Free Time

karly-  am free monday wednesday friday until 1:30 and then after 5.. and tuesday thursday I am free until 4 and after 5... i don't mind meeting late at night either whatever works

Trang- I can do Thursday from 4 to 5

Kylie - M- after 6. Tu- before 1 or after 4. W- before 2. Th- before 1 or 4-5. F- not free.

thesis sentence for video

This commercial gives a 30 second summary of how the program works, what the program does, and why it is useful to mothers who are expecting or have already had their child.

5 Facts claimed by video

1.  FREE text messages
2. WEEKLY texts
3. Texts include REMINDERS and HEALTH TIPS
4. How to SIGN UP (Text "Baby" to 511411)
5. Program is available en ESPAÑOL

PT#3

★ Emotional Transfer: 
Transfer the good feeling of humor(baby sent moms messages through the phone), social communication(two friends talk with each other), connection between moms and babes into the good feeling for using TEXT4 babies.

★Reality construction:

It promotes our modern culture of communicating and getting information via our cellphones.

-What"reality" does this video contrust? Try to tell us good things about the service and how to sign up for it.

-How accurate? The fact that babies and moms communicate via cellphone is not real. Babies don`t send moms messages. Moms and babies don`t connect with each other by phone.

-Untold stories? There are different ways for moms to communicate with the babies and get information to get better health. 

★Production techniques: 

-Camera Angles: Focus on the stomach of moms-> Text 4 babies want to focus on "the feeling of the babies"

 -Sound effects: We can not see the faces of the mom but we can hear she laughing-> Association of happiness

 -Colors: casual and simple colors, nothing special.

 -Symbols: Text4 baby wants to promote an image that there are many other moms use this service.

What do you guys think about using this PSA called "Belly to Belly"? -Molly


http://www.youtube.com/watch?v=BQ0RFUlphu4&list=FLaGRiF3Z9dhJOVjrMSiYV8Q

-----------------------------------------------

Absolutely! Let's comment here with what we want to do our section on. I'll do the brain #1. - Kylie

Great! I'll do the persuasion techniques #4. -Molly

I will do Power tools #2 - Marc

Thank you. I will do Power Tool #3- Trang

I'll do the thesis sentence - karly

5 facts claimed by the video- Luke

Are we going to add slides for this part of the presentation or just show the video and each describe the individual parts?? -Molly 

Persuasion Techniques

For the slide, just the techniques and the picture can be up there and I'll give explanations for each.

Persuasion Techniques Used:

1. Symbolism
2. Flattery
3. Hyperbole
4. Bandwagon
5. Simple Solutions
6. Humor
7. Plain Folks
8. Repetition
9. Warm Fuzzies
10. Group Dynamics
11. Race Card
12. Timing

Matrix- the Brain

Neocortex: The text displays on the bottom of the screen, as well as showing text on the cell phone.

Limbic: The image on the screen stays in exactly the same shot, so the picture stays the same. There is no music.

Reptillian: The first second of the video is a high pitched "hi". This startled me and initially gave me the "flight" reaction. There was no connection to eating, mating or fighting.

NATIONAL ORGANIZATION VIDEO ANALYSIS

IYOW-a status thesis	5 facts( A claim made by the video)
Brain -3 specific examples(PT#1) -Neocortex -Limbic -Lizard	PRINCIPLES(PT#3) ・Reality construction ・  Production techniques ・  Emotional Transfer
Shifts -3 shifts(PT#2) ・Epistomology shift ・Technological shift ・Personal shift	Pervasive techniques(PT#4) How many persuasion techniques can I identify?

Media Matrix

Hello Risky Bussiness Team Members! This is our new task.

 Let`s find and add a national Organization VIDEO ANALYSIS/ DECONSTRUCTION. 

Goals + Behavior Changes

Quick Facts:

·      The United States has one of the highest infant mortality rates among industrialized nations.

·      Over 28,000 babies in the U.S. die before their first birthday and 500,000 are born too early.

·      The causes of poor birth outcomes are complex and include poverty, oppression, lack of access to health care, and lack of information, which is where text4baby comes in because it provides free, highly accessible information.

·      By helping more moms of all races, ethnicities, education, and income levels obtain better health information and faster access to care, the text4baby service is a great tool in addressing infant and child health.

Mobile health technology

Stated Goals of Text4Baby:

The service Text4Baby has four main goals.

1. Demonstrate the potential of mobile health technology to address a critical national health priority: maternal and child health.


2. Demonstrate the potential of mobile health technology to reach underserved populations with critical health information.


3. Develop a base of evidence on the efficacy of mobile health interventions.


4. Catalyze new models for public-private partnerships in the area of mobile health.

and all done in a relevant, clear, understandable, and actionable by all mothers of all literacy levels. 

Text4Baby focuses on the following behavior changes through their campaign.

