Challenge :    I am heading the Digital & CRM department in an Education group . Within the group   we have two diﬀerent institutions ( school brands ) with 6 diﬀerent campuses around   the world . Both institutions oﬀer a premium education ( Bachelor degrees , Masters ,   MBA , Postgraduate degrees ) in the enlarged Hospitality Management Education   sector . A majority of our new student recruitments happens via digital channels , our   websites ( one main and local languages versions for each brand ) being the central   touchpoint .   We have historically had websites which were developed with a branding   objective in mind , addressing the needs of potential students mainly . 

 As we have ambitious objectives to grow our number of enrolments , as well as   showcase more our academic excellence , address a more diverse stakeholders base ,   and reﬂect the evolution of the positioning of both brands , we have decided to review   our websites content , architecture and designs for each brand to optimise visitors   satisfaction and grow the volume of leads captured . 

 This project is a key project for the future growth of our institutions and needs to align   all diﬀerent stakeholders ( Group Exec Mgt , Brands exec Mgt , faculty , marketing teams ,   brand teams , IT , Digital Marketing ) towards the same objective and expected outcome   of the project , whilst making sure we keep the customer ﬁrst approach . 

 Selection : 

 To start the project the right way and keep the executive Management in an open   state of mind and not go to conclusions from the ﬁrst workshops , whilst keeping a   customer ﬁrst approach , I decided to use the tool mind mapping in the ﬁrst phase of   the development of this project . I took reference from the video of Lydia Maldonado   from Darden University in the week 3 of the course ( https://www.coursera.org/learn/ uva - darden - design - thinking - innovation / lecture / lsFRa / mind - mapping - tool ) . This phase   of the project , in the What is phase of design thinking process , aims at looking at   pattern and to generate insights for the second phase of this project , which will be the   what if phase , starting to build user scenarios and website architecture . Therefore , for   me , the mind mapping tool was perfect for me to deep dive into the what is phase of   this design thinking exercise . 

 Application : 

 We have collected over the last few months a lot of qualitative data about our brands   customer perceptions , how they describe us , what made them choose us . This   important piece of research has informed us to renew our brands positioning . In   parallel , we have worked together with existing students and the marketing teams to   deﬁne diﬀerent personas of potential students for our undergraduate and 

 postgraduate degrees for both brands . To this data sets come further data about visit   ﬂows , heatmaps , conversion rates , visits demographic origins , channel sources , lead   to enrolment conversion rates taken from our website analytic tool , our marketing   automation solution and our CRM . All these data points are a good base to Digg   further in the what is phase with the management to set the right base to build the   what if phase of the project .   We built an “ art gallery ” in a very large room of our campus   and asked the executive   Management of the Group , as well as both brands to join for a day of a mind - mapping   workshop . The art gallery was showing in diﬀerent formats all the key elements of the   diﬀerent studies on papers , interview videos were available , as well as videos of   deﬁnition of personas we had created in an earlier workshop .    We started the day by doing two tours in parallel explaining to the present people   which data was collected , what it meant , what we were expected as an outcome to the   workshop . Each tour was brand speciﬁc , with the Exec Management of each brand   being together , and a 50/50 split of the people from the Group level which were   present .    After the tour of the gallery , we asked the people present to take notes on post - it of   what they thought were important elements to write down and share at a later stage .   This stage was done individually and everyone was able to walk freely and gather their   thoughts . After that , we created two groups ( one per brand ) to create clusters of the   post - it notes they had written down , ﬁnd patterns between them and asking them to   write down the insights which would inform the next stage of the project and the   project members .   This last phase of the day is really tough , as people have been   already long in a room and it is diﬃcult to keep people focused and generate valuable   insights . 

 Insight : 

 We thought with the team before the workshop that we would have in our mind most   of the insights already . We were really surprised to see how much richer content and   insights we got from the participants . Having people from the brands participating to   the workshop enriched a lot the speciﬁc view and understanding of the diﬀerent   behaviours and needs of the brand speciﬁc audiences . We managed through this   workshop to align our Management about the goals of the project and what needs it   should answer , although it was at time very diﬃcult to stay in the “ what is ” .   Also , we   generated more insights due to the very diﬀerent proﬁles present in the workshop    ( marketing , operations , Academic , Finance ) 

 Approach : 

 We made an error to try to tackle the two brands in one workshop as we had a lot of   common research documents which were shared by both brands . The problem of a 

 single workshop , even if we did separate groups , did not allow us to go deep enough   and separate well enough the What is for each brand future websites needs . 


