STORY TELLING ( Module 2 ) – Reflection 

 CHALLENGE 

 Working on the marketing area of a popular salsa radio station , we realized that the brand   were losing audience increasingly , the situation turns critical because of the audience ratings   report and also by the churn from the advertisers . 

 The radio was the first salsa radio station in Peru , and in that time have more than 30 years   leading the ratings with a great advantage over the competitors . It´s regular audience were   young adult people , from 20 to 45 years , both genders but with a preponderacy of male , and   medium to small GSE . The playlist was focus on the actual music of artists like Marc Anthony ,   Victor Manuelle , Gente de Zona , etc . It didn´t consider music form classics or other music   gender related to salsa . 

 SELECTION 

 The first time I Heard about the tool was in a global market research agency being an Account   Client Director , and it grab my attention instantly . The Story telling is a toll which allows you to   create some kind of a little movie , I mean it because you need a structure , a screenplay in   order to grab the attention of your listeners and to get them into the discussion to improve it   and to develop more insights over the available data . Also , the tool helps you to be more clear   in what you want to transmite to the audience . 

 Making the research about the current situation of the radio ( What is ? phase ) , we realized 2   issues . The first one was about the poor situation of the radio on the audience ratings , the   image on the mind of our listeners and those who leaved us to change and hear a new one ,   how other salsa stations created newer mixes in their playlist to attract more listeners , how   distant was our relationship was with the local artists , etc . 

 To make more difficult the situation , while we were delivering information ( insights in   advance , sum reports , etc . ) , we discovered that the CEO were not agree that the brand needed   some changes at least . To be clear , he understand there was a non good situation , but were   really afraid to make changes , he just was talking about to change the logo design . 

 APLICATION 

 The data brougth us the alerts , the situation required deep changes in order to make more   interesting the radio station , to make it newer , and to attract again the listeners . 

 So , we knew we had to work with storytelling to show the information with a consistent and   lineal screenplay ; showing the previous situation of the radio , when it was the favorite ; then   showing how the industry changed , and how our audience changed , and finally where we were   in the moment . That would gave us more effectiveness and make meaningful impact . 

 INSIGHT & APPROACH 

 After the meeting where we exposed the information , we gave the audience just an   infographic with the main points we talked about and the insights . Then we asked them how   they think we could improve the situation . 

 Then we realized that we made it great , because people , including our CEO , understood the   whole situation , and instantly were involved trying to give ideas and asking for another   meeting to continue work and start the actions . 

 How we could have done it better ? , I´ll like to say that maybe a video of our meetings with   interviewed people talking about the radio , how they used to love it , why they left it , etc .   would be more effective . And also , if after the presentation results meeting we would have   used mind mapping tools the meeting could were more productive . 


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: STORY TELLING ( Module 2 ) – Reflection 

 CHALLENGE 

 Working on the marketing area of a popular salsa radio station , we realized that the brand   were losing audience increasingly , the situation turns critical because of the audience ratings   report and also by the churn from the advertisers . 

 The radio was the first salsa radio station in Peru , and in that time have more than 30 years   leading the ratings with a great advantage over the competitors . It´s regular audience were   young adult people , from 20 to 45 years , both genders but with a preponderacy of male , and   medium to small GSE . The playlist was focus on the actual music of artists like Marc Anthony ,   Victor Manuelle , Gente de Zona , etc . It didn´t consider music form classics or other music   gender related to salsa . 

 SELECTION 

 The first time I Heard about the tool was in a global market research agency being an Account   Client Director , and it grab my attention instantly . The Story telling is a toll which allows you to   create some kind of a little movie , I mean it because you need a structure , a screenplay in   order to grab the attention of your listeners and to get them into the discussion to improve it   and to develop more insights over the available data . Also , the tool helps you to be more clear   in what you want to transmite to the audience . 

 Making the research about the current situation of the radio ( What is ? phase ) , we realized 2   issues . The first one was about the poor situation of the radio on the audience ratings , the   image on the mind of our listeners and those who leaved us to change and hear a new one ,   how other salsa stations created newer mixes in their playlist to attract more listeners , how   distant was our relationship was with the local artists , etc . 

 To make more difficult the situation , while we were delivering information ( insights in   advance , sum reports , etc . ) , we discovered that the CEO were not agree that the brand needed   some changes at least . To be clear , he understand there was a non good situation , but were   really afraid to make changes , he just was talking about to change the logo design . 

 APLICATION 

 The data brougth us the alerts , the situation required deep changes in order to make more   interesting the radio station , to make it newer , and to attract again the listeners . 

 So , we knew we had to work with storytelling to show the information with a consistent and   lineal screenplay ; showing the previous situation of the radio , when it was the favorite ; then   showing how the industry changed , and how our audience changed , and finally where we were   in the moment . That would gave us more effectiveness and make meaningful impact . 

 INSIGHT & APPROACH 

 After the meeting where we exposed the information , we gave the audience just an   infographic with the main points we talked about and the insights . Then we asked them how   they think we could improve the situation . 

 Then we realized that we made it great , because people , including our CEO , understood the   whole situation , and instantly were involved trying to give ideas and asking for another   meeting to continue work and start the actions . 

 How we could have done it better ? , I´ll like to say that maybe a video of our meetings with   interviewed people talking about the radio , how they used to love it , why they left it , etc .   would be more effective . And also , if after the presentation results meeting we would have   used mind mapping tools the meeting could were more productive .
### Output: 