Introduction


Sure, Aspen may have 1000+ offices across the country. We may serve 30,000 customers a day. But that “we” is misleading.
​​​​​​​
Because we can’t do it without you.

We’re doing everything we can to meet you where you are, and help you get to where you want to be.

With world-class continuing education programs that take you from student to master. A state-of-the-art surgical training center unlike anything else in the industry. A culture of collaboration and fun. A vibrant community of top mentors who have your back and back you up. And an army of operations experts to support you behind the scenes, so you can put patient care front-and-center.

It’s all about you.

The Problem


​​​​​​​Brand perception is not what it needs to be to recruit top dentists and employees. Professors have a grudge against corporate dentistry, small mistakes at Aspen locations get magnified by social media, and the current anti-corporate culture is stacked against us. We need a campaign to break through, grab attention, and reframe the narrative.

The Competition


The landscape is filled with sterile straightforward imagery featuring employees in uninspiring office settings. It is either stock photography, or looks like it. Paired with vague and expected messaging, it leaves a clear opening for us to break through with youthful energy, elevated style, and an ownable point-of-view.

The Goals

​​​​​​​
• Fill open positions
• Become a preferred employer for dentists and other supporting roles
• Elevate + differentiate the brand
• Grab attention
• Speak to each audience with specific RTBs that resonate with them
• Drive them to take the next step.

The Targets


Our approach is to target the dentists first while ensuring a cohesive campaign for all roles.

​​​​​​​What matters to them: (in order of importance)
DENTISTS, GRADS
• Development
• Proven Model
• Culture
Key Messaging
EARLY-CAREER DENTIST
 
• Proven Model
• Development
• Purpose/Culture
 
Key Messaging
SPECIALISTS
• Proven Model
• Financial
• Development
Key Messaging
HYGIENISTS
• Purpose
• Financial
• Development
Key Messaging
DENTAL ASSISTANTS
• Development
• Financial
• Culture
Key Messaging
LAB
​​​​​​​TECHNICIANS
• Purpose
• Financial
• Culture
Key Messaging
OFFICE / REGIONAL
MANAGEMENT
• Purpose
• Financial
• Culture
Key Messaging
CUSTOMER CARE /
PATIENT SERVICES
• Purpose
• Financial
• Culture
Key Messaging

Strategy for success


We've identified these elements as the keys for appealing to our audience. Please ensure all creative executions meet these criteria.
DISRUPT +
DIFFERENTIATE
SET IN
ASPEN SPACES
MAKE OUR
AUDIENCE THE HERO
SENSE OF
MOTION + ENERGY
APPEAL TO OUR AUDIENCE
MID-20'S TO MID-30'S
MOSTLY FEMALE

You 1st theme

Investing heavily in your development

Get trained on and work with the industry’s latest and greatest tech
and advanced procedures—and
get paid to do so (only for dentists). We’re invested in your future.

PROOF POINTS
  • TAG U: The industry’s premier L&D platform
  • TAG Oral Care Center for Excellence-
  • $6M surgical training center
  • Digital Dentistry
  • (Dentists) Clear career path—from Associate MCD to Practice Owner
  • Mentorship program

We have a proven model

Be a dentist—we’ll take care of the rest. We’ve spent 25 years perfecting the business of dentistry. We’ve got your back.

PROOF POINTS:
  • Marketing, admin, and business support
  • We open a new office every 4 days
  • 1,000+ locations
  • 25 years of perfecting a proven model

We’re purpose driven

Rally around a common
purpose—deliver better care to more people—by breaking down barriers to care. Giving
back is part of our DNA.

PROOF POINTS:
  • Healthy Mouth Movement
  • $8M+ donated in free care annually through HMM
  • Overseas outreach trips
  • TAG Oral Care Center for Excellence provides comprehensive dental care at no cost to those in need
  • Annual Day of Service

We’ve built a compelling culture

Be part of a culture of
collaboration, camaraderie, and fun. We celebrate wins, build bonds, and appreciate that you have a life outside work, too.

PROOF POINTS:
  • Peer-to-peer support network and mentorship programs
  • Celebration and recognition
  • Paid time off

We set you up for financial success

Enjoy the stability and
opportunities that only a worldclass
brand like Aspen Dental
can provide.

