Smiles for Miles 904
A dental practice wanted to help 100 consumers in its metropolitan area who couldn’t afford to receive much-needed oral care. The second annual Smiles for Miles event leveraged earned media coverage to build awareness among this target audience.
The business challenge
After providing 77 patients with $45,275 worth of care in its first year, Sunrise Emergency & Family Dental wanted to treat 100 patients and provide $60,000 in care in its second year. They engaged Axia Public Relations again to publicize the event to reach that goal.
Axia’s research found that the target audience, working people below the poverty line, gets its news primarily from television and radio. Axia created calendar submissions for community news sections of TV and radio websites and also provided a public service announcement script to radio stations. The dental clinic’s two dentists received Axia’s media training, and Axia developed media pitches for TV and radio stations and community newspapers with the hope of obtaining interviews to publicize the Smiles for Miles event.
The radio, TV, print, and online news coverage resulted in 108 patients preregistering for the free care provided by Smiles for Miles 904. The second annual free dental day event was a success with $63,125 worth of care given to the Jacksonville metropolitan community by Sunrise Emergency & Family Dental Care. Local media coverage included: