National ASC Open House Day

Timing

Task

• Hold a National ASC Open House Day team meeting to brainstorm program ideas for your open house. Use this tool kit as a reference and guide.
• Identify target audiences, i.e., exactly who you want to reach.
• Assign duties to staff (outreach to community groups; outreach to legislators, develop program, enlist physician support, solicit contributions from manufacturers, etc.).

• Finalize and approve your National ASC Open House Day program agenda.

• Evaluate budget for program. Consider costs for advertising ($100-$1,000), direct mail, advertorial ($400-$1,500), refreshments at the event, giveaways, etc.

• Identify possible community groups and get their contact information. Begin calling to invite them.
• Customize the invitation on page 14 in this tool kit or develop your own.
• Research mailing lists, advertising options and community calendars.
• Determine if you will advertise and to whom you will send invitations. Also, select where you will post flyers. Allow enough time to get permission for posting.

• Use the tips provided in this tool kit to identify state and local officials that you would be interested in inviting to the event.

• Review the media advisory and sample press release provided in this tool kit.
• Begin drafting advertorial based on tool kit example on page 18.

• If advertising, meet with publication representatives to evaluate options (some newspapers bundle advertising space between weekends and weekdays). Consider the week before your event for possible advertisement dates.
• Submit information to community calendars, which often post educational programs for free. See the Open House Marketing Ideas section of this tool kit on page 12 for more information. Note that some community calendars have long lead times.

• With this tool kit as your guide, customize an invitation letter or call script that can be used when reaching out to public officials.

• Arrange meetings with and/or call relevant community groups to invite them to attend and ask for their help promoting the event.

• Check local newspapers, radio and television stations, or call those media outlets directly, to help identify reporters who cover health-related issues and/or community events.
• Compile a list of media contacts, including name, phone and fax numbers and email addresses.

• Send initial letter/make initial scheduling call and follow up with appropriate staff.

• Hold open house team meeting to review event logistics.
• Start preparing your ASC for the open house.

• Customize and approve your ASC's media materials, including event media advisory and press release (see Working with Local Media on page 35).

• Send advisory and/or press release to media contact list and make follow-up calls.

• Make sure all event materials are ready, including the media kit.
• Prepare ASC staff so everyone knows what to expect.
• Confirm attendance of key groups and send them the agenda.

• Send the press release to your media list. Deliver/send the press kit to media representatives who do not attend.

• OPEN YOUR DOORS and enjoy!

• Customize a thank you note based on the template included on page 31 in this kit to send to public officials.

• The ASC Association would love to see photos, receive press clippings and hear about how your event went!