Healthy Smiles Campaign Book

8/3/2019 Healthy Smiles Campaign Book

http://slidepdf.com/reader/full/healthy-smiles-campaign-book 1/89

save aSMILE brighten a FUTURE

Healthy Smi lesFor 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



Table of ContentsIntroduction

Fact Sheet

Executive Summary

Campaign Plan

Background

Situation Analysis

Core Problem

Goals & Objectives

Key Publics

Message Strategies

Strategies & Tactics

Logos

Communication Conrmation Table

Calendar

Budget

Evaluation Criteria & Tools

Recommendations

Communication Tools

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

Communication Tools: A Mile for Smiles

Media Pitch

Media AlertPoster

Social Media

Communication Tools Outlines

Appendix

2

3

4

5

6

8

9

10

11

14

16

19

22

26

30

32

34

37

38

39

40

44

4647

48

50

51

52

53

55

56

5758

59

61

69

page

1

70

71

72

82

Extra Idea

Preliminary Publics

Original Research

Bibliography



Introduction

2 Save a Smile,

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 xing the problem can be aserious 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 ofce of Healthy Smiles for Kids of

Orange County, we were extremely excited to see rst-hand what its dental ofce had to

offer. We already knew the non-prot 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-prot depends upon government funding, we recognized how important it is to raise

awareness of the non-prot’s mission in order to increase individual and corporate donationsfrom 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 nd new ways to raise money to continue its ght 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-prot 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.”



3

Fact Sheet

Brighten a Future

Contact: Jeanette Storey

(714) 537-0700 ext. 7928

[email protected]

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-

prot organization provides accessible dental treatment, oral health education, advocacy

and prevention.

Organization: A board of directors oversees the operation of Healthy Smiles. Chief Executive Ofcer 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. Thefull-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, includinggeneral 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 specic 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.

10602 Chapman Ave. Suite 200 Garden Grove, CA 92840



Executive Summary

4

AboutHealthy Smiles for Kids of Orange County is an action-oriented, non-prot organization committed

to eradicating tooth decay for children in underserved Orange County communities. By utilizing thedental 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 GoalTo fundraise, educate, and spread awareness that a healthy, successful and brighter future begins with

proper oral care for children.

Primary Objectives Devote a minimum of ve 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.

StrategiesShow 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.

Inuence 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.

TacticsUpdate 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.

Primary PublicsPotential donors (individual and corporate) in Orange County

Orange County families (primarily Hispanic and Vietnamese families)Orange County dentists and elementary school teachers/administration

Budget $4,599



Campaign Plan

SMILEsave a

FUTURE

brighten a



6 Save a Smile,

BackgroundIn 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, low-

income communities (Edelman).

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

Approximately 72 percent of children under age ve 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 cr isis. 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 nonprot

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 ser vices (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 nonprot programs for families in Orange County.

Trends in California dental care organizations include a bicultural and bilingual staff to communicate moreeffectively 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 underser ved neighborhoods, allowing children to receive treatment who

might not have the means or mobility to visit a dental clinic (Health Magazine Staff).



In 2003 John C. "Jack" Shaw, co-founder and Vice Chairman of Orange County nonprot El Viento created to aid

youth development, recognized the severity of the dental health care shor tage 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 nonprot 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 benet thousands of deserving children every year.

Background

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 nonprot 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 rst 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 nonprot organizations including Healthy Smiles (CaliforniaHealthline).

7Brighten a Future



Situation AnalysisToday Healthy Smiles for Kids of Orange County is a leading organization in non-prot 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 benecial 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 foundationsgave 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 difcult 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-prot organizations is im-

portant 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 difculty 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,



9Brighten a Future

Core ProblemIf 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.



10 Save a Smile,

Goals & Objectives

Create an event in order to boost community awareness and extend educational programs

to children by October 2012.

Devote a minimum of ve 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.

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

County.

Objectives

Goal

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

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 per-

cent 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.

Objectives

Goal

Objectives

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

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

2012.

Contact ve pediatric dentists who are not already afliated 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 ve dental professionals and providers involved in Healthy Smiles’ newest fundraising event by

sending them promotional iers and invitations via mail and email by May 2012.

Place iers and informational brochures about the organization in a minimum of 10 dental ofces

in Orange County by August 2011.



