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South Lincon County, Marketing Presentation

  1. 1. Tourism Marketing on a Shoestring May 15, 2012
  2. 2. Introduction•  Travel Oregon Staff•  Regional & Local Organizations•  Presentation Team•  Workshop Participants GDS
  3. 3. Introduction Cooperative Marketing Paths Local Businesses, Services, AttractionsLocal Destination Marketing Organization (DMO/City/Chamber) Regional DMO (Central Oregon Coast Association) Regional DMO (Oregon Coast Visitors Association) Travel Oregon GDS
  4. 4. IntroductionOverview of Today’s Topics§  What is marketing?§  Starting your marketing plan§  What is the experience you are selling?§  Product positioning and branding§  Cooperative marketing opportunities – Travel Oregon/RDMO§  Understanding your potential markets§  Marketing communications strategies and action planning§  Budgets, timelines, measurement§  Discussion§  Evaluations and wrap-up§  Workbook GDS
  5. 5. IntroductionOutcomes§  How to communicate in a way that the visitor finds compelling.§  Familiarity with marketing terminology, strategies, action planning.§  How to extend and maximize financial resources through partnerships.§  Tools and resources from which to develop a tourism marketing plan. GDS
  6. 6. IntroductionWhat are the top three things youare going to do in the next week? GDS
  7. 7. Starting on Your Marketing Plan GDS
  8. 8. Marketing PlanWhat do you want to work on? GDS
  9. 9. Marketing PlanWHAT IS MARKETING?§  What do YOU think Marketing is?§  Definition of Marketing – The process or technique of promoting, selling and distributing a product or service. To be most effective, marketing requires the efforts of everyone in an organization and can be made more or less effective by the actions of complementary organizations.§  Marketing includes everything from the initial awareness of a product, service, or destination to the marketing materials developed to the delivery of the experience. GDS
  10. 10. Marketing PlanMarketing Plan Background & Rationale – Page 7 §  Create your organization or business mission statement §  Mission – A broad, general statement about an organization’s business or organization’s and scope, services or products, markets served and overall philosophy. §  What is your business/organization? §  What services or products do you provide? §  Describe the markets that you serve. §  What is your overall philosophy? GDS
  11. 11. Marketing PlanMarketing Plan Background & Rationale – Page 8 §  What is happening in the world around you? §  Economic Conditions? §  Current travel trends? §  Current social trends? GDS
  12. 12. What ExperienceAre You Selling? GDS
  13. 13. The ExperienceWhat Are You? (Page 9)The LURE: the experience that motivates the visitor toactually come to your destination.DIVERSIONS: things visitors can do closer to home butwill do in your destination because they are already there.AMENITIES: Things that make the visit a comfortable one:signs, restrooms, shade trees, parking, seating and gatheringareas wifi, etc.AMBIANCE: historic buildings, public art, street banners,etc. GDS
  14. 14. The ExperienceWhen selling: (Page 9)•  Who is your customer?•  Lead with the benefit to your customer.•  Name the company second.•  Are you part of a larger niche or destination brand? GDS
  15. 15. Positioning & BrandingPage 11 GDS
  16. 16. Positioning & BrandingA Brand is a promise of the experience you are going to deliver.Positioning is how you describe what you are selling. (marketing)(A good reference book is “Destination Branding for Small Cities” by Bill Baker.) GDS
  17. 17. Positioning & BrandingWhat branding IS NOT:•  A logo•  A slogan•  A marketing campaign•  Geography•  History GDS
  18. 18. Positioning & Branding•  Tie in with a destination brand when possible•  Become known for something special•  If the product is not unique, make the service special GDS
  19. 19. Positioning & BrandingEven if you do nothing, you still have abrand. It just may not be the one you want. Because consumers decide what your brand is, your product, service or destination has a brand. Do you really know what your brand is? Are you managing your brand? GDS
  20. 20. Travel Oregon Programs GDS
  21. 21. Global Marketing
  22. 22. Marketing Team Kevin Wright, Vice President, Global Marketing Holly Macfee, Vice President, Global Brand StrategyGlobal Communications•  Judiaann Woo, Director•  Linea Gagliano, ManagerGlobal Integrated Marketing•  Mo Sherifdeen, Director•  Kate Jorgensen, Project Manager•  Bryant Marban, Production CoordinatorGlobal Marketing•  Amy Nyberg, Account Executive•  Katy McCulloch, Coordinator/AssistantGlobal Marketing Services•  Michael Sturdevant, Senior Manager•  Ariana Bray-Sweet, Coordinator
  23. 23. Marketing Programs•  Media/Advertising –  2 year/$4 million campaign•  Public Relations & Communications –  Media Relations/Communication +•  Integrated Marketing –  Digital Channels + Content•  Fulfillment –  Guide distribution (website & 800 # requests, and BRCs)
  24. 24. Marketing Objectives•  Continue to Engage Consumers in the Oregon brand•  Breakthrough Market Clutter by Focusing our Messages•  Engage in Conversations with Consumers who Identify with the Oregon Mindset•  Leverage Oregon Fans
  25. 25. Folks don’t cometo Oregon to getaway from it all.They come herebecause theyneed more ofsomething.
