Table of Contents Creative Introduction / 1 The Super Nanny Certified eLearning Experience / 4 Marketing Literature Review / 7 Determine Audience / 7 Want vs. Need / 12 Emotional Selling Proposition / 14 Conclusion / 18 Super Nanny Certified Intro Webinar Script / 19 Brief Greeting and Introduction / 20 Set the Stage / 22 Establish Consumer’s Need / 26 Establish Ethos / 30 Program Motivations / 35 Course Description / 40 Incentive One / 50 Incentive Two / 54 Recap / 58 Works Cited / 62 Super Nanny Certified Intro Webinar Video Rawson 1 Creative Introduction I first conceived of Super Nanny Certified on a creative “power” cruise off the coast of Croatia. At the time, I had just left what I hope will be my last nanny position where I spent two years aiding in the healthy development of toddler twins. I walked onto the cruise ship with the aim of presenting myself as a creative writer, wanting to distance myself from childcare as I felt it did not truly represent me. While there are countless aspects of nannying that I love, after 12 years in the field, I felt that it was time for me to find new challenges and employment that fulfilled all my needs. The problem was, I had no idea where to start. I have gone through so many career changes, first as an actor, a writer, a producer, a pursuer of academics, and a nanny. While nannying has always been a constant in my life, I always viewed it as supplementary income when my creative endeavors failed to pay the bills. In a way, I resented that I had to be a nanny and always failed to give those childcare experiences the proper respect because it wasn’t what I felt was my true creative calling. I’d always felt like a drifter searching for a path and was struggling with the concept that I’d done nothing with my life. On the cruise, I met a man in his 60s named Larry who relayed to me that he has lived multiple lives. In his 20s he was a party boy with no care for the future. In his 30s he started to settle down and piece together his life. In his 40s and 50s he worked until he was bone tired and now, in his 60s, he gets to be the version of himself that enjoys all the benefits of his past experiences. This conversation sparked an idea in me that perhaps I wasn’t a drifter but just hadn’t yet found the glue that pieced together all the lives I’ve lived. The cruise is designed to discover, highlight, and build off of the best parts of the individual participants with the aim of bolstering their mental health and projecting them into their most successful selves. I found my “aha!” moment during a particular exercise called the Rawson 2 Sparkle Zone. In the exercise, the participants made a Venn diagram with three circles labeled purpose, play, and prowess, and all the items that fall in the inner circle are considered the Sparkle Zone. This inner circle highlights all the qualities in a job where one’s life purpose is met, that align with activities that they actually enjoy doing, and all the activities that they do well. What I discovered shocked me. During the reflective exercise, I discovered that the purpose I am most passionate about is encouraging healthy communication with children that aligns with their development. While earning my Master of Arts in English, I researched and wrote an essay entitled, “Leading by the Nose: Combating Baby Rhetoric with Parenting Rhetorical Practices.” During that research process, I learned about brain development and how it relates to the cognitive abilities of children, and how caregivers should tailor their parenting approaches to those abilities. I couldn’t help but lament my lack of knowledge during my initial nannying years and how the information would have prepared me and how I could have been a more effective caregiver if I’d better-understood kids. I felt impassioned to find a way to make a difference. When I pieced together my newfound purpose with what I love to do, writing and acting, with what I do well, website and video production, it became a no-brainer that I should design a visual eLearning experience for the next generation of nannies. I want to teach them all that I didn’t know so that from day one, they can raise their children in the healthiest environment supported by effective communication that meets their needs. I will forever be grateful for this experience as it helped me to realize that all of my past lives did, in fact, serve a purpose. All the childcare experiences that I once resented, have allowed me to solidify my path forward and truly make an impact on society. With Super Nanny Rawson 3 Certified, I now have a life goal and purpose. Ironically, and wonderfully, that purpose is to make life a little easier for children and nannies. Rawson 4 The Super Nanny Certified eLearning Experience As a twelve-year veteran nanny, I am still baffled that formal childcare training is not required before nannies are entrusted with the well-being of children. Young adults are accepted and treated as knowledgeable professionals capable of navigating the complexities of raising children when many have never provided this manner of care. This could have dire developmental consequences for the children and unforeseen stressors for childcare providers. Aside from my own experience, other nannies have expressed frustration at their limited lack of childcare knowledge when they first started their careers. In the book, Nanny Families: Practices of Care by Nannies, Au Pairs, Parents and Children in Sweden, authors Sara Eldén and Terese Anving interview numerous nannies from across the world about their initiation into the profession. Andrea, an American nanny, shared a stressful experience navigating a child tantrum, and when she asked her employer for advice, she was brushed aside. She was hesitant to push the issue as she, “feared she would appear to be a ‘bad nanny’” (70). She went on to state that, “…the job of nannying is a lot more difficult and demanding than she had expected, and that neither the parents nor the agency had prepared her for that” (70). I went through this exact same experience multiple times as did every other nanny the authors interviewed. I recognize the time is upon us to keep instances like this from reoccurring and my eLearning experience will aim to solve this stress and provide better care for the children. Additionally, there are limited training platforms that highlight all the potentially dangerous and unhealthy situations that can arise when someone is hired to work in an intimate home setting. For the well-being of the nanny, the parents, and most importantly, the children, I would like to change that. I plan on creating an eLearning series designed to train inexperienced nannies, encourage cohesive parenting plans implemented by both nannies and parents, and Rawson 5 provide insights to help new nannies navigate the professional hiring process in a manner that benefits all parties. The Super Nanny eLearning experience will be designed to pull back the curtain of the nanny profession and teach potential nannies all they will need to know to establish their caregiver credibility with the aim of securing high-end nanny positions and providing a healthy growth experience for the children. I have broken down all that I have learned through my personal nannying experiences, all the imparted wisdom my nanny peers have shared, and advice from agents, parents, and childhood specialists to instill in new nannies a confidence to navigate interviews, in-home power dynamics, and to trust their instincts when it comes to implementing childcare strategies. I will provide modules that convey information through videos, presentations, quizzes, and certifications that relate to newborns, toddlers, preschoolers, middle childhood, young teens, and teenagers. In each age-specific module, potential nannies will find information that facilitates best parenting practices concerning that age group’s mental and physical development milestones and needs, nutritional information, cognitive abilities and subsequent communication techniques, age-appropriate obligations and rewards that encourage responsibility, and healthy strategies to combat poor behavior. The overall content of these modules may evolve as my research progresses and my business grows, but these are the fundamentals that I feel will provide the new nannies the start they need to secure a job and find success in their jobs on day one. In addition, I would like to train potential nannies how to establish professional friendships with their employers based on healthy communication, boundaries, and respect. This knowledge will help them create parenting plans that provide consistency for the children, help Rawson 6 them establish and