Do You Take Advantage of PR or Public Relations Opportunities?

PR or Public relations should be in everyone’s marketing communications tool kit.

As a Senior Living Consultant working with many Senior Living clients over the years, this is one form of community promotion that tends to be over looked the most. So what exactly is PR? PR or public relations, the noun, as defined by Meriam-Webster.com is as follows:

the activity or job of providing information about a particular person or organization to the public so that people will regard that person or organization in a favorable way

OR

the relationship between an organization and the public

What is PR?
PR iDo You Take Advantage of PR or Public Relations Opportunities?s different from advertising in the fact that in advertising you pay for the privilege of controlling the timing, placement, and message associated with it. While with PR, since it is generally free, the control lies in the hands of the writer and media outlet providing you the coverage. I once heard that “Advertising is what you pay for, PR is what you pray for.”

There are many forms of PR. Most of the time the words PR conjure up images of events at opposite ends of the spectrum. Either a publicity stunt where someone is doing something that is outrageous and crazy to call attention to themselves, their company or their mission, or a company spokesperson trying to put a positive spin on a potentially bad situation that has arisen for the company.

Examples
An example of an outrageous PR stunt would be similar to the flash mob dancing troupe a few years ago that held an impromptu performance at Grand Central Station, it ended up netting them 28 million YouTube hits and a lot of media exposure. An example of positive spin on a bad situation would be the aftermath of the BP oil spill in the Gulf of Mexico. There have been subsequent news conferences and advertising campaigns trying to convince the public, that the gulf coast is now better than ever.

The kind of PR I am talking about is somewhere in the middle of these two extremes. The press release, media tours, special events, sponsorships, public service/public interest stories are all form of PR that your company/community can use to build brand awareness. These types of PR also show that your brand is part of the greater community and can generate loyalty in a larger audience.

Put PR To Work For You
One of the great things about PR is that it is happening all around us and while we get the intended message, we don’t realize the company or brand is promoting itself to us. Instead of thumping our chest telling everyone how great our company and/or products are through advertising, PR is a subtle way of getting a company name out by providing useful information and activities to others.

PR is also a way to have others validate you as an expert. The general thinking of readers or viewers is that they surely wouldn’t be quoting you or doing a piece on you or your company/community unless you were an authority, the best and most knowledgeable in your field.

November Public Relations Webinar
As part of MDS’ “Plug-In and Prosper” Webinar Series, the November 18, 2015 webinar will be “Generating Public Relations for Your Community”. The webinar will focus on the meaning and use of public relations and why it’s important. I will discuss PR as part of a well-rounded marketing communication plan, the benefits of PR, and how it can enhance your relationship between your company and the public.

So mark your calendar and join me on Wednesday, November 18 at 1:00 pm (CDT) for this important webinar.

I look forward to having you join me for this complimentary monthly webinar! You can also check out our past webinars on the Moore Diversified Services YouTube channel!

Registration Link

Roy Barker is Director of Special Projects at Moore Diversified Services, a Fort-Worth, Texas-based organization specializing in Senior Living operations analysis, marketing development, and investment advisory services. Roy is an authority in the field of employee turnover analysis and retention strategies.

More Wage Pressure Could Be On The Horizon!

In a proposed plan by the White House, more exempt employees will be eligible for overtime compensation.

More Wage Pressure Could Be On The Horizon!

Not long ago I wrote a piece on the impact of increasing wages through both higher minimum wages and entry level wages in Is Your Business Prepared for the $15-An-Hour Entry Level Worker? Now, you should not only consider the impact of rising wages for hourly workers, but also potential wage impacts related to exempt employees. The proposed plan by the White House would raise the threshold of wages in which exempt works are eligible for overtime compensation.

The Proposal

A recent White House Proposal will increase the number of exempt employees eligible for and entitled to compensation for overtime work beginning in 2016. The new regulation increases the minimum pay for overtime-eligible exempt employees from $455 a week to $970 a week, or $23,660 to $50,440 on a yearly basis.

Currently, hourly and salaried employees making under $455 a week or $23,660 a year are generally eligible for overtime compensation for hours worked in excess of 40 per week. If this proposal goes into effect, it will increase the eligibility for salaried employees making up to $50,440 a year to be eligible for overtime compensation. This will more than likely have an effect on most department managers and some administrative personnel currently employed at senior living communities who have previously been ineligible for overtime due to their exempt status.

