The 8 P's

Product: “People must first feel that they have a genuine problem and that the product offered is a good solution to that solution to that problem,” (pg. 14). Text4Baby does a good job at this because they define the problem as mothers needing help with new babies and they provide a solution by offering a service to help them with tips until their baby turns one.

Price: “Get FREE text messages to help keep you & your baby healthy.” There is no monetary price for this service. In some cases with mothers, the price may be intangible where they need to give up time to see these text messages and it may take effort to find a break to see the text messages.

Place: Mothers can get these text messages anywhere and they will receive three messages a week until their baby turns one. The service is available anywhere with cell phone service.

Promotion: Text4Baby does many things to promote the service. There is signage in large cities, local pharmacies and Planned Parenthood locations. “The North Dakota Chapter of the March of Dimes has continued to lead statewide efforts and have successfully placed both Text4baby PSAs on local cable stations over 500 times per month.”

Publics: The target audience for the service is new or expecting mothers. There are many secondary external audiences including: fathers, family members, doctors, pharmacists, businesses involved with children, etc.

Partnership: Text4Baby has partnered with Rite Aid and has ads in their circular ads. This partnership brings a lot of attention to the service. All shoppers of Rite Aid will be exposed to the service, including mothers and family members of the mothers. This partnership causes an increase in awareness simply by having an ad. The website has a section on partnership where you can become a partner and develop an agreement.

Policy: Policy can become an aspect of the company if it were to give out biased information or create a charge for the service.  More partnerships will cause an increase for policy as well, due to agreements and financial aspects.

Purse Strings: The Kansas Early Childhood Advisory Council and Kansas Project LAUNCH awarded $40,000 in mini-grants. Text4Baby expanded due to a multi-million dollar multi-year commitment from Johnson & Johnson.