PROOF POINTS:
  • Higher-than-average earning potential/industry-leading pay
  • Comprehensive compensation and benefits package
  • Accelerated path to ownership
  • Student loan reimbursement (up to $200K)
  • (Dentists) Lead/own multiple practices (3 average)

Claims and stats
General
  • The fastest growing network of branded dental practices

Learning & Development
  • $6M surgical training center
    ​​​​​​​(TAG Oral Care Center for Excellence)
  • $25M invested in training facilities alone
  • 1000+ top mentors in your corner
  • 50,000 sf of L&D space
  • Log 120 learning hours in your first 6 months alone
    (TAG U)
  • 1,000+ hours of CE (TAG U)
Model
  • 25 years perfecting a proven model
  • 1,000+ offices nationwide
  • We open a new office every 4 days

Purpose
  • $8 million donated in free care annually
  • $26 million donated in free care (total)

Financial
  • Higher salaries (Dentists only)

Culture
  • Work with 2,000 of your closest friends who have your back and back you up

Voice & Tone

​​​​​​​
Energetic, empowering, and inviting. Our aim is to create excitement and pique curiosity. We’re using a bit of wow factor not merely to highlight Aspen’s unique facilities and offerings, but also to emphasize what they make possible.

Copy should be encouraging, with a bit of swagger to match the photography. Rooted in pragmatic proof points, copy will create a steady sense of confidence across messaging touchpoints. This confidence can be transferred to our audience, but only when we make it clear what the story means for them.

Aspen is the enabler of the things our audience can do with their careers. As such, the stories we tell must be supported with optimism, possibility, and reasons to believe.

A career here is something aspirational. Our campaign tone should reach those heights and inspire new and current providers alike to make that idea real.
Key Messages - Grads


MINDSET

School is ending and they’re anxious to get a job. They likely have a lot of student debt they need to pay off. They’re worried about lack of experience and would like to get to big procedures faster.
DEVELOPMENT
Our world-class Learning + Development opportunities allow you to take your career wherever you want to go.

Learn pioneering techniques that put you on the cutting-edge of dentistry.

Fast-track your path to ownership (and get paid while you learn) through our targeted mastery paths

Gain experience and expand your skills. We invest in you personally and professionally.

​​​​​​​Access state-of-the art tools and equipment, including 3D printers and pioneering tomography systems.
PROVEN MODEL
We take care of your business, administrative, and marketing needs so you can take care of your patients.

Provide the best possible care to patients through leading technologies and techniques.

Join a company that understands the business of dentistry— we’ve spent 25 years perfecting a proven model.

Access more opportunities near you, with 1,000 offices (and counting) nationwide.
CULTURE
Don’t go it alone/Grow faster and enjoy the support of your peers through our mentorship programs.

Enjoy opportunities to make your own schedule.

Work with like-minded people who are as progressive about dentistry as you are.

Be part of a culture of support, collaboration, and fun. We celebrate and reward our people.
PURPOSE
Make a difference and change lives through our Healthy Mouth Movement.

Give back to those who need it most (Oral Care Center for Excellence, Annual Day of Service, Overseas Outreach trips, etc.)

Be part of a movement whose mission is to bring better care to more people.

Improve people’s lives, one smile at a time.
FINANCIAL
Enjoy competitive/industryleading pay and a comprehensive benefits package.

Get paid more for the new skills you’ll learn through L&D.

​​​​​​​Enjoy the stability and opportunities that only a world-class brand like Aspen can provide.

Take advantage of our student loan reimbursement (up to $200K).
Key Messages - Early career


MINDSET

They’ve gained some traction in their career but want to make a change. They’d love to be able to focus on patient care instead of dreaded administrative tasks. Professional growth is still paramount, as they’d love to own their own practice one day. Giving back is important, too.
PROVEN MODEL
We take care of your business, administrative and marketing needs so you can take care of your patients.

​​​​​​​Provide the best possible care to patients through leading technologies and techniques.

Join a company that understands the business of dentistry—we’ve spent 25 years perfecting a proven model.

Access more opportunities near you, with 1,000 offices (and counting) nationwide.
DEVELOPMENT
Our world-class Learning + Development opportunities (TAG U) allow you to take your career wherever you want to go.

Learn pioneering techniques that put you on the cutting-edge of dentistry.

Fast-track your path to ownership (and get paid while you learn) through our targeted mastery paths.

Gain experience and expand your skills. We invest in you personally and professionally.
PURPOSE
Make a difference and change lives through our Healthy Mouth Movement.

Give back to those who need it most (Oral Care Center for Excellence, Annual Day of Service, Overseas Outreach trips, etc).

Be part of a movement whose mission is to bring better care to more people.

Improve people’s lives, one smile at a time.
CULTURE
Don’t go it alone/Grow faster and enjoy the support of your peers through our mentorship programs.

​​​​​​​Enjoy opportunities to make your own schedule.

Work with like-minded people who are as progressive about dentistry as you are.

