Challenge : 

 I have worked many jobs in various fields .   From website development and grant writing to working in   bakeries , at summer camps and even maintenance at art museums , I have found that one tool that will   always help push work to the next level is the storytelling tool .   Naturally , the business of writing would   lend itself into storytelling .   However , writing for businesses is different than writing for personal   expression or artistic endeavor .   When developing text for a new company , the writer acts more as the   interpreter , taking the mission , values , and goals of the startup and creating a relatable , engaging   context that can be easily understood by the target audience .   Basically , the job is constructing an   identity from raw material and translating that data into a friendly , approachable image that will engage   the audience and direct them to the organization .   For this assignment , I will explain how this process   was done for a dermatologist located in Columbus Circle , New York .   She shared her practice with her   father , but was seeking to distinguish herself by focusing on the cosmetic side of the practice for a more   upscale clientele . 

 Selection : 

 When creating an online identity for marketing and business purposes , each step covered in the class is   necessary to optimize your work and create customer satisfaction .   In fact , when applying the   storytelling process in relation to generating text , one of the first steps is often mind - mapping in order   to get a “ top - down ” contextual idea of what material or data needs to be integrated into the story .    Storytelling is necessary for all industries that provide products or services to customers , since   customers need to be persuaded .   In today ’s market , competition is fierce and it is easy to be lost in the   crowd .   Businesses need to operate as distinct individuals , able to stand out among the sea of choices .    Since we live in a web - based society where more of our purchases and interactions occur on the   Internet , websites are the primary source of establishing this identity for small businesses .   Audiences   connect to story .   What a story does is validate the shared values and beliefs of the audience , creating a   mutual passion for a specific cause .   Often , businesses cater to the values of community and   compassion , linking their company to environmental endeavors or family - oriented beliefs and practices .    A good story , told in text , logo , color , and design , will strike an emotional chord with the audience and   they will be more responsive to how you made them feel as opposed to what you sold them . 

 Application : 

 In order to create the identity and essentially shape the story of the doctor , the first step is an informal   interview in her office .   As the interpreter , meeting in the environment of the client is extremely   important .   People express themselves in their surroundings , often unconsciously .   What they find   pleasing or comforting tells an observer much about their cultural upbringing , beliefs , and nature .   Since   this office was her established professional site , it was the main physical environment in which I could   gauge what message or tone that she was setting with her clientele already .   From there , I could ask her   what she wanted to modify about it . 

 Another important step in storytelling is the act of listening .   During interviews of this nature , questions   need to be open - ended , so that the interviewee can fill in the gaps based on what information they feel 

 is relevant .   Most people have something to say , even when it does n’t appear to be directly related to   the subject at hand .   In this case , the doctor already had a website in mind that she wanted hers to be   modeled after .   It was a simple , elegant website that looked like it was designed for a spa rather than a   doctor ’s office .   It was a nice , professional , informative website .   However , it was bland and generic .   It   did not stand out and would have made the doctor ’s website look like one of the thousands of salons in   midtown Manhattan .   In order to get the real story from her , I had to dig deeper in the questioning .   I   had to get the doctor to tell me the why behind her decision to create a website , when her practice was   already advertised on the main office website .   This opened a floodgate in which she relayed her own   struggle for a sense of identity as the younger sister working at the family practice .   Her older sister was   an optometrist and had her own practice .   The doctor felt that she was always belittled for supposedly   “ riding the coattails of her father ” as she put it . 

 Insight : 

 As she was talking , my mind was making connections that she herself could n’t see . 

 -   Wants to establish her own identity to stand out but also wants it to look like everyone else . 

 -   Skin care and cosmetic enhancements are used to stand out and allow the world to see you as   your true , pure self . 

 Her story was there and could be placed within the context of her business .   Her message , to stand out   and distinguish herself , allowing the world to see her , was engaging , relatable , and powerful .   I   incorporated all of this data into a condensed , sketched out identity , aesthetically based on what her   office looked like and textually based on the story of identity and being noticed . 

 For this project , I only worked on the writing side .   However , I told the programmer to add an online   forum for users to interact with each other , so that the doctor ’s clientele could share their own   experiences of identity .   This feature would also allow for the learning launch process , designating a   space for users to offer feedback on the site , the doctor , their overall experience , and their critiques . 