Key PublicsDonors in Orange County

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 benecial 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 por tion 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 for tunate. Those who are in their retirement years may decide they want to give back to

their community by donating a small por tion of their life savings.

As for corporations, these donors are able to give larger amounts of money due to their nancial

power. It would be benecial for Healthy Smiles to increase their corporate donors because if thedonating companies are well-known and respected, then being afliated with them can help leverage

Healthy Smiles’ brand and mission. More specically, 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.Inuentials: Friends who are also donors, community leaders in Orange County, business leaders

in Orange County, celebrities, dental-related organizations, retired/practicing dentists.

11Brighten a Future



Key PublicsDentists and Educators in Orange County

A partnership with Healthy Smiles will provide pediatric dentists with rsthand 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.

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.

Self-interest:

Inuentials: Parents, children, teachers, school faculty and staff, donors, and political gures in

California, specically in Orange County

12 Save a Smile,



Key PublicsOrange County Low-Income Families with Children (Ages 0-17)

This public is made up of low-income families living in Orange County, specically 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 difcult for undeserved families to nd affordable, high quality

pediatric oral health care in such an afuent 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:

Inuentials:

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.

Elementary and middle school faculty and staff members, coaches, youth organization

or club leaders, parents and other extended family members.

13Brighten a Future



Message StrategiesCampaign:

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

and brighter future begins with proper oral care for children.

Donors or Potential Donors

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.

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.

With your help, you and Healthy Smiles will work together to combat

children’s number one chronic childhood illness: tooth decay. Your support will

benet children’s overall health by lowering their high risk for serious illnesseslinked with tooth decay, including cancer and heart disease, and signicantly

improve their quality of life.

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.

Self Interest

Key Public

Present Issue

Healthy Smiles as Solution

Make Appeal

SMILE

save a

FUTURE brighten a

14 Save a Smile,



Parents of Patients

As patients of Healthy Smiles, you are the ones who directly benet 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 uoride treatments as well as

educate your child on proper nutrition and dental habits.

Due to cultural differences and lack of education, oral health is not seen as impor tant

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.

As a leader in pediatric dentistry, Healthy Smiles makes it their mission to inform you

and your children on proper oral care. Not only does Healthy Smiles provide

education, but it will provide dental services that t 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.

Using 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 rst

disease and with Healthy Smiles’ help, you can prevent your child from having to

experience it.

Save your child’s smile, brighten their future.

Elementary Schools/Teachers

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/

uoride 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.

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.

As par t of its community focus, Healthy Smiles for Kids of Orange County’s SmileMobile can increase and improve the quality of educational participation in oral health.

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.

Key Public

Key Public

Self Interest

Self Interest

Present Issue

Present Issue

Healthy Smiles

as Solution

Healthy Smilesas Solution

Make Appeal

Make Appeal

Message Strategies

15Brighten a Future



16 Save a Smile,

Strategies & TacticsShow potential donors and sponsors how their support is vital to the success of

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

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 ofces 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.

Strategy

Tactics



Tactics

Strategy 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/uoride varnish

applications in a child-friendly atmosphere.

b) Include an educational exhibit teaching children and families the impor tance 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 theSmile 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 inuential 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 benets 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 anassembly 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.


17Brighten a Future



18 Save a Smile,

Strategy


Inuence families and parents in the Orange County community to use educationalmaterials, 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 oss. 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 yers 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.

Tactics



19Brighten a Future

Logos

blue shooting star going across to complete the ‘H,’ creates a smile

and a symbolization of hope, renewal, and dreams coming true, which

Healthy Smiles pride itself in granting each child that dream of the

perfect smile. The color blue is known as a calming and peaceful color.

Because of the emotional aspect that the colors portray, we believe

that Healthy Smiles’ should keep the logo as is.



Logo/TaglineRecommendation

Swatches and Designs of Theme Logo:

imperative

20 Save a Smile,

a



save aSMILE

brighten a FUTURE

Logo/TaglineRecommendation

Healthy SmilesFor Kids of Orange County

Save a Smile,

Brighten a Future

21Brighten a Future



Communication

Potential Donors

and Volunteers

Key Public Self-Interests Primary Message Inuentials

· 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.

