Banjo Social Media — February 18, 2017

Banjo Social Media


What is Banjo?

The short answer is that Banjo is a Social Discovery app.

Banjo ( by design is a social site that is completely different from the social media that has come before it. In fact, the only site that closely resembles Banjo is Hootsuite. Banjo is a social media platform that utilizes Social Networking, Video Sharing, Social-News, and most importantly, Live-Time streaming to give the users up-to-the-second information. Including live video streams of events such as concerts. The current data stream gives viewers and marketers alike, the opportunity to capitalize on truly current events. Banjo has two functions, one is a website that is accessible by a pay subscription (companies/marketers), whereas the mobile app is free and is accessible through a login with another social media site (used by consumers).


What is the point of Banjo, you might ask?

Well, the Banjo (app) is a live-time media channel, which is affectionately referred to as the “Live Internet.” To identify Banjo as one of the generic social media channels would be counterproductive, as the point of Banjo is to be revolutionary. The Banjo platform uses many types of social media platforms, including Facebook, Twitter, Instagram and Google+. However, Banjo also uses lesser-known apps such as Path and EyeEm. This usage of “consumers” social media posts allows Banjo to collect data in a geographic block and cross-reference that data with other tweets posts etc., which allows Banjo to identify abnormalities in the block that is being analyzed. This allows the user and marketers to (digitally) be the first on the scene. The data transfer is so fast that many app users know of the issue before the news, and often before emergency responders are notified.


Banjo is a subscription based social media platform that was launched in 2011 as a “consumer app” by Damien Patton (pictured above). The company grew to over a million users in 2013 and was titled by Fast Company as one of the “World’s Top 10 Most Innovative Companies by Local”. Damien himself admits he did not realize the true potential of Banjo at that time (Seely, 2015; Davis, 2013).

However, in 2014 following the 2013 Boston Marathon bombing, Damien Patton rethought the use of the company, realizing Banjo had greater potential, opposed to being just another app-among-many. After a complete overhaul in 2014, Banjo 4.0 was released. At the time of the 4.0 release, the website became a subscription (pay) service. The pay subscription now caters to 30+ companies worldwide. The website is exclusive, in that Banjo website is only used for businesses and their marketing team. However, the Banjo app is accessible to all consumers, and is the linchpin for Banjo’s data collection (Clancy, 2015 Perez, 2011).

It was in the 2014 overhaul in which Banjo took on a more user-friendly approach. The new 4.0 format put the current event newsfeed at the forefront of the app, and created a simplified approach which allows users to track current events in up-to-date posts by other users. This created a quasi-news platform in which the users are reporting events strictly through posting pictures and changes in schedules. When that data is included with the app users social media posts, Banjo gets in-depth coverage through the social media accounts of hundreds, if not thousands, of the people actually affected by the event(s) (Seely, 2015; Yeung, 2014;).

The Banjo app is now a global tool that can be utilized by any company willing to pay the subscription fee. As of last reports the company has begun to launch new software that will allow for a price that is lower, and accessible by more companies, which Banjo hopes will lead to growth (Yeung, 2014;).

 Target audience?


The target audience is everyone that has another form of social media. The data, which Banjo collects, is though the social media accounts of other users. Therefore, without social media posts on other apps Banjo would have no way of collecting data. Therefore, as a marketer, Banjo is a valuable tool only if it has a big following that will allow data mining. So the number of users has a big effect on the quality of data. While the best audience would be the people that post most frequently, the fact remains that all users add to the data pool (Clancy, 2015; Seely, 2015; Yeung, 2014; Perez, 2011).

 User numbers?

There are no “official” published numbers on the users of Banjo. Banjo keeps much of the data private. However, there have been reports that the number of users has grown to over 4 million. It has not been the meteoric rise of Facebook or Snapchat. However, Banjo has shown consistent growth.

 User Growth?

In Banjos first 9 months 2011-2012 Banjo was able to hit the 1 million mark. First 2013 the company was doing. From 2012 until the 2014 launch of 4.0 the company was able to reach 3 million users. The last know number released was when the company hit 4 million users in late 2015. Since the announcement in 2015 there has not been another announcement about user growth (Clancy, 2015; Yeung, 2014; Peck, 2012).


 How does it work?

