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Paige Providence

3 Ways Graphic Design and Public Relations go Hand in Hand

by Paige Logue

What do you think about when you hear the terms “graphic design” and “public relations”? Do you think of the two as teammates, or are they on two different playing fields?

As the Public Relations intern for Providence Strategic Consulting, Inc. it is my job to use my background in design to help build, rebuild, or maintain the state of the relationship between our clients and their presence in the public.

Graphic design can be explained as the art of communication and problem solving through imagery and public relations creates and preserves relationships between brands and the public (often using imagery). Using art to communicate effectively? How cool is that!

Providence uses graphic design to execute their effective public relations strategies and I wanted to share with you the Top 3 Ways Graphic Design and Public Relations go Hand in Hand!

  1. Creating Identity Designs for Building Brand Awareness

Building brand awareness includes creating all identity designs for the client. Some examples of identity designs are the company logo, business card, and a letter head. It is up to Providence to then use those designs to promote the client company in ways that are appealing to potential customers.

When it comes to creating logos and a brand’s identity, you want to create successful designs that act as the accessory to the company. Brand identity needs to be viewed as the earrings or a great outfit that enhance the beauty of an already great company and not something that is so overbearing you are distracted by the design.

  1. Creating Designs for Social Media

Once the brand has been established with identity designs and the foundation of the brand’s presence with the public has been built, graphic design is used to create content to maintain that foundation.

For example, if the brand has social media accounts, then it is up to the graphic designers to create content on those social media accounts. It is important to note that the content on social media needs to be top notch, engaging, and serve more of a purpose than to just communicate information. Using imagery, typography, and a visual hierarchy, graphic designers create designs that are memorable and communicate information in an appealing way.

Successful relationships are built on strong foundations. Foundations are created with intriguing designs that accurately portray the purpose of a brand; thus, the designs continually support the brand in the eye of the public.

  1. Creating Designs for Events

Beyond creating identity designs and content for social media, graphic designers at PR firms are also responsible for creating designs for events put on by client companies.

One instance of this would be if a client’s store was being remodeled and Providence was planning a re-opening event, it would be up to the graphic designers to create flyers, banners, t-shirts and other promotional materials for the event. Much like creating brand identity, the designs created for events are to accessorize what the event is about. You want to ensure the designs are inviting and will attract as many customers to the re-opening event as possible!

Successful public relations strategies really would not be as effective without the use of graphic design. Problem solving with imagery keeps content interesting, and I’m sure we can all agree when we just see words on a page or a screen we are less likely to pay attention to what is being conveyed!

Air Force Marketing

3 Things the United States Air Force Taught Me about Marketing

by Aaryck Enriquez

2006 – 2012 was a period of my life that will forever be defined by one thing: Air Force.

Being an Airman taught me many life lessons; like how to fill out a USAF ID10t Form, when to “stop eating crayons” as my drill sergeant once put it, why I should remove my head from my own rear-end and many other armed services classics. Thus, from these life lessons, I have learned a few things about marketing and would like to share some of these nuggets of wisdom with you!

So, here are 3 Things the United States Air Force Taught Me about Marketing.

  1. Know Your Objective

It was 0515 (5:15am) and all I can see is the beet-red face of a large man yelling at me. Flecks of spit covered my sweating face and I couldn’t tell what was perspiration and what was spit. However, I had a 6’4 problem in front of me to deal with, so I ignored it. Two hours had passed since our drill sergeants had the brilliant idea of a training tactic that involved doing inspections at 0315. They found a major infraction within my bunk: my 5-inch-wide rolled up socks broke the 4-inch-wide rolled up socks rule. I honestly believed the socks had to be 5 inches. Despite my ignorance, I was still reprimanded with non-stop pushups, an upended mattress and verbal violence for two hours because I didn’t know my objectives.

While marketing isn’t as intense as getting yelled at about socks before you’ve had breakfast, you and/or your clients are pouring a lot of money into the marketing campaigns. So, take it from me and my 5-inch-wide rolled up socks – you may want to treat it as such by knowing your objectives inside and out. Knowing your objectives will not only help maximize efficiency in your campaigns, but it will also help you get the biggest return on investment.

  1. Adapt to Adversity

“Sergeant, it’s cold outside.”

“It’s always cold outside. It’s Wyoming,” I replied.