· Being recognized as a prominent

name in the community, being

acknowledged for generous

donations and involvement with the

nonprot, and improving personal or

corporate image.

· Being invited to donor events.

· Seeing a return on investment.

· To encourage

potential donors to

contribute their time,money, and/or supplies

to help the organization

succeed nancially.

· To also increase Healthy

Smiles’ visibility and brand

awareness in

communities across

Orange County.

· “Donate to save a

smile, brighten a future.”

· Community leaders and

business leaders, such as

the Orange County City

Council members, the

Orange County Board of

Education, Orange County

Dental Society (OCDS)

members.

Orange County

Families(primarily Hispanic

and Vietnamesefamilies)

· As patients of Healthy Smiles,

families are the ones who directly

benet from its services. Healthy

Smiles can provide the children of

these families with oral screenings,

teeth cleaning services, and uoride

treatments, as well as educate families

on proper nutrition and dental habits.

· To have their nancial needs be

recognized. These low-cost dental

services which are normally very ex-

pensive, will appeal to many families

who are at or below the poverty line.

· Parents will be proud to have given

their children improved and healthy

lifestyles, which can then be passed

on to friends and family members.

· To be able to communicate their

needs and wants to the nonprot in a

language that they are familiar with.

“Save your child’ssmile, 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.

22 Save a Smile,



Confrmation Table

· Display HS brochures in dental ofces and

health clinics in OC.

· Create donor appreciation cards with the

artwork of Healthy Smiles’ patients with apersonalized thank you letter.

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; specically

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-prot’s

outreach to low-income

families throughout the

county.

Inuence families and

parents in the Orange

County community to

use educational materials

and pass on knowledge of

proper oral care to their

children.

· 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 yers 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

23Brighten a Future



Communication

Key Public Self-Interests Primary Message Inuentials

Orange CountyElementary Schools/

Administration andDentists

Elementary school children will beeducated on the importance of

daily care, routine dental visits, and

proper food nutrition when the

Smile Mobile is sent to schools to

provide kids with oral screenings,

teeth cleanings, x-rays and sealant/

uoride varnish applications.

“Educate kids to savetheir smiles and brightentheir futures.”

OC Board of Educationmembers, faculty and

administration of other

local elementary schools

using Healthy Smiles’

services, community

leaders, local

government ofcials.

24 Save a Smile,



Confrmation Table

Objectives Strategies Tactics

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.

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.

· 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 inter-

views with the teachers and

children.

· Set up a meeting with the

new OC School Board physi-

cian 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 admin-

istrators and faculty to

encourage positive attitudes

toward including prevention

education in curriculum.

25Brighten a Future



26

CalendarThe 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.”



Calendar

27



28

Calendar



Calendar

29



30 Save a Smile,

Budget

Item Description Quantity Cost Per Unit Total Cost Estimate

SPECIAL EVENT "Miles for Smiles" 300 Guests

Press Release (in-house) 1 0 0

Feature Story Writer's Fee (in-house) 1 0

Posters

Printing 500 1 500

Distribution (handing it out)

Newsletter

Printing 500 0.97 485

Postage 0.42 210

Graphic designer's fee (in-house) 1 0 0

Photographer's fee and expenses (in-house) 1 0 0

Pitch Letter

via e-mail 0

Media Alert

via e-mail 0

Brochure

Graphic designer's fee (in-house)

Distribution 500 0.87 435

Printing 500

RAFFLE ITEMS

Balboa Bay Club or Hyatt Hotel (donated service)

Tickets 2 0 0

USC School of Dentistry, Safeguard & Everyday DayDental (donated service)

Toothbrushes & Floss 300 0

Dave & Busters

Free Birthday Party 1 0

Memories of Me Photography (donated service)

Free Phootshoot 1 0

Aquarium of Pacific (donated service)

Tickets 4 0

EVENT LOGISTICS

Volunteers (in-house) 50 0

Photographers (in-house) 3 0

DJ (in-house) 1 0

Santa Ana Valley High Cheer Team (community service) 15

0

Venue use 1 800 800

MISC

Invitations

Simple 500 1 500

Translation services (in-house)Save the date card

Postcard with postage 350 1 350

E-mail



Budget Total: $4,599

Budget

31Brighten a Future

Thank you

Postage 200 0.42 84

Printing 200 0.75 150Mascot: Flossosaurus costume

Costume (www.buycostumes.com) 1 35 35

Social Media (in-house)

