connections planning

C O N N E C T I O N S P L A N N I N G

JOHN W. MANLEYPARTNER, EXECUTIVE GROUP PLANNING DIRECTOR

OGILVY CHICAGO

2005 2006 2007 2008 2009 2010 2011 2012

VP, Consumer Context Planning DirectorVP, Consumer Context Planning DirectorVP, Consumer Context Planning Director Brand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct ProfessorBrand Experience Planning & Adjunct Professor

RELEVANT EXPERIENCE

PRATTLING & PROGNOSTICATIONS

ANYTHING FROM THE LATE GRIFFIN FARLEY ON SLIDESHARE

SOME AMAZING THINKING ON THE SUBJECT

CONNECTIONS PLANNINGNESS BY GARETH KAY AND JASON OKE

http://www.slideshare.net/griffinfarley




http://www.slideshare.net/jasonoke/connections-planningness?from_search=1




A WORTHY ROLE WITH A BRANDING PROBLEM

Communications Planning = Too media focused

Experience Planning = Too digitally focused

Context Planning = Too esoteric

Channel Planning = Too tactical

Connections Planning = The least bad option

CONNECTIONS PLANNING CONUNDRUM

Connections planning should be a core planning skill rather than a separate discipline

But it must be cultivated as a discipline before it can become a skill

The lack of a widespread, sustained cultivation of the discipline has led to a dearth of talent and product development

“Finding a connections planner is like finding a unicorn”

CONNECTIONS PLANNING VS.

CONNECTIONS PLANNERS

TODAY’S PLANNER NEEDS TO EMBRACE THE POWER OF &

BRAND & BUSINESS & CONNECTIONS & ANALYTICS & DIGITAL & SOCIAL

&

BRAND PLANNING

CONNECTIONS PLANNING

WHATWHYWHOHOW

WHEN WHERE

&

EVERY COMMUNICATION SHOULD BE THOUGHT OF AS A CONTRIBUTION TO THE COMPLEX SYMBOL WHICH IS THE BRAND IMAGE- DAVID OGILVY

W H YWe believe that smarter brand experiences lead to stronger

human connections and reflect a more attractive brand image

W H A TWe are a team of experience architects that help design, build

and optimize brand narratives in unified, relevant ways

H O WWe create connective tissue before, during and after a big idea

is generated to amplify and maximize its impact

T H E V I S I O N

ACCOUNT PLANNING

TEAMS

MEDIAVENDORS

PRODUCTIONTEAMS

ANALYTICS TEAMS

CLIENT TEAMS

MEDIA PLANNING +

BUYING PARTNERS

CREATIVETEAMS

DIGITAL + SOCIAL TEAMS

ACCOUNTTEAMS

SHOPPERTEAMS

C O N N E C T I O N S P L A N N I N G

C O R E C A P A B I L I T I E S

C O N S U M E R

PAT T E R N R E C O G N I T I O N

T R A N S M E D I A ST RAT E GY

C O N T E N TA M P L I F I C AT I O N

N E W M E D I A A D O P T I O N

1E X A M I N E

2 C O N N E C T

3A M P L I F Y

4I N N O V A T E

C O N S U M E R PAT T E R NR E C O G N I T I O N ™

1 E X A M I N E

T H E M I S S I O N Identify attitudinal patterns among existing consumers in order to drive behavior among new prospects who with a shared mindset

Unearth insights that better inform how to communicate and connect with high potential targets

Connect with those who share similar patterns with a greater degree of confidence

C O N S U M E R


LINKING BEST OF BREED RESOURCES WIDENS THE CONSUMER APERTURE

C O N S U M E R


A DEEPER LOOK AT ATTITUDINAL SEGMENTS

LauraQuick & Convenient

Cleaner

MelissaCleaning Routinist

SusanCleaning is

Nirvana

AmandaTime-Pressured

Appearance Cleaner

Cleaning Avoiders21%

Time-Pressured Appearance Cleaners15%

Quick & Convenient Cleaners24%

Cleaning is Nirvana19%

Cleaning Routinists21%

Looks for new and different cleaning products, and willing to spend more on cleaning products that she feels

are the best.