“Yeah, but like, it’s June!”

Some time has passed since I botched the 4 inch-wide rolled up sock rule. I was recently promoted to the rank of Staff Sergeant and I barely knew what I was doing. The hail was coming down hard on us and a tornado warning has been issued. If I said I wasn’t scared, I would be telling the absolute truth because this California boy was excited to see his first real tornado up close and personal. However, for the sake of everyone’s safety, we got back into the Humvee and drove back to our main site. Once the storm was over, multiple alarms were going off due to the adverse weather and my team and I had to “strike the sites” to make sure they reset and were functional again.

This lasted for hours. In the cold. In the middle of June… Wyoming is an odd place.

After working on several alarms at different sites, my team was tired, hungry and cold. The only warmth we had was from our flak vests, helmets and cigarettes. Still, we kept at resetting the alarms at each site, no matter the issue. Whenever we faced an issue, we made sure we adapted to the environment and kept pushing on, no matter what.

No, marketing is not that intense, however, it does require thick skin! One of my marketing professors from the best university of all time, Colorado State, agrees with this mentality because he says anything goes in the marketing industry. However, adhering to best practices, being flexible and addressing issues on the spot can help a marketing campaign excel!

  1. Attention to Detail

Remember the sock story I just told you? Well, that’s applicable in marketing, as well. Case in point: you try rolling your socks up into a perfectly cylindrical 4-inch roll! Gotta pay attention…

Paying attention to the details makes all the difference in the copy, graphics, audiences, objectives, data and much more. “Keep your head on a swivel” and maintain vigilance. Your bottom line depends on it! Hua.

Why Our Intern Chose Marketing as Her Career

by Michelle Espinoza


Marketing. What is marketing?

Well, honestly, when I was in high school I had no clue what it was. I had an idea that it had something to do with advertising and sales, but now I know that marketing is more than just that. Advertising and sales are branches of marketing. According to the Google Dictionary, marketing is “the action or business of promoting and selling products or services, including market research and advertising.” Coming out of high school, I didn’t understand what this meant. I knew that I wanted to study business, but I didn’t know what in business I was interested in. There was an extended list of concentrations, from finance to accounting, economics, human resources, management, marketing, and much more. I knew that finance and accounting were not for me since I have never been good with numbers. The other concentrations did not grab my attention. What was left? Marketing.

I took my first marketing class and I fell in love with it. Specifically, I took four courses for my marketing concentration; the rest were other business requirements. Introduction to Marketing was the course where I learned the principles of marketing and how marketing relates to the overall organizational function of a business. I was introduced to the different marketing strategies and different approaches that affect marketing campaigns in different types of businesses. In this course, I was also introduced to the four “P’s”, which are: product, place, promotion, and price. The four P’s are an important element of marketing because it helps to effectively target the consumer. Product can be a good, a service, an idea, or a combination of each. Place, also known as distribution, is where the products or services can be available to the consumer. Promotion is where one promotes the product, service, or idea and tries to influence the consumer into buying it. This goes hand in hand with advertising, personal selling, and publicity since that is what one uses to show the consumer why they need the product and why they should pay a certain price.

  • Click on the link below to learn more about marketing 101:

One of my favorite courses that I took was Consumer Behavior, which is an area of research for marketing. In this course, I learned about how an individual chooses a product or service. What is the motive to pick a certain product or service?  There are several factors that influence certain behaviors, for example, personal, psychological, and social. These factors have an influence on how consumers buy. It is a way of understanding why consumers buy certain products or services and how much of them they buy. How does the marketer get all this information? Well, doing research. Marketing research is simply getting information about future customers to guide them on marketing decisions, and there are several ways to collect this data. Currently, marketing research has become much easier because of the internet. Marketers can now gather information by using digital and social media. Online surveys are also a great way to get information about consumers.

  • Check out the link to learn more about consumer behavior:

I learned so much from my marketing courses, but it would take me a long time to write about all of it! I wanted to give our readers a small overview of my two favorite courses. There are many people who think that marketing is not important for a business, but I think a business cannot function without marketing. I feel that marketing is the heart of a business. You can have a great business and products, but without marketing, none of your future customers would know about it. Marketing helps a business introduce a product or service to potential customers.