Be part of a culture of support, collaboration and fun. We celebrate and reward our people.
FINANCIAL
Enjoy competitive/industryleading pay and a comprehensive benefits package and autonomy.

Get paid more for the new skills you’ll learn through L&D.

​​​​​​​Enjoy the stability and opportunities that only a world-class brand like Aspen can provide.

Take advantage of our student loan reimbursement (up to $200K).
Key Messages - Specialists


MINDSET

They want autonomy in their career and are looking to achieve more financial freedom, faster. They tend to view DSOs negatively, so they want to partner with a patient-centric organization. Company reputation is important, as is access to all the latest tools, tech and equipment they need to make a difference in patient lives. to own their own practice one day. Giving back is important, too.
PROVEN MODEL
Have access to everything you need to hit the ground running with zero start up costs.

Partner with a patient-centric organization to change the future of dentistry by putting into practice newly developed techniques with a built-in client base and ideal case selection.

Be part of a supportive environment that lets you work on your terms and enhance your skills as a pioneer in your field.

​​​​​​​Access more opportunities near you, with 1,000 offices (and counting) nationwide.
FINANCIAL
Make your own schedule (including a 4-day work week) and have control over how much income you generate.

Earn at least 2x higher than the industry average pay (top earners are 3 - 4x higher).

Enjoy a comprehensive benefits package (full- and part-time) and autonomy.

​​​​​​​Enjoy the stability and opportunities that only a world-class brand like Aspen can provide.
DEVELOPMENT
Have access to all they tech you need (CBCT microscopes, access to an operatory suite, etc.) to hit the ground running with zero start up costs.

Learn pioneering techniques that put you on the cutting-edge of dentistry, with state-of-the-art technology and techniques, and ongoing training opportunities.

​​​​​​​Provide the best possible care to patients while advancing your skills.
PURPOSE
Bring better care to more people on even the most challenges of cases.

Make a difference and change lives through our Healthy Mouth Movement.

Give back to those who need it most (Oral Care Center for Excellence, Annual Day of Service, Overseas Outreach trips, etc.)

Be part of a movement whose mission is to bring better care to more people.

​​​​​​​Improve people’s lives, one smile at a time.
CULTURE
Our culture of collaboration encourages peer-to-peer consults about treatment plans.

Work with like-minded people who are as progressive about dentistry as you are.

Partner with an organization that believes in and values what you bring to the table.

​​​​​​​Be part of a culture of support, collaboration and fun. We celebrate and reward our people
Key Messages - Hygienists


MINDSET

They want to make a difference in their patients’ lives and feel appreciated for their work. They are often frustrated about not making enough money and working all the time. They want to learn new skills and have control of their own chair. They appreciate a flexible schedule.
PURPOSE
Make a difference and change lives through our Healthy Mouth Movement.

Work in a positive, engaging environment that makes your patients want to come back.

Be part of a movement whose mission is to bring better care to more people.

Provide the best possible care to patients with leading technology and techniques.

​​​​​​​Improve people’s lives, one smile at a time
FINANCIAL
Get paid more for the new skills you’ll learn, have the security and stability of a DSO.

Enjoy the stability and opportunities that only a world-class brand like Aspen can provide.

​​​​​​​Uncapped earning potential.
DEVELOPMENT
Have access to state-of-the art tools and equipment, such as iTero intra-oral scanners.

​​​​​​​Take your career further with world-class L&D.

Grow on your own terms.
CULTURE
Be part of a culture of support, collaboration and fun. We celebrate and reward our people.

Be valued for your skills as a critical part of the team.

Have control over your own chair, supplies and schedule.

Set up treatment plans alongside the dentist.
PROVEN MODEL
Join a company that understands the business of dentistry—we’ve spent 25 years perfecting a proven model.

​​​​​​​Access more opportunities near you, with 1,000 offices (and counting) nationwide
Key Messages - Dental Assistants


MINDSET

School is ending and they’re anxious to get a job. They likely have a lot of student debt they need to pay off. They’re worried about lack of experience and would like to get to big procedures faster.
DEVELOPMENT
Grow with us. We invest in you personally and professionally.

Provide the best possible care to patients while advancing your skills with leading technology and techniques.
FINANCIAL
Enjoy the stability and opportunities that only a world-class brand like Aspen can provide.

​​​​​​​Get paid more for the new skills you’ll learn.

Enjoy competitive pay and a comprehensive benefits package.
CULTURE
Work with 2,000 of your closest friends in a fast-paced, high-energy environment.

​​​​​​​Be part of a culture of support, collaboration and fun. We celebrate and reward our people.
PURPOSE
Work in a positive, dynamic environment that makes patients want to come back.