It is actually very simple. Banjo has the world broken up into thousands of rectangles the size of a football field. In each one of those rectangles, all of the data is collected and recorded in relation to that area. The user’s will login with credentials from Facebook, Twitter, Instagram or any of the other 9 social media platforms that banjo uses. By logging in, the user allows Banjo to access their tweets and other public information. Through the actions that the user takes, the other users (or companies) can use the data to discover current events, or more importantly, how the users engage with a brand. Simply put, Banjo curates the content in a surrounding area or topic. Allowing the users to get a synthesized analysis of an event or events. What this means that the seemingly unrelated data can be used to show system changes.

For example, if Coca-Cola were to put up a new hug-coke machine on a street corner, and hundreds of people start to tweet while standing at that street corner. Where there has never been much recorded digital traffic before, then Coca-Cola will know that people are seeing their sign and stopping. Even if they are not posting something with the words Coca-Cola, the company will still see the noticeable difference in traffic during the time the Hug-Coke machine was up (Clancy, 2015; Yeung, 2014).

 Integration with other social channels?

Yes, in fact, integration with other social channels is of paramount importance. Each user of Banjo is in a give-and-take relationship. Users can access information about current events through Banjo. However, the user has to allow access to one-or-more of their social channels. When the users post on another channel, that post is used as data and cross-referenced with other posts. That data then adds to the information about other current events. With the cross-reference of data it will allow your company to access data showing engagement with your product in a way not though of in years past. Because the data is mined so heavily, you can see whether or not there is engagement with your brand through the amount of pictures posted, or the physical location of posts. The integration allows trends to be followed without the users posting names or hashtags. (Clancy, 2015; Davis, 2013).

Is Banjo Mobile friendly?


Absolutely, as mentioned above, Banjo is a social media platform that works by linking together 12 social sites, or as many as a user has, in a geographic area. In order for data mining, Banjo has to connect to user apps such as Twitter and Facebook. Therefore, the user has to be able to be at the site of the event, or there is no data to be had. Also, this app is used as a way to track friends, family, and events. Lastly, the only way for non-commercial users to access the app is through the mobile app. There is no other way to use Banjo (Yeung, 2014; Davis, 2013).

 What major brands/companies/celebrities/people are using this channel effectively?

There is little information regarding Banjo’s customers/users. By association, there does not appear to be much data about the companies using the Banjo product. However, in August of 2015, there was a reported number of 30 companies subscribed to Banjo, the two companies that have been mentioned are Blue Run Ventures, and Budweiser. Budweiser has used Banjo successfully during the Budweiser “House of Whatever” marketing campaign (Clancy, 2015).


What are relevant facts or features we need to know so we can all learn more about this channel?

Many people think of social media as a way to engage with friends or family, possibly even connect with products and services. Banjo is different, because nearly every other form of social media is user centric, which provides incentives to the companies and products for advertisement. However, Banjo is company-centric. You see, Banjo is a product that is designed to help companies discover how people will relate to the products. Arguably, the most fascinating aspect of Banjo is the lack of required structure in data mining. Today companies do not need the structure of hashtags to keep with customers because of Banjo. With Banjo, companies can follow the amount of feedback a product or post receives, without hashtags, or physical location. Banjo is designed with so many points of entry, that if one does not work, another will. Banjo is slow growing, however, with the advertised price drop due to new investments, banjo is something every company should be looking into. Banjo allows a marketing team to see the customer in a way not fathomable 20 years ago.

My Prezi Presentation Link:



Clancy, H. (2015, April 2) Why Social Media Startup Banjo Will Strike A Chord WithMarketers. Retrieved on February 17, 2017. Retrieved at:

Davis, N. (2013, March 07). Banjo Founder: ‘Emotional Connection’ Is Key forMobile. Retrieved February 18, 2017, from

Peck, J. (2012, April 18). Banjo Shows Tremendous Growth, Hits One Million UsersIn Only Nine Months. Retrieved February 18, 2017, from

Perez, S. (2011, December 27). Half A Million Downloads Later, Social Discovery AppBanjo Hits The Web. Retrieved February 18, 2017, from

Pierson, D. (2015, June 20). Banjo’s ability to track events in real time gives clients competitive edge. Retrieved February 17, 2017, from

Seely, L. (2015, April 02). Social Media News: Is Banjo the next big thing? RetrievedFebruary 18, 2017, from

Yeung, K. (2014, January 16). Banjo Overhauls Its Mobile Apps To Display SocialPosts By Live Events. Retrieved February 18, 2017, from

Creating a Facebook Carousel Ad. — February 8, 2017

Creating a Facebook Carousel Ad.