For more content like this, check out our other blog posts and more by clicking here


5 Simple Tips on Creating the Best Video for Social Media

by Aaryck Enriquez, Digital Marketing Specialist

In a previous blog post, we encouraged you to start producing more videos for your social media content and the reasons why are important! By 2020, 80% of all consumer traffic will be video and 76.5% of marketers and business owners are seeing positive results with their video marketing. That’s right! Over 76% of brands and businesses that used video as a part of their social marketing campaign, saw more positive results compared to those without. Now that you have the facts, here are 5 Tips on How to Create Your Best Video Today!

  1. Make People want to Share your Video on Social Media!

The videos that get the highest amount of engagement on social media are funny videos, DIY tips, “Behind the Scenes” and heartwarming videos. It’s important to get your audience to care about your brand and what you’re selling. If the video is flashy and well made, but it lacks incentive for engagement, then you missed out on a great opportunity and there goes your ROI down the drain.

  1. Stick Close to 30 – 60 Seconds.

Let’s be honest – Facebook and Instagram are overwhelming. The news feed is designed to put all the content someone likes into one, accessible place. The problem: it’s all in one place. So, your video is not only fighting for news feed real estate, it’s also fighting for your audience’s attention. For Facebook, keep your video around 60 seconds and keep it close to 30 seconds on Instagram. Anything more is rolling the dice on great engagement on your social media.

  1. Visual > Audio on Social Media

Facebook has all videos on auto-play but there isn’t any sound until the video is clicked. So, make sure your visuals are very eye-catching and worthy of a click! Social media is fast paced so make sure you have something worth looking at!

  1. Get to the Point

The first 3 seconds are the most important seconds for your video on social media. Those seconds will be the deciding factor of whether someone is going to watch your video. Keep it interesting and worth staying for.

  1. Be Creative or Hire Someone to Help

We have personally witnessed small businesses shoot video with their iPhone and still receive great engagement from their audience. The videos were creative, unique and offered an experience that consumers normally wouldn’t get anywhere else. However, continuously creating good quality video, let alone, content, is a full-time job…

Don’t worry! We are here to help if you need it. We love filming and creating exclusive video content for our clients and hope that we have the chance to for you in the future!

digital self providence

Building Your Digital Self, Part 1

by Maria Baez

Here at Providence Strategic Consulting Inc., we pride ourselves in our ability to help people, organizations and businesses launch and maintain their digital identities! Today we will be talking about the important foundation needed to make that happen.

  1. Establish Your Identity

First and foremost, it’s important that you set goals. Establish this early on so that you can measure the effectiveness of your strategy. So, sit down and ask yourself:

  • What are my goals and objectives?
    • Is it generating leads, driving sales or establishing an identity?
    • Am I trying to gain more followers?
    • Create brand awareness?
    • Drive traffic to my website?

Once this critical step is done, you create a plan of action and a practical timeline. Whatever it is, you need to make sure that you follow it and stick to it. Find what works and what doesn’t so you can refine the plan as needed.

One of the most critical elements in building your online presence is making sure that you have an easy-to-view website that is mobile friendly and intuitive. In many ways, your online presence (be it your website, social media profiles, or LinkedIn) is a digital resume. It’s how people get to know more about you. Furthermore, learning to write well is important so that people know you are a legitimate source. If you need some writing tips, check out our blog post “We All Wonder What It Takes to Write Right…Right?

Last but not least, you need to get up to date on what SEO is and how it works. To be brief, Search Engine Optimization or SEO is a ranking strategy used by search engines to rank the quality and significance of your website. It takes into consideration link placement, social media, content, and the use of keywords to identify what order to place your site when people search for keywords related to you. To learn more about SEO and how to stay at the top of the results list on Google, check out Search Engine Land’s very thorough guide.

That’s all for today! Stay tuned for the next iteration of Building Your Digital Self, Part 2. Don’t forget to share other tips in the comment section below!

How to Build a Killer Instagram

Building a Killer Instagram

Worldwide, there are more than 800 million Instagram accounts active every month and 500 million of those are active every day. 200 million Instagram users visit at least one business profile a day and 60% say that they discover new products on Instagram. Instagram has created a platform where businesses, especially small ones, can easily (and inexpensively) reach a greater number of people. Instagram is, without a doubt, the platform of the millennium.

