P.O. Box 560 Carmichael, CA 95609-0560 · Phone: 866-901-3427

2007 Report Card

The Foundation established the following goals for the year 2007:

1. Increase the profession’s awareness of the Foundation’s mission and campaign.
2. Increase the political and financial support for the Foundation, particularly among the leadership and interest groups in the country.
3. Increase the education of the public and media regarding the benefits of chiropractic care.
4. Increase positive press for the profession.

By all accounts, the Foundation has come very close - and in some instances reached- its goals for the year. Here is a summary of the progress since January 2007:

• The number of professional associations supporting the Foundation has increased from 22 to 36.
• The Foundation has generated more than 250 million positive messages regarding the profession from its advertising and public relations campaign.
• The value of the campaign’s public relations activities - press releases, public service announcements and advertorials - is estimated to be $ 3.5 million of equivalent advertising dollars.
• The Foundation is recipient of an award for an advertorial on back packs that had the highest number of newspapers in the country carrying its story.
• Over 800 newspapers with a combined circulation of 43 million subscribers carried positive news regarding the profession.

All of this has been accomplished while maintaining a strong financial balance sheet. By the end of the year, the Foundation had a bank balance of $206,405 This compares to a balance of $164,929 at the end of last year. (More details below)

External Marketing

Paid Advertising
The Foundation has a primary goal: To educate the public about the benefits of chiropractic care. Since July of 2006, the Foundation has placed full-page, pro-chiropractic advertisements in national publications, such as Newsweek, Health, The New York Times Magazine, Business Week, Sports Illustrated, and U.S. News and World Report, Working Mother, TV Guide, Health Magazine, and Fitness Magazine. When selecting publications for Foundation advertising, we used the following criteria: prominence,national circulation, and accessibility.

Earlier in the year, the Foundation purchased two 30-second spots on Fox Network during the broadcast of the Ms. Fitness USA 2007 program. This was the ideal placement for our commercial of Sarah Harding, Ms.Fitness USA 2006. The show appeared four or five different times during the year and reportedly reached the households of over 150 million people.

Internet Outreach

Each of our print advertisements provided a link to our web site, and in July 2007, we introduced a separate web site developed specifically for consumers: www.yes2chiropractic.com.  This could not have been possible without the efforts of Bill Esteb and his company, Patient Media. For consumers interested in learning more about a career in chiropractic, we included a link to the web site of the Association of Chiropractic Colleges.

Public Relations: Print Campaign

To expand this promotional effort and have a more significant impact on public opinion, the Foundation has retained the prominent New Jersey-based public relations agency CPR Communications. With more than 25 years of experience working with the media, CPR  has  generated exciting positive press to complement the profession’s advertising campaign. Estimates show the campaign had a monetary value of approximately $3.5 million in equivalent advertising dollars. In fact, the number of positive messages generated by this effort, combined with the paid advertising, is estimated at 250 million and growing.

The campaign  includes monthly press releases to major newspapers in the country. These generate interviews and news stories. In 2007, 13 press releases were submitted to the media on a variety of issues from the success of treating champion ice skaters and baseball players to reports from the FDA regarding dangerous drugs and the dangers of wearing high heels. A press release regarding the effectiveness of a chiropractic treatment that reduced blood pressure produced a front page headline article in the Seattle Post-Intelligencer.

 The Foundation also prepares advertorials which are a major part of our public relations print campaign and are disseminated to over 10,000 newspapers in the country.  Designed to look like an independent news story, these are favorites of editors in numerous newspapers throughout the country. The subjects of these advertorials have included the importance of fitness, the proper use of backpacks and the effects of working in cubicles. The Backpack advertorial has been particularly productive.

Public Relations: Broadcast Campaign/Radio

The Foundation implemented a comprehensive broadcast public relations campaign to educate the media and the public about the benefits of chiropractic care. Our public service announcements (PSAs) are sent to over 2,400 AM/FM radio stations, and we have identified more than 150 radio stations in the country - including a growing number of Spanish-language stations – that carry our message. Our PSAs have also generated radio interviews, and we want to acknowledge Doctors Gerry Clum, Lou Sportelli,Terry Yockum, David Butters and others who have taken the time to be interviewed.

Attached is a detailed report of these efforts, including specific examples of the coverage received from these press releases and public service announcements, as well as of other accomplishments.

Special Recognition to The Foundation

The Foundation is receiving an award from NAPS, the company that circulates these advertorials for Superior Achievement in Media Relations. The advertorial on backpacks is being carried by over 800 newspapers in the country, more than any advertorial circulated by this company during the year.

