REFLECTION – STORYTELLING 

 Challenge   I was working for a sport equipment company , specialized in racket sports . The positioning of   the company focused on performance and was mostly driven by the company ’s main sport :   tennis . However , this kind of spirit centered on individualism and competition did not really   correspond to other kind of racket sports of the brand , such as badminton . In fact , this sport   is most of the time practicing in a team , and individualisms are not as put in the spotlight as   what happens in tennis . I was working within the marketing department in badminton , and   our goal was to tell something else to the customer and athletes , to create our own identity   outside of tennis .      Selection   The best tool in this communication change was Storytelling . In fact , we wanted to tell a story   to transmit a message to our badminton players : together we are a community , and we know   what badminton means to you . We wanted to create an emotional connection , between the   players from different ages and cities , and the players and the brand . In a word , the goal of   our team was to put the human beings and their experience in front and center , to distinguish   from the values highlighted by the tennis department .      Application   We conjointly worked with a communication agency and come up with ideas of storytelling .   Our communication will no longer focused on the performance of our products but on telling   our players what this sport really is . We shot a video in a badminton club , to tell our story , to   emphasize the fact that we are together with the player , we understand his needs , aspirations   and ambitions . This story is about rackets and shuttles but also about friendships and shared   emotions , about players who are not superstars but real people . We tell a story that everyone   can identify himself with . Our video was released and since then our communication has been   focused on the same message .      Insight   By applying this tool , our team realized how big is the power of storytelling . We radically   changed our way of communication with our players and within the team .    With the players and our customers first . By telling our story and their story , we created a   community and a feeling of belonging .    In addition , we become more in adequation with badminton ’s spirit , even within the company .   Thus , this tool has not only redefined the badminton player ’s emotions inside our   communication but also allow us to accept our differences in mentality and attitudes with the   tennis department .      Approach    Strengthened by this experience , we decided to launch other videos , to show the life in the   badminton clubs , inside our home country but also to open our borders . I strongly believe   that this tool was the perfect one to redefined our communication , and I would not change   it . 


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: REFLECTION – STORYTELLING 

 Challenge   I was working for a sport equipment company , specialized in racket sports . The positioning of   the company focused on performance and was mostly driven by the company ’s main sport :   tennis . However , this kind of spirit centered on individualism and competition did not really   correspond to other kind of racket sports of the brand , such as badminton . In fact , this sport   is most of the time practicing in a team , and individualisms are not as put in the spotlight as   what happens in tennis . I was working within the marketing department in badminton , and   our goal was to tell something else to the customer and athletes , to create our own identity   outside of tennis .      Selection   The best tool in this communication change was Storytelling . In fact , we wanted to tell a story   to transmit a message to our badminton players : together we are a community , and we know   what badminton means to you . We wanted to create an emotional connection , between the   players from different ages and cities , and the players and the brand . In a word , the goal of   our team was to put the human beings and their experience in front and center , to distinguish   from the values highlighted by the tennis department .      Application   We conjointly worked with a communication agency and come up with ideas of storytelling .   Our communication will no longer focused on the performance of our products but on telling   our players what this sport really is . We shot a video in a badminton club , to tell our story , to   emphasize the fact that we are together with the player , we understand his needs , aspirations   and ambitions . This story is about rackets and shuttles but also about friendships and shared   emotions , about players who are not superstars but real people . We tell a story that everyone   can identify himself with . Our video was released and since then our communication has been   focused on the same message .      Insight   By applying this tool , our team realized how big is the power of storytelling . We radically   changed our way of communication with our players and within the team .    With the players and our customers first . By telling our story and their story , we created a   community and a feeling of belonging .    In addition , we become more in adequation with badminton ’s spirit , even within the company .   Thus , this tool has not only redefined the badminton player ’s emotions inside our   communication but also allow us to accept our differences in mentality and attitudes with the   tennis department .      Approach    Strengthened by this experience , we decided to launch other videos , to show the life in the   badminton clubs , inside our home country but also to open our borders . I strongly believe   that this tool was the perfect one to redefined our communication , and I would not change   it .
### Output: 