If you’re not using Instagram to market your business in 2018, you should be! Whether you’re trying to make sales using Instagram as a funnel or trying to build your following and increase your influence, there are a few rules that always apply to building a killer Instagram:

  • Be interesting. Your content should stop a scrolling thumb and garner a good double-tap. Get creative! Using marketing tools, like Canva, can help you create professional looking content quickly and easily. Engage your audience by keeping things fresh. You can do this by posting fun, silly things to your stories on FB or Instagram without interrupting the flow and brand on your feed. Showing off how multidimensional you can be will keep people coming back.
  • Be relevant. Everything you post needs to be relevant to the reader and to your business goals. If the reader can’t relate or it doesn’t support your company ideals, you’re wasting your time. Do your best to stick to your brand: your fonts, your color palette, etc. Keep up with current trends and adapt as needed. For example, right now, videos are curating more engagement than pictures so you might focus on taking and posting more videos than photos. This is the part where you bridge the gap between what the reader is looking for and what you have to offer. Think before you post!
  • Be authentic. The best way to be relatable is to be yourself. No one wants to talk to a billboard but they might want to talk to you. Use your own voice and don’t be afraid to put yourself out there! Get comfortable showing your audience the behind-the-scenes, the unedited photos and the works in progress. The more they get to know you, the more invested they will be in your offerings.
  • Be consistent. This is especially important if you’re trying to turn your following into sales. If there are long periods of time when your followers don’t hear from you, they might forget about you. The average American sees 4,000 ads every single day.  If you want to be remembered, you have to be consistent. Post often. Remembering to post every day is a challenge in and of itself. One way to overcome this is by using a platform that allows you to schedule your posts in advance. This way, you can have everything for the month or the week prepared at once and you can check it off your list!

If you can master these skills, your page is pretty much guaranteed to grow and your business will grow right along with it. What are you waiting for? Get to posting!

Instagram for Business

Public Relations Intern

Reflections of a Public Relations Intern

During my senior year at Cal State Bakersfield, I applied for and landed a 90-day Public Relations internship at Providence Strategic Consulting, Inc. My first week at Providence I felt both excited and overwhelmed. I was excited because I was learning so much so quickly and overwhelmed because coming into this position, I lacked confidence about what I was good at and what I could bring to the team. Although I was feeling overwhelmed, I assured myself that everything was going to be fine and reminded myself that internships are made for learning.

Balancing my internship, work and school was an ongoing struggle. My life consisted of going to class, then heading to work immediately after, then driving to my internship and trying to make some time for the gym, too. I was always on the go! I would find myself changing inside the car trying to be prepared for the next part of my day. I would spend time every evening trying to get ready for the next busy day. It was really tough but as time passed I realized I was adjusting and finding a routine in it all.

As the weeks went on I noticed that I became more invested in my internship. I would find myself checking emails at home and taking quick glimpses at the client’s social media pages to see how my posts were doing. I found my internship to be more interesting than my school work, that’s for sure! Who wouldn’t want to create content for social media pages, attend fun events, network with people and play with cool camera equipment?

Being part of the Providence team was my first real professional experience in the field of Public Relations and I could go on and on about the things I have learned. As my internship is coming to its conclusion, it’s good to reflect on the experiences and knowledge I’ve gained these past 3 months. The following are just a few lessons and tips I learned along the way.


Working in this office and learning the procedures has taught me more about teamwork. Providence has taught me how people come together to get things done. In observing everyday events and attending meetings, I saw how they all worked together to achieve their goal and meet the needs of the client. I learned that every team member has their strengths and they each bring something different to the table.

One of the most important lessons I will take away is how important it is to establish responsibilities. Assigning tasks to different team members helps the team work more efficiently and avoid any confusion.

public relations teamwork


Take Notes

Take detailed notes while being trained and when receiving instruction. You will be happy you have those notes to refer to when you have no supervision but need help!

Public Relations Notes

Taking Notes

Ask Questions

My professors weren’t lying when they said there are no stupid questions. If I didn’t ask the questions I never would have gotten the answers I needed. I made sure to ask A LOT of questions. Sometimes I felt like I was bothering my supervisors, but the Providence team was so nice and wanted me to succeed, so asking questions wasn’t as big of a deal as I thought it would be.

