Comprehensive Advertising and Marketing Toolkit Available Online
AAOinfo.org now features a comprehensive advertising and marketing toolkit for orthodontic practices. The toolkit includes all AAO customizable ads (including television commercials, Web banners and radio commercials) and public relations materials.
All materials were developed for member use to increase both consumer understanding of the orthodontic specialty and local awareness of the individual orthodontic practice.
Materials in the toolkit communicate the additional two to three years of specialized education that only orthodontists receive, featuring the tagline, "Our Expertise Will Make You Smile."Two complete ad campaigns available for member customization are featured in the toolkit: "Puzzle" and "More Than A Smile." Both campaigns include print and online ads, radio spots and in-office posters. The Puzzle campaign also includes direct mail materials and the More Than A Smile Campaign includes a television commercial. Spanish versions of some ads are available. Other individual print ads available for customization include "My Practice," "Milestones" and "No Later Than Age 7."
Public relations items include Webisodes suitable for posting on practice Web sites, public service announcements, media relations tips and press release templates. The press release templates cover topics such as National Facial Protection Month, National Orthodontic Health Month, healthy teeth and more.
The "Special Requests" section of the toolkit offers free educational PowerPoint presentations and links to brochures and fliers available for purchase from the AAO Online Store.
View the online advertising and marketing toolkit. https://www.aaomembers.org/MyPractice/Marketing/Online-Toolkit.cfm Log-in with your member number and password will be required.
Resources and Use Directions
To learn more about customizing ads for your practice, contact the AAO marketing department: Linda Gladden or Pam Paladin at 800-424-2841, extension 535 or 524, respectively. Their e-mail addresses are lgladden@aaortho.org and ppaladin@aaortho.org
These items can be downloaded
- Online banner ads (for placing as advertising on Web sites) (ZIP files are at http://www.aaomembers.org/MyPractice/Marketing/OT-MFYP-Online.cfm to be used “as is”—when used as advertising, a doctor should use his/her own Web site as the destination when someone clicks on the ad
- Radio commercials for download
- Web content for download
- Posters for download
- Press releases/media relations “how-to” info
- Info on social media
These items cannot be downloaded:
- Print ads
- Direct mail postcards
- Online banners for customization shown with the Puzzle and More Than A Smile advertising campaigns
Downloadable Radio commercials (http://www.aaomembers.org/MyPractice/Marketing/OT-MFYP-Radio.cfm and http://www.aaomembers.org/MyPractice/Marketing/OT-Puzzle-Radio.cfm) and media relations materials. If anyone is interested in giving local TV stations or cable operators public service announcements, there’s info at http://www.aaomembers.org/MyPractice/Marketing/OT-PRTools-PSAs.cfm . Contact the AAO Communications and Marketing staff for broadcast-quality DVDs at no charge. Social media is becoming a vehicle for doctor outreach. Burt put together information for members at http://www.aaomembers.org/MyPractice/Marketing/Using-Social-Media.cfm -- how to make social media work for them.
An “as is” version of a print ad is available at no cost in an 8.5” by 11” size. Ads can also be customized to include the doctor’s name, practice name, office address, office phone and URL. Per AAO policy, members can also include a fax number. Also per policy, members may use practice logos. Requests for customization of print ads are sent out to a graphic designer at the rate of $55/hour.
Additional Helpful Links
Customized direct mail postcards (http://www.aaomembers.org/MyPractice/Marketing/OT-Puzzle-Direct-Mail.cfm - four versions).
The print ads can be seen at http://www.aaomembers.org/MyPractice/Marketing/OT-Puzzle-Print.cfm (nine versions of the Puzzle ad), http://www.aaomembers.org/MyPractice/Marketing/OT-MTAS-Print.cfm (More Than a Smile ad), and http://www.aaomembers.org/MyPractice/Marketing/OT-MFYP-Print.cfm (there are four different ads on this page, so be sure to scroll down to see them all).
The toolkit also has a section on Web content at http://www.aaomembers.org/MyPractice/Marketing/OT-MFYP-Website.cfm. This includes Webisodes on a variety of topics and the bubble wrap video that promotes the use of mouth guards.
Please take 10 minutes and click around to see what all is available. Again, any questions can be directed to Pam Paladin ppaladin@aaortho.org or Linda Gladden at lgladden@aaortho.org.