-   Labor and delivery


-   Nutrition


-   Breastfeeding


-   Sleeping safety

-   Prenatal care


-   Infant care


-   Oral health

-   Immunization


-   Mental health


-   Helping mother’s to quit smoking

-   Developmental milestones


-   Healthy exercise


-   Family violence


-   And a general overall Safety of your baby

Evaluation

The goal of Text4Baby was to educate uneducated future or new mothers by sending simple and helpful text messages to subscribed phones for free.  These text messages include important tips and facts that are sent three times every week.  Anyone can sign up for the service, and over the past four years, the program has help thousands of mothers raise their children in healthier ways.

The idea itself was set up for success since its launch in 2010.  91% of Americans own can consistently use cell phones, and 81% of those Americans are competent and consistent text message users.  By targeting such a large demographic with a simple, easy, and helpful program, many mothers were able to improve their ability to nurture their unborn and newborn babies.

Text4Baby provides useful information, tips, and facts that are relevant to any stage in the pregnancy process.  In the initial set-up stage of the program, Text4Baby asks a few essential questions.  Some of these questions include, "are you pregnant", "when was your baby born?", and "if so, what is its birthday?".  This allows the program to be selective with its tips and allows it to provide information that is relevant to the trimester the mother is in or the age of the child.  47% of the participants enroll in Text4Baby in their first trimester, allowing mothers to take complete advantage of the informational messages.

Mothers who enrolled in the service rated its helpfulness to be a 7.7 out of 10.  This proves that the program has been extremely successful in accomplishing the goal that it set out to achieve.  By providing mothers with free information on motherhood, Text4Baby has changed the lives of young pregnant teens and countless newborn children, solidifying itself into a position to continue its sponsorship with Johnson and Johnson.

Not only does Text4Baby provide tips, it also sends mothers reminders of important checkup dates during and after pregnancy.  65% of participants said that Text4Baby sent them a text message that reminded them to attend an important doctor's appointment or checkup, further improving effectiveness of the service.

Text4Baby has conducted many regional experiments, and all of them have produced positive results from participating mothers, and overall, nationwide number show the effectiveness of this simple, free, and helpful program.  Teen pregnancy has been a growing problem in the United States, and uneducated and unprepared mothers give birth to hundreds of babies every year. Text4Baby has been a successful program since it was launched in 2010, and it will continue to be effective due to its simplicity, useful information, and sponsorship with Johnson and Johnson.

Effective Media Platforms:

Free text messaging is Text4Baby’s main media channel. After sign up, mothers will receive three texts per week throughout the pregnancy, until the baby is 1. This one-way channel of continuous, weekly information ensures that the audience continues involvement with the social marketing campaign and stays informed. The information is sent directly to them, so there is a personal feel to the interaction that makes it effective.

The Text4Baby Facebook page is another great way for moms to receive information and learn more about what the organization has to offer. They post almost daily, encouraging conversations between moms or moms-to-be. This allows a dynamic relationship between the organization and the target audience, where health tips, success stories, and interactive questions lead to positive results.

Text4baby.org provides numerous ways to be involved. From how-to tips to personal stories from mother’s themselves, the website is effective at drawing in mother’s and getting them involved. Stats are also shown to showcase the success of the campaign, along with public service announcements from their ambassadors. Various hotline numbers are also provided, giving quick answers to new mothers. The website is easy to navigate, with comforting images of happy mother’s and their babies.

Less Effective:

YouTube promotions for Text4Baby are not as effective, because they don’t air anywhere besides YouTube and through links on the website. The videos themselves show personal stories from mothers, but are shown as straightforward interviews that fail to engage and entice the viewer.

The Text4Baby Instragram account is a less effective media platform. The on-the-rise social networking service would be an ideal way to connect with the younger audience members. As of now, no posts have even been made for the past month, and there are very few followers. They don’t heavily promote their Instragram account or keep it updated, making it unsuccessful. 

News and Public Relations for Text 4 Baby.

Text4Baby is a text message alert and information database in order to help new or young mothers with new born babies.

Public Relations:

• The company has a very interactive and easy to navigate website. Mothers can get access to a bunch of useful tips, including advice from experts and other mothers. The website also gives visitors the option to translate the site to Spanish
• Text4baby also gives mothers the opportunity to sign up for weekly E-Newsletters. These newsletters keep mothers up to date with the latest news, promotions and tips text4baby has to offer.
• Text4baby provides a media center on their webpage. The media center gives more information, along with key facts and notable accomplishments. It also supplies important statistics as well as a creative section that provides media coverage, PSAs, and brand recognition.
• You can sign up for Text4baby's services from the convenience of your phone, or by visiting their website. There is also a FAQ section to help mothers access more information. These features provide diverse accessibility and can facilitate a mother's needs.
• Text4baby has a Twitter account, a Facebook page, an Instagram account, and a Youtube channel. They are really active on Twitter and on Facebook. They could definitely bolster their Instagram and Youtube accounts considering they don't have many followers or views. However, they have a good social media web presence. 
• The text4baby company has an official celebrity ambassador. Singer, songwriter, and actress Brandy Norwood became Text4baby's official celebrity ambassador this year. As ambassador, Brandy will conduct PSAs, online promotions, and videos. Having an identifiable celebrity ambassador for Text4baby is a great way to promote their services as well give them a positive image.
• Johnson & Johnson is the founding sponsor of Text4baby. Considering that Johnson & Johnson makes health care products and have a specialized baby product section of their company, it is fitting that they would be the corporate sponsor for this company. Johnson & Johnson is a socially responsible company that often gives back to the community. Having them as a corporate sponsor can increase fundraising as well as promote a positive image.

