Most of the organization’s fundraising goes back to the Smile Mobile, so it is important for donors to understand the value of the Smile Mobile and what it does for the community. In general, videos and photographs can say far more than testimonies; therefore, 76

Save a Smile,

the video shown was extremely effective. However, the overall message it was trying to convey was difficult to follow. The event also had brochures, recipe books (English and Spanish), and facts about the importance of oral health, but it did not fit with the demographics that were in attendance.

Literature, such as, “Support a Child for Only $25 a Month,” or the annual report, would have been more powerful and appropriate. Lastly, if the event had an actual fundraising goal for the evening and revolved the evening around this, along with possibly an auction, it would have been more compelling for attendees to give donations.

The Leaders in Oral Health Awards were publicized through Healthy Smiles’ homepage, Twitter and Facebook. Healthy Smiles mailed out “save the date” invitations to the donors, award recipients, volunteers, community leaders, government officials and dentists, but never followed up with formal invitations. Although Healthy Smiles did use its efforts through social media and the website, it could have actually become a Facebook event instead of expressing the excitement of the event through the Healthy Smiles’ page. The public relations efforts for the media were non-existent.

Press releases were never sent out to the media, which could have changed the results on the whole event and the fundraising impacts for Healthy Smiles. Overall, if Healthy Smiles is looking for an event to raise awareness of the organization and funds, it is vital to send out media alerts, press releases, and call journalists to attend and cover the event.

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Original Research

Surveys

a. Healthy Smiles Parent Survey In order to receive informative feedback from the parents of the Healthy Smiles community, we decided to make two surveys, one in English and the other in Spanish since Orange County is made up of primarily Hispanic and Vietnamese families. This survey includes open-ended questions to allow parents to state their concerns and opinions, and close-ended questions in order to receive specific answers. Some questions focus on the demographic of the families that use Healthy Smiles’ services, the frequency of their use of these services, and their overall satisfaction with the organization. We made sure to include a variety of questions in order to collect useful feedback. This survey will allow Healthy Smiles to narrow down their focus to specifically target families’ needs and wants, improving the overall public relations plan.

Below are the survey links: http://www.surveymonkey.com/s/V37KP2F (Parents- English) http://www.surveymonkey.com/s/VBKYC57 (Parents- Spanish)

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b. Healthy Smiles Donor Survey Because Healthy Smiles has so few donors, especially individual donors, we decided to make a survey for this key public in order to gain insight into how the non-profit operates this part of their business. Our goal was to figure out how long, on average, people and corporations have been donating to Healthy Smiles and if they have donated on more than one occasion. More specifically, we wanted to know the drivers behind these donations and what exactly they entailed, whether they were monetary or in-kind donations. Another intent of ours was to find out how the donors initially heard about Healthy Smiles and how the non-profit could possibly improve its donor relations so that more people would be willing to contribute to the cause.

By using this survey, the non-profit will be able to receive beneficial information that will help Healthy Smiles build its number of donors.

The link to the donor survey is as follows: http://www.zoomerang.com/Survey/WEB22BZGGTSC3H

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Bibliography Bear, Liz, C.E.O. Healthy Smiles for Kids of Orange County, March 4, 2011.

CaliforniaHealthline. “First 5 Raising Concern Over Brown’s Plan To Shift Prop. 10 Funding”.

CaliforniaHealthline: Children’s Health Coverage. 13 Jan. 2011 Web. 08 March 2011. <http:// www.californiahealthline.org/articles/2011/1/13/first-5-raising-concern-over-browns -plan-toshift-prop-10-funding.aspx>.

Children Now. “Oral health: Integral to well-being. Expanding children’s access to & use of oral health services.” Web. <http://www.childrennow.org/index.php/learn/oral_health/>.

Diringer, Joel, J.D. MPH. “Oral Health: Successes and Opportunities for Children’s Health Initiatives” The California Endowment. Feb. 2006. Web. <http://www.diringerassociates.com/Oral percent20Health percent20Policy percent20rev.pdf>.

Edelman, Marian Wright. “Deamonte Driver’s Death From Toothache Grants More Kids Dental Care Access” The Huffington Post. 07 March 2011. Web. 08 March 2011. <http://www. huffingtonpost.com/marian-wright-edelman/deamonte-drivers-dental-care_b_831705.html>.

First 5 Oral Health. “About First Smiles” Web. <http://www.first5oralhealth.org/>.

Giasone, Barbara. “Tooth decay in O.C. children above state average.” Orange County Register 23 Jan. 2009: 1. Web. 16 Feb 2011. <http://www.ocregister.com/articles/dental-124184-childrenschool.html>.

Health Magazine Staff. “Low-Income Californian Children and Adults to Receive Free Dental Care” Worlddental.org Dental Health Magazine. 04 Mar. 2010.<http://worldental.org/dentalnews/lowincome-californian-children-and-adults-to-receive-free-dental-care/1147/>.

Healthy Smiles for Kids of Orange County, 10 March 2011 [http://healthysmilesoc.org/] Lauer, George. “California Falling Short in Kids’ Dental Care, Studies Say.” California Healthline.

01March 2010. Web. <http://www.californiahealthline.org/features/2010/california-falling-shortinhttp://www.google.com/url?q=http percent3A percent2F percent2Fwww.californiahealthline. org percent2Ffeatures percent2F2010 percent2Fcalifornia-falling-short-in-kids-dental-carestudies-say.aspx percent23ixzz1DyYLhBd2&sa=D&sntz=1&usg=AFQjCNGh3Er85aJ6XupoG8 okfzcqWwNPfg-kids-dental-care-studies-say.aspx#ixzz1DyYLhBd2>.

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Bibliography “Pew Children’s Dental Campaign - The Pew Center on the States.” Pew Center on the States, Research and State Policy Initiatives. Web. 13 Feb. 2011.<http://www.pewcenteronthestates.org/initiatives_detail.aspx?initiativeID=42360>.

PRWEB. “California Dental Hygienists Say National Children’s Dental Health Month Should Be a Yearlong Effort: California Dental Hygienists’ Association Conducts Statewide Outreach Efforts to Provide Low-Income Children Access to Dental Care” PRWEB Releases. 26 Feb. 2010. Web. <http://www.prweb.com/releases/2010/02/prweb3654774.htm>.

Storey, Jeanette, director of development at Healthy Smiles for Kids of Orange County, March 4, 2011.

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Team Message It’s been an absolute honor working with Healthy Smiles for Kids of Orange County over the course of the semester. After realizing that many families in our own neighborhoods and community don’t have the privilege like we do to be treated by a dentist, we felt compelled to come up with a campaign that could dramatically enhance Healthy Smiles’ mission.

We trust that our passion and commitment to this cause is reflected in our public relations plan.

Each and every one of us has been humbled by the experience of working with a non-profit like Healthy Smiles, and we hope you find this campaign useful for Healthy Smiles to further succeed in the future.

Thank you again for this opportunity!

Sincerely, The Chapman University Student PR Team

save a

SMILE

brighten a

FUTURE

Healthy Smiles For Kids of Orange County