Purpose: The following is a proposed marketing plan presented to Windermere Orthodontics by Integrity3 Marketing

• 
  Children ages 8-11
  

A. Sponsor elementary school activities:

1. 
   Promote anti-bullying campaigns and assemblies at elementary schools that tie into “What a Smile Could Do Themes” promoted by counseling offices at schools. See more info.
   
2. 
   Visits by Dr. G to elementary schools discussing the importance of having a good smiles and having good dental hygiene. Windermere Orthodontics can sponsor essay and drawing “Share a Smile Spread Happiness” contests and have “Share a Smile Spread Happiness” photo both at speaking engagements along with the office mascot – Mr. Dazzle – in attendance.
   
3. 
   Have field trips to the office by elementary schools.
   
4. 
   Sponsor 5^th grade graduation ceremonies.
   

Have a table and “Share a Smile Spread Happiness” photo booth, the office mascot – Mr. Dazzle - at these events to hand out promotional items and information on Windermere Orthodontics and to gather e-mail addresses and other information on event attendees so we can send direct mail and e-mail marketing advertisements to them.

1. Summer swim meets and Forsyth County Swim Championship

2. Sponsor multi sports league championship events

3. Sponsor Forsyth County Park and Recreation summer camp sports and recreational programs.

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A. Sponsor middle school open houses

B. Sponsor league sports championships events

C. Sponsor 8^th grade dances

D. Sponsor “Windermere Orthodontics Night” at high school football games (South Forsyth High School/Lambert game)

E. Sponsor Forsyth Park and Rec summer sport camp programs

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• 
  Young adults men and women/young professionals 25-35
  

A. Sponsor or organize Windermere Orthodontics “Share a Smile Spread Happiness” Foundation 5k race and/or charity sports related events such as tennis and golf tournaments.

B. Sponsor ALTA (Atlanta Lawn & Tennis Association) men’s and women’s city finals championship event.

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• 
  Middle age Men and Women 40-55
  

A. Sponsorship of key local charity tennis and golf tournaments

B. Sponsoring or hosting singles groups events

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• 
  Growing Indian Population in Forsyth County
  

A. Indian Temple Events

B. Indian Dominated Neighborhood Events

Notes:

Target Market - Children ages 8-11:

The best way to reach this target market is through league sports related activities, elementary school events and sponsorships that generate leads and e-mail addresses for future e-mail campaigns with content addressing parent’s questions and concerns of age appropriate orthodontics treatments, health issues - as well as – providing more one and one contact with the general public.

• 
  Daves Creek
  
• 
  Haw Creek
  
• 
  Settles Bridge
  
• 
  Mashburn
  
• 
  Sharon Elementary
  
• 
  Johns Creek Elementary
  

1. 
   Open Houses – Have a booth at elementary Open Houses as well as sponsor the event. Obtain e-mail addresses, offer coupons, have a drawing of discount on services, distribution of informational brochures, cards and other Windermere Orthodontics promotional items to hand out as parents come in.
   

2. 
   “Share A Smile Spread Happiness” Campaign – Develop an informational campaign that ties into anti-bullying campaigns with Windermere Orthodontics providing information on healthy teeth and what a smile can do to when we share it with others. Organize a school-wide assembly covering bullying and tie it in with Dr. G. covering braces and the basics of orthodontic treatments and the importance of having a good smile. School counselors to speak with the students about bullying and the importance of being nice to everyone Windermere Orthodontics can sponsor the event. Kids can leave with bracelets, cards and informational brochures on braces and the practice that would be in the goody bags along with anti-bullying literature. (Would send out press release and get media coverage of this.) The “Share a Smile Spread Happiness” photo booth would be at the school event where the kids could have their picture taken. Mr. Dazzle the office mascot would also be there.
   

3. 
   Mr. Dazzle – Have a mascot made that would be similar to the smiley face of the 70’s. The mascot would be at all WO sponsored events, which would increase brand awareness and interest in the practice. I could see if South Forsyth High School or Lambert’s DECA marketing organization would like to make this. The mascot could be at all events and would lead to more exposure and photo opportunities in newspapers, magazine, and school related press coverage and social media exposure. – See picture examples.
   

4. 
   Dental Health Month – Schedule speaking engagements with Dr. G addressing elementary school assemblies or P.E. and health classes and/or organize speaking engagements in the library with Dr. G speaking the kids. Windermere Orthodontics can also write and produce an elementary school coloring book or educational book to distribute to the kids. The kids could also do a coloring/drawing contest and have their work displayed at the school and/or at the WO office for the parents to see. i.e. – “Mr. Dazzles Adventures” or tie it to the ”Share a Smile Spread Happiness” theme. We can do an art gallery event at the office or at the elementary school library, with the kid’s pictures displayed and invite parents to view the pictures. Windermere Orthodontics can provide drinks and food. Windermere Orthodontics could have literature, coupons and a place to obtain e-mail addresses from attendees to build database for future e-mail campaigns. We could arrange a competition between the elementary schools with a picture and essay contest. This would be a great photo opp for local papers and school websites.
   

