Connecting with your audience through Storytelling 

 Challenge : 

 In a world were information flows unrestrained in every direction and readers are invaded with   articles , tweets , news , jokes , etc … creating relevant content is key . I work in the internal   communications team , and even though we have a “ captive audience ” ( our employees ) ,   engaging them is not assured just by sending the regular newsletter . So the challenge is how   to engage associates ( or your captive audience ) and not just bombard them with information :   speaking to them about what they want to hear and doing so the way they want to hear it ,   connecting with their emotions . 

 As Elisa Cool , VP of Brand development at Contently ; says in her webinar The art of   Storytelling – “ Content is what you offer your audience in exchange of their trust ” . 

 Selection : 

 I selected the storytelling tool which consists on reaching out to your audience with content that   is engaging in the way of a story . Stories are inherent to the human being ; we have been   hearing them since we are kids . So , if we can manage to tell a story that relates to the people   we are talking to , then is much easier that they pay attention to what we are saying . If the story   has an emotional component , it could even start a conversation among your audience , but first   of all , it will give your content or your message a chance to be heard . 

 Here is the link to the webinar “ The Art of Story Telling ” from Contently :   https://contently.com/the-art-of- storytelling/?mkt_tok = eyJpIjoiTnpVeE1qQXhOakJqTmpnMiIsInQiOiJzdnFmXC9McmFiM 2hWd0kzdExTVzlmSUlZdE1FVjFhMmFTZDU1U3pmNFBYd3FWVkJhcXJ0WHorcTVXc1R VOXhtT1c1UTR1M0swTHJ4ZGVXOHJiczJCVGJmc2ZxRDJmMFJRV1VtVlQ1V0hqcnM9In 0%3D 

 Application : 

 In Mexico ( where I come from and live ) mother´s day is a very important date and of course is   celebrated around the country . One of the brands ( Muebles Jamar ) of the company I work for   ( Scotiabank ) , speaks directly to mothers , so the internal communication team partner with the   Muebles Jamar marketing team , to speak to our company´s associates that where mothers   and honor them in this special date . We knew that a congratulations or happy mother ’s day   note was not going to be enough . Therefore , we created a special video in which we told the   story of 5 associates ( they were mothers of course ) . We interview the associates and ask them   what was the most fulfilling and challenging role they play in life , all of them mentioned that   being a mother was it . Then we showed them videos of their sons and daughters that we   previously and without them knowing recorded , where their kids mentioned what they like and   admire the most about their moms . Our mothers where tremendously surprised and cried and   laugh when listening what their kids had to say . 

 The video was deployed on mother ’s day through our internal channels to all our associates as   a way to recognize all our employees that where mothers in their special day . Associates really   engaged with this emotional video and also , they felt proud to work for an organization that   takes the time to honor their associates in this way , and they became more in love with the   Muebles Jamar brand , the one responsible for making this possible . 

 Insight : 

 In many cases when we deploying content , we want to sell the product or the brand , we want   to mention how great it is or how good is it doing on the market place , particularly to our   employees ; our captive audience . But in order to be engaging you need to connect with their   emotions . In this case , we decided to take mother´s day as an opportunity to honor moms   working at the company throughout the true stories and emotions of 5 mothers . Employees   related to this easily and quickly , and we were able to touch the hearts of many in the   company , because at the end , we all come from a mother , and that is the intersection where   the connection was made . 

 Approach : 

 For opportunities such as this one , I think I would continue using the same approach with the   story telling tool . But creativity is also very important as well as the surprise factor . Therefore , I   would change how to present the stories . In this case the story was about the most important   role for 5 associates that are also mothers , but for the following mother´s day , the story has to   be different with a different approach , in order to keep surprising associates with our   storytelling . 


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: Connecting with your audience through Storytelling 

 Challenge : 

 In a world were information flows unrestrained in every direction and readers are invaded with   articles , tweets , news , jokes , etc … creating relevant content is key . I work in the internal   communications team , and even though we have a “ captive audience ” ( our employees ) ,   engaging them is not assured just by sending the regular newsletter . So the challenge is how   to engage associates ( or your captive audience ) and not just bombard them with information :   speaking to them about what they want to hear and doing so the way they want to hear it ,   connecting with their emotions . 

 As Elisa Cool , VP of Brand development at Contently ; says in her webinar The art of   Storytelling – “ Content is what you offer your audience in exchange of their trust ” . 

 Selection : 

 I selected the storytelling tool which consists on reaching out to your audience with content that   is engaging in the way of a story . Stories are inherent to the human being ; we have been   hearing them since we are kids . So , if we can manage to tell a story that relates to the people   we are talking to , then is much easier that they pay attention to what we are saying . If the story   has an emotional component , it could even start a conversation among your audience , but first   of all , it will give your content or your message a chance to be heard . 

 Here is the link to the webinar “ The Art of Story Telling ” from Contently :   https://contently.com/the-art-of- storytelling/?mkt_tok = eyJpIjoiTnpVeE1qQXhOakJqTmpnMiIsInQiOiJzdnFmXC9McmFiM 2hWd0kzdExTVzlmSUlZdE1FVjFhMmFTZDU1U3pmNFBYd3FWVkJhcXJ0WHorcTVXc1R VOXhtT1c1UTR1M0swTHJ4ZGVXOHJiczJCVGJmc2ZxRDJmMFJRV1VtVlQ1V0hqcnM9In 0%3D 

 Application : 

 In Mexico ( where I come from and live ) mother´s day is a very important date and of course is   celebrated around the country . One of the brands ( Muebles Jamar ) of the company I work for   ( Scotiabank ) , speaks directly to mothers , so the internal communication team partner with the   Muebles Jamar marketing team , to speak to our company´s associates that where mothers   and honor them in this special date . We knew that a congratulations or happy mother ’s day   note was not going to be enough . Therefore , we created a special video in which we told the   story of 5 associates ( they were mothers of course ) . We interview the associates and ask them   what was the most fulfilling and challenging role they play in life , all of them mentioned that   being a mother was it . Then we showed them videos of their sons and daughters that we   previously and without them knowing recorded , where their kids mentioned what they like and   admire the most about their moms . Our mothers where tremendously surprised and cried and   laugh when listening what their kids had to say . 

 The video was deployed on mother ’s day through our internal channels to all our associates as   a way to recognize all our employees that where mothers in their special day . Associates really   engaged with this emotional video and also , they felt proud to work for an organization that   takes the time to honor their associates in this way , and they became more in love with the   Muebles Jamar brand , the one responsible for making this possible . 

 Insight : 

 In many cases when we deploying content , we want to sell the product or the brand , we want   to mention how great it is or how good is it doing on the market place , particularly to our   employees ; our captive audience . But in order to be engaging you need to connect with their   emotions . In this case , we decided to take mother´s day as an opportunity to honor moms   working at the company throughout the true stories and emotions of 5 mothers . Employees   related to this easily and quickly , and we were able to touch the hearts of many in the   company , because at the end , we all come from a mother , and that is the intersection where   the connection was made . 

 Approach : 

 For opportunities such as this one , I think I would continue using the same approach with the   story telling tool . But creativity is also very important as well as the surprise factor . Therefore , I   would change how to present the stories . In this case the story was about the most important   role for 5 associates that are also mothers , but for the following mother´s day , the story has to   be different with a different approach , in order to keep surprising associates with our   storytelling .
### Output: 