maintain a healthy physical and mental work environment that aligns with their personal needs, and ensure compensation that reflects their professional performance and growth. Lastly, I want to provide potential nannies with insights and guidance designed to navigate the nanny hiring process. Knowing how to raise children will not serve those children if the nanny is incapable of displaying their caregiver credibility or selling themselves in a manner that sparks the interest of parents or agents. To do so, I will offer them advice relating to resume formatting, taking a successful headshot, structuring a nanny contract that serves them, and suggesting healthcare certifications that will boost their chances and give them a leg up on the competition. Additionally, I will offer them a one-time, one-on-one session to help them mentally prepare for an upcoming interview. I am incredibly passionate about meeting children at their level. Kids deserve competent leaders to guide them with patience, knowledge, and respect. They deserve an ally that knows how to serve their needs. If potential nannies complete my course, they are the ones I want to watch over our future generations, because then we can all rest easy knowing that they are in good hands. I believe in my product and I am excited to forge ahead. Rawson 7 Marketing Literature Review For my thesis project, I will be presenting the initial webinar video designed to lure potential nannies to my Super Nanny Certified eLearning experience. To gain an audience for my eLearning modules, I need to encourage consumers to have faith that my guidance will enable their success on this career path. Fundamentally, the art of marketing and the ensuing copy materials are designed to persuade a consumer that they have an unfulfilled need and that the product will fill that void. An understanding of the targeted consumer, or audience, is paramount to learning their needs and therefore which persuasion strategies will be most successful. A consideration of the target audience’s demographics and ensuing generational personality can then be used to choose the proper physiological marketing strategies to address their wants and needs. This essay will highlight my methodology for understanding my consumer and how that information influenced my webinar script. Determine Audience To begin, it was prudent to investigate the motivations for seeking a nanny position to determine an overall webinar theme. Personally, I entered the nanny scene at the age of twenty-four because I was looking for any way to pay the bills and even though I felt no particular draw to child care, it seemed easy. I feel confident that I have an empathetic understanding of those seeking employment in the nanny field, but my connection to my audience had to go deeper than that of a comrade and take on the mindset of a wellness facilitator. The people engaging with my webinar will do so because they are seeking employment, or want to level up their skills as a caregiver. Those seeking employment are doing so because they are passionate about a career designed around children or they would like to Rawson 8 eventually move onto another career and need immediate employment in the interval. These three motivations all require the same solution; the establishment of caregiver credibility that will showcase their hiring potential as a professional who can facilitate the healthy development of children. My webinar consciously focuses on this aspect. Looking beyond motivations, an entirely new generation is on the employment scene and while I can claim to be knowledgeable about a shared experience, the same persuasive tactics that would work on Millennial Me may not work on other generations. I decided to focus my research on key components within psychographic segmentation where consumers’ purchasing behaviors are broken down based on various personality aspects such as beliefs, values, and priorities. In their article, “Personality or Value: A Comparative Study of Psychographic Segmentation Based on an Online Review Enhanced Recommender System,” Dr. Hui Lui, et al., states that, “Studies have demonstrated that psychological variables, such as value and personality, are the main theories and tools for user psychographic segmentation, which is an important determinant of user purchase behaviors and preferences. In particular, personality traits, one of the psychographic segmentation components, has been the main consumer psychological and marketing characteristic used in e-commerce” (2). Based on this assessment and commonly accepted practice within the marketing community, I focused on the consumers’ personality traits and values. Before I could do so, I determined my audience by researching the demographics of the modern nanny. This helped me to specify who is already employed so I could therefore rule out those most likely to not need my services and focus on persuasive tactics geared towards those currently seeking employment. The online job recruiting website, Zippia listed U.S. nanny statistics based on estimates verified against the Bureau of Labor Statistics, the United States Rawson 9 Census, and current job openings data from 2022. According to their website, of the over 217, 213 nannies currently employed in the U.S., 93.1% of nannies are women. The average age of an employed nanny is 38 years old, where those between ages of 30 and 40 years old make up 19 percent of the market, those between 20 and 30 years old make up 32 percent of the market, and those who are 40+ years old make up 44 percent. The predominant ethnicity of nannies is White (64.4%) followed by Hispanic or Latino (16.9%). When it comes to education, 22 percent of nannies have a high school diploma, 50 percent have a bachelor’s degree, and 7 percent have sought higher education. The article finishes with a note that nannies are most in demand in highly urban areas (Zippia). Based on this information, I clarified that the most likely candidates for my target audience are Caucasian, Hispanic, or Latino women in their early 20s with some higher education who live in or want to live in big cities. According to custom market researchers, Beresford Research Company, millennials are currently between the ages of 27 and 42 years old and those in Generation Z are currently between the ages of 11 and 26. Based on this knowledge, I primarily focused my efforts on Generation Z, as older generations are already in the top bracket of those employed as a nanny. In their article entitled, “Marketing to the Generations,” Kaylene C. Williams and Robert A. Page are sure to note that, “Each generation has unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviors” (1). In a 2023 article for Insider Intelligence, an eMarketer website, in his article, “Generation Z News: Latest Characteristics and Facts,” author Andrew Meola states that, “Gen Z will soon become the largest cohort of consumers (as they represent roughly 27 percent of the U.S. population) […] with some of the oldest finishing college by 2020 and entering the workforce.” When I considered that the generation is finishing their degrees and in need of an immediate employment Rawson 10 plan, this information conveyed that Gen Z will be open to my particular career suggestion and training. There is a plethora of working knowledge in regard to the social makeup of this second-youngest generation. Dr. Ljupka Naumovska is a professor, consultant, and activist whose academic and professional career focus on marketing communication. In her article, “Marketing Communications Strategies for Generation Y- Millennials,” Naumovska emphasizes that while definitive consumer strategies are still evolving for this young group, these insights can be attributed to Generation Z: They have witnessed economic recession, global crisis, and parallel negative trends that lead to their loss of childhood. However, Generation Z individuals are self-controlled, aware and accountable. They are comfortable with high-tech and multimedia devices and never lived without the Internet. They are ready to be on a mission and are fond of fantasy. (125) When relating this information to my product, I knew that the use of an eLearning platform will be used comfortably by the first generation to live wholly in the digital age. In terms of my webinar, I grasped the need for quick and concise delivery methods and so set the goal of keeping the video under 25 minutes to ensure their attention retention. My audience analysis progressed with an article entitled, “True Gen’: Generation Z and its Implications for Companies,” by Tracy Francis and Fernanda Hoefel, both partners at the McKinsey and Company Marketing Firm. Their research