In today’s connected world, the traditional ideas of business and society have changed. 20 years ago, social media didn’t exist, and it was not a problem if your company didn’t send email. Now, because of the Internet, everything is a local business, even Amazon has become a local business, and a friend is someone you may never meet. Those socio-economic changes have brought about a new form of public awareness. Most importantly, your company must be easily searchable by anyone that cares to find your brand.

Fortunately, with the help of the internet, maintaining a public appearance is easier than ever. It is as simple as creating a Facebook page, and sending out emails that are unique to the audience you target. That is what drives engagement and keeps your name at the forefront of the customer’s minds (n.a., 2016; Rowley, 2016).

One of the biggest mistakes that small businesses make is they assume that just “existing” on social media is good enough. The most important aspect of any current marketing plan is that it provides intrinsic value. Intrinsic value doesn’t mean a special deal or promotion as many assume. What intrinsic value means is that there needs to be a reason for a customer to take a moment to look at what you have decided to show them. It can be a how to message, an exclusive deal, a funny anecdote, or an interesting picture. Whatever you choose to show, it must in some way highlight your brand (Rhoads; 2017; Daly, 2015; Rowley, 2015;).

For Destiny Electric, showing (what) they do has always been a great benefit, because rarely will you find companies in this industry that cares about fit and finish as much as the bottom dollar, and that is the primary goal of Destiny Electric.

As of mid-January 2017, Destiny Electric has been in business “officially” for 20 years (December 1996). The company has maintained many loyal customers, most of which have helped build the brand into what it is today. As mentioned in a previous post on this blog, the average customer for Destiny Electric is between 25 and 60 years of age. One of the biggest reasons for Destiny’s decision to move to social media is due to the economic downturn in the mid-2000’s, which took a toll on the contractors and developers that frequently did business with Destiny Electric. Now Destiny Electric is a growing company that is trying to reach a larger customer base. Today it is making changes, at times things go well, other times they fall flat, but the company is growing, and the benefits of the current changes have severely outweighed the negatives.

In creating a carousel ad, the process seemed daunting at first. However, it was quite simple once I found the “create ads” link on the Facebook menu bar. Hint!: it is on the drop down arrow beside the Facebook page administrator.


The newest campaign for Destiny Electric is the 20th anniversary. “Serving Jacksonville for over 20 years”. Destiny Electric is very proud of the 20 years that the company has remained in business, especially during the most turbulent time for the construction industry since the Great Depression. Currently, there is not a logo on the trucks designating the 20 years of service. After weeks of consideration, that is a designation that will be staved off until the 25th anniversary. The lack of 20th logo is due to the company putting two new trucks on the road, launching a new logo in May of 2016, hiring new employees, and thousands spent on new wearable’s and equipment.

For a class this week I was asked to create a carousel ad for Destiny Electric. It was a fun experience that took a little Facebook know-how and creativity but was worth it in the end. I will share the experience with you now…

For another guide, please follow this link:

For inspiration, follow this link:


The first step to creating a carousel ad is to log in as administrator and select the drop down arrow. In the menu select the option to create a new ad. Then, choose what type of advertisement you want to run. I chose local awareness because Destiny Electric is not large enough to provide service outside of a 60-mile radius.


If you have set up a Facebook page before, then from this point forward the process is quite simple. As the image above illustrates, you have to follow the menu bar (located on the left side of the page). Pick the range, age, and reach of the advertisement. As noted previously, Destiny Electric does not serve an area outside a 60-mile range, so I chose the closest range available, which was 45 miles.




After you have filled out all of the tabs on the left side of the page, click continue at the bottom right. That brings you to the page (menu). This is the page where you will actually set up the appearance of the advertisements, in which you can select 3 to 4 (or more) images to be included in the carousel.


The above image is the final design page, and it is by far the most important. It is at this step when you design what the advertisement will look like.

At Destiny Electric, the company is celebrating its 20th year in business. This “celebration” it is not as pronounced because the real celebration is being planned for the 25th anniversary, which takes place in 5 years. Nonetheless, the 20th is something the company, and it employees are proud to be part of. That is what is pushed in the new advertisements.

