Chart 1 Paid social media Organic social media " Care to share " programs Word of mouth Lead generation Paid search Brand awareness Newsletters Open house Community events and sponsorship Conversion Website Chart 2: 2021 MARKETING CALENDAR MONTH Status Budget Staff Responsible Digital newsletter Quarterly No direct cost Jane Dental community discounts Ongoing No direct cost Jane Referral thank-you gifts Annual $3,000/year Jane Family discount Ongoing No direct cost Sarah Virtual appointments Ongoing No direct cost Sarah Patient rewards program Ongoing Avg. $500/month Sarah Facebook Live events Monthly $250/month (prizes) Linda Microinfluencers Quarterly $1,000/quarter Linda Annual $350 Linda Local SEO Ongoing No direct cost Mark Paid social Ongoing $1,000/month TIO Virtual consultations Ongoing $208/month Jane (VTC) Activity January February March April May June July August Referring Dentist Marketing ... Current Patient Marketing ... Community Marketing Soccer team sponsorship ... Digital Marketing ... ... 70 JANUARY/FEBRUARY 2021 // orthotown.com OT0121_Bull_2021_Marketing_MM.indd 70 1/15/21 12:59 PMhttp://www.orthotown.com