states that Gen Zers are: ...a hypercognitive generation very comfortable with collecting and cross-referencing many sources of information. […] with vast amounts of information at their disposal, [they] are more pragmatic and analytical about their decisions than members of previous Rawson 11 generations. Sixty-five percent of the Gen Zers in our survey said that they particularly value knowing what is going on around them and being in control. (2) With this, I determined that my information and delivery methods had to be honest, with a clear intention of purpose and definable measurable claims, as this generation is unlikely to take me at my word without viable proof. Compounding this information with a need to quickly get to the webinar’s point, I immediately established my ethos by describing myself as, “... a veteran nanny,” (Rawson 00:54-00:55), stated that the information was for those seeking employment or those who want to level up their skills (Rawson 9:13-9:56) and defined my goals with, “I am here to teach you all you need to know about nannying and to get you hired into an amazing home that fits your personality” (Rawson 00:07-00:13). Francis and Fernanda go on to state that in all of their research, the four core behaviors of the generation were all anchored in their search for truth (2). Generation Z’s desire for blatant honesty and truth was the primary determining factor of my script construction and I was sure to relay that I created the experience because without proper training children can suffer (Rawson 12:07-12:11), nannies could experience an unhealthy environment (Rawson 15:36-16:01), and they could potentially miss out on great opportunities due to a lack of confidence (Rawson 17:45-17:50). I repeatedly state how they will overcome these obstacles by providing a play-by-play of how I will help them with descriptions of the child development modules (Rawson 04:06--04:26), healthy communication strategies for employers (Rawson 04:26-04:33) and provide the tools to overcome the hiring process (Rawson 18:33-18:58). Lastly, when Francis and Fernanda state that Gen Zers, “... believe profoundly in the efficacy of dialogue to solve conflicts and improve the world” (Francis 2), I knew I would find success with Generation Z as this concept is the primary driving force behind every single module in my program. I confidently share this concept multiple times within the webinar with Rawson 12 examples of how healthy communication tactics will help them align with the children, navigate power structures with their employers, and advocate for themselves within the hiring process. With speed, honesty, and healthy social progression guiding my script construction, I confidently geared my delivery methods towards Generation Z as we share the same fundamental goals. However, while these potential nannies might share my passion for healthy communication, my research advised that they might shirk the cost of a course and choose to learn with hands-on experience. It was therefore vital to my marketability to align my strategies to their individual desires and needs by highlighting how they could go wrong and fail to meet those desires and needs through an emotional strategy designed to provide a solution to the stakes. Want vs. Need As previously discussed, marketing professionals create commercial messages designed to sell a product, however, how they sell that product completely relies on their audience. According to advertising guru Edd Applegate in his book Strategic Copywriting: How to Create Effective Advertising, the success of body copy relies heavily on the marketer’s ability to, “…appeal to the consumers’ needs and emotional desires” (62). Before I could work on the emotional aspect of the copy and the ensuing strategies to sway them, it was prudent to examine the potential needs of the consumer. However, with the evolution of language, the term need has taken on two facets. In our modern language, the term need is used interchangeably between our desires and our essential survival bodily obligations. As a majority of society has evolved away from the daily physical struggles for survival in the modernized world, we have unconsciously raised the stakes and used our vernacular to express those struggles. Instead of, “I need to gather enough berries for my children to withstand the winter,” we now dramatically throw our heads Rawson 13 back and scream, “I will literally die if I don’t down a mocha latte!” Of course, we don’t need that mocha latte, we desire that mocha latte. Understanding the difference between need and desire was essential to my process of determining how to write effective copywriting and marketing techniques. It helped me to effectively use the term "need" in order to emphasize why my particular product or service is important for human survival or use the term “desire” as a way to highlight how my item could enhance lives, make them more enjoyable, and help potential nannies achieve their goals. When I considered young adults who are contemplating a nanny career, I decided that I would focus on their need for employment and a salary. I then determined that to gain employment, they need to build their professional credibility as it will ensure a faster hire rate and establish themselves as a viable option amongst their competition. According to Francis, et al.: Many Gen Zers are keenly aware of the need to save for the future and see job stability as more important than a high salary. They already show a high preference for regular employment rather than freelance or part-time work [...] According to the survey, 42 percent of Gen Zers from 17 to 23 years old are already gainfully employed in either fullor part-time jobs or as freelance workers—a high percentage for people so young. (Francis 6) In other words, Gen Zers are driven individuals with nearly half of their population employed. This leaves over half to be swayed toward a professional that assures them that this eLearning will help them develop the ethos and skills of an in-demand professional nanny, give them a leg-up in the job-seeking market, and provide them the tools needed to maintain their employment and thus meet their “need.” Rawson 14 Noting this “need” for steady employment and a continuous paycheck, I then turned to Gen Zer’s “desire” to accomplish this without taking on a lot of debt in a traditional four-year college structure. In an article for CNBC, staff writer Elizabeth Chuck interviewed veteran nannies and parents seeking nannies. The current state of affairs is that parents are unfortunately looking at nannies with higher education and, “For some parents, the ultimate nanny candidate has multiple degrees, including master’s degrees […] as well as nannying experience” (Chuck). In other words, parents are no longer satisfied with a typical run-of-the-mill babysitter and are primarily seeking trained professionals to raise their children. However, Gen Zers are stepping away from traditional education for economic reasons. The Educational Credit Management Corporation (ECMC) cited a 2022 article entitled, “Why Gen Z cares less about getting a 4-year college degree,” where it was stated that, “It's not that they're ideologically against four-year degrees. Rather, much of Gen Z understands our flawed system with staggeringly high prices for higher education and is looking for ways to earn an income and advance their careers without burdensome debt” (Stancampiano). By repeating phrases like, “I can teach you how to sell yourself with confidence in those job and agency interviews while also providing you with the education you need at a fraction of the time and cost of an ineffective college degree” (Rawson 19:05-19:14), my webinar script promoted the idea that not only can I find the individual a job, which targeted their “need,” I also highlighted how I would do so by saving them money, which targeted their “desire.” Emotional Selling Proposition Getting any consumer to actually buy the product is a challenge. They may feel a pull or even a want to purchase, but marketers must employ additional techniques beyond simply highlighting the charms of the service or product, such as the Emotional Selling Proposition Rawson 15 which is, “… an advertising message strategy that attempts to change consumers’ attitudes toward products or services by manipulating their feelings” (Applegate 32). According to various articles on the topic of marketing strategies, selling emotion in addition to logic is the best choice. According to neuroscientist Antonion Damiso, in his proposed Somatic Marker Theory: “…the limbic system [the part of the brain involved in our behavioral and emotional responses] plays a