Ipsos Segmentation Study 2011

C O N S U M E R PAT T E R N R E C O G N I T I O N


MRI 2012 Doublebase, Indexed against adults

CPR PROFILEProjected Population: 34.5MM

Sticks to her Routine: Routines simplify her busy life[STRONGLY AGREE] I am so busy, I often can't finish everything I need to in a day OR I purchase products to help organize my life OR I prefer a set routine in my daily life OR Keeping a neat, organized home is a top priority for me OR [DISAGREE] I seek out variety in my everyday life

&Quality Control: Looks for quality over price[STRONGLY AGREE] I am typically willing to pay more for high-quality items OR I buy based on quality, not price OR When I find a brand I like, I stick to it OR If a product is made by a company I trust, I’ll buy it even if it is slightly more expensive

&Trend Adopter + Setter[STRONGLY AGREE] I'm always one of first of my friends to try new products/services OR People often come to me for advice before making a purchase OR Curiosity - Wanting to explore and learn about new things

&Family Oriented: Her friends and family are very important to her and taking care of them is a top priority[STRONGLY AGREE] Protecting the family - Having safety for loved ones OR Helpfulness - Making the effort to assist others OR Friendship - Having close, supportive friends OR Spending time with my family is my top priority

&Home Pride: The appearance of her home is a reflection of herself[STRONGLY AGREE] How a personal care or household product smells is very important to me OR I enjoy showing off my home to guests OR My home is an expression of my personal style OR I like to give the impression that my life is under control OR I smell personal care and household products in the store before I buy them



HOUSEHOLD INCOME

$50K+(51%)

white black hispanic asian

3%14%15%

73%

PRINCIPLE SHOPPER ETHNICITY

LARGEST AGE BREAK

30-44 years(29%)

female73%

EDUCATION

some college (20%)

MARITAL STATUS

married(50%)

# OF KIDS

1-2 (29%)

male27%

WORK STATUS

employed (57%)

97 127 100

DEMOGRAPHICS

95

PROJECTED POPULATION

34,464,000U.S. ADULT POPULATION

15%




ATTITUDES+VALUES

ENTHUSIASTIC EXTROVERTMelissa greatly values her friendships, and she is an active, outgoing member of her social circle. She isn’t afraid to give her opinion to friends.

STEADFAST TRADITIONALISTMelissa takes pride in her heritage, and she makes a point to pass down family and cultural traditions.

A TRAINED EYE ON AESTHETICS Social status and outward appearance are very important to Melissa. She is conscious of her actions and how it affects the image she wishes to convey.

EFFORTLESSLY IN CHARGE Melissa always wishes to maintain a sense of control in her life. Organization is essential, and it is something that comes rather easily.

EPICURIOUS ARTISANMelissa likes to express her creativity through culinary pursuits. She frequents culinary sites for new recipes to create. And she spends a lot of time watching the Cooking Channel and the Food Network.

REASSURED SHOPPEREven though Melissa is image driven, she does not let others influence her purchase decisions.




1

2

3

4

5

TV MAGAZINE INTERNET RADIO MOBILE OOH

117 103 100 102 109 118CONTENT OMNIVORE

1

2

3

4

5

MRI MEDIA QUINTILES1 (Heavy Usage) 5 (Light Usage)




Top 5 Magazine Genres1. Babies 1352. Bridal 1323. Parenthood 1314. Epicurean 1295. Women 129

Top 10 TV Networks1. Cooking Channel 1362. Oxygen 1313. OWN (Oprah Winfrey Network) 1214. LMN (Lifetime Movie Network) 1205. Lifetime 1196. Hallmark Channel 1187. Bravo 1138. BET (Black Entertainment TV) 1119. Food Network 10810.HGTV (Home & Garden Television) 108

More likely to personally own

a tablet or e-reader

(106 index)

Top Radio Genres1. Gospel 1282. Jack 1113. Public 1094. Soft Adult Contemporary 111

MEDIA FAVORITES




Top 10 Internet Activities

1. Looked for recipes online 123

2. Obtained childcare or parenting information online 113

3. Obtained medical information online 110

4. Shared photos through Internet website 107

5. Paid bills online 106

6. Visited a TV network or TV show's website online 105

7. Made a purchase for personal use online 104

8. Made personal or business travel plans online 103

9. Looked for employment online 103

10. Obtained financial information online 102

DIGITAL DETAILS




CONSIDERATIONS+ IMPLICATIONS

Consider connecting with her cooking passions

She looks for useful home therapy: caring tips, tricks and content that help her

How do we gauge differentiation for each of the big 3 brands

What need states pop for this segment

High consumption of various media forms create multiple ways to connect in innovative ways