  26. 26. Rich Storytelling & InspirationAuthentic. Visionary. Stewardship.
  27. 27. Two Pillar Marketing Strategy Spring Fall Outdoor Recreation Culinary Oregon Adventurecation Oregon Bounty Advertising Positions Oregon as the travel destination Position Oregon as a premiere foodie Message: for outdoor recreation. Focus on: destination. Feature stories may include: •  Hiking •  Oregon Chefs •  Cycling •  Vintners, Brewers, Distillers •  Golf •  Chocolate/Cheesemakers •  Outdoor Adventure •  Fishermen •  RanchersMedia TV and online ads placed in environments TV and online ads placed in environmentsStrategy: that reach active explorers and outdoor that appeal to foodies/cultural creatives who enthusiasts who are more likely to travel to are active vacationers Oregon Promotion Social Media promotion on Facebook with Developing a tastemaker event designed to : Adventurecation contest and branded tabs on make influential foodies intrigued in the Travel Oregon and partner Facebook pages specialness of Oregon Bounty
  28. 28. 2012 Spring CampaignOregon Adventurecation
  29. 29. Spring 2012 AdvertisingOverall: 50% TV / 50% OnlineDomestic TV Markets: –  local broadcast networks in Spokane, San Francisco, Seattle, and Portland –  limited national buy through select channels on Dish Network’s partnership with Google TVCanada TV: –  Vancouver B.C., local network buy
  30. 30. Online Plan World Expansion •  4.1MM imps Local Sites •  4.9MM imps Enthusiast Sites •  6.6MM imps Travel Inspiration •  9.3MM imps
  31. 31. Online Banner Ads
  32. 32. Travel Oregon Facebook Tab
  33. 33. Partner Pages on Facebook
  34. 34. Full On Oregon Weekend
  35. 35. CoverageGwen Pratesi, Bunky Debra Smith, SmithCooks Bites
  36. 36. Award WinningFood.TravelOregon.com
  37. 37. Outline•  Evolving role of DMOs•  Our approach to destination content management•  How we partner with statewide partners
  38. 38. Online trip experience is crowded, clinical& intimidating ~ Forrester
  39. 39. The Facts–  28% of leisure travelers in the U.S. who booked their trips online said theyd be interested in going to a good traditional travel agent*–  Customer enjoyment in online planning/booking dropped to 46% in 2009 vs. 53% in 2007*–  Travelers want “local information” from travel brand social media accounts** •  Forrester Research - Travel Booking Satisfaction Report, 2009 •  USA Today. What Do You Tweet to you Hotel, April 18, 2011
  40. 40. Integrated Marketing (Digital + Content) INSPIRATION INFORM CONNECT INSPIRATIONWe tell, curate & We facilitate the We providefacilitate storytelling gathering of Oregon’s tourism—stories, blog personal and industry myriadposts, photos, relevant Oregon opportunities tovideos, trip experiences to build a relationshipexperiences—that create successful with travelers toevokes an emotional trips that are highly Oregon andresponse and anticipated and translate theirignites the desire to fondly remembered interest into a saletravel.
