Embed Size (px)
DESCRIPTION
Aspiring Account Planner
Citation preview
emily pattersonE
December 2010- June 2011
MOJO Ad- Traffic Manager Wrote creative brief and developed strategy to engage Millennials with Hallmark brand Organized the work flow of the agency by updating production schedules, maintaining calendars, and running production meetings Worked as a team to develop fully-integrated marketing plan for Hallmark
Professional Experience
August 2009-May 2010
Residential Life- Peer Advisor Built a community among residents by designing and facilitating programs and activities for students to ease their transition from home life to college Taught semester long, one-credit course on Introduction to Journalism to freshmen residents
May 2009- August 2009
Country Financial (CLD/Project Management)- Intern Enhanced project management skills through direct work with clients and business partners Created online, video and paper training materials for business partners by working with designers Organized client meetings by preparing agendas, reserving rooms and contacting project team
5037 Commercial Dr. Columbia Mo 65203 [email protected] twitter: @ekpatterson
August 2011- Present
MOJO Ad- Account Planner Develop methodology and carry out qualitative and quantitative research Analyze research and develop insights into the Millennial Target Write creative brief and strategy to engage Millennials with US Bank Student Loans Work with team to develop fully-integrated marketing plan for US Bank
June 2011- August 2011
DraftFCB- Account Management and Strategy Intern (SC Johnson) Facilitated competitive tracking, budget updates and client status reports for CPG client Conducted a competitive analysis to present to account team on major home cleaning competitors’ Assisted in strategy and creative brief development for new product and campaign launch Developed analysis of Millennial consumers through qualitative research, drawing implications for our brands and presented to account planning team
Leadership ExperienceApril 2010-April 2011
College Music Committee- Marketing Chair Led planning and execution for first year of campus wide event, Mizzou Idol Planned, marketed and executed various music events on campus, including three sold-out shows
Education August 2008- December 2011
University of Missouri Bachelor of Journalism- Emphasis in Strategic Communication Coursework in account planning and account management Minor in Business Marketing Honors: Mark Twain Scholarship; Journalism School Dean’s List Organizations: Residence Halls Association (Executive Programming Coordinator); MUTV (Promotions Account Manager)
Digital Skills: Adobe Creative Suite; Microsoft Office; iWork; Time and Billing software
Personal: Future world traveler; Dog Lover; Aspiring foodie; Mizzou (and secret Illinois) Football Fan for life.
Research and Insights MOJO Ad specializes in the Youth and Young Adult
(YAYA) Market. As an Account Planner on MOJO Ad I led the process for turning our research into consumer insights on the YAYA Market. Included here are three
of the twelve YAYA insights from our book.
YAYA Market
MOJO Ad State of the YAYA Research
?
!$
^
#^
>
@
*
*
*
*{+-=
+-=
...:):))
{
>
@
*
*
*+-=+-=
...
:)
)
{
...
{
!
#
Our online profile is our social résumé. We use social networking to tailor who we are to the people we connect with, so we always try to express the best version of ourselves for people to see. But once we post something online, it’s completely out of our hands; we’ve lost control to our friends and anyone else who views our profiles. This loss of control means we are subject to be defined by others’ perspectives, and that’s why we have to be as meticulous as possible with what we put online—so we don’t inadvertently send the wrong message.
“Our online profile is our social
resume.”
Tweet
I’m a different person on LinkedIn than I am on Twitter.
Social media lets me put my best self forward, but I’m
ultimately defined by the way others see me.
{
>
@**
*
+-=
+-=...
:)
)
{ ...{
!
#
3 4best self
[[
{
>
@
*
*
*+-=+-=
...
:)
)
{
...
{
!
#
best self
did you know...
5 6
>
>
>
>
In 2007, 21 percent of YAYA individuals had visited Facebook in the last 30 days, and 16 percent had visited it yesterday. Compared to 2011, 73 percent have visited in the last 30 days and 61 percent have visited yesterday. 59/62
55% of college job seekers said they are tailoring their online profiles to make them more appealing as job candidates. 31
43 percent of incoming college freshmen have liked over 20 brands on Facebook. 63
40 percent of incoming college freshmen use Pandora radio. 63
fakeness
Does anyone actually fall for those “Date a Rich Billionaire” ads?Like • Comment
3 people like this
We grew up in a world of fake media advertisements and social networking sites with fake friends. We are aware that we tailored our online personas, so we know other people must be doing this, too. We’re aware of the difference between our “fake” Facebook friends and our real friends; all of the fakeness online has made us jaded and skeptical of truth. Because of this we value truth and authenticity above all else and are more likely to respond to honesty.