Open to trying new methods and products

She is a household goods maven so consider her for WOM opportunities

She seeks the wisdom of girlfriends – looking at social sites as her ratings and reviews tool - both as a viewer and participant

Consider opportunities with social sharing sites like Pinterest




L I N K I N G T OC O N S U M E R


I enjoy preparing food for my family, and even though cleaning up is a hassle I love

the feeling of a “kitchen reset”

I love the feeling of a thoroughly

clean kitchen, I just wish it was easier

I’m willing to try new products especially the ones that offer simpler cleaning

solutions*

I can’t wait to tell people about my

new kitchen cleaning ally

Whoa! It really did work

better on grease, now I’ll use it on all my

kitchen messes

I’m buying Scrubbing Bubbles

for my kitchen because it does

everything my APC does, and it’s better

on grease

Brand X now has a kitchen cleaner

that’s works harder than my APC, especially on tougher jobs

My current way of cleaning grease and tougher jobs requires a lot of effort but

need to get done*

If a product is made by a company I trust, I’ll buy it**

PRIMARYBARRIERS

DESIREDRESPONSE

PRIMARYDRIVERS

O

I’m more likely to buy cleaning solutions that save me time*

I clean my kitchen more frequently because it’s the center of my house

I really enjoy cooking and trying new recipes**

I’m sought out by my friends for recommendations on products*

I believe my current cleaner kills germs, and is OK on grease*

I’m not aware of Brand X as a kitchen cleaner°

I don’t think Brand X belongs in the kitchen

Everyone’s entitled to my opinion, so if I don’t like something I will say so

I tend to stick with brands/products I’m comfortable with, and it’s difficult to

break from my routine*

I’m not used to seeing Scrubbing Bubbles in the APC section of the aisle°

Brand X is not any better than what I used to use*

IPSOS* | MRI** | MB° | ASI‡

CPR OUTPUT PROVIDES RIGOR TO THE

CONSUMER JOURNEY

I love the feeling of a thoroughly clean

kitchen, I just wish it was easier

I can’t wait to tell people about my new kitchen

cleaning ally

Whoa! It really did work better on grease, now I’ll use it on all

my kitchen messes

I’m buying Scrubbing Bubbles for my kitchen

because it does everything my APC does, and it’s

better on grease

Brand X now has a kitchen cleaner that’s works harder than my APC, especially on

tougher jobs

I enjoy preparing food for my family, and even though cleaning up is a hassle I love

the feeling of a “kitchen reset”

I’m willing to try new products especially the ones that offer simpler cleaning

solutions*

My current way of cleaning grease and tougher jobs requires a lot of effort but

need to get done*

If a product is made by a company I trust, I’ll buy it**

I’m more likely to buy cleaning solutions that save me time*

I clean my kitchen more frequently because it’s the center of my house

I really enjoy cooking and trying new recipes**

I’m sought out by my friends for recommendations on products*

I believe my current cleaner kills germs, and is OK on grease*

I’m not aware of Brand X as a kitchen cleaner°

I tend to stick with brands/products I’m comfortable with, and it’s difficult to

break from my routine*

I don’t think Brand X belongs in the kitchen

Everyone’s entitled to my opinion, so if I don’t like something I will say so

I’m not used to seeing Scrubbing Bubbles in the APC section of the aisle°

Brand X is not any better than what I used to use*

CPR OUTPUT HELPS PRIORITIZE THE

CHANNEL PALETTE

T RA N S M E D I A ST RAT E GY

2 C O N N E C T

The most effective experiences cause people to not only buy your product, but also to buy into your brand.