To highlight this, there are a few blocks of text included in the ad. The text boxes are “Text” and “Headline.”

In the Facebook Text box I included an agreed upon statement.

Destiny Electric has been servicing the Jax, Orange Park, Middleburg area since 1996. Commercial, Residential, Service Calls and New Construction. We have the expertise to cover it all!

It was part of the new-year plan, that Destiny Electric should start adding dates in the the social media posts.

The Headline text was a nod to Destiny Electric’s original slogan: “Let Destiny Work for You!” which decorated the business cards, shirts and vans until 2007.


The final two pages that you will be brought to are the above “final look” image and the analysis/data page. These two pages allow you to get a final look at your ad, before you post it. The second image (below) shows the actual data page, this allows you to see the activity the post will receives throughout the duration of the post.

The following four photos are the ones used in the carousel:

Unfortunately, due to poor photo taking habits, we are not able to find any pictures older than six years, due to lack of photos, we decided that it is out best option to show what Destiny Electric “is,” not what Destiny Electric “was.”






































While this may seem to be a random selection of photos, it was strategic. The reason for choosing the four previous photos is that Destiny Electric want to show that not only is quality important, but the variation in the projects is important as well. A barber shop remodel, repairing/updating light poles in a parking lot, or a clean install in the homes of customers. (note) The DE staff took those photos before leaving the job, because the job isn’t done until everything is as clean as it was when we arrived. The photos show that we are up to date with new technology (I have yet to see new cree led lights on telephone poles in Jacksonville). Most of all, the photos are intriguing, and we believe they were the best click-bate we had a the moment.


The final product is shown in the following screen caps.






Thank you for taking the time to read my blog,

-Joshua S. Schery




Daly, J. (2015, December 07). Email Marketing Best Practices: 40 Tips for Dramatically Better Emails. Retrieved February 08, 2017, from

n.a. (2016, December 19). Retrieved February 08, 2017, from

Rhoads, J. S. (2017, February 6) MMC5006 Week 6 Lecture. Email.

Rowley, T. (2016, January 12). The Importance of Social Media in Email. Retrieved February 8, 2017, from

Electrical Contractor Website Management & Branding — February 4, 2017

Electrical Contractor Website Management & Branding


Push/Pull Techniques?

I’m afraid that the push tactics used by Destiny Electric are lacking. Email marketing is non-existent. Neither is mail, online and/or event advertisements. After 2006 much of the paper marketing was discontinued, due to lack of ROI and closure of outlets used. While Destiny Electric lacks in Push marketing, the company has always had a strong pull marketing structure. Nearly all of the Destiny’s tactics used for reaching the customers is through the pull strategy. Many marketers argue that word of mouth is the most important, and that has held true since the company’s founding. However, word of mouth has dropped over the last eight years. The explanation for the decline in WOM is that the economic downturn has caused the demise of many of the general contractors, and small businesses the DE has been working with over the last 15+ years. Therefore, adjustments have been made. Since the waning of WOM in the last 5-6 years, Facebook has become a beneficial tool for Destiny to reach potential customers. In fact, there was more than an 18% uptick in sales figures within the first 12 months of creating a quality Facebook page (the original FB page was poorly handled and was replaced in 2016).

Mobile Friendly?

Destiny Electric has a mobile friendly site (see mobile screenshot below) in conjunction with the traditional site. When Destiny worked with the website designer, having a mobile friendly page was one of the contractual requirements. The mobile friendly page allows for a large display of the company logo, company phone number, a link to the Facebook page, a link to Angie’s List reviews, and a menu button. All of the items listed are included on the main page of the mobile site.



Sharing Social Buttons?

The site includes a link to the Facebook and Angie’s list pages. Destiny does not have the manpower to handle multiple social media pages. Destiny uses Facebook because Facebook has a broad audience, but unlike many social media pages, Facebook has a booming older demographic. Since the customer base is homeowners and business people, Facebook is the best choice. Twitter is another option but is requires constant updates throughout the day to stay visible. That is what led to the elimination of the other social media choices.


Recommendations for site IMC/Branding?

The first three recommendations I would make are as follows. Create an Instagram account, follow other companies on Facebook, and make Facebook posts on a more regular basis, or at least post on the same day every week. Instagram is a site that many people visit to get inspiration. That visitation could lead to viewers becoming inspired to start a new project, and by association, hire Destiny Electric. I would recommend putting link buttons between social media, but NOT linking the posts. Always keep the social media posts original and on their specific platforms.

