The biggest challenge in marketing is inconsistency. There are a few key reasons for this:

1. No one is in charge of marketing.
2. Time constraints. Many businesses struggle to find time for marketing.
3. Uncertainty about how to plan. It can be difficult to know where to start or how to structure marketing efforts.

The Community Education Program addresses these issues, drawing from the experience of managing over 20 offices in Wisconsin. This program provides a clear, actionable framework for marketing your services consistently.

Marketing Principle: Newton’s Third Law

Marketing works like Newton’s Third Law of Motion: for every action, there’s an equal and opposite reaction. This means that when you promote something, you will get a response. By setting up a monthly marketing plan in advance, you ensure something is always going out, even if you add extra activities later.

How the Community Education Program Works

1. Project Manager: Assign someone (typically the marketing coordinator) to oversee marketing efforts, ensuring everyone is involved.
2. Central Theme: Select a theme for the upcoming months, focusing on proven marketing tactics and common health concerns your services address.
3. Targeted Promotions: Tailor your efforts to different groups:
   • Active Patients: Use word-of-mouth, posters, coupons, and workshops.
   • Inactive Patients: Reach out via newsletters and social media to re-engage them.
   • Community Referral Sources: Engage gyms, dentists, and other local professionals with emails, flyers, and direct contact.
   • Non-Patients: Use ads to attract new patients.

Example for a Chiropractic Practice

February: Neuropathy Awareness Month

• Event: $29 screening exam and consultation.
• Workshop: “Nature’s Remedies: Six Holistic Approaches to Easing Neuropathy” at your office and senior centers.

Marketing Channels:

• Active Patients: Posters, coupons, word-of-mouth.
• Inactive Patients: Success story newsletters.
• External Referral Sources: Posters at senior healthcare facilities and workshops.
• Advertising: Social media.

Fun Future Themes

• March: Kids Health Month – “Leprechaun’s Health Month.”
• April: Summer Fitness – Include a golf workshop.
• May: Women’s Health – Focus on pregnancy and new baby care.
• June: Back Pain Awareness Month.
• July: Headache Awareness Month.
• August: Athletics for Kids – Concussion prevention and recovery.

By planning monthly themes in advance, you can ensure consistent marketing, even if other programs are running throughout the year.

Marketing Principle: Quantum Physics

While Newtonian physics explains marketing’s action and reaction, Quantum Physics suggests that we are all connected and that our emotions and energy influence our outcomes. Stay positive, stay energized, and keep a good vibe in your marketing efforts!