Flicker, Twitter, Facebook, Tumblr, YouTube & Vimeo 0 0

Videographer fee (donated service) 0 0

Website

Web Designer (in-house) 1 0 0

Programmer (in-house) 1 0 0

RENTAL MATERIAL (events)

Round Tables 5 10 50

Chairs 300 3 900

Canopy 10 10 100

FOOD

Corner's Bakery (donated)

Delicious sandwiches 350

Costco (in-house)

Water 350

Vitamin water 350 0 0

BJ's Brewhouse (donated)

Pizza 350 0 0

Dessert 350 0 0

Grand Total: 4599



Objective 1:Devote a minimum of ve 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 toAugust 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, yers, brochures, and posters to

attract the elementary schools, inform them on the impor tance 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

Evaluation Tactics

32 Save a Smile,



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 specic 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-kinddonations 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 par tnerships (focusing on Dental

Care industry) and family donors prior to December 2011.

• Healthy Smiles will keep an extensive list of the donor organization par tnerships 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 theevent.

Evaluation Tactics

33Brighten a Future



RecommendationFlossosaurus 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

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 moralstandards.

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.

Guide through Public Relations

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 management 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/

35Brighten a Future



CommunicationTools

SMIL Esave a

FUTURE

bright en a



News ReleaseNew Collaboration with Santa Ana School and Children’s Nonproft 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 par tnership with Santa

Ana Valley High School to screen and treat more children on-site with The Smile Mobile, a dentist’s ofceon 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, nding 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 rst time, who otherwise would not have received the important uoride 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 nohealth insurance for dental procedures including oral screenings, teeth cleanings, x-rays, sealant and

uoride 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 rst and foremost chronic

childhood disease,” said Bear.

About Healthy SmilesHealthy 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 OrangeCounty, Shaw and co-founder Dottie Andrews recognized the severity of the dental health care shor tage

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 benet 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, [email protected]###

38

Save a Smile,



Feature ArticleThere’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 Califor-

nian 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, teethcleanings, x-rays and sealant/uoride varnish applications in a child-friendly atmosphere. Funded by the

Pacic 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.

39Brighten a Future



41Brighten a Future



42 Save a Smile,



43Brighten a Future



Social Media

44 Save a Smile,



http://healthysmilesoc.tumblr.com

45Brighten a Future



E-Newsletter

Tooth Talk with ealthy Smiles for Kids of Orange County

issues including heart disease, diabetes, and cancer

sleep, speak, and concentrate in school

In This Issue

Proposition 10: Cutting

Funds and Raising Concern

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

copy copy copy copy copy copy copy





copy copy copy copy copy copy copy copy copy copy copy copy copy copy











copy copy copy copy copy copy copy copy copy copy copy copy copy copy






Welcome to Healthy Smiles!

Dear Friend,

There are so many ways to make Orange County Smile! With your

great help and suppor t, 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

46 Save a Smile,

ealthy



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 nonprot 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 rst

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 cr itically ill newborns,” said Andrews.

In 1988, she became the director of community services at the March of Dimes, a nonprot 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 nonprot 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 providingprograms 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 nonprot, 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.

47Brighten a Future



Flyer

Potential Patients or Donors:

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

First Tooth = First Visit

Healthy Smiles For Kids of Orange County

is a non-profit oral health organizationcentrally located in Garden Grove. Healthy Smiles dedicates itself to pediatric oral

health treatment, education, advocacy andprevention.

At Healthy Smiles we believe every child

deserves a healthy smile.

48 Save a Smile,



What will her smile

look like in 20 years?

YOU

can help shape it.

www.healthysmilesoc.org

Flyer

Potential Patients or Donors:

save aSMILE

brighten a FUTURE

49Brighten a Future



Direct Mail Piece

Message on the rolled paper inside the oss 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 aone-time donation of only $25. Save a smile and brighten a future today, visit

www.healthysmilesoc.org for more information on ‘How To Help’

There will be several direct mail initiatives targeted to different key publics. This par ticular

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 bemaking 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 oss 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 oss. 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

50 Save a Smile,



About Us Programs & Services Testimonials

© 2009 Healthy Smiles for Kids of Orange County.