Lastly, continue the current branding plan. One of the most significant changes that have been made in the last six months was the new company logo. In trying to create a stronger brand image the logo was created using a design that incorporated the name into a design, instead of a generic logo, that is nothing more than a name. That has helped the vehicles stand out on the road. With that new logo, has come new pens, company shirts have been completely replaced, business cards have been updated, and all employees now have cards (one of the only forms of push marketing used). Lastly, all pages and paperwork now have a consistent logo that gives Destiny Electric a real brand identity.


Competitor 1 (United Electric)


Push/Pull Techniques?

In living in the same city (and the child of a former employee), I can say that I have never seen any form of push marketing by United Electric since the yellow page’s advertisements 20 years ago. In reality, the company is a staple in Jacksonville, Florida. The company has been around since the 60s and is one of the oldest electrical contractors in Jacksonville. However, through using United’s online presence as a litmus test, there is very little regarding advertising, by United Electric. It appears that word of mouth (pull) marketing is their greatest marketing strategy.

Mobile Friendly?

No. The sight designed for regular web use is the only page that exists (screen cap below). It is not the most convenient, and worse; it makes it more difficult for the user to navigate the site on a mobile device (due to its small size).


Sharing Social Buttons?

After 10 minutes of searching, I could not find any UE social media pages. Therefore, there were no social media buttons to be had, inevitably the corporate site was void of social media buttons.

Recommendations for site IMC/Branding?

In general, United has created a significant presence with the orange truck/vans that they put on the road every day. It has worked very well, which is why the company still exists. However, UE is getting smaller by the year. The first recommendation would be to start social media pages and create a mobile site. The number of customers that have mentioned that they found Destiny through Facebook was a shock to everyone at Destiny. United has always had a bright market presence, but the company is fading. That is why a simple Facebook page and Google+ page, using an identical profile image, will help re-energize a strong public image. United Electric is far too established (50+ years), to look so “new” in the online format. Update the web presence. Create a presence that demonstrates the fact that the company is a staple in the Jacksonville community.


Competitor 2 (Moore Electrical Contractors Inc.):


Push/Pull Techniques?

Regarding Push techniques, I cannot see much that suggests that Moore has any strategies in place when it comes to push marketing. I don’t see any billboards or mention of flyers or newsletter. I also do not see any mention of the company outside of their website. The company seems to rely heavily on the website to show the customer that they exist. However they do seem to have a presence with the BBB and Angie’s List.

Mobile Friendly?

Moore Electrical Contractors Inc. has a very nice mobile web page, which is a must for today’s busy viewer. The idea that for a person to see your web page, they have to be sitting in front of a computer screen is an outdated perception. On the home screen of Moore’s mobile page (see below). They quickly allow access to email, the name of the company (with a link to go inside the site). More importantly, they have the phone number and a picture depicting the quality of their work and a menu button. This is an example of a high-quality mobile website.


Sharing Social Buttons?

In what could be a detriment to the company; there are not any social media buttons on the website, which is not surprising because there does not appear to be any Moore Electrical social media pages. I believe it is a severe mistake to opt out of creating a social media presence.

Recommendations for site IMC/Branding?

In this industry, the product/service provided is very much controlled by the consumer. Therefore, the contractor doesn’t much control over trends. However, using social media can be not only useful for reaching new clients, but it can also be helpful in learning about new trends. Social media is a new and intriguing tool for market research. An electrical contractor shouldn’t learn about new products after a customer brings it up, it should be previously researched so that you can provide the best possible opinion for the client to consider. However, getting a social media (at least Facebook) is an absolute must for and small business. If nothing else, a Facebook page is like a website, it gives you a chance to show that you are not a company of poor quality, and/or out of touch.