Public Relations Questions


Explore your Interests

The more you learn, the more you develop your interests. I personally learned so much about myself during this internship experience. As I got familiar with all new marketing software such as Canva (design) and HeyOrca (social media management), I realized how interested I am in marketing. I loved creating content for our social media outlets. I am always searching the web for inspiration and how I can further improve my newfound marketing skills.

Explore Public Relations



Internship opportunities are special learning experiences that help you grow. I have enjoyed all aspects of my time spent at Providence. With these newly acquired skills, I am more confident about what I want to do and where I want to begin my career after graduation.  I would like to thank everyone in the office for making me feel so welcomed and for teaching me so many things. After this internship, I feel ready for whatever comes next on my journey!



Video is the New Picture

Videos are impacting online advertising in a big way, simply out-performing all other types of digital marketing. In today’s technology-filled world, visual content is the new fad. People are far more likely to watch your video than read your article. Our environment has become so fast-paced – and let’s be honest, who wants to read your 2-page essay on why they should like your Facebook page? We’ll give you a hint- they don’t. On the other hand, if you use a short video, most people will watch at least three-quarters of the audio-visual experience.

At Providence, we create videos for our clients to promote the remarkable work that they do. For example, Goodwill Industries of South Central California has a mission to create jobs and provide skills development for people with barriers to employment. This is one of multiple videos we’ve produced to showcase Goodwill’s inspiring employees whose lives have been changed through the power of work:

It is important for our clients to reach large audiences, and when you create videos for content marketing, it helps communicate your message in a much more impactful way, often triggering emotions in the viewers. They are not only more compelling to the people watching, but you can track the number of times your video is viewed.

Sometimes, you need videos to be strictly educational. Recently, Kern Transit partnered with Token Transit to create a new app and Providence detailed the instructions to the app through a short, informative video:

According to ComScore, adding a video to your website can increase the chance of a front-page Google result by 53 times. In our society, technology is rapidly growing and video is becoming the new photo. Video should be a huge part of your current business advertising strategy.

Face the facts, online video is now the gold standard in content marketing and is responsible for the majority of internet traffic. These simple tips will make your life easier and your company more successful – so put them to work. Or call Providence and we can fire up your marketing through the power of video, so you can focus on what you do best.

Providence Consulting Employees or the New NASCAR Team?

Got Speed? Our team sure thought so at the beginning of our team building experience. On Friday, June 30th, the Providence team went out to Bakersfield Karting Experience for an enriching, momentum filled adventure. The team was ready to race after some delicious pizza and burgers. The anticipation was killing everyone as we waited for the race. The events leading up to our race were honestly quite hilarious. Have you ever heard of a head sock? We hadn’t either… but, a head sock is a necessary piece of material resembling a sock that goes on your head, self-explanatory I guess? After we retrieved our head socks, we got our helmets and neck pads and were ready to go.

We sat in our karts, one foot on the gas, one foot on the break, and got ready to race. As soon as the light turned green everyone took off. We had some fast karts, some slow karts, and some mediocre karts. Everyone had their eyes on the prize. A Starbucks card, $45 and a trophy of course.

Pedals went to the metal and we were off. It was hard to tell who was winning throughout the race. After 20 laps of speed, the race came to an end and the list was posted. Lauryn in 1st, she doesn’t even work here anymore!!! We love her anyways. Notice in the picture below, she is already holding up a number 1. How did she know? Meet our team and hear about their amazing abilities.

Jammin Jewlz: Jewlz, no doubt, has a jamming personality and is amazing at everything she does… except racing… racing is another story…

Ambitious Amanda: Amanda was ambitious from the start. She was ready to stomp everyone in her way. She got pretty close. Julie was talking smack in the beginning, and Amanda slyly beat her.

Manic Maddie: Maddie, Maddie, Maddie. 4th place isn’t too shabby? Manic Maddie was so close to placing when Lynn crashed and threw a curve ball in the game. She couldn’t catch back up after that.

Speedy Stevie: Steven in the office and Speedy Stevie on the track. He almost had the win but fell short in the last moments of the race by .071. Now that is sad, he got beat BY A GIRL. Jk Steven you are still cool, and speedy. And really good at air hockey.

Let me crash into the wall Lynn: Lynn’s goal was to defeat David, although she did not pass him, he did not win the prize, so she succeeded (sort of). She also crashed into the wall and made everyone stop racing while they fixed her kart but it’s fine, we’re fine.