Changes To Be Considered

If the proposal is approved, this will create a need to start doing a few things differently for the exempt employees making under $50,440 per year. The first thing would be to start tracking these newly eligible employees’ time closely, even if they work off-site or from home. If the employee consistently works overtime, the changes that can be considered will include: whether to institute a no more overtime policy, increase the employees pay to $50,500, or convert them to an hourly rate and adjust for overtime normally worked.

Policies for communicating with these employees during off hours by phone, text, or email will also need to be evaluated. It would also be prudent to consider the impact of employees who might cover for others due to no-calls, no-shows, or other absences. If the coverage situation happens at the end of the scheduled work week, then this employee would more than likely have already worked enough hours to be eligible to an overtime situation.

Definitive Action is Needed

It may be tempting for management and employees alike to take a laid-back view on this emerging situation. If you don’t get anything else from this article, the one piece of information you should remember is this: I can assure you that you will be better off planning ahead for the proposed rule change. Don’t be tempted to procrastinate, and don’t simply make a handshake agreement with an employee and think that nothing needs to be changed because everything will work out in the long run. Unfortunately, it doesn’t always work out, and the cost can add up.  The cost of the overtime work, penalties, time other employees will spend on this, and possible litigation will cost you more than it would have to initially just do be prepared from the start. Not to mention the hassle of having the Labor Department in your business for goodness knows how long.

Be Proactive

Let MDS help you evaluate the possible impact of wage increases in your community. I can work with you and your team to calculate your financial expose based on potential changes in over-time regulations for exempt employees. A proactive approach will allow us to develop alternative pay plans and work schedules to minimize the financial and service impact on your organization.

While we don’t know where minimum and entry level wages will eventually land, I will also help your team run “what-if” scenarios based on several factors to estimate the impact of multiple levels of increase. Putting this all together will help guide management’s approach to evaluating and setting monthly service fees, and service packages designed with minimal impact to the organization, its residents, and staff members.

Don’t procrastinate on these important wage-related issues. There is still plenty of time to design a well-rounded solution that has minimal impact to your organization.

 

As an update to the entry level worker pay story, the New York Wage Commission has endorsed the planned hike in fast food workers to $15 per hour.

 

Roy Barker is Director of Special Projects at Moore Diversified Services, a Fort-Worth, Texas-based organization specializing in operations analysis, marketing development, and investment advisory services. Roy is an authority in the field of employee turnover analysis and retention strategies.

We Decide Our Own Path

We Decide Our Own Path

As we get further into 2015, most of us are still planning for both business and personal success this year. Some of us may be realizing our plans are not working out as we had originally intended. This realization doesn’t mean we that we have to throw up our hands and pack it in for 2015. Rather we, at any time, can effect and create the change we desire in our lives! I listened to an inspiring interview the other day and I wanted to share the concept with you.

Neil Patrick Harris has been making the rounds plugging his book entitled “Choose Your Own Autobiography”.  While I have not read this book yet, the title really struck me.  It’s very simplistic and yet very powerful at the same time.  Choose your own autobiography should be the model we live by every day!  It’s not always simple, and there are a lot of outside influences in our personal and professional lives that affect our decisions and life direction.  However, if we keep the idea that we are in control of our own fate in the forefront of our thoughts, it will have a huge impact on our thinking and decision making throughout the day.  Living with this in mind will then impact the course of our lives. We don’t have to be stuck in the spot we are in today forever. We have control of our destiny and can make our future whatever we choose. We can take a poor situation and make it work for us.

Where are you today?

So many times we can easily find ourselves in a rut both personally and professionally.  Maybe it’s a situation that seemingly has no answer, and as a result you feel helpless and hopeless.  Sometimes we lead ourselves into these places and sometimes we’re forced there.  The good news is that we can still have an impact on the direction and action we take based on where we want to end up.  It’s not always easy to effect change and it doesn’t come without some hard work, and of course it won’t happen overnight, but it can happen.

I am definitely a proponent of getting ourselves squared away in our work lives in order to have a more productive and fulfilling personal life and vice versa.  It’s all about finding that elusive balance in life.  While there is a lot of ground that can be covered on the personal side, I want to remain focused on the business side.