Make a difference and change lives through our Healthy Mouth Movement.

Be part of a movement whose mission is to bring better care to more people.

Provide the best possible care to patients with leading technology and techniques.

​​​​​​​Improve people’s lives, one smile at a time.
PROVEN MODEL
Join a company that understands the business of dentistry—we’ve spent 25 years perfecting a proven model.

​​​​​​​Access more opportunities near you, with 1,000 offices (and counting) nationwide.
Key Messages - Lab Technicians


MINDSET

They believe in their craftsmanship and love the positive impact their work has on their patients’ lives. They want to be properly compensated for their solid skillset. They would like to mentor and pass their skills to a new generation, but also want to stay abreast of the latest and greatest techniques.
PURPOSE
Mentor a new generation of lab techs.

Work in a positive, engaging environment that makes your patients want to come back.

Make a difference and change lives through our Healthy Mouth Movement.

Be part of a movement whose mission is to bring better care to more people.

Provide the best possible care to patients with leading technology and techniques.

mprove people’s lives, one smile at a time.
FINANCIAL
Enjoy great pay, a comprehensive benefits package and be rewarded for your work. We respect your craftsmanship and skills.

​​​​​​​Enjoy the stability and opportunities that only a worldclass brand like AD can provide.
CULTURE
Be part of a culture that’s about delivering better care to more people and changing people’s lives.

Be part of a culture of support, collaboration and fun. We celebrate and reward our people.

​​​​​​​Be valued for your skills as a critical part of the team.
DEVELOPMENT
Take advantage of ongoing training while continuing to be rewarded for the precision of your craftsmanship.

​​​​​​​Expand your solid skillset and learn pioneering techniques that put you on the cutting-edge of dentistry, with state-of-the-art tech and ongoing training opportunities
PROVEN MODEL
Join a company that understands the business of dentistry—we’ve spent 25 years perfecting a proven model.

​​​​​​​Access more opportunities near you, with 1,000 offices (and counting) nationwide.
Key Messages - Office/Regional Management


MINDSET

They crave purpose in their career. They want to be a leader (and compensated well for it). They enjoy setting a cultural tone and will do what it takes to get the job done. They thrive in high-pressure, dynamic environments. They want to learn new skills to advance their career.
PURPOSE
Be a thought-leader in the office and help shape our future together.

​​​​​​​Discover a purpose-driven career that is well-paid, challenging and rewarding

Make a difference and change lives through our Healthy Mouth Movement.

Be part of a movement whose mission is to bring better care to more people.
FINANCIAL
Enjoy great pay, a comprehensive benefits package and be rewarded for your work.

​​​​​​​Enjoy the stability and opportunities that only a world-class brand like AD can provide. 
CULTURE
Help set the tone around a culture of support, collaboration and fun. We celebrate and reward our people.

​​​​​​​Be part of a culture that’s about delivering better care to more people and changing people’s lives.
DEVELOPMENT
Be part of a team that’s invested in your growth.

​​​​​​​Learn new skills and advance your career through ongoing learning and development.

Grow with us. We invest in you personally and professionally.
PROVEN MODEL
Have access to state-of-the-art workflow and equipment such as scheduling software backed by the resources of a large organization.

​​​​​​​Take advantage of an end-to-end digital ecosystem.

Access more opportunities near you, with 1,000 offices (and counting) nationwide.

Join a company that understands the business of dentistry—we’ve spent 25 years perfecting a proven model
Key Messages - Customer Care/Patient Services


MINDSET

They want to start a career with a future and would love to learn new skills that will take them further. They like the excitement of a fast-paced environment. They want a job they can be proud of and like the idea of helping people.
DEVELOPMENT
Grow with us. We invest in you personally and professionally.

Have access to state-of-theart office software and scheduling tools.

Gain experience and expand your skills on leading technology.
FINANCIAL
Enjoy the stability and opportunities that only a world-class brand like Aspen can provide.

Get paid more for the new skills you’ll learn.

Enjoy competitive pay and a comprehensive benefits package.
CULTURE
Work with 2,000 of your closest friends in a fast-paced, high-energy environment.

Be part of a culture of support, collaboration and fun. We celebrate and reward our people. 
PURPOSE
Work in a positive, dynamic environment that makes patients want to come back.

Be part of a movement whose mission is to bring better care to more people.

​​​​​​​Improve people’s lives, one smile at a time.
PROVEN MODEL
Join a company that understands the business of dentistry—we’ve spent 25 years perfecting a proven model.

​​​​​​​Access more opportunities, with 1,000 offices (and counting) nationwide