key role in guiding and driving behavior, especially decision-making. Somatic Markers are bodily states such as anxiety, marked by increased heart rate, sweating, and fearful feelings, and associated with stress hormones like cortisol; or joy, caused by the release of hormones such as serotonin. We rely on these Somatic Markers to help us decide which of two competing options will benefit us the most” (Maslen 4). In other words, consumers rely on an emotional reaction when contemplating a purchase, however copywriting expert, Andy Maslen, author of the book, Copywriting: Using Psychology to Influence, Engage and Sell, asserts that information and facts are equally important because consumers use the facts to rationalize the decisions that their emotions push us to make. In other words information, “…doesn’t drive decision-making, it reinforces it” (Maslen 5). His book stresses the engagement of his reader’s emotions so that they will first listen to your message and then believe in your message (Maslen 7), and then explain with facts how you can offer a solution both of which is the crux of successful selling. American advertising executive, Jack Trout strongly believes that, “If an advertisement presents emotion and leaves out a reason to buy, all that emotion is a waste of money” (Applegate 33). Therefore, it is crucial to play on the emotional implications that are at stake if the needs and desires of the Gen Zer’s are not met. By presenting the problem and the solution geared towards their need for a job and their desire to Rawson 16 save money, I created an emotional sense of urgency that targeted their need and offered a logical solution designed to rationalize their decision that they should purchase my product. While Gen Zers are stepping away from the desire to go into debt in seeking a job, potential employers are demanding that debt in their likely candidates. While they are struggling with this inner debate, other educated individuals are flooding the nanny market. In her article for CNBC, Chuck interviewed a woman named Barletta, an American University Business School graduate who sought nanny employment when presented with a lack of jobs in her own area of study. Like countless others, she was welcomed with open arms into a family who would use her knowledge when related to, “… the total education of their child” (CNBC). Within stories like this, those who desire to save on the cost and time that education takes can be swayed to feel like the situation is hopeless and that their need for nanny employment will never be met without giving up their desire to save money. Once they are in the throes of despair, after their emotional state is manipulated to believe all hope is lost, I can then introduce the solution to all their problems by highlighting personal and other stories that focus on different perspectives which allows hope to flourish. In the same article, Barletta discusses how many of those women who broke into the industry thought they had what it takes and states, “’I have a degree in business.’ Anybody can take care of kids. They found out really quickly that wasn’t the case…” (Chuck). In her article “College Grads Flocking to Nannying. Is that Good?” Katy Waldman, a staff writer for Slate, responds to Chuck and questions whether or not college graduates actually have what it takes to be a nanny. She quotes Amy Hunter, an assistant professor at Georgetown University’s Center for Human Development who describes the actual qualifications for a nanny with, “The best ones understand what to expect of children at different ages. They know how to deal with two-year-olds that bite. They are prepared for all kinds of challenging behavior.’” In the same Rawson 17 article, Waldman interviews Cliff Greenhouse, president of New York City’s Pavilion Agency for personal service placement who states that Fine Arts diplomas are especially in-demand, because of the “level of creativity” they bring to interactions with children (Slate). I have a fine arts degree, almost two of them, and neither of them offered any information as to how to keep children safe and how to navigate various mental development stages, a qualification that has a much higher value than teaching a child how to paper-mache. I found these quotes and concepts to be personally impactful because I too shared the sentiment that, “anyone can do it” when I first started nannying and immediately panicked when I realized this was not the case. I knew that I had to play on this concept to first scare the potential consumers that educated people were snaking the positions, striking the concept that anyone can raise children, relay my personal experience as it related to this falsehood, and then offer a cheap solution that both solved for their concerns regarding debt and missing out on opportunities. Within my bio I subtly let them know that I have a degree (Rawson 05:17-05:19) but that I was still woefully unprepared to be a nanny. I become extremely vulnerable when I admit that my lack of training and ensuing nanny failures were, “... incredibly stressful and disheartening. It was a trial by fire and I cannot confidently state the children didn’t somewhat suffer due to my ignorance and frustration. It was my responsibility to educate myself as to their needs, and often, I let them down” (Rawson 05:49-6:06). With this section, I bare my soul in a way that not only points to a hard situation that I experienced but also highlights the problematic situations potential consumers may also face which creates a need. By stating that it was my responsibility to train myself and that my lack of training led to this problem/need, they will understand that solving the problem is within their grasp. They’ll turn to my training that will give them a leg up against those whose college degree will be, “ineffective,” (Rawson 19:13) when compared to the Super Nanny Certified Rawson 18 eLearning experiences that will cause employers to, “snatch them up” (Rawson 09:28-09:30). By focusing on this mindset and others, I will hopefully sway my future consumers to recognize that I can teach the tools needed for success. This ties in with targeting the emotions and then resolving with facts for, “…if they are considering doing it, then I strongly believe that we must get them to feel it’s a good idea, not just think it is” (Maslen 7). With examples like this, I present the problem and also the solution with my promise to train them as to what to expect and then handle the situation. With this technique, I can empower these would-be-nannies to follow both their desire and their needs and feel confident in both all while maintaining the need for the truth and self-actualization that their generation values. Conclusion In the words of George Lois, the chairman and creative director of the George Lois Advertising Agency, the “big idea” is what sells the product. “Lois believes that advertising personnel must be able to express the big idea in a sentence. If it requires more than a sentence, then it is not a big idea” (Applegate 33). Based on my research, that big idea was wholly dependent on knowing my audience, zoning in on their needs and desires, using that information to construct an emotionally charged marketing strategy, and following through with an appropriate sentence that incorporates all of this information. My big idea is simple and I state it boldly in my webinar script with, “If you complete my course, you are the people who I want to be watching over our future generations because then we can all be confident that they are in good hands” (Rawson 18:08-18:17). Rawson 19. SUPER NANNY CERTIFIED INTRO WEBINAR Written by Miranda Rawson MENG 6940 SPRING 2023 Eden, UT 850.228.5156 Rawson 20. BRIEF GREETING AND INTRODUCTION TITLE SCENE IMAGE: SUPER NANNY CERTIFIED LOGO AND TITLE MIRANDA (V.O.) Hello and congratulations on taking the first step towards being a Super Nanny! SCENE TWO FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA My name is Miranda and I am here to teach you all you need to know about nannying and to get you hired into an amazing home that fits your personality. SCENE THREE IMAGE: CAREGIVER WITH CHILD; SECOND CAREGIVER AND CHILD FOOTAGE: A FAMILY MIRANDA (V.O.) You are here today because you are passionate about child empowerment. You encourage professional friendships with the parents and are able to work as a team to raise their children. You are eager to align with the kids and work your way through childhood hardships as allies instead of adversaries. Rawson 21. SCENE FOUR FOOTAGE: KIDS PLAYING; SLEEPING CHILD; FATHER WITH CHILD; FATHER WITH CHILD; CAREGIVER WITH CHILD MIRANDA (V.O.) Navigating the ins and outs of a