Question
Topic: Advertising/PR
Promoting A 1-day Event For A Service Business
My customer (a dentist) is wanting to giveaway limited dental care services for one full day to folks in our town with no dental insurance. He and his partner are opening the practice and hope to see at least 75 people (100 is the max). This is their way of giving back to the community after 16 years. If the program works, they would consider doing it again on a regular basis. Not all services are offered: teeth cleaning, tooth extractions, dental health evaluation, oral debridement are a few of the services they are considering. They are asking me for help in developing and implementing advertising (public relations) for this one-day special event. Goals: they want people there (patients who normally won't see a dentist due to finances), they would like some positive public relations with the general public, and they want their employees to feel good about the entire event. (The hygienists and others are NOT donating their time...the office will be open as regular but with only non-insureds being seen/treated without any payment expectations.) What are the top two or three "must do's" to fulfill (exceed) my customer's expectations?
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