Finding balance will lead to experiences that give people reason to commit to the brand

BUY INTO THE BRAND BUY THE PRODUCT

T R A N S M E D I A ST RAT E GY CONSUMER

BENEFIT

We typically put a lot of media weight on hard-working, mass-reach assets

CONSUMER BENEFIT

BUY INTO THE BRANDBUY THE PRODUCTT R A N S M E D I A

ST RAT E GY

Finding balance will lead to valued experiences that give people reason to commit to the brand

BUY INTO THE BRAND BUY THE PRODUCT

T R A N S M E D I A ST RAT E GY CONSUMER

BENEFIT

T R A N S M E D I A ST RAT E GY T H E P R E M I S E

CREATING VALUE AND MEANING LEADS TO BRAND EXPERIENCES THAT SPREAD

A “treatment” of the brand story focused on creating meaning and connection

A tool for managing how the meaning of a brand is understood and communicated

A distillation of key inputs in a succinct, action-oriented articulation gives clear direction and focus to cross-discipline teams

T R A N S M E D I A ST RAT E GY T H E I N P U T S

BRAND PURPOSE

AUDIENCE INTERESTS

EXPERIENTIAL VALUE


Leveraging Brand Purpose yields actions consistent with the brand’s image, i.e. what it exists in the world to do.

“The Big ideal” is critical for clearly defining the most relevant actions of a purpose-driven brand.

B R A N D P U R P O S E

A U D I E N C E I N T E R E S T ST R A N S M E D I A ST RAT E GY

By committing to an understanding of the interests of your core audience, your content and experiences will have the highest probability of being shared, spread and discussed in the culture at large.

E X P E R I E N T I A L V A L U ET R A N S M E D I A ST RAT E GY

With increasing frequency, brands are expected to provide experiences that add value to people’s lives.

“Experiential value” can be economic, convenience-focused, philanthropic, entertaining, etc.

T R A N S M E D I A ST RAT E GY G E T T I N G S T A R T E D

QUESTIONS...• What is the story you want to tell?• What is the story framework (i.e. the intended meaning of the story and

the essential tools for communicating it)?• Who are the primary characters (e.g. the protagonist and antagonist)?

• What are the sources of conflict?

SUGGESTIONS...• Start with the end in mind. Think about what the future press release of

your brand’s story will be.• Create the framework and keep in mind that it may not be explicitly

articulated but intuitively understood.• There are multiple sources of conflict, but internal conflict is the key to

emotional connection with the audience.• Listen. Adapt. Build.

C O N T E N T A M P L I F I C AT I O N

3 A M P L I F Y

Neo@ Ogilvy | Proprietary & Confidential

We are conductors, not composers

43

BIG IDEAINSPIRE CREATIVES AND CLIENTS TO LOOK THROUGH NEW MEDIA LENSES

AMPLIFY IDEAS TO MAKE DEEPER BRAND STORIES AND EXPERIENCES&


WHY IS THIS BRIEF HERE?

We need a campaign for 2014 that shatters category norms - that provokes a response - that

gives a POV - that forces people to take a side. We need an idea that works with media vehicles

including and beyond TV (think: radio, OOH, digital, social, mobile). We need creative work that

makes more noise and creates more conversation in a highly competitive category where we are

outspent and less known.

WHAT IS THE OBJECTIVE?

Build awareness by distinguishing Pinnacle Vodka as the brand that dares you to explore a more

flavor-filled world where we take ourselves a lot less seriously and have a lot more fun doing so.

WHAT IS THE BRAND PROMISE?

At Pinnacle, we stretch the boundaries of our imagination to create more fantastic flavors than

any other spirit. But the one flavor we are most proud of is our original – the premium vodka

offered at a not-so premium price.

WHO ARE WE TRYING TO INFLUENCE?

We want to connect with wide-eyed explorers (LDA - 29 yr. old men and women):

• They have an unapologetically experimental mindset.

• They know experimenting leads to more rewarding experiences.

• They’re spontaneous and always on the lookout for the next thrill – just like our brand.

• They’d rather play Truth AND Dare.

• They tend to drink more than others when playing “Never have I ever...”

• They’d rather spin the bottle than admire its fancy label.

WHAT IS THE BRAND STRATEGY?

The Pursuit of Irresistible FunThe vodka category is full of expected pretenses – it’s portrayed with either over-the-top luxury

or over-sensationalized nightlife scenarios. Pinnacle Vodka stands apart from them by showing

there’s nothing real about that. We support the pursuit of irresistible fun. We encourage

discovery and embrace the unscripted. We raise a glass to those that fly in the face of

convention – that dare to experiment with something new – that believe it’s the unchartered

path that takes you to an elevated state.