All Rights Reserved.

Save a Smile, Brighten a FutureAt Healthy Smiles For Kids of Orange County we believeevery child deserves a healthy smile. We are a non-

profit organization centrally located in Garden Grove

dedicated to pediatric dental treatment, oral health

education, advocacy and prevention.

Our Facility Meet Our Team

Kids ZoneEvents Contact Us

Have a question regarding

appointments, emergencies or

insurance? Curious about sedation,

when it’s needed and how we perform

it? Our resources section provides our

policies and a full range of answers to

your questions.

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

Healthy Smiles for Kids of Orange County

is a team of motivated individuals

dedicated to providing the highest quality

dental care to children. We want your child

to remember each dental visit as apleasant, positive learning experience.

"It's all about the kids!" These are the first

words parents and caregivers see when

entering our 7,000 square foot state-of-

the-art pediatric dental facility. Healthy

Smiles For Kids of Orange County's Smile

Center offers children from underservedfamilies quality, affordable and prompt

pediatric dental care.

Resources

Photo Gallery

For Just $25.00,

You Can Provide Dental Care for One Child, for One Year.

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 im-

mediately go to the middle par t 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.

51Brighten a Future



perforated

52 Save a Smile,

potential donors to contribute to its



perforated

53Brighten a Future



Communication Tools:A Mile for Smiles

SMILEsave a

FUTURE

brigh ten a



Media PitchThe secret to a happier childhood

A silent epidemic called tooth decay affects one in three Orange County children each year.

Non-prot organization Healthy Smiles for Kids of Orange County works to treat, prevent andeducate 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 rst 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-prot dedicated to providing free dental care

to underserved children, is hosting its rst 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 rafe 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 & star t of lunch2 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, uoride treatments,

sealants, llings, 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

57Brighten a Future



PosterHealthy Smiles

for Kids of Orange County presents:

Our First Family Walk and Event to Support Pediatric Dentistry!

For more information on how to donate, volunteer, or attend, visithealthysmilesoc.org, or call 714.537.0700

58 Save a Smile,

“save a smile, brighten a future”



Social MediaFacebook Event Page

Twitter:#saveasmile

59Brighten a Future



CommunicationTools Outlines

SMILEsave a

FUTURE

brigh ten a



Tactic: News ReleasePrimary key public: Media outlets that cover health, education topics and general Orange County news

Secondary publics: Inuentials and decision makers in the school system including principals,

administrators, teachers, PTA members

Action desired from publics: To receive coverage in a published ar ticle 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 suppor ted 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 difculties parents face in getting

their kids to a dental facility and the solution The Smile Mobile offers to transpor tation 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 rst 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

Communication ToolsOutline

62 Save a Smile,



Tactic: Feature ArticlePrimary 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 healt

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 Or-

ange 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, Mommy-

bloggers in Orange County, Coast Magazine


63Brighten a Future




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

nonprot, 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 ofces 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 iers.

64 Save a Smile,




65Brighten a Future

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 tipsand facts about dental care. As for the Twitter and Facebook, Flossosaurus will be added to keep the con-

sistency 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 relat-

able to dental care and updates about the organization.

Production deadline: June 2011



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 ofces in the county

where dentists and patients can read them, on display in the Healthy Smiles ofce, and by asking

previous individual and corporate donors to pass them out.


66 Save a Smile,



Tactic: Direct Mail Piece to Dentists

Primary key public: Dentists and pediatric dental care providers unafliated 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 nee

help funding its services

Support the message: In an effort of brevity, the message will be concise and omits lengthy testimonials o

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 wasimportant 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 o

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 oss. 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 oss 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 b

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’

Communication TooOutline

67Brighten a Future



Appendix

SMILEsave a

FUTURE

brigh ten a



Extra IdeaHealthy Smiles

for Kids of Orange County presents:

Proceeds willsupport Healthy

Smilespediatric dentistry.

Donate now!

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

Kid

performances

that will bring out

your biggest smile!!!