Internal Marketing

Outreach Programs
While the Foundation had been in business since late 2003, it wasn’t until last July that it began to implement the public relations plan.  In order to solidify our yearly efforts, the Foundation reintroduced itself to the profession and explained our goal of educating the public about chiropractic. We took every opportunity to speak to chiropractic groups throughout the country and to exhibit wherever possible. Special thanks to those chiropractic colleges and state associations that gave us the opportunity to do so.

We continue to enjoy outstanding cooperation from chiropractic publications in promoting the Foundation. In particular, we thank Chiropractic Economics, Dynamic Chiropractic, DC Product Review, ICA Review, ACA News and American Chiropractic for not only printing positive editorial on the Foundation but also providing us with free advertising space to promote the message.

Website
The Foundation has just completed a major revision of its website. We received tremendous help from Brican Corporation whose technological support staff developed and currently administer the site as part of their support for the Foundation. Take a moment to go online and see our new site: www.f4cp.org

Newsletters
The Foundation distributes a monthly electronic newsletter to more than 900 contributors and prospects. The e-newsletter provides an update of the Foundation’s activities, including recent advertorials and press releases, tracking information regarding publicity effectiveness, and new endorsements. If you want to receive this newsletter, please email me at gcuneo@aol.com

Fundraising Activities
Fundraising is a necessary part of any successful development program. We retained a well-known marketing consultant, Mr. Tom Collins to develop fundraising letters and refresh our promotional advertising to the profession. A number of prominent chiropractic leaders have sent out letters to doctors urging their support for the Foundation. We also use a telemarketing firm and e-mails to reinforce our message. And, of course, we have taken advantage of the generosity of state associates and colleges that not only are contributing to the campaign but also provided us with free exhibition space and speaking opportunities.

Additionally, we filmed a video of Kent Greenawalt talking about the activities of the Foundation. You may view a copy at www.foundation4cp.com.

The campaign has been a success, since the number of doctors/organizations that have pledged to contribute monthly has increased to 503, up significantly from 276 at the end of 2006. We are confident that this number will continue to grow.

State Associations/Vendors Support

The number of state associations and vendors supporting the Foundation continues to grow. Among the new vendors to join the Foundation, we want to recognize in particular Brican Corp which pledged $25,000  per year and Core Products International which pledged $25,000. The complete list of supporters is at the end of the report, but we would be remiss if we didn’t specifically mention the annual contributions by Foot Levelers ($200,000), NCMIC ($100,000) and Standard Process ($50,000). Also worth mentioning is Chiropractic Economics which is fulfilling its $150,000 pledge of which $75,000 is in cash. They all have been particularly generous towards our efforts, since the beginning of the campaign.

Standard Process has also agreed to match, during 2008, contributions from doctors up to $100,000.

During this past year, the following organizations endorsed and became financial supporters of the Foundation adding to the already extensive list of supporters:

American Chiropractic Association
Arizona Association of Chiropractors       
Biotics Research Corporation
Brican Corporation                                                          
Brown County Chiropractic Society                    
California Chiropractic Association                              
COCSA                                                                     
Core Products                                                             
Florida Chiropractic Association                                               .          
Future Health, Inc.                   
International Chiropractors Association                                                                        
Iowa Chiropractic Society                                                       
Minnesota Chiropractic Association                             
Michigan Association of Chiropractors
Mississippi Chiropractic Association
Nebraska Chiropractic Physicians Association
New Mexico Chiropractic Association
New York Chiropractic Council
North Central Dist-Kansas Chiropractic Association
Northwestern Health Sciences University
Palmer College of Chiropractic
Patient Media
Parker College of Chiropractic
Sioux Empire Chiropractic Society
Texas Chiropractic Association
Washington State Chiropractic Association

State associations and colleges in particular benefit greatly by supporting the Foundation. Not only can they relay to their member doctors that they participate in a national advertising campaign, a top priority of the profession, but they also have access to the following assets of the Foundation for their own use:     

- press releases, advertorials and public service announcements for local marketing
- TV commercials
- print ads
- deeply discounted advertising rates for the local newspaper

Financial

The Finances of the Foundation continue to be strong. Total contributions received for the year were $657,986, an increase of over $100,000 from the previous year. The total number of contributions received during the year increased to 719 from the 491 of the previous year. The number of monthly contributors increased to 503 with the monthly contribution amount averaging $48,541, an increase of $13,000 from the previous year.

Total expenses identified with the consumer advertising campaign increased from $235,309 in the previous year to $304,788. Payroll expenses were reduced by $20,000.

At the end of the year the Foundation had a bank balance of $206,404.59 compared to $164,929.25 providing us with a good base for the new programs in 2008.

