A WIC Agency Drip Marketing Campaign Is Well Received and Improves Program Participation and Retention: A Quasi-Experimental Study.

Background: Little is known about text messaging's influence on child retention in the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC).

Objective: This study aimed to evaluate the influence of WICBuzz, a WIC agency drip marketing texting campaign, on retention and participation compared with a comparison WIC agency and to assess WIC participants' perceptions of the campaign's added value.

Design: A quasi-experimental design, with pre- and postimplementation measurement, was used to compare innovation and comparison groups' outcomes.