I have been blessed with the good fortune of analytically-based careers.  Analytical careers have allowed me to look at procedures and processes from a fact-based perspective and not be as emotionally charged in decision making. This analytical mind-set can prove to be very helpful when making tough decisions.  However, even with this skillset, the hardest part of any decision is usually getting started. It’s much easier to stay where we are today, whether it’s good or bad, than change something. It’s a scary thought to step out there and do something different.

Taking the First Step

Making the decision that we do not like where our business is currently or realizing that we could do better is the first step. But coming to this realization doesn’t fix it. We need to take the corrective step to effect change. Finding what needs correcting or if you know what needs correcting, what do you do differently? (This can be the challenge!)

Analyzing the issues are an important part of developing the fix. Sometimes a Band-Aid fix doesn’t correct the underlying problem. Sometimes a quick fix is the easiest and least painful. However, if we don’t fix the underlying problems in our lives, they will just continue to resurface. And more than likely without a permanent solution they will continue to worsen.

Without getting into the nuts and the bolts of the change process in this forum, I mainly wanted to convey the message that we can effect change.  Even though sometimes things look like they can’t be changed, you don’t know how to proceed in making changes, you’re hesitant for some reason to take that first step, or you feel like you just don’t have the energy to figure all of this out, it can be done.  Promise!

Write Your Own Success Story

You don’t have to live with mediocrity or disappointment in your current situation. Just make the decision that you know it’s time for a change and MDS can help you take it from there. MDS has worked with clients from all types of Senior Living and Healthcare companies with a multitude of issues, problems, or concerns.

Call me and put the experts at MDS to work for you. We specialize in finding the best building location, repositioning a current community, or improving income statement issues, such as increasing revenue and decreasing expenses. Moore Diversified Services also provides market feasibility through market studies, competitive analysis, and pro-formas.

We help to optimize income statements by increasing revenue and making sure your monthly service fees and tier charges are correct for the market.  Once pricing is optimal, we can then take a look at expense control.  We don’t want to cut back to a point the service is diluted, but make sure expenses are within acceptable limits.  Next on to marketing. We check to see if your marketing efforts are well-rounded, from traditional print and other collaterals, to ensuring that you are taking full advantage of the digital footprint available to you. It is also imperative to assess your employee retention efforts. Consider your employee turnover rate.  What about your company culture? And other important points to attract and retain top talent in the industry.

The good news is that you don’t have to continue to survive in a less than optimal situation.  You can thrive!  It’s up to you to write your own Autobiography, let’s get started today!

 

Roy Barker is Director of Special Projects at Moore Diversified Services, a Fort-Worth, Texas-based organization specializing in operations analysis, marketing development, and investment advisory services. Roy is an authority in the field of employee turnover analysis and retention strategies.

What is Your Digital Media Strategy for 2015?

 

Are you about to move right past this post because you don’t believe you need one? THINK AGAIN!

Digital Media is now an integral part of any comprehensive marketing strategy/plan. While some products and services may use digital media more than others, every business needs to utilize digital media in some form to build and enhance client and customer relationships.

Product Marketing vs. Relationship Marketing

There was a time when you strictly marketed your product or service to your target audience. While that is still a part of an effective marketing plan, relationship marketing is extremely effective in our industry. As a provider in the senior living and housing industry you actually have two target audiences. The first target audience is the senior themselves. The second is the family members of the senior who may be the primary decision maker or at minimum highly influential in the decision making process. You must be building relationships with current and potential customers as well as their family members.

In the case of a senior living and housing community, if an individual is not a resident or has a family member as a resident, you still want to be the first community they think of if the need arises or if someone asks for a recommendation. This means getting your community name out there and engaging with the public, resident or not. This process does not have to be complicated. Start with a simple plan and build from there.

Website

First, no matter your marketing strategy, your size, your mission or your occupancy rate, you must have a presence on the web. One of the first places, a potential resident or family member will go is the web. Whether it is to just get contact information, an address to pay you a visit or to get an idea of what your community looks like, a large percentage of people immediately will look up your website opposed to the previous process of looking you up in the phone book.

“Up to 84 percent of all Americans now expect the Internet’s World Wide Web to provide them needed information on government, news, healthcare, and commerce, according to a new survey compiled by the Pew Internet and American Life Project.”