career in caregiving can be daunting. You’ll have the opportunity to work with kids from newborns to teens; each with their own minefield of unique complexities. You will meet numerous parents, each with their own take on how to properly raise children. You’ll have to adapt to each new variant with ease and confidence and so the more information you have at your disposal, the more valuable you’ll become to potential employers. SCENE FIVE FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA As a veteran nanny, I am here to highlight all of the hidden intricacies and to break them down for you so you can become confident and capable. I created this training for you if you want to professionally establish yourself as an educated and capable child ... SCENE SIX FOOTAGE: SUCCESSFUL NANNY INTERVIEW MIRANDA (V.O.) ...who is ready to be hired tomorrow. END ACT I Rawson 22. SET THE STAGE SCENE SEVEN FOOTAGE: BABY PLAYING WITH FINGERS MIRANDA (V.O.) Many will tell you that being a nanny is an incredibly fulfilling career. Not only do you establish personally impactful relationships with your young charges... SCENE EIGHT IMAGES: CAREGIVER WITH CHILD; GLOBE; FOOD; OPPORTUNITY GROWTH CHART MIRANDA (V.O.) ... but there are loads of opportunities for exquisite life experiences that other professions lack. SCENE NINE SUPER: GET OUTSIDE FOOTAGE: CAREGIVER OUTSIDE WITH CHILD MIRANDA (V.O.) You’ll enjoy ample opportunities to take your kids outside and move your body, free from the chains of a desk. SCENE 10 IMAGE: CAREGIVER FLYING A KITE WITH CHILD MIRANDA (V.O.) You’ll practice parenting skills that you can apply to your own family. Rawson 23. SCENE 11 SUPER: THE ERECTHEION, GREECE; MAUI, HAWAII; NAXOS, GREECE IMAGE: CANDIDS OF GREECE AND HAWAII MIRANDA (V.O.) My favorite perk was that I was paid, often overtime, to travel with my families all over the world! SCENE 12 FOOTAGE: PLANE FLYING AROUND THE WORLD MIRANDA (V.O.) One of my peers was employed by a top vocal performing artist and visited over twenty countries in just one year! SCENE 13 SUPER: JUST TOOK THE KIDS SCUBA DIVING, NBD... IMAGE: MIRANDA SCUBA DIVING WITH CHILDREN MIRANDA (V.O.) This could be you! SCENE 14 SUPER: APPLY NOW! IMAGE: CELEBRATING NANNY MIRANDA (V.O.) Right now is a great time to apply for nanny positions. Rawson 24. SCENE 15 SUPER: FEBRUARY 2023; $62,000; SOURCE: ZIPRECRUITER FOOTAGE: COUNTING MONEY MIRANDA (V.O.) As of February of 2023, the average annual pay for a high-end nanny in the United States is $62,000 a year. SCENE 16 FOOTAGE: WOMAN DANCING WITH MONEY MIRANDA (V.O.) Just five years into my career, I made significantly more than that and one of my peers was making well into the six figures. SCENE 17 SUPER: 2% JOB GROWTH; 2028; SOURCE: ZIPPIA FOOTAGE: BAR GRAPH. MIRANDA (V.O.) Nanny salaries have increased twenty percent for in-home help in the last five years and projected job growth is two percent by 2028. SCENE 18 SUPER: +109,000 JOBS AVAILABLE; SOURCE: ZIPPIA Rawson 25. IMAGE: CAREGIVER HELPING CHILD WITH HOMEWORK MIRANDA (V.O.) That stat doesn’t take into account the massive influx of help needed due to the children that never returned to school after Covid subsided. Currently, there are over 100,000 active in-home nanny job openings in the U.S. So if you’re ready to jump in, you’ll find steady employment that brings you peace. SCENE 19 SUPER: THEY NEED YOU; POWERFUL; LET’S GET YOU HIRED IMAGE: CONFIDENT WOMAN IN INTERVIEW MIRANDA (V.O.) The simple fact is, hard working parents need nannies. That need is powerful knowledge to have at your disposal when evaluating your worth. The world is your oyster and I would love to teach you how to first recognize and then pursue high paying positions. END ACT II Rawson 26. ESTABLISH CONSUMER’S NEED SCENE 20 IMAGE: CAREGIVER WITH CHILD; CRYING BABY; CONFUSED ADULT; QUESTION MARKS MIRANDA (V.O.) Now, I have to be honest with you. Not all aspects of being a nanny are flowers and sunshine and cuddles. Raising children is challenging, especially when they’re not your own. SCENE 21 SUPER: “IT’S JUST LIKE BABYSITTING.”; “NO BIG DEAL.”; EFFECTIVE; INEFFECTIVE IMAGES: CHILD THROWING TANTRUM MIRANDA (V.O.) When I first started out, everyone told me that child care was intuitive and a breeze, but the reality is that the stakes are high and there are a lot of responsibilities on your shoulders. The results between being an effective caregiver or an ineffective caregiver could determine if the kids in your care turn out to be fully functioning adults or a strain on themselves and society. SCENE 22 SUPER: HEALTHY PHYSICAL AND MENTAL GROWTH; PARENTS’ LIFESTYLE STANDARDS; STOP SIGN Rawson 27. FOOTAGE: FRUSTRATED ADULT MIRANDA (V.O.) Not only do you have to facilitate healthy physical and mental growth, but you have to do so while aligning to the parents’ lifestyle standards that can often combat your own natural responses. Walking the tightrope between the kids' needs, your instincts, and the parent’s desires is something you’ll stumble across every day. SCENE 23 FOOTAGE: CHILDREN PLAYING MIRANDA (V.O.) Knowing how to navigate all of the nannying intricacies does not come naturally to most people... SCENE 24 FOOTAGE: FAMILY WALKING INTO SUNSET MIRANDA (V.O.) ...because it’s so uniquely personal to each family. SCENE 25 SUPER: SUPER NANNY CERTIFICATION?; A LIFE OF CONFUSION AND DREAD IMAGE: NANNY WEIGHING OPTIONS MIRANDA (V.O.) It can take a long learning curve to develop. Rawson 28. SCENE 26 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA (V.O.) I have good news for you on that point. You no longer have to go into this profession blind as my peers and I have already done all the hard work for you. If it has to do with kids, trust me, we’ve seen it and through trial and error, we’ve solved for it. SCENE 27 SUPER: 1930S CAGED BABIES; 1950S CRYING IS EXERCISE; 60S-80S LATCH KEY KIDS; 1990S HELICOPTER PARENTING; TECHNOLOGY BABIES IMAGES: EVOLVING HUMANS MIRANDA (V.O.) I have learned and evolved from our past mistakes and have studied the best parenting practices... SCENE 28 IMAGE: SUPER NANNY CERTIFIED AGE MODULES MIRANDA (V.O.) ... designed to cope with the various developmental stages of childhood; from newborn to teen. SCENE 29 SUPER: SUPER NANNY; GUIDE EFFECTIVELY MIRANDA (V.O.) So that no matter which age group you get hired to guide, you will have the knowledge at your disposal to guide effectively. Rawson 29. SCENE 30 IMAGE: TEAMWORK ON CHALKBOARD MIRANDA (V.O.) I have learned how to construct and align parenting plans with my employers to ensure consistency and respect for all parties. SCENE 31 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA Nannies are not robots and if you are helping to raise their children, you should be allowed to help raise their children in a way that comes natural to you and respectful to them. SCENE 32 IMAGE: SUPER NANNY CERTIFIED LOGO AND TITLE MIRANDA (V.O.) Constructing parenting plans is just one of the helpful tools that you will find within these eLearning courses. END ACT III Rawson 30. ESTABLISH ETHOS SCENE 33 SUPER: JUST GOT HIRED?; OR BOGO SALE AT PAYLESS? FOOTAGE: WOMAN CELEBRATING MIRANDA (V.O.) Hopefully by now, you are feeling the pangs of excitement and are starting to envision yourself happily settled amongst a loving family that respects your boundaries and snuggling with children who grow to adore you. SCENE 34 SUPER: CREATED BY: MIRANDA RAWSON; ??? IMAGE: SUPER NANNY CERTIFIED LOGO AND TITLE MIRANDA (V.O.) And hopefully some of the points I've already made have been insightful for you, but beyond that, you might not feel you know enough about me to trust my advice. SCENE 35 SUPER: FAKE GUN; REAL TALENT; TANTRUMS; WHAT CAN’T BABIES EAT??; IF TOMMY AND BILLY HAVE TWO PRACTICES AT THE SAME TIME IN TWO DFFERENT COUNTRIES...; ...WHAT DID YOU STICK IN YOUR NOSE?; IMAGES: CANDID OF GRADUATION; CANDIDS OF ACTING; APPLE Rawson 31. FOOTAGE: MIRANDA ADDRESSING AUDIENCE; PLAYGROUND MIRANDA Why am I qualified to teach you about childcare and job security within the nanny field? Well, in 2011, fresh out of college, I needed to make some quick cash and decided that nannying would be a great day job while I pursued my dream of becoming an actress. I figured, how hard can it be, right? I’ve babysat before, they’re just kids. I’ll feed them snacks and take them to the park. I was very wrong. It was an eye opening experience filled with tantrums that I didn’t know how to handle, child nutrition variables I’d never considered, over-packed schedules that children did not want to adhere to, and any and all things that can and will go wrong with children. SCENE 36 IMAGE: MIRANDA DEFEATED ON THE FLOOR MIRANDA (V.O.) It was incredibly stressful and disheartening. SCENE 