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.