  41. 41. DMOs Still Influence Travelers…
  42. 42. ….Provide Useful Info
  43. 43. And Can Do It On-the-Ground.Things Have Changed for DMOs(Source: PhoCusWright. “Loco Over Local: Four Trends That Are ReshapingTourism”)
  44. 44. DMOs are Destination Curators (i.e. creators + curators of amazing contentthat tells the storyof our city, region, state and/or country)
  45. 45. ContentCreatesAudience
  46. 46. (Source: MilesMedia, Content Marketing”)
  47. 47. (Source: PhoCusWright. “Loco Over Local: Four Trends That Are ReshapingTourism”)
  48. 48. Integrated Marketing (Digital + Content) INSPIRATION INFORM CONNECT INSPIRATIONWe tell, curate & We facilitate the We providefacilitate storytelling gathering of Oregon’s tourism—stories, blog personal and industry myriadposts, photos, relevant Oregon opportunities tovideos, trip experiences to build a relationshipexperiences—that create successful with travelers toevokes an emotional trips that are highly Oregon andresponse and anticipated and translate theirignites the desire to fondly remembered interest into a saletravel.
  49. 49. The Orb – Comprehensive Destination Management Media Sites TravelOregon.comOther 3rd Niche/Micro sitesParties Mobile Apps VisitSouthernOregon
  50. 50. Wider & Deeper. (Print)
  51. 51. Digital Content – Seasonal Stories5 stories per season
  52. 52. Digital Content –Feature Stories At least 5 stories per month
  53. 53. Digital Content – Grant’s Getaways 1 story per week
  54. 54. ItinerariesOngoing; as needed
  55. 55. Digital Content–BloggerStories-At least 5 stories per month-20 bloggers-Free + open (writer guideavail.)
  56. 56. Digital Content – Email Newsletters
  57. 57. Social Media Outposts
  58. 58. “Big Daddy” Editorial Tracking
  59. 59. Online Business Listings•  Goal: Provide travelers a view of all there is to see and do in a particular city or region and allow them to plan their trip.•  Listings include text, photo, links, location map & things near by•  Contact: Bryant Marban, Bryant@traveloregon.com or 503-378-4577
  60. 60. Listings Available•  Attractions•  Events•  Eat/Drink: Restaurants, Wineries, Breweries etc.•  Trails•  Lodging•  Deals
  61. 61. Advertising Opportunities•  Print – Oregon Visitor Guide•  Travel Oregon Ad Network –  TravelOregon.com –  E-Newsletters •  General •  Culinary •  Outdoor•  Travel Oregon Digital Magazine•  Contact Betsy Hand for more information –  betsyh@mediamerica.net, 503-445-8809 www.mediamerica.net/media-kit.html
  62. 62. Travel Oregon Online Leads•  Database of people who want more information about Oregon•  You can search by where they’re from, where they want to go and what they want to do –  E.g.: People from Arizona looking to come to Willamette Valley for a family experience•  Cost: $5 to sign up, 7.5 cents per name•  Tool.TravelOregon.com•  Amy Nyberg (Amy@TravelOregon.com)
  63. 63. Ask OregonA strategy to deliver visitor information by connecting passionate Oregonians to travelers….using multiple touch points(Web, Call Center, Twitter, Trip Advisor, Visitor Centers etc.)
  64. 64. Launch Ambassadors•  Zach Collier (NW Rafting) – Rafting•  Kim Cooper Findling (Freelance) – Family Travel & Central Oregon•  Ryan Reichert (NW Whites) – Wine•  Jeff Alworth (Beervanah) – Beer
  65. 65. Launch Ambassadors•  John Chilson (Lost Oregon) – Oregon History•  Dave Johnson (DJ Fishing) – Fishing•  Noel Lucky (Golf Digest) –  Golf•  Otis Rubottom (Freelance) –  Bicycling
  66. 66. Launch Ambassadors •  Lynne Curry Sampson (Freelance) –  Eastern Oregon & Food •  Niki Price (Oregon Coast Today) –  Oregon Coast •  Cari Gesch (Blogger + Photographer) –  Hood/Gorge •  Debbie Lusk (B+B Owner & blogger) –  Willamette Valley •  Dave Strom (Dave Knows Portland) –  Portland
  67. 67. Sample Questions
  68. 68. Sample Questions
  69. 69. Moving Forward –  Travelers to Oregon love the personal recommendations from ambassadors –  Oregonians want to be ambassadors –  Expanding program to new TravelOregon.com
  70. 70. How You Can Help–  Set a twitter search for #AskOR–  Monitor TO Facebook page–  Respond if/when appropriate–  How do we expand scope of program to visitor centers (e.g. Adventure Center, Eugene) and your visitor center experts?