37 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA It was a trial by fire and I cannot confidently state the children didn’t somewhat suffer due to my ignorance and frustration. It was my responsibility to educate myself as to their needs, and often, I let them down. It took me years before I felt like I could confidently handle most of their developmental phases and ensuing questions. Rawson 32. SCENE 38 FOOTAGE: CHILD LEARNING WITH CAREGIVER MIRANDA (V.O.) I fell in love with children once I understood their needs and knew how to serve those needs. I found such wonder and joy in the concept that they discover aspects of life because I am the one who taught them. SCENE 39 FOOTAGE: MIRANDA ADDRESSING CAMERA MIRANDA Over the course of 12 years, I have provided professional childcare to well over 30 children in families ranging from A-list celebrities to other hard-working parents who valued their children's nurture and education. SCENE 40 IMAGES: MIRANDA WITH YOUNG BOY; MIRANDA WITH BABY MIRANDA WITH TEEN; FACE CONCEALING EMOJI MIRANDA (V.O.) I was specifically the full-time nanny to eight children ranging from the ages of 1-16 who needed a full-time advocate to ensure their well-being. SCENE 41 IMAGES: DIAPER, POTTY; GHOST; CRYING; LIPS; BUILDING BLOCKS; ACNE; DEPRESSION; ALCOHOL; CELEBRATING ADULT Rawson 33. FOOTAGE: MIRANDA ADDRESSING THE CAMERA MIRANDA I have changed diapers, potty trained, engaged with developing communication and motor skills, handled nightmares, navigated the complexities of evolving emotional abilities, first kisses and broken hearts, puberty, dangerous mental health issues, combatted the introduction of sex and drugs, and finally prepared them with the life skills needed to be successful adults. SCENE 42 IMAGE: OVERWHELMED ADULT MIRANDA (V.O.) You can feel paralyzed by the fear that you will scar the child forever, that you’ll lose your job over giving ill-prepared advice, or finally, a disappointment in yourself that no training ever prepared you for these heavy hitting moments. SCENE 43 FOOTAGE: FRIEND EXTENDING HAND MIRANDA (V.O.) I owe a lot of my successful career to my reliance on my nanny peers who also learned through trial by fire. SCENE 44 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA Let me be your peer that helps you through. (MORE) Rawson 34. MIRANDA (CONT'D) Not only do I have my various personal and professional experiences with children of all ages, I have also worked alongside numerous child psychologists, behavioral therapists, and parenting experts that have provided me with the tools to do my job well. I would love to pass this hard-won information on to you. Both for your sake and for the kids. END ACT IV Rawson 35. PROGRAM MOTIVATIONS SCENE 45 SUPER: SUPER NANNY CERTIFIED; CAREGIVER CREDIBILITY; HIGH-END NANNY POSITIONS; HEALTHY CHILDREN FOOTAGE: OPENING STAGE CURTAIN MIRANDA (V.O.) The Super Nanny eLearning experience was designed to pull back the curtain of the nanny profession and teach you all you will need to know to establish your caregiver credibility, secure those high-end nanny positions, and, most importantly, teach you how to provide a healthy growth experience for the children in your care. SCENE 46 FOOTAGE: NUMEROUS SMILING YOUNG ADULTS; SMILING WOMAN MIRANDA (V.O.) This information has helped numerous nannies establish a professional working knowledge that enabled them to find and maintain lucrative employment and get paired with a family where they are respected. SCENE 47 IMAGE: STACKED SNC AGE MODULES MIRANDA (V.O.) The various caregiver insights of this course have proven to work, though they have never before been collected, connected, and consolidated in this way. Rawson 36. SCENE 48 IMAGE: SNC AGE MODULES: INFANTS (0-1 YEAR); TODDLERS (1-2 YEARS); TODDLERS (2-3 YEARS); PRESCHOOLERS (3-5 YEARS); MIDDLE CHILDHOOD (6-8 YEARS); MIDDLE CHILDHOOD (9-11 YEARS); YOUNG TEENS (12-14 YEARS); TEENAGERS (15-17 YEARS) MIRANDA (V.O.) I have organized information that relates to these specific developmental age groups: newborns, toddlers, preschoolers, middle childhood, young teens, and teenagers. SCENE 49 FOOTAGE: STUDENT SCROLLING THROUGH THE SNC INFANT OVERVIEW MIRANDA (V.O.) In each age-specific module, you will find information that facilitates best parenting practices concerning that age group’s mental and physical development milestones and needs, cognitive abilities and subsequent communication techniques, healthy strategies to combat poor behavior, and much much more... SCENE 50 FOOTAGE: STUDENT WORKING ON COMPUTER MIRANDA (V.O.) ... to ensure the best possible growth experience for the children in your care. Rawson 37. SCENE 51 FOOTAGE: A SUCCESSFUL NANNY INTERVIEW MIRANDA (V.O.) This information will help you gain the knowledge and caregiver techniques required to professionally sell yourself to potential clients and agents. If you walk into that interview... SCENE 52 IMAGE FOOTAGE: CAREGIVER WITH CHILD MIRANDA (V.O.) ... and can explicitly state that you can speak to the best parenting practices concerning the age... SCENE 53 FOOTAGE: HANDSHAKE MIRANDA (V.O.) ... of that potential employer’s kid, they’ll snatch you up. SCENE 54 IMAGE: TRAINING AND DEVELOPMENT GROWTH ON WHITEBOARD MIRANDA (V.O.) With this course, you will feel confident to apply for nanny positions within a week... Rawson 38. SCENE 55 FOOTAGE: ADULT DANCING WITH MONEY MIRANDA (V.O.) ...and sell your new skills to secure a job that will help you meet your financial goals. SCENE 56 IMAGE: CONFIDENT CAREGIVER AND CHILD MIRANDA (V.O.) The Super Nanny eLearning course is also for you if you are currently employed and are looking to level up your skills. SCENE 57 IMAGE: STRUGGLING CAREGIVER AND CHILD MIRANDA (V.O.) Or if you are experiencing worrisome work dynamics such as an ineffective authority that could be stemming from a lack of developmental knowledge regarding the child in your care. SCENE 58 FOOTAGE: POUTING CHILD WITH PARENTS MIRANDA (V.O.) The biggest frustration in any nanny career is simply not knowing why the kids are acting a certain way and then not knowing how to help them. Rawson 39. SCENE 59 FOOTAGE: CHILD PLAYFULLY SCREAMING AT CAMERA MIRANDA (V.O.) With this eLearning experience, you will learn all that you need to gear your training towards specific age groups. SCENE 60 IMAGE: SPC MODULES ON A COMPUTER SCREEN MIRANDA (V.O.) My course is quick, painless, to the point, and a fraction of the cost of an ineffective college degree. SCENE 61 FOOTAGE: STUDENT WORKING ON THE COMPUTER MIRANDA (V.O.) So let’s get you firmly set on the road to being the best childcare provider you can be. END ACT V Rawson 40. COURSE DESCRIPTION SCENE 62 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA So how are we going to get you there? Well, we start by prioritizing the same thing as your potential employers: their children. Let me share a sprinkle of my parenting insights right now, so you can get a peak at the types of information you’ll receive if you decide to become a Super Nanny. SCENE 63 IMAGE: SNC AGE MODULES MIRANDA (V.O.) As previously stated, I’ve broken down each age group and focused on what I feel are the fundamentals to raising happy and healthy children. But what do those mean and why do they deserve a focus? Let’s take a look at some instances that will boost your credibility as a caregiver. SCENE 64 SUPER: PHYSICAL HEALTH MIRANDA (V.O.) Physical health seems like a nobrainer as we are all aware... SCENE 65 IMAGE: VARIOUS PLATES OF FOOD FOOTAGE: CHILD EXERCISING Rawson 41. MIRANDA (V.O.) ...of the food triangle and know that exercise is good for the body and soul. SCENE 66 SUPER: SUGAR INTAKE; EXERCISE IMAGES: ARROW UP; ARROW DOWN MIRANDA (V.O.) Keep the kids’ sugar intake low, make sure they eat their veggies, take them outside once in a blue moon... SCENE 67 IMAGE: CHILD GIVING THUMBS UP MIRANDA (V.O.) ...and they should be good, right? Honestly, more or less. SCENE 68 SUPER: INCOMING TRICKINESS...; OR STICKY IMAGE: SCARED CAREGIVERS MIRANDA (V.O.) However, there are times when things can get tricky... or sticky. SCENE 69 IMAGE: HONEY MIRANDA (V.O.) Did you know that children less than one year old should never be fed honey? Not even a honey graham cracker. That's because of... Rawson 42. SCENE 70 SUPER: CLOSTRIDIUM BOTULINUM MIRANDA (V.O.) ...clostridium botulinum. This is a type of bacteria that can cause a disease called... SCENE 71 SUPER: INFANT BOTULISM MIRANDA (V.O.) ... infant botulism and it can be found in honey. SCENE 72 SUPER: GUTS IMAGE: STOP SIGN MIRANDA (V.O.) Infant guts aren’t advanced enough to combat it. SCENE 73 SUPER: INFANT BOTULISM; FLACCID MUSCLE PARALYSIS; (FLOPPY BABY SYNDROME); SOURCE: (GRANT, KATHIE