Today an online presence is one of, if not the, most important aspect of an Integrated Marketing Plan. In the analysis of these three companies, it is apparent that they all have a very similar structure and client base. However, there are a few IMC/Branding changes that would be beneficial to all three. Continue to make changes to the website because it is the home base, there should always be something new to entice the customer, but understand that nothing is perfect. Therefore, you must get information out quickly, even if it is not perfect, sometimes good enough is as good as you can afford (Erickson, 2016). The website is the hub of the online IMC, and once it is solidified, you must branch out. Start sending emails to clients and former clients, and build a significant online presence. That doesn’t mean creating a “bland” account on every social site, what it means is pick one or two sites. Facebook and Instagram are good choices if you have the workforce to afford to make constant posts, consider Twitter. However, DO NOT link your account posts, each post on each forum should be original, don’t be boring and have your Instagram automatically post to Facebook. It is annoying, and it doesn’t give viewers to an incentive to check both accounts regularly. With a quality social media presence created, two things must be completed. One, you must start to build relationships (preferably) by answering questions. Two, join other groups, it helps bring a presence to a larger audience, and it makes it easier for people to find your company and page. The final things all of these companies must do is, be patient and analyze traffic data. In one afternoon of analysis at destiny we discovered that we were posting (primarily) too early or too late in the day. (Rhoads, 2017; Erickson, 2016; Godwin, 2016; Mineo, 2015)




Erickson, K. (2016, April 10). 42: 7 Ways to build your online presence now. Retrieved February 03, 2017, from

Godwin, L. (2016, November 15). Creating a Strong Online Presence for Marketing Success. Retrieved February 03, 2017, from

Mineo, G. “The Do’s and Don’ts of How to Use Facebook for Business [Infographic].” HubSpot Blog Homepage. N.p., 16 Nov. 2015. Web. 03 Feb. 2017.

Rhoads, J. S. (2017, January 30) MMC5006 Week 5 Lecture. Websites & SEO.



Understanding your Customers — January 26, 2017

Understanding your Customers

This week in MMC5006 I had to define 3 user profiles, and it was interesting to take the time to understand each customer individually.

I had to think deeply (& discuss with Destiny’s owner) about the clients who fall into each category. The one most profound realization is that customers can be predictable and unpredictable at the same time. The challenge in satisfying consumers is pushing them just enough to show that you understand what they expect, and show them that you can change the process, without changing their vision of the end-result. No one wants to be “told” what they want, but if you can make strong suggestions that do not compromise their ultimate goal/image for the project, then you will build confidence with the customer. The ironic part is that once the client has faith in you, you can make changes to the installation, and they are not concerned with whether or not it was the correct decision. The customer understands that you will only make those decisions if it is in their best interest.

Customer #1: The first customer is the hands-off client, and they have little time to consider the minute details. When dealing with a client such as this, the goal is to gain trust quickly because that is how they function. The hard part is gaining his or her trust. Naturally, that makes the first contract with this client the most difficult, and most important. But rarely is it the most profitable (due to concerns about their style). History has shown that this client reaches out to the company after a personal referral because they do not have the time to scour the internet looking for the best choice. Historically, this has proven to be one of the most loyal and promoting clients. The easy part is that this client is often trendy and more flexible on taste. As long as the job is of high quality and the products used are not outdated this client is usually very satisfied.

Customer #2: This is the progressive design client. They are usually one of the most difficult regarding a recurring client. These clients are harder, but they are (generally) one-off jobs. This type of client is sure they know what they want, but will they will make changes throughout the contract. With a customer such as this, it is in your best interest to ignore your own ideas and follow the client’s ideas. Checking with them along the way, because when you follow them exactly, you can charge them for the work (they) added. If your company makes decisions for them and they don’t like it, then you have to eat the labor cost because you chose to give them something they did not want.

Customer #3: This client is usually very easy to deal with when you accept one fact. They know exactly what “style” they want, and nothing else will do. The problem with this customer is finding the products they choose. Often they will find an image in a magazine, or friends home, and together we have to locate some hard-to-find fixture, that may or may not look right in their home. Accepting that they will want to make changes is part of the contract. However, when a customer like this believes in you, they will take your word for it. Often you will see an opportunity to make necessary changes, and they are very appreciative. This customer in not only willing to pay for the job, but they are paying for the service.

In this assignment, I was required to identify 3 types of customers. It is fascinating because we all have stories but rarely do we define the similar types of clients that cause them. In this case, the three most typical clients are featured, there are one-offs such as contracted service calls for rental homes, but even though the home may be the same, there are many turnovers with the resident. Therefore, we simply have to meet the standards of the landlord, not the resident. Ultimately, you can never set pre-existing opinions about a customer because that can cause unneeded judgement. What this recognition is good for is that it allows you to identify the way you should handle any new client.