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ASDA Strategic Marketing Plan

2010-2012

Mission

The American Student Dental Association is a national student-run organization that protects and advances the rights, interests, and welfare of students pursuing careers in dentistry. It introduces students to lifelong involvement in organized dentistry and provides services, information, education, representation and advocacy.

Vision

The vision of ASDA is to provide an association which

• Gives members an opportunity to serve

• Inspires every dental student in the country to become a member

• Is the “gold standard” for professional ethics in dentistry

• Shapes the future and drives the progress of the profession of dentistry

• Has a global presence

• Advances the scientific foundation of the profession, producing well-informed practitioners

Values

• Integrity

• Excellence

• Innovation

• Respect

• Passion

• Stewardship

Goal

Advance the profession of dentistry by training future leaders and advocating for student dentists and the patients we serve.

Objectives

• Increase membership to 88% of all pre-doctoral students by December 2012

• Sustain financial viability

Strategies

1. Maintain and enhance member services.

2. Communicate value of ASDA and organized dentistry to key audiences, including dental students, pre-dental students and dental school administrators (see Exhibit A).

3. Maintain and enhance member advocacy with key audiences, including legislative audience, dental school administration and other dental organizations.

4. Evaluate opportunities to generate non-dues revenue.

5. Provide leadership development opportunities.

Tactics for each strategy

Strategy 1. Maintain and enhance member services.

• Review Member Value Proposition and update as needed.

o Responsibility: Council on Membership

o Timeline: Ongoing

• Conduct member value research and member...