Take out Tracy: Tracy was planning on ‘taking everyone out’ with her kart…. but …. she may or may not have gotten last place… Thank you for ‘taking us out’ on this team bonding experience Tracy!

Daredevil David: David came into the game ready to win, but a few others’ only goal was to beat him. Don’t dare to defeat David, he is quite the devil on the track and smoked his haters and still managed to get 3rd place!

Alone Alyssa: Alyssa was alone basically the whole race because she was so slow, she was only with people when they were lapping her. She is the intern though… so who cares? Just kidding she is really cool, just slow.

Lawless Lauryn: Lauryn was as speedy as ever and did not care one bit about the rules. Brakes? Slowing down? None of these words are in Lauryn’s vocabulary. Anyways, she won. It’s all good though, we’re not bitter.

Three things were learned on this trip:
1. Some of us should probably stick to our day jobs and take a break from the racing.
2. We should invest in more head socks.
3. Whatever you do, do not get in the car with Lauryn or Lynn.

There are a few reasons why team building is important. It is not only fun, but very effective and leads to a more successful business. Bonding motivates our employees and helps develop a better sense of communication with coworkers. It is important to have a strong basis of friendship with the people you work with, not only from a business standpoint, but it makes things more exciting in the work place. It is always good to take a break from the work, and build some lifelong friendships.

We All Wonder What It Takes to Write Right…. Right?

Strive to Be a Wordsmith Wonder Woman (or Man)

Because Words Matter

(And they may cost you)

Last month we gleaned some very useful writing tips from one of the industry’s best – Mr. Pete Codella – and we want to share!

Have you ever heard the phrase, “Less is more”? It means that a minimalist approach to many things proves more effective, and this could not be more true for the art of writing. Many people think that filling space with an exuberant amount of information and unnecessary jargon produces more confidence in their readers’ judgements. However, as New Yorker Journalist Malcom Gladwell once stated, all it does is give the illusion of certainty, while making us as writers more prone to mistakes. Our advice to you is this: simplify your writing and eliminate the unnecessary. No one wants to weed through your writing like they must do standing in the canned food aisle of a grocery store. Start strong, grab your reader’s attention and get to the point.

Of primary importance is your topic. It’s crucial that you do it justice and provide reliable information that helps your reader have a firm understanding of the subject and intent of your writing. Think about stating your key point at or near the top and then show your reader how you prove it. Ask yourself, “Why should others read what I write?” and lead with the benefit.

Weakness is not something we think about being communicated through writing, but we’re here to prove otherwise! Pete Codella calls these “Weasel Words”, and they’re words such as “generally”, “most”, “could”, “hope”, “perhaps”. Codella states that they sound weak and equivocal; strengthen your sentence by using words such as “can” or “will”! For example, one might write, “Perhaps Julie may go to the store for donuts today.” A stronger, more confident structure of this sentence would read, “Julie will go to the store for donuts today!”.

Another tip for strengthening your writing is to avoid nominalizations. What on earth IS a nominalization you may ask? Any time a verb is turned into a noun by adding “tion”, a nominalization is created. A few negative effects of nominalizations are that they work against your goal to keep your writing concise, they often make sentences difficult to understand and they increase the noun-to-verb ratio. Below are a couple examples:

With nominalization: “This example provides an illustration of the problems with nominalizations.”

With verb: “This example illustrates problems with nominalizations.”

With nominalization: “Julie’s observation of the early morning meeting was that there just wasn’t enough coffee.”

With verb: “Julie observed that there just wasn’t enough coffee at the early morning meeting.”

Lastly, it’s probably safe to assume that we are all familiar with unnecessary, unwanted jargon in writing. It often makes us feel stupid and out of the loop. It doesn’t typically make the writer sound sophisticated, it just leaves the reader confused. Consider the below examples…

“As the digital transformation revolution reaches maturity, companies have the opportunity to shift business models within their industry disruptively to create new sources of defensible competitive advantage.”

Let’s think about this for a minute. How can this sentence be put more simply and clearly?

Oh yes: “New technology creates new ways to do business.”

Jargon? Avoid it. Unless, of course, you’re writing a contract.

In the words of Franklin D. Roosevelt,

“Be sincere; be brief; be seated.”

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