  71. 71. Public Relations Targeted Pitching FreelancersCore The right story Foster relationships, to the right contactProgram: at the right time host preferred writers Monitor E-news Outreach Conversations ‘What’s New’ Word cloud trending Oregon Bounty,PR AdventurecationCampaigns:Special New York media tour,event: culinary focus
  72. 72. Public Relations•  PR program allows you to proactively keep Oregon top of mind with media•  Tell your DMO/RDMO what’s new, unusual, unique or what you’re promoting•  Connect with Travel Oregon PR@TravelOregon.com
  73. 73. Thank you!
  74. 74. Lunch GDS
  75. 75. Understanding Your MarketsPage 12 GDS
  76. 76. Understanding Your Market§  Geographic markets §  Local §  Instate §  Region of the U.S. §  Entire U.S. §  International – specific countries§  Demographic, Psychographic Research §  Demographics (age and income, education) §  Psychographics (lifestyles, behaviors, interests) GDS
  77. 77. Understanding Your Market GDS
  78. 78. Understanding Your MarketOvernight Travel Study•  Where visitors come from and how many•  What visitors look like – age, sex, party size, education, employed, income, etc.•  How they plan their trips to Oregon – timing, info sources, web use, etc.•  What they do on their trips•  How they rate their experiences•  Trends over time•  Sometimes called the Longwoods Study GDS
  79. 79. Understanding Your MarketA Regional Version of the Oregon Overnight Travel Study is Available GDS
  80. 80. Overnight Visitor Profile Highlights (Oregon Coast) Origin of Overnight Visitors GDSSource: 2009 Longwoods Overnight Visitor Study (Oregon Coast)
  81. 81. Overnight Visitor Profile Highlights (Oregon Coast) Other Places Visited GDSSource: 2009 Longwoods Overnight Visitor Study (Oregon Coast)
  82. 82. Overnight Visitor Profile Highlights (Oregon Coast) Main Purpose of Marketable TripSource: 2009 Longwoods Overnight Visitor Study (Oregon Coast)
  83. 83. Understanding Your MarketExamples of Other Research•  Tourism & Hospitality Indicators•  Lodging Tax Survey•  Oregon Travel Impacts•  Fishing, Hunting, Wildlife Viewing and Shellfishing•  Oregon Cyclist Visitor Analysis•  Oregon Bounty•  Importance of Cultural Tourism•  Go to website: www.industry.traveloregon.com GDS
  84. 84. Travel Oregon’s Target AudienceTravel Oregon’s advertising campaigns primarily target’s the following high-yield consumers:Primary•  Adults 25-64•  who spend at least $1,000 per year on travel•  and live in Oregon, Washington, Northern California, and IdahoSecondary•  Southern California and New York GDS
  85. 85. Understanding Your MarketWho are your target markets? – Page 12 GDS
  86. 86. Marketing Strategies & ActionPage 13 GDS
  87. 87. Marketing Strategies & ActionMarketing Objective – A goal that your organization or business attempts to achieve, usually focused on a target market.Marketing objectives should be: –  Results oriented –  Target market specific –  Quantitative/measurable –  Time specific GDS
  88. 88. Marketing Strategies & ActionExamples of Marketing Objectives (Page 13):For an attraction: “To increase the number of trips sold(result) to RV visitors(target market specific) by 100 (quantified) during the summer season 2012 (time specific).”For a small lodging establishment: “To increase the number of room nights (result) generated from the bicycle touring market (target market specific) by 100 (quantified) during the spring and summer of 2012 (time specific). GDS
  89. 89. Marketing Strategies & ActionMarketing Strategy - A course of action selected from the marketing mix to communicate to various target markets.Marketing Mix – Activities to communicate your brand, market position, product/service features and benefits to the customer. For example: Website Social networks Brochures Press releases FAM trips Other GDS
  90. 90. Marketing Strategies & ActionExample of a marketing strategy and action plan: (Page 14)Strategy for an attraction or tour: “Use printed brochures (collateral material) to communicate our brand, market position, product/service features, benefits to customer and pricing.”Action plan for collateral attraction or tour: “Create 4” X 9” rack brochures to be distributed to visitor information centers throughout the county.” GDS
  91. 91. Marketing Strategies & Action Key Shoestring Strategies •  Cooperative Marketing Activities •  Interactive •  Collateral •  Public Relations •  Advertising •  Travel Trade •  International •  Special Opportunities GDS