Goals for 2008

The Foundation plans to build on the success of 2007. Over 250 million positive messages generated by our public relations agency provides good reason for putting more of our resources and focus on generating free, positive press.

We have hired a full-time PR specialist, Jessica Giordano, who works for us out of the offices of CPR Communications and whose primary job is to target media regarding placement of our press releases, PSAs, advertorials, and other vehicles developed by the agency. CPR will continue to provide this service at no cost to the Foundation, so now we will have the resources to follow up, advise, and produce. CPR is also looking at other options to get the Foundation’s message out to the public.

The emphasis on print and radio media will be expanded to include television, as we continue to pursue positive messages. We plan to develop two advertorials for television stations and will consider creating a VNR (video news release). A VNR is a video segment provided to television news stations by an organization for the purpose of informing, shaping public opinion, or promoting and publicizing individuals, commercial products and services, or other interests. In other words, VNRs are video versions of press releases.

The PR Schedule for the 2008 will include the following activities:

• 24 press releases rotating between trade and consumer publications and highlighting positive stories about the profession
• 12 to 24  public service announcements to over 2500 am/fm radio stations in the country.
• 2 television advertorials
• 4 print advertorials
• Video news release
• The publication of a book on health care for the media  that focus on the theme of Eco Friendly health care that recognizes the impact of the environment on the health care problems of society and the effects of health care activities on the environment at large.
• Conduct a minimum of two media tours, meeting directly with the publishers and editors of major publications in the country to present them with various story lines regarding the profession, and to respond to their questions.
• Our blogging efforts are just beginning. Dr Larry Wyatt from Texas Chiropractic College recently agreed to serve as coordinator.

Boards and Committees

Foundation Board
Kent Greenawalt, Chairman
Dwayne Bennett, Executive Vice President, Foot Levelers
Gerry Clum D.C.,President of Life West and WFC
Joe Doyle, President, Chiropractic Economics
J.Michael Flynn, former chairman of ACA and member of WFC Executive Committee
Bob Hoffman D.C, President, The Masters Circle and past president of ICA
Don Petersen, President, Dynamic Chiropractic
Mark Sanna D.C., President, Breakthrough Coaching
Terry Yochum D.C.

Foundation Advisory Committee

Carol Ann Malezia,D.C.; Fab Mancini, D.C.,President of Parker College; Erik Plasker, D.C., President of the Family Practice; Daryl Wills, D.C., past president of ACA;Tom Klapp, member,  Life University Executive Committee, Chairman, Michigan Chiropractic Association; and Steve Simmonetti, past president of COCSA;  Kathy Chittom, Executive Director, Chiropractic Association of Louisiana.

Corporate Supporters

Advanced Medical Group
Anabolic Laboratories, Inc.
Biotics Research Corp
Breakthrough Coaching, Inc.
Brican
ChiroCode Institute
Chiropractic Economics/The Doyle Group
The Core Products International
CPR Strategic Marketing
DC Products Review
Dynamic Chiropractic
Foot Levelers, Inc.
NCMIC
Nutri-West
OUM Chiropractor Program
Patient Media
Standard Process
The American Chiropractor

Association Supporters

Association of New Jersey Chiropractors
American Chiropractic Association
Arizona Association of Chiropractic
Association of Chiropractic Colleges
Brown County Chiropractic Society
California Chiropractic Association
Chiropractic Association of Louisiana
Colorado Chiropractic Association
Congress of Chiropractic State Associations
Connecticut Chiropractic Association
Florida Chiropractic Association
Foundation for Chiropractic Education and Research (FCER)
Georgia Chiropractic Association
Hawaii Chiropractic Association
International Chiropractors Association
Iowa Chiropractic Society
Lynchburg Chiropractic Association
Maine Chiropractic Association
Mississippi Chiropractic Association
Minnesota Chiropractic Association
Nebraska Chiropractic Association
New Mexico Chiropractic Association
New York State Chiropractic Association
New York Chiropractic Council
North Dakota Chiropractic Council
North Carolina Chiropractic Association
Ontario Chiropractic Association
Pennsylvania Chiropractic Association
Chiropractic Society of Rhode Island
South Dakota Chiropractic Association
Texas Chiropractic Association
Virginia Chiropractic Association
Vermont Chiropractic Association
Washington State Chiropractic Association
World Federation of Chiropractic
World Congress of Women Chiropractors

Chiropractic College Supporters

Cleveland Chiropractic Colleges
Life Chiropractic College West
Northwestern Health Sciences University
New York Chiropractic College
Parker Chiropractic College
Palmer Colleges
Texas Chiropractic College
Life Chiropractic University

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