A. ET. AL) MIRANDA (V.O.) Infant botulism can lead to flaccid muscle paralysis or floppy baby syndrome. SCENE 74 SUPER: 6 MONTHS IMAGE: PEANUT BUTTER Rawson 43. FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA I certainly learned this the hard way as I was about to let a teething infant suck on an apple dipped in honey. My boss caught me just in time and she was not pleased. Or another time when I made two toddlers a peanut butter and jelly sandwich for lunch. By then, I’d learned my lesson and was aware that children could be introduced to peanut butter after 6 months. SCENE 75 SUPER: WATCH OUT FOR ALLERGIES IMAGE: PEANUTS MIRANDA (V.O.) Afterwards, when my boss found out, she off-handedly remarked that this was their first time with peanut butter and thank god they turned out not to be allergic. SCENE 76 SUPER: THIS NANNY IS OUT TO GET ME! IMAGE: SCARED CHILD; THOUGHT BUBBLE MIRANDA (V.O.) It’s these types of things that often get overlooked that could have dire consequences for the children. Rawson 44. SCENE 77 FOOTAGE: CHILD PLAYING WITH RINGS MIRANDA (V.O.) The physical health sections will also break down developmental milestones per age bracket, such as waving hello or stacking rings. I’ll provide insights and corresponding activities that you will be working on with the kids in your care... SCENE 78 SUPER: PHYSICAL AND MENTAL HEALTH FOOTAGE: SMILING CHILD MIRANDA (V.O.) ...to ensure their overall physical and mental health. SCENE 79 SUPER: COGNITIVE DEVELOPMENT; ?? MIRANDA (V.O.) Now, let’s consider cognitive development. First, what is it? SCENE 80 FOOTAGE: BRAIN DRAWING ON CHALKBOARD MIRANDA (V.O.) Simply put, cognitive development means the growth of a child’s ability to think and reason. In my experience and opinion, an understanding of the child’s cognitive capabilities is the most important aspect to child rearing... Rawson 45. SCENE 81 SUPER: COGNITIVE DEVELOPMENT; COMMUNICATION; DETERMINE RESPONSIBILITIES; GUIDE AND DISCIPLINE MIRANDA (V.O.) ...as it directly influences how you communicate with them, how you determine their responsibilities, and how you guide and discipline them. SCENE 82 IMAGE: TIMEOUT MIRANDA (V.O.) Let’s take some time and simply apply this concept to discipline, as it’s a core trait that parents are looking for and children obviously want to avoid. SCENE 83 SUPER: DR. MERVE UYTUN; ASSOCIATE PROFESSOR OF CHILD AND ADOLESCENT PSYCHIATRY FOOTAGE: MIRANDA ADDRESSING CAMERA MIRANDA Questions of your understanding of discipline will certainly come up in a nanny interview and being able to navigate that effectively will win or lose you the job. So, when should you discipline? Understanding where the child is developmentally will be the determining factor behind those decisions. Dr. Merve Uytun lays out the developing child brain as it relates to certain behaviors. Rawson 46. SCENE 84 FOOTAGE: SWIRLING BRAIN MIRANDA (V.O.) She asserts that while there are significant developments throughout childhood, brains are not done cooking until children reach their early twenties. SCENE 85 FOOTAGE: CRYING CHILD AND STRESSED CAREGIVER MIRANDA (V.O.) Before parents and nannies can involve children... SCENE 86 FOOTAGE: SCREAMING PARENT MIRANDA (V.O.) ...in disciplinary measures... SCENE 87 FOOTAGE: CRYING CHILD MIRANDA (V.O.) ...it is key to determine the child’s behavior limitations. All of their behavior abilities are constantly fluctuating as their grasp on cause and effect is still figuring itself out. For example, in terms of... Rawson 47. SCENE 88 SUPER: IMPULSE CONTROL; AGE:6-11; AGE 9; SOURCE: UYTUN MIRANDA (V.O.) ... impulse control, it is not until around age six that children can somewhat control their instinctive behaviors, though it will still be fluctuating around age eleven. Not until age nine are they mostly able to... SCENE 89 SUPER: MONITOR & REGULATE MIRANDA (V.O.) ...monitor and regulate their own actions. SCENE 90 IMAGE: YELLING CAREGIVER MIRANDA (V.O.) This speaks to the potential for unreasonable expectations... SCENE 91 IMAGE: SCARED CHILD MIRANDA (V.O.) ...and punishing children for actions they themselves still do not have a grasp on. Rawson 48. SCENE 92 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA Whether you are in an interview or face to face with an out-of-control child, it is vital to remember their limitations and to remember that poor behavior is not always a conscious choice of children. In this confusing world, they may simply be doing their best. SCENE 93 FOOTAGE: CAREGIVERING PATIENTLY COMMUNICATING WITH CHILD MIRANDA (V.O.) With a raised awareness of where they are developmentally, you can take a breath, assess the situation from a place of understanding, and decide on the best tactics to deescalate the situation in a manner that is healthy to them. SCENE 94 SUPER: PHYSICAL AND COGNITIVE DEVELOPMENT MIRANDA (V.O.) Physical and cognitive development are just a few of the things that we will be touching on in this eLearning experience. SCENE 95 SUPER: SCIENTIFIC RESEARCH; PARENTAL STRATEGIES; BOUNDARIES; SELF ESTEEM Rawson 49. FOOTAGE: YOUNG ADULTS STUDYING MIRANDA (V.O.) Each course will focus on facts backed by scientific research from psychologists, early childhood educators, and physicians that highlight appropriate corresponding parental strategies that will help enforce their boundaries instead of breaking down their self-esteem. SCENE 96 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA Think of how amazing it will feel to lead a job interview with knowledge designed around the healthiest parenting strategies and to implement them starting day one of your job. Parents will be pounding on your door. SCENE 97 SUPER: LET ME SHARE IMAGES: PROFESSIONAL HOLDING A SIGN; SNC LOGO AND TITLE MIRANDA (V.O.) I’m telling you, this course works and I want to share it with you. END ACT VI Rawson 50. INCENTIVE ONE SCENE 98 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA Now, I promised you before that I would also help you establish a professional friendship with your boss with the aim of raising the kids as a team. I want your relationships with your employers to be based on mutual respect and healthy communication... SCENE 99 SUPER: HEALTHY COMMUNICATION; NAVIGATING WORKPLACE POWER DYNAMICS IMAGE: SNC LOGO AND TITLE MIRANDA (V.O.) ...and so I have designed a Super Nanny Module that focuses solely on you and your needs. SCENE 100 SUPER: G.M.T.; HUMAN RESOURCES CONSULTING AGENCY; LACK OF RESPECTFUL COMMUNICATION MIRANDA (V.O.) G.M.T. states that one of the number one reasons why nannies quit is due to a lack of communication and respect from their employers. Rawson 51. SCENE 101 IMAGE: SCREAMING ADULT MIRANDA (V.O.) All of my peers and I have left a job due to this disrespect. That lack of communication can look like... SCENE 102 SUPER: “I’M GONNA NEED YOU TO STAY UNTIL 11P.M.”; “GO AHEAD AND DO MY LAUNDRY WITH THE KIDS’.”; “THAT IS THE DUMBEST IDEA I HAVE EVER HEARD.” MIRANDA (V.O.) ...overextending your work hours without asking your permission, adding work duties that were not agreed upon in your contract, or delivering feedback in a hurtful and degrading manner. All of these things can weigh on your physical and mental health. SCENE 103 SUPER: HEALTHY COMMUNICATION FOOTAGE: NANNY DISCUSSION WITH PARENTS MIRANDA (V.O.) Over a decade, I painstakingly learned how to navigate power structures, advocate for myself, and put parents at ease to instigate a partnership instead of a dictatorship. These professional relationships can transform into beautiful friendships as you all bond over the well-being of their children. Rawson 52. SCENE 104 SUPER: “[MIRANDA’S] DILIGENCE AND PROFESSIONALISM LET THE WHOLE FAMILY RELAX AND ENJOY EACH OTHER, WITHOUT THE TENSION AND ENDLESS ARGUMENTS SO MANY OF OUR FRIENDS HAD TO ENDURE.” (L. BOOMER, LOS ANGELES). MIRANDA (V.O.) I am still in the lives of all of the families I have worked with over the years. Once you learn to communicate and are in the childcare trenches together, you can create an opportunity to bond for life. SCENE 105 FOOTAGE: DRAWING PLAN MIRANDA (V.O.) In this specific Super Nanny eLearning module, you will learn how to structure a nanny/parent working agreement and communication strategies that conform to this intimate power dynamic. At the end of the day, this is a job and you deserve the respect that your position and your hard work have earned you. SCENE 106 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA Also, please let me teach you how to negotiate on your behalf. At the beginning, I was ignorant as to what was vital for my nanny contract. Things like health benefits, a salary that affirmed my professional development, clear job expectations and limitations, and