“We are more likely to respond to
honesty.”
My frustration with fakeness in media makes me value
authenticity above all else.
!
...+-=
7 8
[ [
!
...
+-=
did you know...
9
“Just as young people nowadays seek truth and substance from their celebrities, they also seek it from the brands that populate their world. They reserve their most scathing attacks for brands that aren’t true to themselves or break promises.”10
41 percent of millennials don’t want to see ads for companies or brands on social networking sites. 65
>
>
> The top two values that young people seek in their friends are 2) genuine and 1) truthful. “Truthfulness is more than twice as important as its nearest competitor. This is the clear winner in terms of values that young people seek in their friends. This desire for truthful friends marries up with the desire for AUTHENTICITY, one of the highest scoring motivations”10
fakeness10
*We are the most mobile generation ever, moving often and having multiple jobs over a short period of time; this is because we don’t see any decision as being permanent. We leave our options open and value our freedom to go back and change our decisions, viewing them as temporary and changeable. As a result, we don’t fear change—we embrace it.
always changing
“We view our decisions as temporary and changeable.”
I’m not afraid of change because I see nothing as
permanent.
A
B
Get Directions
Add Destination - Show options
23
I rent because I never know
when I’m going to move
24
[ [
$ >
^
always changing
did you know...
25
>
>
>
20 to 24-year-olds are the most mobile age group in the nation with 26.7 percent changing addresses between 2009 and 2010. 6
79.4 percent of householders ages 20-24 rent their household. 6
1/3 of people in their 20s move to a new residence every year. 27
On average, people in their 20s go through seven different jobs. 27
>
26
Millennial Consumer Challenged to use qualitative and quantitative research to bring the Millennial Consumer to life. I uncovered insights about millennials and their purchase journey, as well as
evaluated the implications of those insights for SC Johnson brands. Included here are key slides from the presentation.
Bring the
to life
DraftFCB Intern Assignment 2
First, conducted quantitative research to better understand the Millennial perspective on cleaning.
Then took steps to dive into qualitative research and pull out important insights:
• Surveyed 60 Millennials on cleaning and home cleaning brands
• Conducted 10 in-depth interviews with Millennial cleaners
• Pulled out important themes and ideas that were common across the board in research.
3
1. Technology 2. Community
3. Truth
3 Main Ideas for today
21
Millennials fear being disconnected.
Millenials care more about a friend recommendation than a 5 star rating.
Millennials view truth as a rarity.
37
Millennials VS Boomers Comparing the current SCJ target to this millennial consumer
No routine behavior when it comes to timing of cleaning, or what cleaners are used.
Has rules for what cleaners to use and beyond that has a set routine for using them, when and where.
Recognizes cleaning brands but holds no loyalty to them.
Has cleaners she buys every time and is loyal to her routine.
Lacks knowledge of how to clean and what to use.
Has developed her set of rules and knows what works and what doesn’t.
46
Ongoing Exposure
Initial Consideration
Active Evaluation
Purchase Active Loyalty
Passive Loyalty
Her
journey purchase
Trigger: Clean because there is an evident mess OR having visitors. Not a routine action.
She shops at the same place she buys groceries because it is the most convenient. She doesn’t want to try too hard to find what she needs.
Almost none of them knew exactly what they would buy before arriving at the aisle. They know what surface they need to clean and how tough the mess is.
She cites her parents as the main influencer in the purchase because she only recognizes the brands her parents used.
The aisle is overwhelming and paralyzing. She lacks the knowledge to cipher through all the options.
She usually leaves more confused than ever. Often resorting to buy 2 cleaners or more because she is afraid to get the wrong one.
She doesn’t feel loyalty to cleaning products. If she finds one that works well she may buy it again but, she doesn’t buy them often enough to have active loyalty. Ultimately, because she just doesn’t clean enough.
47
1. I Don’t Care 2. I Can’t Choose?
3. I Can’t Commit
Ongoing Exposure
Initial Consideration
Active Evaluation
Purchase Active Loyalty
Passive Loyalty
Insights to these? overcome
Technology Truth
Community
Millennials want to feel connected.