July 16th, 20115pm at the Discovery Science Center

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 Residents12. 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 ofcials and staff

17. State of California elected ofcials 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

71Brighten a Future



Original ResearchBoard and Fundraising Interviews

a. Dottie Andrews, Co-Founder and Board Member of Healthy SmilesSpeaking 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 pro-

mote a message that “tooth decay is the rst disease for (all) kids”. Additionally, Dottie ex -pressed 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 difcult 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 nonprot 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 theorganization (not simply a celebrity endorsement).

With the threats that Prop 10 poses to Healthy Smiles funds, Dottie believes the rst

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 benet from an education program of

their own to cultivate skills and serve more pediatric patients.

b. Jeanette Storey, Director of Marketing, PR, and FundraisingAlthough 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 Researchor 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 isHealthy 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.

73Brighten a Future



Original ResearchManagement Interviews

a. Jaime Bravo, Community Relations AssociateInterviewing 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 nd ways to add more

contacts, friends and potential volunteers through health businesses. Healthy Smiles’ goal is to draw

trafc where comments are related to something more personal, such as highlighting a child’s rst

visit to the dental ofce 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 ServicesSpeaking 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 por table 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 x 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 schooldistricts, 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 ResearchClient Interview

Jeanette Storey, Director of DevelopmentThe 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 effor ts to advocate for Healthy Smiles’ cause, improve areas of weakness,

and promote strengths and successes.

Our visit to the Smile Center provided rsthand 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 nonprot 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 targetwith its new message is the medical community—Healthy Smiles’ biggest competitor for donations—

which will join forces to spread awareness about the signicant 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 yers, 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 benet 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 elds 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.

75Brighten a Future



Original Research

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 specically, 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 rst walking into the event, attendees rst 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 rst 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

rst 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 morepassionate and inuenced 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,

Field Trip: Leaders in Oral Health Awards

76 Save a Smile,



the video shown was extremely effective. However, the overall message it was trying to convey was

difcult to follow. The event also had brochures, recipe books (English and Spanish), and facts about

the importance of oral health, but it did not t with the demographics that were in attendance.

Literature, such as, “Support a Child for Only $25 a Month,” or the annual report, would have beenmore 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 ofcials and dentists, but never followed up

with formal invitations. Although Healthy Smiles did use its effor ts 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 aler ts, press releases,

and call journalists to attend and cover the event.

77Brighten a Future



Surveysa. Healthy Smiles Parent SurveyIn 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 specicanswers. 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 specically 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)

Original Research

78 Save a Smile,



Original Research

79Brighten a Future



Original Research

b. Healthy Smiles Donor SurveyBecause 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-prot operates this part of

their business. Our goal was to gure out how long, on average, people and corporations havebeen donating to Healthy Smiles and if they have donated on more than one occasion. More

specically, 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 nd

out how the donors initially heard about Healthy Smiles and how the non-prot could possibly

improve its donor relations so that more people would be willing to contribute to the cause.

By using this survey, the non-prot will be able to receive benecial 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

80 Save a Smile,



Original Research

81Brighten a Future



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/rst-5-raising-concern-over-browns -plan-to-

shift-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 Initia-

tives” The California Endowment. Feb. 2006. Web. <http://www.diringerassociates.com/Oral

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Edelman, Marian Wright. “Deamonte Driver’s Death From Toothache Grants More Kids Dental

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hufngtonpost.com/marian-wright-edelman/deamonte-drivers-dental-care_b_831705.html>.

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Giasone, Barbara. “Tooth decay in O.C. children above state average.” Orange County Register

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news/lowincome-californian-children-and-adults-to-receive-free-dental-care/1147/>.

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okfzcqWwNPfg-kids-dental-care-studies-say.aspx#ixzz1DyYLhBd2>.

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Research and State Policy Initiatives. Web. 13 Feb. 2011.<http://www.pewcenteronthestates.org/initia-

tives_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.

83Brighten a Future



Team MessageIt’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 reected in our public relations plan.

Each and every one of us has been humbled by the experience of working with a non-prot like

Healthy Smiles, and we hope you nd this campaign useful for Healthy Smiles to fur ther succeed

in the future.

Thank you again for this opportunity!

Sincerely,

The Chapman University Student PR Team



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brighten a FUTURE

Healthy Smiles Campaign Book

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Transcript of Healthy Smiles Campaign Book