  92. 92. Marketing Strategies & Action 1. Interactive MarketingPage 17 GDS
  93. 93. InteractiveTravel Oregon’s Interactive Strategy:Goal: ENGAGE in a conversation with consumers andprovide them INSPIRATION, INFORMATION andTOOLS for their OREGON vacation experience.1.  Showcase the Oregon experience2.  Engage at every stage of the trip3.  Improve connectivity & partnerships GDS
  94. 94. InteractiveHow do you do create and Interactive Strategy?•  Creating a website•  Using social media like Facebook, Twitter, Foursquare, etc.•  Developing e-marketing newsletters and e-blasts•  Creating a blog, RSS feeds•  Developing YouTube, Vimeo videos•  Using co-op opportunities with DMO, RDMO, TO GDS
  95. 95. InteractiveYour Website – 8 Rules:•  Hire someone to help build the website structure.•  Content is more important than design.•  Design for easy navigation, not for art.•  Home page is critical – leads to other pages.•  Understand the importance of key words.•  Use a title tag on each page that is different. This is what shows up in searches.•  Links and images need descriptive tags too!•  Make a site map of your website and give it to Google.
  96. 96. InteractiveHow Does Your Website Get Noticed?•  Search Engine Optimization•  Search Engine Marketing – Keyword Ads•  Banner Ads GDS
  97. 97. Interactive Search Engine Market Share – 2012Source: comScore GDS
  98. 98. InteractiveKey word ads >> SEMSEM Key Word Ads << SEO listings SEO << Listings
  99. 99. InteractiveAdvertising on Google, Yahoo, Bing1.  Banner ads and SEM keyword ads.2.  Budgets are flexible by day.3.  Experiment with key words.4.  Pay only for visits to your site.5.  Try different ad copy.6.  Ask how visitors found you.7.  Use ANALYTICS. GDS
  100. 100. Interactive GDS
  101. 101. InteractiveSocial Media – Where Do I Start??? GDS
  102. 102. InteractiveFirst of all – Why?•  Because marketing has changedfrom a one-way message to a two-wayconversation.•  And there is no going back!! GDS
  103. 103. InteractiveYou need to think about a full socialmedia strategy. Start Here:1.  Observe how it works2.  Look at competition3.  Become active GDS
  104. 104. InteractiveMost Important:1.  Tell your story. It’s about theexperience.2.  Focus on relevant social networks. GDS
  105. 105. Interactive= 900 million users and counting= timely information; conversation; 300million users = telling your story = listing and reviews = reviews GDS
  106. 106. Interactivehttp://business.twitter.com GDS
  107. 107. InteractiveA word about BLOGGING:•  Opportunity to TELL YOUR STORY•  Readers can comment, creates conversation•  Builds additional web trafficBUT:•  Can be time-consuming (but it’s free!) GDS
  108. 108. Interactive Usability Content (navigation, search visibility, accessibility etc.) Creative Sweet SpotBalanced Communications GDS
  109. 109. Marketing Strategies & Action CollateralPage 19 GDS
  110. 110. CollateralWhat is Collateral? – A collateral marketing strategy involves the use of various printed and online materials that communicate your brand, market position, product/service features, benefits to the customer and pricing if you are a business.Collateral marketing strategies can include the following activities:•  Creating attractive brochures and rack cards•  Creating posters, bookmarks and other printed materials•  Utilizing cooperative opportunities – local DMOs, RDMO, and Travel Oregon GDS
  111. 111. CollateralKey Tips:•  Lead with the best, leave the rest•  Tell the story, don’t just provide lists•  Give the details•  Photos should be large and compelling, not amateur hour•  Always have people in the photos, your target audience•  State the benefit to the visitor – it is not about you.•  Use good maps and detailed instructions on how to findyou. GDS
  112. 112. CollateralCollateral Usability•  Collateral – make it easy to carry •  Fit into brochure racks. •  Use quality paper especially if you use a lot of photos GDS
  113. 113. CollateralWays to Distribute Collateral •  Visitor information centers •  Kiosks •  Online •  Direct mailing •  Trade shows •  Fulfillment of requests from interactive, PR, advertising •  Other GDS
  114. 114. Marketing Strategies & Action Public RelationsPage 22 GDS