Technology can be leveraged to put cleaning at top of mind and make it relevant to a millennial consumer.
Millennials want a brand that speaks to them in a real and authentic way.
Truth is rare so to build an authentic trust, leverage
people or resources they already trust. Use social
networking to show them brands “Mom” used or a
friend is using. Also, bring real proof to the claims
that you make.
Millennials crave being part of a community and having dialogue with brands they buy into.
Build communities they can feel a part of and more importantly that they will turn to for help or knowledge of cleaning. 51
of millennials opportunity
Re-invent SCJ brands
Build communities they lean on
Be the brand that gives them KNOWLEDGE
54
YAYA Insights US Bank hired MOJO Ad to research student loans and the YAYA market to develop integrated campaigns. The account planning
team first conducted qualitative research through interviews and focus groups. Then we worked to develop insights about YAYAs and student loans. Included here are a few of the insights uncovered.
US Bank
MOJO Ad US Bank Research
US Bank
Thursday September 22, 2011
Primary ResearchPresentation
Sunday, September 25, 2011
Whatknowwe•Proud of financial independence•Loans are confusing and stressful•Wish they had help figuring out
loans
Sunday, September 25, 2011
Insight:desire for help v.
independence
While I sometimes feel overwhelmed by student loans, they also give me a great sense
of accomplishment
Sunday, September 25, 2011
Whatknowwe
•Skeptical of advertising•Trust word of mouth •Awkward to talk about finances
Sunday, September 25, 2011
Insight:value WOM v.
Taboo topic
I need people I trust to give me advice about student loans, but I
don’t know how to start the conversation
Sunday, September 25, 2011
Whatknowwe•Turned off by gimmicks•Fear of being fooled•Expect convenience•Realize they need a loan at
the last minuteSunday, September 25, 2011
Insight:convenience v. skepticism
My desire for convenience makes me lower my guard and
choose the easiest option
Sunday, September 25, 2011
Hallmark Strategy Hallmark hired MOJO Ad to create a way to engage the YAYA
Market with the Hallmark brand. I worked on the strategy and creative brief for the campaign we called, “Live Your List”.
Included here is the strategy, creative brief, and target for the campaign, as well as some creative executions developed.
Live Your List
MOJO Ad Hallmark Campaign
38 3938
In January, Hallmark presented us with the challenge to create a foundation for understanding how YAYAs want to manage the range of relationships that matter most in their lives. Hallmark looks to identify the needs and triggers of this target audience when it comes to connecting, staying in touch and maintaining relationships.
Hallmark has defined their target as Relationship Believers who are single, 18-24 year old college students who deeply value the connections they have with their friends and family. The challenge was to identify the various roles and relationships that take place in a Relationship Believer’s life, as well as identify a natural role that Hallmark could play in these relationships. By leveraging current products or developing new platforms, Hallmark is looking to fulfill a need in a natural, authentic and engaging way.
THE
CA
MPA
IGN
Strategy:
Engage Relationship Believers with a platform and help them live out experiences they want to do before they graduate.
Why it will work?
This target already desires to experience once in a lifetime moments in college with those they truly care about, but they lack an authentic location that enriches all their true aspirations and memories.
Why Are We AdvertisingTo drive Relationship Believers to experience and record special college moments.
Who Are We Talking ToMoment Junkies, 18-24 year old Relationship Believers who love and value experiencing fun things with their close friends. They view Hallmark as the epitome of their sweet, old grandma who doesn’t currently fit in and represent their college memories. Therefore, Facebook is their go-to source to remember all their experiences, but it doesn’t capture their emotions in a lasting way. They’re known for doodling their college aspirations to sky dive and road trip. Writing these down helps them remember there is only so much time left before graduation. They want a way to capture their dreams in an interactive and lasting way.
What Do We Know About Them That Will Help UsI am free to be “me” when I’m with those I am closest to--together, we live in the moment. It’s not what I am doing, it’s who I am doing it with. There’s nothing better than living those college moments with my close friends like traveling to Italy, rushing the field, or simply making a gourmet meal together. With them, my true personality shines through so I can embrace my obsession for Celine Dion on our 18-hour road trip. Before college slips away, I feel the need to experience and capture as much as I can with these people.