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 am heading the Digital & CRM department in an Education group . Within the group   we have two diﬀerent institutions ( school brands ) with 6 diﬀerent campuses around   the world . Both institutions oﬀer a premium education ( Bachelor degrees , Masters ,   MBA , Postgraduate degrees ) in the enlarged Hospitality Management Education   sector . A majority of our new student recruitments happens via digital channels , our   websites ( one main and local languages versions for each brand ) being the central   touchpoint .   We have historically had websites which were developed with a branding   objective in mind , addressing the needs of potential students mainly . 

 As we have ambitious objectives to grow our number of enrolments , as well as   showcase more our academic excellence , address a more diverse stakeholders base ,   and reﬂect the evolution of the positioning of both brands , we have decided to review   our websites content , architecture and designs for each brand to optimise visitors   satisfaction and grow the volume of leads captured . 

 This project is a key project for the future growth of our institutions and needs to align   all diﬀerent stakeholders ( Group Exec Mgt , Brands exec Mgt , faculty , marketing teams ,   brand teams , IT , Digital Marketing ) towards the same objective and expected outcome   of the project , whilst making sure we keep the customer ﬁrst approach . 

 Selection : 

 To start the project the right way and keep the executive Management in an open   state of mind and not go to conclusions from the ﬁrst workshops , whilst keeping a   customer ﬁrst approach , I decided to use the tool mind mapping in the ﬁrst phase of   the development of this project . I took reference from the video of Lydia Maldonado   from Darden University in the week 3 of the course ( https://www.coursera.org/learn/ uva - darden - design - thinking - innovation / lecture / lsFRa / mind - mapping - tool ) . This phase   of the project , in the What is phase of design thinking process , aims at looking at   pattern and to generate insights for the second phase of this project , which will be the   what if phase , starting to build user scenarios and website architecture . Therefore , for   me , the mind mapping tool was perfect for me to deep dive into the what is phase of   this design thinking exercise . 

 Application : 

 We have collected over the last few months a lot of qualitative data about our brands   customer perceptions , how they describe us , what made them choose us . This   important piece of research has informed us to renew our brands positioning . In   parallel , we have worked together with existing students and the marketing teams to   deﬁne diﬀerent personas of potential students for our undergraduate and 

 postgraduate degrees for both brands . To this data sets come further data about visit   ﬂows , heatmaps , conversion rates , visits demographic origins , channel sources , lead   to enrolment conversion rates taken from our website analytic tool , our marketing   automation solution and our CRM . All these data points are a good base to Digg   further in the what is phase with the management to set the right base to build the   what if phase of the project .   We built an “ art gallery ” in a very large room of our campus   and asked the executive   Management of the Group , as well as both brands to join for a day of a mind - mapping   workshop . The art gallery was showing in diﬀerent formats all the key elements of the   diﬀerent studies on papers , interview videos were available , as well as videos of   deﬁnition of personas we had created in an earlier workshop .    We started the day by doing two tours in parallel explaining to the present people   which data was collected , what it meant , what we were expected as an outcome to the   workshop . Each tour was brand speciﬁc , with the Exec Management of each brand   being together , and a 50/50 split of the people from the Group level which were   present .    After the tour of the gallery , we asked the people present to take notes on post - it of   what they thought were important elements to write down and share at a later stage .   This stage was done individually and everyone was able to walk freely and gather their   thoughts . After that , we created two groups ( one per brand ) to create clusters of the   post - it notes they had written down , ﬁnd patterns between them and asking them to   write down the insights which would inform the next stage of the project and the   project members .   This last phase of the day is really tough , as people have been   already long in a room and it is diﬃcult to keep people focused and generate valuable   insights . 

 Insight : 

 We thought with the team before the workshop that we would have in our mind most   of the insights already . We were really surprised to see how much richer content and   insights we got from the participants . Having people from the brands participating to   the workshop enriched a lot the speciﬁc view and understanding of the diﬀerent   behaviours and needs of the brand speciﬁc audiences . We managed through this   workshop to align our Management about the goals of the project and what needs it   should answer , although it was at time very diﬃcult to stay in the “ what is ” .   Also , we   generated more insights due to the very diﬀerent proﬁles present in the workshop    ( marketing , operations , Academic , Finance ) 

 Approach : 

 We made an error to try to tackle the two brands in one workshop as we had a lot of   common research documents which were shared by both brands . The problem of a 

 single workshop , even if we did separate groups , did not allow us to go deep enough   and separate well enough the What is for each brand future websites needs .
### Output: 