  115. 115. Public RelationsPublic Relations – Activities designed to generate and maintain awareness of your product, service or destination among your target markets and other organizations through nonpaid communication and information about what you have to offer.Why Public Relations?•  Important because it is “third party” coverage but more controlled than social media.•  More credible than paid advertising. GDS
  116. 116. Public RelationsPublic Relations Activities•  Develop a website media or press area• Develop a hard copy press kit, press information, photo library• Create and distribute press releases• Provide media assistance for story writers and editors• Utilize cooperative opportunities – Local DMO, RDMO and Travel Oregon GDS
  117. 117. Marketing Strategies & Action AdvertisingPage 23 GDS
  118. 118. AdvertisingAdvertising – Any paid form of promotion of your product, service or destination.Types of Media•  Newspapers•  Magazines•  Broadcast•  Direct mail•  Outdoor•  Internet•  Coop opportunities GDS
  119. 119. Marketing Strategies & Action Travel TradePage 24 GDS
  120. 120. Travel TradeTravel Trade – Travel agents, tour wholesalers and operators, corporate travel managers, incentive travel planners, and convention/meeting planners.Travel Trade Marketing Activities:•  Advertising in travel trade publications•  Attending travel trade shows•  Providing Familiarization (FAM) trips•  Brochure distribution•  Public Relations•  Cooperative opportunities GDS
  121. 121. Marketing Strategies & Action International OpportunitiesPage 25 GDS
  122. 122. InternationalInternational Opportunities – The key international markets for Oregon: –  Germany, U.K. France, Benelux –  Japan, Korea, China –  Canada, Mexico –  Scandinavian Countries –  Australia GDS
  123. 123. InternationalInternational Marketing Activities:•  Media & Travel Trade Research Trips•  Trade Shows•  Sales Missions•  Partnering With Regions•  In-country Marketing Reps•  Printed Media•  Social Media – Twitter, Facebook GDS
  124. 124. Budgets & TimelinesPage 26 GDS
  125. 125. Establishing Budgets & TimelinesBudgeting Methods1.  Historical – spending is same as previous years.2.  Percentage of sales – industry average % of total revenues.3.  Competitive – match spending of your competitors.4.  Task-oriented – consider each activity and what needs to be spent to meet marketing objectives. GDS
  126. 126. Establishing Budgets & TimelinesThe Reality of Budgeting1.  Allocate a tentative, overall budget for marketing.2.  Determine your marketing objectives and strategies.3.  Tentatively split the budget between strategies.4.  Then split the budget between actions within the strategies.5.  Develop and refine the activities.6.  Reallocate budget to determine final budget allocations. GDS
  127. 127. Establishing Budgets & TimelinesEstablishing Realistic Timelines1.  Establish a full-year marketing calendar cycle.2.  Understand steps and time involved in producing collateral and advertising material.3.  Research key deadlines for advertising insertion dates.4.  Work closely with partners and service providers.5.  Stay connected to your local DMO, RDMO, and Travel Oregon.6.  Create and overall TO DO list that covers the marketing cycle and includes details of who needs to do what and when. GDS
  128. 128. Measuring Your SuccessPage 27 GDS
  129. 129. Measuring Your SuccessHow to you measure your success?•  Establish your measurement criteria.•  Establish marketing controls – monitoring and adjust activities.•  Analyze the results of efforts – both at the activity level and the overall objective level. GDS
  130. 130. Measuring Your SuccessOverall Evaluation•  Ask visitors how they heard about you.•  Total number of room nights for the year/season•  Total income for the year/season•  Total visitors and/or visitors by target market GDS
  131. 131. Measuring Your SuccessExamples of Specific Measures•  Website – unique visitors, page views, origin of traffic, time spent on site, engagement•  Collateral – number of brochures distributed, bookings generated from brochures•  Public relations – number of stories generated through press releases, FAM trips•  Advertising – number of impressions, responses, bookings from specific ads or ad campaigns•  Travel trade and International – number of leads/bookings generated though various activities•  Special promotions – number of inquiries/bookings generated GDS
  132. 132. Sharing GDS
  133. 133. Evaluation & Wrap-up Thank you ! from the teams at

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