What Do We Want Them to Take AwayThe List urges you to live out your aspirations before graduation.
Support• It prompts you to identify what you want to do in
college.• It engages you online when planning and
capturing moments.• It allows you to upload pictures, quotes and
music.• It provides products to help make memories
lasting.
TonalityFreshQuirkyInspiring
MandatoriesHallmark logoLive Your List logowww.liveyourlist.com
Creative Sparks• “The back of my Panera receipt has a list of
everything I want to do before I graduate. My friends and I have already knocked off the first three things.”
• “When I’m with my friends who know me inside and out, we don’t come up for air. We live life to the fullest.”
• “I wish I had a more concrete way than Facebook to remember those moments on my list that I know will always make me smile.”
• “I don’t want to look back in 20 years and say, ‘I wish I’d done that in college.’”
38 3938
In January, Hallmark presented us with the challenge to create a foundation for understanding how YAYAs want to manage the range of relationships that matter most in their lives. Hallmark looks to identify the needs and triggers of this target audience when it comes to connecting, staying in touch and maintaining relationships.
Hallmark has defined their target as Relationship Believers who are single, 18-24 year old college students who deeply value the connections they have with their friends and family. The challenge was to identify the various roles and relationships that take place in a Relationship Believer’s life, as well as identify a natural role that Hallmark could play in these relationships. By leveraging current products or developing new platforms, Hallmark is looking to fulfill a need in a natural, authentic and engaging way.
THE
CA
MPA
IGN
Strategy:
Engage Relationship Believers with a platform and help them live out experiences they want to do before they graduate.
Why it will work?
This target already desires to experience once in a lifetime moments in college with those they truly care about, but they lack an authentic location that enriches all their true aspirations and memories.
Why Are We AdvertisingTo drive Relationship Believers to experience and record special college moments.
Who Are We Talking ToMoment Junkies, 18-24 year old Relationship Believers who love and value experiencing fun things with their close friends. They view Hallmark as the epitome of their sweet, old grandma who doesn’t currently fit in and represent their college memories. Therefore, Facebook is their go-to source to remember all their experiences, but it doesn’t capture their emotions in a lasting way. They’re known for doodling their college aspirations to sky dive and road trip. Writing these down helps them remember there is only so much time left before graduation. They want a way to capture their dreams in an interactive and lasting way.
What Do We Know About Them That Will Help UsI am free to be “me” when I’m with those I am closest to--together, we live in the moment. It’s not what I am doing, it’s who I am doing it with. There’s nothing better than living those college moments with my close friends like traveling to Italy, rushing the field, or simply making a gourmet meal together. With them, my true personality shines through so I can embrace my obsession for Celine Dion on our 18-hour road trip. Before college slips away, I feel the need to experience and capture as much as I can with these people.
What Do We Want Them to Take AwayThe List urges you to live out your aspirations before graduation.
Support• It prompts you to identify what you want to do in
college.• It engages you online when planning and
capturing moments.• It allows you to upload pictures, quotes and
music.• It provides products to help make memories
lasting.
TonalityFreshQuirkyInspiring
MandatoriesHallmark logoLive Your List logowww.liveyourlist.com
Creative Sparks• “The back of my Panera receipt has a list of
everything I want to do before I graduate. My friends and I have already knocked off the first three things.”
• “When I’m with my friends who know me inside and out, we don’t come up for air. We live life to the fullest.”
• “I wish I had a more concrete way than Facebook to remember those moments on my list that I know will always make me smile.”
• “I don’t want to look back in 20 years and say, ‘I wish I’d done that in college.’”
40 4140
Moment Junkies are an ideal target for Hallmark. Hallmark can fulfill their constant need to check off and capture their list items with their close friends in an engaging and lasting way. From MRI data, we found that Moment Junkies are:
• Those who value close friendships and• Those who enjoy engaging experiences
Although Moment Junkies are currently college students, they will always have desires to do once-in-a-lifetime experiences. After graduation, Moment Junkies won’t have to abandon their list. Their list and exposure to the Hallmark brand will continue to flourish even after they’ve left their classes behind.
Promising Target
YAYA Relationship Believers want to make the most of college. Already, they make lists of the things they want to do before they graduate. Hallmark is providing an engaging website that holds all their photos, quotes and memories from those fun experiences.