WHAT ARE WE TRYING TO CONVEY?

Dare to experiment. Dare to discover. Dare to taste a new flavor of fun.

WHAT IS OUR VOICE?

Pinnacle exists outside the lines of the spirits category by daring you to discover and explore the

bar of infinite possibilities. The brand is always up for anything, with anyone, at any time.

The Pinnacle brand of fun...

2014 PINNACLE CREATIVE

BRIEF

IS... SpontaneousIrreverentExperimentalUnscriptedSexyInclusive

IS NOT... Expected TraditionalExpensiveStagedDirtyElite

DARE TO EXPERIMENT

WHAT ARE THE MANDATORIES AND CONSIDERATIONS?• Set us apart from conventional category usage occasions like night clubs, clinking cheers,

etc. • We want to stand out from not only the vodka category but the spirits category.• Our work needs to ensure that Pinnacle is the catalyst to fun that gets your night started

and keeps it going .• We can’t just sell fun, we need to sell Pinnacle.

WHAT ABOUT THE COMPETITION?We need work that breaks free and looks and feels different from our competitors. This is a must. Take a look at their latest work by clicking the links below:

Smirnoff AbsolutSvedka Skyy CirocUVGrey GooseKetel One

INSPIRATIONWithin the category...

Southern Comfort | Whatever’s ComfortableDos Equis | Most Interesting Man in the WorldHeineken | The Entrance

Outside the category...Cosmopolitan Hotel in Las Vegas | Just the Right Amount of WrongDiesel | Be StupidRay Ban | Never Hide

5 REASONS TO GET EXCITED ABOUT DIGITAL, SOCIAL + MOBILE1) Wide-Eyed Digital Natives - Our wide-eyed explorers are lifelong digital natives2) Sharing The Night - Posting and pinning is the new scrapbooking3) We’ve Got Fans - We’ve got a disproportionate share of them online4) High Engagement - They are engaging with what we’re doing in the social space5) Eclipsing the Competition - Despite our relative size, we are more social than our

competitive set

WHAT IS OUR MEASURE OF SUCCESS?Increase awareness among our target by 5 pointsTesting criteria: Awareness = Branding + Enjoyment + Engagement

AGENCY AND CLIENT LEADS

CREATIVE LEAD STRATEGY LEAD ACCOUNT LEAD CLIENT LEAD

Joe Sciarrotta / Donna Charlton-Perrin John Manley Becky Getz /

Katie WeschDeb Boyda /

Jason Dolenga

HYPERLINKED INSPIRATION PAGE OF THE BRIEF LETS

CREATIVES EXPLORE INNOVATION IN THE

CATEGORY AND BEYONDC O N T E N TA M P L I F I C AT I O N

INSPIRE CREATIVES AND CLIENTS TO LOOK THROUGH NEW MEDIA LENSES

BIG IDEABIG IDEAC O N T E N TA M P L I F I C AT I O N

VALUE-BASED EXPERIENCES TRUMP MEDIA IMPRESSIONS


VALUE-BASED EXPERIENCES TRUMP MEDIA IMPRESSIONS

buildroll out what the vision can do in more specific ways

Consumer AudienceMedtronic leads the way to a promising future of comprehensive solutions.

HCP / ITL AudienceMedtronic makes it easier to treat patients and help them achieve better outcomes.

Print Ad

Medtronic Diabetes Site

Print Ad

VIRTUAL PANCREAS | A LIFE WITHOUT LIMITSThe Virtual Pancreas is the discovery of proven breakthroughs in diabetes technology and the creation of a global support community with a common goal – to empower people with diabetes to live a life without limits.Proof Point: Medtronic VEO (530G)

consumer + HCP audiences

Sales Collateral

Online Display Ads

Trade Shows / Events

Owned Media

Earned Media

Paid Media

Social / PR

launchAnnounce the virtual pancreas vision to the public in a bold way

Newspaper / Trade Ad

INTRODUCING THE VIRTUAL PANCREASAt Medtronic, we have a history of introducing breakthrough diabetes technologies on the path to the artificial pancreas. Today, we define a new vision that will change how people around the world approach diabetes management. We call it the Virtual Pancreas.