5. 
   Elementary Field Trips – Organize elementary students to have fieldtrips to the Windermere Orthodontics office to understand orthodontics. Show them x-rays, machines, give demonstrations on how to brush teeth, meet Mr. Dazzle. (This would be a good PR/photo opp. for local papers.) Kids can go home with promotional items. Windermere Orthodontics would obtain e-mail addresses of parents as a consent form for the field trip and use for future e-mail marketing campaigns to include coupons, promotional offers, e-vites to futures events. Have “Share a Smile Spread Happiness” photo booth and Mr. Dazzle.
   

6. 
   Fifth Grade Graduation Ceremonies – Sponsor 5^th grade graduation ceremonies with a sponsorship and table/booth at event with informational packages, and place to obtain e-mail addresses. In addition, Windermere Orthodontics could sponsor a 5the grade “Share a Smile Spreads Some Happiness” award to the student who showed great compassion and friendliness to other students. Student would get a certificate, trophy and picture with Mr. G and Mr. Dazzle to submit to local papers as well as a $250.00 gift card and six-month supply of mouthwash, toothpaste, dental floss etc. Have photo booth – “Share a Smile Spread Happiness” photo booth at the event sponsored by WO.
   

Another marketing strategy is to reach parents of children between the ages of 8-18 through various league sports related activities, sponsorships as well as to have a booth at major sports park venues during championship league events, with smaller investment in school related sponsorships, games, and events opportunities. Having a table/booth at the league championships games would give Windermere Orthodontics, the opportunity to secure e-mail addresses for database and to hand out promotional items. Would limit and be very selective of school based sporting events sponsorships. Suggest focusing marketing efforts on higher attendance type events such as high school football games.

• 
  Sharon Springs Park
  

• 
  Fowler Park
  
• 
  Old Atlanta Road Park
  

• 
  Swim Atlanta
  
• 
  Twisters/Cheerleading Leagues
  
• 
  Forsyth Soccer Club Leagues
  
• 
  Baseball Leagues
  
• 
  La Cross Leagues
  
• 
  Football Leagues
  
• 
  Dance/Pageant Competitions
  

• 
  Lakeside Middle
  
• 
  Riverwatch
  
• 
  Johns Creek Middle
  
• 
  South Forsyth Middle
  
• 
  Piney Grove
  

• 
  South Forsyth High School
  
• 
  Lambert High School
  

• 
  Over 1,200 Forsyth County children between the ages of 6-18 participate.
  

In addition, we could present “Share a Smile Spread Happiness” award for most spirited team; generate some type of award to be present to the team; have a “Share a Smile Spread Happiness” photo booth at the event in the hallway sponsored by the Windermere Orthodontics for the kids to enjoy and to generate some buzz. In order to use the photo booth, attendees would have to give us their e-mail address to use the photo booth. The kids could take a picture with Mr. Dazzle our mascot.

We would do the same at other major championship events/venues in Forsyth County throughout the year. With the sponsorship, the event organizers allow us to have excel/database of participants for future e-mail campaigns.

Neighborhood with Swim Teams: Average swim teams has 300 members with multiple siblings in them.

• 
  Creekstone
  
• 
  Deerlake
  
• 
  Seven Oaks
  
• 
  Laurel Springs
  
• 
  Long Lake
  
• 
  Aberdeen
  
• 
  Chattahoochee Riverclub
  
• 
  Three Chimneys
  
• 
  Grand Cascades
  
• 
  St. Marlo
  

The goal here is to sponsor sporting events where there is large attendance instead of sponsoring smaller middle school events with lower attendance. Hand out t-shirts, have booth at games and reward incentives, sign up for give a ways. Have the “Share a Smile Spread Happiness” photo booth there along with Mr. Dazzle!

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Strategy Number 4: Sponsorship of Local Charity Events:

I will be looking at other local charity events for Windermere Orthodontics to sponsor and have booth/display they include:

• 
  Tennis for Ta Ta’s Charity Tournament
  
• 
  Middle School Ladies Tennis Tournaments – May
  
• 
  Breast Cancer Tennis Tournament - Spring
  
• 
  “Share A Smile Spread Happiness” Foundation Golf Tournaments/5k Race/Tennis Tournaments
  

Windermere Orthodontics could start a local charity that would provide orthodontic treatment to under-privileged families in the Forsyth County area. This would provide event opportunities to secure e-mail addresses, resident addresses, etc. for e-mail campaigns and direct mail campaigns as well as expand the Windermere Orthodontics/Brand in the community that would lead to more free press coverage for the practice.