With these ideas in mind, we landed on our target audience: Moment Junkies. There are 1.5 million Moment Junkies, making up 30.5 percent of the total female college market.
Adventure Seekers
Moment Junkies are college, female Relationship Believers. They live for the times when they can set aside their schoolwork and experience adventures with their close friends. Whether it be roadtripping to Vegas to celebrate a 21st birthday or cooking homemade pizza, dough and all, Moment Junkies light up with each opportunity to check the next list item off.
Emotional Connections
With their close friends, Moment Junkies are able to let go and be themselves, quirkiness and all. They have unique relationships with each of their friends and therefore find different experiences they want to share with each friend. For example, skydiving could be the adventure of a lifetime to share with one friend but with another, a picnic on the quad could be the perfect cup of tea.
Emily is a junior in college, close enough to graduating that the future is just around the corner, but far enough away that living in the moment is most important. College has been an amazing experience for her and she has grown so much over the past three years. Throughout these years, Emily has made new friends that quickly became some of her closest people. They’ve already shared so many experiences and memories together, like road tripping to the Sugarland concert with free tickets they won from a radio station. Everything they shared brought them closer together and she just wants a place to keep the photos, quotes and those ticket stubs she can never keep track of.
College students like Emily already make lists of things they want to do before they graduate. Emily writes her dreams on the back of receipts, random scratch paper or the white board she has hanging in her room - these are what she puts on her list. She made this list as a freshman and has added to it over the years. She’s already checked many things off, but the hardest thing for her is documenting these experiences completely. Emily just wants a place where she can keep all of it together. She doesn’t want to look back 20 years from now and not be able to remember everything.
Having moments like these with people she truly cares about are what make her college experience so unforgettable. These are her people. These are the people that she is her true self around, the people that make her feel complete in who she is and who they are together. Like rapping to Justin Bieber and Jayden Smith with her friend Kristin or jumping into Brady Fountain with her freshman roommate. With them, she wants to live life to the fullest. She wants to live out everything she can before she graduates. She wants to live her list.Colorize “Moment Junkies”
44 4544
The List microsite, www.liveyourlist.com, is the driving tactic behind the campaign and strategy. The List drives Moment Junkies to take more time to plan and remember the experiences they want to have before they graduate. Emily has so many ideas about what she wants to do with her friends, but she doesn’t always have a way to anticipate and document those ideas, which is where the microsite comes in. The List solves the common problem “I wish we would have done that” because it gives Emily a reason to write her experiences down.
The microsite will have an optional tutorial to get Moment Junkies, like Emily, acclimated to the microsite. Hallmark guides Moment Junkies through The List creation and when The List is finalized, Moment Junkies will be able upload photos, stories, music and videos as they complete items from their List.
Moment Junkies can filter photos, stories, music and videos through each list item. When they click on “INSERT A LIST ITEM HERE,” they see every photo, story, song and video from that event. Moment Junkies can then share this page with friends that have Live Your List accounts or through Facebook and Twitter. Moment Junkies can also invite friends to sign up for the microsite in order to share the “INSERT A LIST ITEM” page with them.
All of the products can be located and customized on Live Your List, as well. Moment Junkies upload the photos, stories, music and videos from their List to the products in order to capture the moments they spend with their people. . So when Emily goes to check something off her list, she has the option to make the experience concrete to remember it always.
@MacKelly just knocked number 4 off my list - dance with Ellen Degeneres #unbelievable #liveyourlist
@elysegibson Finally got to spend an entire day at the modern art museum! I’m checking off my list like it’s my job #liveyourlist
@LiveYourList Who checked something off their list today? Let’s hear about it! Don’t have a list? Start one at www.liveyourlist.com
@julia_gilmour i finished my first half marathon today. obviously i won, no big deal #liveyourlist
@erinmercurio I’m obsessed with liveyourlist.com. I just ordered my first playlist - can’t wait for it to get here.
@ohyeschelsea Number 11:
Chirp, Chirp
Home RELIVE IT The Stuff
• Celebrate my 21st in Vegas
• Hit the slopes in Colorado
• Ride the Tiger after 3 a.m.