Site Takeovers


Brochures / Pamphlets

Internal, Influencer, Consumer, caregiver, HCP and Investor Audiences

PR / Social

seedSEED introduction WITHin Medtronic AND WITH influencers

internal + influencer audiences

Internal Comms

INTRODUCING THE VIRTUAL PANCREASAt Medtronic, we have a history of introducing breakthrough diabetes technologies on the path to the artificial pancreas. Today, we define a new vision that will change how people around the world approach diabetes management. We call it the Virtual Pancreas.

Sizzle Film PR / Blog Outreach


Press Packet

Influencer AudienceMedtronic leads the way to a promising future of comprehensive solutions that empower people with diabetes to live a life without limits.

Internal AudienceOur daily work and collective actions make a difference. Together, we empower people with diabetes to live a life without limits.

Sponsored Content

Trade Shows / Events

Search

virtual pancreasstrategic rollout plan

Sizzle Film

Sizzle Film

49

MEDIA PHASE AUDIENCE objective Strategy PERCENT TOTAL

PR / Blog Outreach SEED Influencers

Educate select industry influencers about the advancements of VP to facilitate

knowledge sharing

Generate buzz about VP with targeted newsmakers and conversation starters 10% $200,000

Newspaper / Trade Ad

LAUNCH

Internal

Influencers

Consumers

Caregivers

HCPs

Investors

Educate influencers, healthcare professionals and investors about the

break-though advancements of VP

Declare the dawn of a new day in diabetes treatment through a major

newsworthy advancement10% $200,000

PR / Social

LAUNCH

Internal

Influencers

Consumers

Caregivers

HCPs

Investors

Create and spread compelling content designed to activate people around VP

through meaningful dialogue

Galvanize the Medtronic Facebook fan-base and other Facebook communities

related to diabetes15% $300,000

Sponsored Content

LAUNCH

Internal

Influencers

Consumers

Caregivers

HCPs

Investors

Identify key digital publications with sponsored content environments for

editorial copy about VP

For some audiences, such an announcement deserves more information in editorial form

5% $100,000

Media Takeovers

LAUNCH

Internal

Influencers

Consumers

Caregivers

HCPs

Investors Raise awareness and drive traffic to VP.com in targeted, contextually relevant

sites like WebMD and MayoClinic.com

Declare the dawn of a new day in diabetes treatment through a major

newsworthy advancement5% $100,000

Display Ad

BUILD

Consumers

Caregivers

HCPs

Raise awareness of VP and drive traffic to VP.com in targeted, contextually relevant

sites like WebMD and MayoClinic

Introduce the VP on sites where people seek medical expertise and news of

advancements10% $200,000

Print Ad

BUILD

Consumers

Caregivers

HCPs

Raise awareness of VP and drive traffic to VP.com in targeted, contextually relevant

magazines and publications

Introduce the VP in publications where people seek medical expertise and

news of advancements25% $500,000

PR / Social

BUILD

Consumers

Caregivers

HCPsCreate and spread compelling content designed to activate people around VP

through meaningful dialogue

Galvanize the Medtronic Facebook fan-base and other Facebook communities

related to diabetes10% $200,000

Search

BUILD

Consumers

Caregivers

HCPs

Be at the top of search results on Google and Bing related to diabetes

News of the Virtual Pancreas should be easy to find by those seeking out info

about diabetes10% $200,000

CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only.CAVEAT: Media estimates have not been verified nor negotiated. This chart is intended for strategic direction only. 100% $2,000,00050

virtual pancreasstrategic rollout plan


4 I N N O V A T E

L E A N I N G I N T O T H E N E X T N E W T H I N GApply a strategic vision to the wild, ever-evolving world of marketing, media and advertising

Cultivate an environment of insatiable curiosity among clients and agency teams alike

Implement test-and-learn initiatives focused on next generation communications platforms


O B L I G A T O R Y R E C A P

C O N S U M E R





THANK YOU

connections planning

Marketing

i s s i o n

i n e2 c o n n e c t3a

e r pat t e r n r e

n gc o r e c

i t i e sc o n s u

i n et h e

i f y4i n n o v

n gjohn