Suggestions:

• Text4baby should be more active on all fronts of social media and stay in touch with current social media trends. 
• Although the company has a donate button on their website, they should provide more ways for people to contribute, such as volunteer positions. They do have a "get involved" section, but they could show people other ways to donate.
• Desk sides could really benefit this company. They should visit news papers and news companies with new stories and promotions. It is also important to familiarize your company with the media. 
• Another way to get the media involved is to invite the media to Text4baby's head quarters. Text4baby could invite important media figures and companies, whether they are local or national, to show what Text4baby is really all about. Not only will this help Text4baby get to know the media, but it will also help the media get to know Text4baby.
• Sending out newsletters or media packages to local and national media agencies can keep the media up to date with the latest news, promotions, and stories.
• Case studies and surveys could help the company learn how to better their services and make positive adjustments.
• Although they already have a prominent celebrity advocating their company, it doesn't hurt to have other important social figures or celebrities endorsing Text4baby's company. 
• It is important to show that Text4baby is a community member. Whether it is hosting events, support groups, or charity fund raisers, Text4baby needs to become integrated into the community. This will show corporate social responsibility. 

News Articles:

http://opinionator.blogs.nytimes.com/2011/02/07/pregnant-mothers-are-getting-the-message/?_php=true&_type=blogs&_r=0

The article above is from the New York Times, written by David Bornstein. It discusses the many successes of Text4baby. It also goes in depth about current US trends, such as poverty rate, infant mortality rate, and birthrate. It also delves into Text4baby's message style and composition methods. Bornstein sheds light on how effective and beneficial the company is when it comes to helping young or new mothers.

http://content.time.com/time/magazine/article/0,9171,1983891,00.html

Written by Bonnie Rochman of Time Magazine, the article discusses the importance of prenatal health. It also mentions how there is a higher mortality rate in Latinos and African Americans and how this texting service has greatly benefited soon-to-be mothers.

http://www.biomedcentral.com/1471-2458/12/1031

The article above is a case study and evaluation from BMC Public Health. This in depth and lengthy article shows important data analysis gathered from case studies. The studies that were conducted evaluated how effective and helpful Text4baby's services are. It also displays research methods, data collection, evaluation and important analytical procedures.

6.RECOMMENDATION

★First Recommendation★

Our marketing team assumes that different target audience will pay attention on specific health-related issues more than other issues. 

How can we reach out to target audiences that consider about specific issues?

In order to answer this question, our team highly recommends that Text4baby should reach out with more different specialized pro-health communities and organization.

In the current time, Text4baby connects with different outreach partners such as state and local health departments, federal agencies, health plans, professional associations, corporate and retail partners, media partners.

Despite this huge state-private network, our team would like to promote a more personalized image of Text4baby, a free text service that give you information about specific problems that you really care about.

 We can develop this idea by using the variety of topics sent by Text4baby.

Text4baby messages cover a variety of topics critical to maternal and child health, including:
Labor and delivery、Nutrition、Breastfeeding
、Safe sleep
　Prenatal care、Infant care,   Oral health, Immunization, Mental health, Smoking cessation
, Developmental milestones, Exercise
, Family violence, Safety. 

We should design different marketing campaigns through different pro-health communities and organizations caring about specific topics that mentioned above. For example, we can promote that Text4by can provide information that help mothers deal with family violence by connecting with organizations that oppose family violence.

★Second Recommendation★

We should provoke strong emotion about MOTHERHOOD by associating an image of loving, understanding, caring, healthy, active modern woman with Text4baby.

In order to cause a behavior change, the expected behavior change needs to be consistent with target audiences` self images. Our marketing team considers that it is very important that our target audience can associate the registration to Text4 baby with their ideal self-image, of being a SUPER Caring Mother, who shows love and care to their babies by getting information about healthcare.

→ Our suggestions: Feature heart-moving online videos about STORIES OF MOTHERHOOD, and share them through social media. The stories of motherhood can be told by different voices: not only by super mom but also by super dad, by kids that have grown up, or even by baby.  This will grab attention of our target audiences and cause behavior changes.