 Approach : 

 Even though the project I was working on did encounter mind - mapping and learning launch , the process   of storytelling was the most important part in getting to the best end - product that could be created for   this particular doctor .   When my job on assignments like this generally does not conclude with follow- ups unless edits need to be made , I usually check in to make sure the customer is happy with the results .    In this instance , the doctor actually emailed me after the assignment was over to thank me for not giving   her what she wanted .   Seeing how connected her own story was to her business , and how that naturally   relates to the rest of her clientele had been exactly what she wanted , but could not articulate . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge : 

 I have worked many jobs in various fields .   From website development and grant writing to working in   bakeries , at summer camps and even maintenance at art museums , I have found that one tool that will   always help push work to the next level is the storytelling tool .   Naturally , the business of writing would   lend itself into storytelling .   However , writing for businesses is different than writing for personal   expression or artistic endeavor .   When developing text for a new company , the writer acts more as the   interpreter , taking the mission , values , and goals of the startup and creating a relatable , engaging   context that can be easily understood by the target audience .   Basically , the job is constructing an   identity from raw material and translating that data into a friendly , approachable image that will engage   the audience and direct them to the organization .   For this assignment , I will explain how this process   was done for a dermatologist located in Columbus Circle , New York .   She shared her practice with her   father , but was seeking to distinguish herself by focusing on the cosmetic side of the practice for a more   upscale clientele . 

 Selection : 

 When creating an online identity for marketing and business purposes , each step covered in the class is   necessary to optimize your work and create customer satisfaction .   In fact , when applying the   storytelling process in relation to generating text , one of the first steps is often mind - mapping in order   to get a “ top - down ” contextual idea of what material or data needs to be integrated into the story .    Storytelling is necessary for all industries that provide products or services to customers , since   customers need to be persuaded .   In today ’s market , competition is fierce and it is easy to be lost in the   crowd .   Businesses need to operate as distinct individuals , able to stand out among the sea of choices .    Since we live in a web - based society where more of our purchases and interactions occur on the   Internet , websites are the primary source of establishing this identity for small businesses .   Audiences   connect to story .   What a story does is validate the shared values and beliefs of the audience , creating a   mutual passion for a specific cause .   Often , businesses cater to the values of community and   compassion , linking their company to environmental endeavors or family - oriented beliefs and practices .    A good story , told in text , logo , color , and design , will strike an emotional chord with the audience and   they will be more responsive to how you made them feel as opposed to what you sold them . 

 Application : 

 In order to create the identity and essentially shape the story of the doctor , the first step is an informal   interview in her office .   As the interpreter , meeting in the environment of the client is extremely   important .   People express themselves in their surroundings , often unconsciously .   What they find   pleasing or comforting tells an observer much about their cultural upbringing , beliefs , and nature .   Since   this office was her established professional site , it was the main physical environment in which I could   gauge what message or tone that she was setting with her clientele already .   From there , I could ask her   what she wanted to modify about it . 

 Another important step in storytelling is the act of listening .   During interviews of this nature , questions   need to be open - ended , so that the interviewee can fill in the gaps based on what information they feel 

 is relevant .   Most people have something to say , even when it does n’t appear to be directly related to   the subject at hand .   In this case , the doctor already had a website in mind that she wanted hers to be   modeled after .   It was a simple , elegant website that looked like it was designed for a spa rather than a   doctor ’s office .   It was a nice , professional , informative website .   However , it was bland and generic .   It   did not stand out and would have made the doctor ’s website look like one of the thousands of salons in   midtown Manhattan .   In order to get the real story from her , I had to dig deeper in the questioning .   I   had to get the doctor to tell me the why behind her decision to create a website , when her practice was   already advertised on the main office website .   This opened a floodgate in which she relayed her own   struggle for a sense of identity as the younger sister working at the family practice .   Her older sister was   an optometrist and had her own practice .   The doctor felt that she was always belittled for supposedly   “ riding the coattails of her father ” as she put it . 

 Insight : 

 As she was talking , my mind was making connections that she herself could n’t see . 

 -   Wants to establish her own identity to stand out but also wants it to look like everyone else . 

 -   Skin care and cosmetic enhancements are used to stand out and allow the world to see you as   your true , pure self . 

 Her story was there and could be placed within the context of her business .   Her message , to stand out   and distinguish herself , allowing the world to see her , was engaging , relatable , and powerful .   I   incorporated all of this data into a condensed , sketched out identity , aesthetically based on what her   office looked like and textually based on the story of identity and being noticed . 

 For this project , I only worked on the writing side .   However , I told the programmer to add an online   forum for users to interact with each other , so that the doctor ’s clientele could share their own   experiences of identity .   This feature would also allow for the learning launch process , designating a   space for users to offer feedback on the site , the doctor , their overall experience , and their critiques . 

 Approach : 

 Even though the project I was working on did encounter mind - mapping and learning launch , the process   of storytelling was the most important part in getting to the best end - product that could be created for   this particular doctor .   When my job on assignments like this generally does not conclude with follow- ups unless edits need to be made , I usually check in to make sure the customer is happy with the results .    In this instance , the doctor actually emailed me after the assignment was over to thank me for not giving   her what she wanted .   Seeing how connected her own story was to her business , and how that naturally   relates to the rest of her clientele had been exactly what she wanted , but could not articulate .
### Output: 