firm boundaries as they related to my personal life. Rawson 53. SCENE 107 SUPER: $9HR; +55HRS A WEEK; MINIMAL BENEFITS; SAD PERSONAL LIFE IMAGE: STRESSED ADULT MIRANDA (V.O.) When I first started out, I made $9 an hour, worked over 55 hours in a week, had minimal benefits, and my personal life was a wreck. SCENE 108 IMAGE: HAPPY MIRANDA MIRANDA (V.O.) At one point in my career, I was closing in on six figures, with full benefits, and clear boundaries for my personal life... SCENE 109 SUPER: LEARNED MY WORTH, WHAT TO ASK FOR, HOW TO ASK FOR IT! MIRANDA (V.O.) ...because I learned my worth, learned what to ask for, and how to ask for it. SCENE 110 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA Nannies are essential workers and our compensation should reflect that. I want to help you quickly reach that level of success. END ACT VII Rawson 54. INCENTIVE TWO SCENE 111 FOOTAGE: SUCCESSFUL NANNY INTERVIEW MIRANDA (V.O.) While entering and interviewing for new professions can be daunting, remember, you will learn all you need to know to confidently nanny from day one. SCENE 112 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA However, do you feel confident that you can sell yourself to potential bosses and agents? SCENE 113 SUPER: “...ALTHOUGH [MIRANDA] HAD NOT NANNIED BEFORE, IT WAS CLEAR SHE HAD AN INNATE SENSE OF WHAT WAS NEEDED AND HOW TO COMMUNICATE EFFECTIVELY WITH US AND WITH OUR CHILDREN.” (M. MOSS, WASHINGTON D.C.) MIRANDA (V.O.) I have scored every single nanny position I have ever applied to and have even turned some down. This could be you. Even if you have never nannied before, you can score that job that will launch your career forward and provide you with intense joy and fulfillment. Rawson 55. SCENE 114 IMAGES: SNC LOGO AND TITLE; CAREGIVER WITH CHILD MIRANDA (V.O.) I’m going to be frank with you. If you complete my course, you are the people I want caring for our future generations because we’ll all feel confident they’re in good hands. SCENE 115 SUPER: NAVIGATING THE NANNY INTERVIEW AND HIRING PACKAGE IMAGE: SNC LOGO AND TITLE MIRANDA (V.O.) For that reason, if you commit to becoming a Super Nanny today, I will throw in all of the job searching and attaining insights I have gleaned over 12 years that found me work with dozens of families. I am confident that my course will score you a contract with a nanny agency OR a family through private searches. SCENE 116 SUPER: NAVIGATING THE NANNY INTERVIEW AND HIRING PACKAGE IMAGES: RESUME; HEADSHOT; CONTRACT; HANDSHAKE; CERTIFICATIONS MIRANDA (V.O.) What does this package come with? In this course module, I will teach you how to properly format your nanny resume, take a successful headshot, structure a parenting plan and nanny contract that serves you, offer suggestions to sell yourself in agency or private family interviews, and suggest healthcare certifications that will boost your chances. Rawson 56. SCENE 117 IMAGES: COMPUTER SCREEN WITH MIRANDA PHOTO MIRANDA (V.O.) Additionally, I would love to align with you in a one-time, one-on-one session to help you mentally prepare for an upcoming interview. Let’s get you hired! SCENE 118 SUPER: NAVIGATING THE NANNY INTERVIEW AND HIRING PACKAGE FOOTAGE: SUCCESSFUL INTERVIEW MIRANDA (V.O.) I can teach you how to sell yourself with confidence in those job interviews... SCENE 119 SUPER: NAVIGATING THE NANNY INTERVIEW AND HIRING PACKAGE IMAGES: DEGREE; $$$; STOP SIGN MIRANDA (V.O.) ... while also providing you with the education you need at a fraction of the time and cost of a formal college degree. SCENE 120 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA If you sign up for the Super Nanny eLearning course today, I will throw in this module for free, to ensure that you land the family and the salary of your dreams! Rawson 57. END OF ACT VIII Rawson 58. RECAP SCENE 121 IMAGE: SNC LOGO AND TITLE MIRANDA (V.O.) Let's recap so you know exactly what you are getting by joining the Super Nannies team today. SCENE 122 IMAGE: CAREGIVER WITH CHILD MIRANDA (V.O.) You are all here because either you are thinking about joining the child empowerment career path... SCENE 123 IMAGE: CAREGIVER WITH CHILD MIRANDA (V.O.) ... or you are already a part of the fulfilling experience and you would like to level up your skills. SCENE 124 IMAGE: HAPPY CHILD MIRANDA (V.O.) We all want what is best for the child... Rawson 59. SCENE 125 FOOTAGE: HAPPY YOUNG ADULT MIRANDA (V.O.) ...and I want you to be able to achieve that goal while feeling confident in your job, empowered to think for yourself, and settled in a healthy work environment which provides you with stability and respect. SCENE 126 IMAGE: SNC LOGO AND TITLE MIRANDA (V.O.) With the Super Nanny eLearning course, you will be given insights from parents, childhood specialists, and other veteran nannies... SCENE 127 FOOTAGE: MIRANDA ADDRESSING AUDIENCE MIRANDA ...that will allow you to skip those hard years and jump right in with the knowledge and playbooks needed to first get into the door and maintain the peace of mind to keep your sole attention on the care of the children. SCENE 128 IMAGE: SNC AGE MODULES MIRANDA (V.O.) Each age specific module will focus on the physical and mental abilities backed by scientific research. (MORE) Rawson 60. MIRANDA (V.O.) (CONT'D) You’ll learn the corresponding age appropriate activities, nutritional information, communication tactics, and discipline directives that will bring you and the kids peace and stability. SCENE 129 SUPER: HEALTHY COMMUNICATION NAVIGATING WORKPLACE POWER DYNAMICS IMAGE: SNC LOGO AND TITLE MIRANDA (V.O.) Additionally, I want to make sure you, the nanny, are at the forefront of what is essentially a business transaction. You will learn to direct appropriate communications techniques to align and partner with your employers. SCENE 130 IMAGE: YOUNG ADULT WITH “LIKE A BOSS” COFFEE MUG MIRANDA (V.O.) I will teach you how to advocate for yourself. SCENE 131 SUPER: NAVIGATING THE NANNY INTERVIEW AND HIRING PROCESS IMAGE: SNC LOGO AND TITLE MIRANDA (V.O.) Lastly, if you join our community of nannies today, you will get a bonus course on professionally navigating the nanny interviewing process... Rawson 61. SCENE 132 FOOTAGE: MIRANDA ADDRESSING AUDIENCE IMAGE: LINK “BECOME SUPER NANNY CERTIFIED” MIRANDA ... for absolutely free. If you wish, I will sit down with you oneon-one and work toward your individual success. I dearly hope to see you on the other side. Click the link below which will navigate you to our homepage and walk you through all the fundamentals of your choices to be the best Super Nanny you can be. I am rooting for you and for your future kids. You’ve got this! SCENE 133 IMAGE: SNC LOGO AND TITLE; LINK “BECOME SUPER NANNY CERTIFIED” END ACT IX Rawson 62 Works Cited “Age Range by Generation.” Beresford Research. 2023. https://www.beresfordresearch.com/age-range-by-generation/. Applegate, Edd. Strategic Copywriting: How to Create Effective Advertising. Lanham; Boulder; New York; Toronto; Oxford, Rowman & Littlefield Publishers Inc., 2005. Pp.1-225. 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Meola, Andrew. “Generation Z News: Latest Characteristics, Research and Facts.” Insider Intelligence. 01 January 2023. https://www.insiderintelligence.com/insights/generation-z-facts/. “Nanny Demographics and Statistics in the US.” Zippa the Career Expert. 9 September 2022. https://www.zippia.com/nanny-jobs/demographics/. Naumovska, Dr. Ljupka. “Marketing Communications Strategies for Generations Y Millennials.” Business Management and Strategy. vol. 8, no. 1, June 2017. ISSN 2157-6068. pp. 123-133. Rawson, Miranda. “Super Nanny Certified.” Super Nanny Certified. supernannycertified.com. Date accessed: April 2023. Stancampiano, Juliana.”Why Gen Z Cares Less about getting a 4-year College Degree.” Fast Company, 31 May 2022. https://www.fastcompany.com/90755962/why-gen-z-cares-less-about-getting-a-4-year-co llege-degree. Rawson 64 Waldman, Katy. “College Grads Flocking to Nannying. Is that Good? Slate, 13 September 2013. https://slate.com/human-interest/2013/09/educated-white-women-are-increasingly-interes ted-in-becoming-nannies-and-families-want-to-hire-them.html. Williams, Kaylene C., and Robert A. Page. “Marketing to the Generations.” Journal of Behavioral Studies in Business. April 2011. https://www.researchgate.net/publication/242760064_Marketing_to_the_Generations. “Why Your Nanny Will Quit and What You Can Do About It.” GMT, 3 May 2019. https://gtm.com/household/why-your-nanny-will-quit/. Date Accessed: 21 February 2023. Uytun, Merve. "Development Period of Prefrontal Cortex". Prefrontal Cortex, edited by Ana Starcevic, Branislav Filipovic, IntechOpen, 2018. 10.5772/intechopen.78697.