“Share a Smile Spread Happiness” Foundation or “Share A Smile” Foundation - with the slogan being “Share a Smile.. Spread Happiness” as it’s’ slogan. (Smiley face balloons,Mr.Dazzle, Smiley cupcakes etc… see pictures….

Example:

Windermere Orthodontics could do a 5k/Charity Race in at the Windermere Park and a Tennis Tournament at Windermere in the that tie into Orthodontic Month activities. (Great photo press coverage with these events.)

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Other Event/On-site Event Ideas:

Single Mixer

CummingSingles.com - in conjunction with Windermere Orthodontics - could host a single mixer at the office. The event would start at the restaurant next door followed by an after party at the practice where light finger foods and drinks provided. We could get the e-mails/database from this organization to promote the event. Nail and hair salons could have representatives at the event and businesses such as travel agencies, spas, health and fitness to participate.

This event would have a DJ, guest speakers on dating, fashion, image consultants, Dr. G could speak about braces for those wanting an image update for the dating scene. We could give a discount on Invsalign. We would invite and hair and nail salons, health clubs to participate in the event.

DECA & “Share a Smile Foundation” Fair/Festival/Fundraiser at the Shopping Complex

Windermere Orthodontics and other businesses in the Public Shopping Plaza to host a Lambert High School and South Forsyth High School Fundraising Event/Fair The proceeds to go to the Windermere Orthodontics “Share a Smile Foundation” and towards the high school DECA chapters. A cool idea would be to have a Wii/Golf and Tennis Tournament Challenge on a big projector. (Who needs a golf course or tennis courts.) Kids could dress in tennis and golf clothes. We could get other teams/business to participate. DECA chapters at the high schools could help organize and run. Great press coverage. Mr. Dazzle could be there and play. Teams could be from middle school, churches, other local businesses, rotary clubs etc.

With the Indian population growing in the Forsyth County area, Windermere Orthodontics needs to tap into this market through various neighborhood events and the Indian Temple events. I could stop by the Temple to speak with one of the members to see how we could connect to this group through events that they organize.

Need to consider attending or having booths at summer camps through the Forsyth County Parks and Recreation. Will look at the summer schedule and speak with one of the contacts that I have there.

Once local events have been researched and identified, we can sit down and see what events would reach your target markets most effectively and stream line our marketing efforts towards that particular group. Once events are determined, we can place on the calendar and create a master to do list, time lines and budgets can be determined.

• 
  Taste of Forsyth
  
• 
  Cumming Fair
  
• 
  Jingle Jog
  
• 
  Tennis for Ta Ta’s Tennis Tournament
  
• 
  ALTA Ladies & Men’s’ Tennis City Finals Tennis Championship
  
• 
  Forsyth County Summer/Swim League Championship
  
• 
  Summer League Swim Meet between two largest swim club Grand Cascades Swim Club vs. Windermere Swim Club
  
• 
  Susan G. Komen Breast Cancer Foundation Ladies Tennis Tournament
  
• 
  Lambert/South Forsyth High School Football Game
  
• 
  Forsyth County Park and Recreation Summer Sports Camps
  
• 
  United Way of Forsyth County Festival
  
• 
  Lighting of Christmas tree at Northside/Hospital Events and Health Fairs
  
• 
  Church Sponsored Events
  

Table & Table Cloth, Chairs

Mr. Dazzle – Office mascot

Plastic Bracelets

Photo Booth

Balloons

Bowl for Drawings

E-mail and Information Sheet

Marketing and Promotional Literature

Mr. Dazzle Mascot

“Share a Smile” photo booth would be featured at all sponsored events with Mr. Dazzle, Smiley balloons and Windermere Orthodontics balloons and banners. Windermere Orthodontics staff would have smiley face t-shirts – Need to design a t-shirt……

• 
  Windermere Orthodontics “Share a Smile” Foundation’s 1^st Annual 5k/1k Run Brochures/Registration Forms
  
• 
  Windermere Orthodontics “Share a Smile” Foundation’s 1^st Annual Tennis Tournament Brochures
  
• 
  Brochures on our sponsored “Share a Smile… Spread Happiness” Anti Bully Campaigns and Coloring Books – Great for Girl Scouts and Boy Scout troops and for church Sunday school programs, elementary counseling assemblies.
  
• 
  Brochures on the practice
  
• 
  Brochures on the “Share a Smile” Foundation