• Road trip to Branson just out of curiosity
• Go to an away football game
• Conquer my fear of heights - go bungee jumping
• Host a March Madness watch party
• Backpack across Europe
• Organize a campus-wide scavenger hunt
need ideas?
sweep
stakes
We want to help you check off the biggest item on your list
Click to learn more and enter to win
adventurevideo/promotion
adventurevideo/promotion
Log In
forgot your password?
name
password
vote
Start Your List
1
2
3
4
5
Think of anything and everything you want to do before your college years are over and add it to the list - it’s that simple.
Think big, we’re talking jumping out of a plane or a road-trip to Vegas.
Include your campus’ traditions
Ask your friends about their lists
Tips to get you started:
take a look around
continue
Live your List Sweepstakes
Enter in your school and find out what other people in your community are adding to their lists
submit
The Menu
thestories
the playlist
the snapshots
The Journey
Home
#2 Hit the slopes in Colorado
“Where’s Gwen?”
“I hope we get a hot ski instructor...”
“I think I saw Gwen riding the struggle bus.”
All I Do Is Win - DJ Khaled“We pick up our trash because custodians are the unsung heroes at the baseball game.”
Total Eclipse of the Heart - Bonnie TylerHand Shaved Snow Cones with Blue Raspberry Flavor“I’m pretty sure these snow pants are two sizes to big?”
share upload make it real
RELIVE IT The Stuff
• Celebrate my 21st in Vegas
• HittheslopesinColorado
• Ride the Tiger after 3 a.m.
• RoadtriptoBransonjustoutof curiosity
• Gotoanawayfootballgame
• Conquer my fear of heights - gobungeejumping
• HostaMarchMadnesswatch party
• Backpack across Europe
• Organize a campus-wide scavenger hunt
need ideas?
sweep
stakes
We want to help you check off the biggest item on your list
Click to learn more and enter to win
The microsite encompasses a lot of information crucial to customer relationship management, as Hallmark can get to know the individuals using their website. Hallmark will be able to identify how they fit into Moment Junkies’ personal and relationship goals. For example, Moment Junkies will be asked to disclose their birthday as they sign up for the site; then, Hallmark will send Moment Junkies an e-card on their birthday.
Rationale:• The most satisfied site visitors come to sites
because of previous familiarity with a brand (80 percent), promotional emails (79 percent), word-of-mouth (79 percent), product review websites (79 percent), ads on social networks (79 percent), and instant messages from friends or colleagues (79 percent).
• Consumers highly likely to buy offline are those whose site visits are most influenced by ads on social networks (76 percent), messages from brands via social networks (76 percent), and mobile text messages or alerts (75 percent).
• Consumers highly likely to buy online do so because of product review websites (78 percent), word-of-mouth recommendations (78 percent), or instant messages from friends or colleagues (77 percent).
adventurevideo/promotion
Log In
forgot your password?
name
password
vote
Start Your List
1
2
3
4
5
Think of anything and everything you want to do before your college years are over and add it to the list - it’s that simple.
Think big, we’re talking jumping out of a plane or a road-trip to Vegas.
Include your campus’ traditions
Ask your friends about their lists
Tips to get you started:
take a look around
continue
Live your List Sweepstakes
Enter in your school and find out what other people in your community are adding to their lists
Celebrate my 21st in Vegas
Hit the slopes in Colorado
Ride the Tiger after 3 a.m.
Road trip to Branson just out of curiosity
Go to an away football game
submit
Create Your account
Emily Patterson
*******
Competitor Conduct competitive analysis of competitor’s equity and
brand strategies. Using our brands’ format, I wrote positioning statements for nine major competitors. Included
here are what I found to be the brand positioning statements for three of the competitors.
Analyze
Positioning
DraftFCB Intern Assignment 1
COMPETITOR POSITIONING
Intern Project One
6.30.11
SCJ Home Cleaning
Clorox Brand Positioning
• Those who value the freedom and happiness of a clean home. To
• Clorox Brand • The trusted cleaner Is • Lets life happen That • A clean and disinfected home lets your family
live their lives Because
Lysol Brand Positioning
• Those who need a germ-free clean to know that their family is safe To
• Lysol Brand • The germ and virus killer Is • Protects your family That • It defends your home from germs and
allergens Because
Mr. Clean Brand Positioning
• Those who want to speed up and simplify their old cleaning ways To
• Mr. Clean Brand • The versatile cleaner Is • Brings a magic clean anywhere you need it That • It is strong enough to take on every cleaning
challenge with ease Because