Having a website is 24/7 marketing. Websites market to those around the country. It can market to those you don’t even realize need your services; think out-of-town family members doing preliminary research on a community for their senior. It would be difficult to direct-market by mail to that particular audience.

Blog

If you have a website, the next easiest step would be to add a blog to your site. While blogs can be intimidating, they don’t have to be! Use it to simply give updates about your community, upcoming events and most importantly provide your audience some general tips, hints and information. This can include:

  • What is happening in your immediate area, not just your community
  • Helpful tips from your current residents about downsizing and moving
  • Advice on what to look for in a senior living community
  • Great recipes from your residents or their families
  • Profile some of your residents (with their permission of course)

A blog can be as simple or as sophisticated as you make it. Just be sure to keep it current so that anyone who makes it to your website will know the information is up to date.

Facebook

The next logical step would be to create a Facebook page for your community. You can basically use the same content as your blog on your Facebook page. Family members who are already on Facebook will enjoy seeing updates about where their parents, grandparents, aunts, or uncles are living. So many communities already have a presence on Facebook and have found great success with this strategy.

Resources

There are more resources available than we could list, so here are a few of our suggestions to get you started:

These can all be purchased from Westridge Publishing or most book retailers.

Stuck and don’t know the first step or maybe you need some reassurance about the path you’re taking? Let me help! I can perform an audit of your company and/or community’s digital footprint, provide guidance, and a sound plan of action for you.

 

Roy Barker is Director of Special Projects at Moore Diversified Services, a Fort-Worth, Texas-based organization specializing in operations analysis, marketing development, and investment advisory services. Roy is an authority in the field of employee turnover analysis and retention strategies

Kim Jimenez has been a regular contributor to the MDS website and MDS blog for the past 15 years.  Kim holds a supervisory position in a Fortune 100 company and has extensive experience with a multitude of employee, training and leadership issues.  She is currently obtaining her degree in Human Resource Management at Southern New Hampshire University.

Wishing You and Your Family a Safe and Happy Holiday Season!

 

Happy Holidays From The Staff of MDS

We at MDS would like to take this opportunity to wish all of you dedicated to the service and care of the many residents aging successfully in communities around the world a Safe and Happy Holidays!

We especially thank those that will tend to residents on Christmas Eve and Christmas Day; there is no day off in an industry such as ours.  To many of these residents, you are their family and you will make their holidays bright!

Thank you for your commitment to the betterment of the Senior Living and Senior Housing Industry.

 

Can your office survive without you? If it can’t you are doing it all wrong!

The sign of a true leader is one who is constantly creating new leaders.  These type of leaders inspire, motivate, educate, support and mentor others into positions of leadership.  They cultivate the skills of others and strengthen their weaknesses.

In Boy Scouts, one of the main premises of the Eagle Scout project, and something you will be grilled on in you Eagle Board of Review, is the question: could your project have happened without you? In order to have a truly successful project, it must be so well planned out AND you must have designated, informed, trained other participants that a) you as the project leader do not actually work on project day and b) if you cannot show up for any reason, the project proceeds as planned.

This so goes against our nature of needing to be needed.  We tend to feel if our business or department can survive without us, we have no value.  We MUST adjust this way of thinking! If business as usual can proceed without you, then to your credit you have hired some very capable employees and you have trained them so well they know how to do their job. This then frees you up to focus on the big picture, more time for strategic planning and business growth.

Do you think you must be involved in every little aspect of your department? Do you require frequent updates and details on every project? Now we get into micromanaging, stay tuned…

 

Kim Jimenez has been a regular contributor to the MDS website and MDS blog for the past 15 years.  Kim holds a supervisory position in a Fortune 100 company and has extensive experience with a multitude of employee, training and leadership issues.  She is currently obtaining her degree in Human Resource Management at Southern New Hampshire University.

Strategic Planning Series Webinar Recordings

 

I want to thank everyone who joined us for our Strategic Planning Webinar Series.  If you missed the opportunity to participate live, here is your chance to view these recordings.  These webinars contain important and helpful information to remember as you finalize your Strategic Planning journey for 2015.

We are busy putting together some new webinars that you will not want to miss.  These can help you take your organization to the next level.  I am currently planning for late January or early February.  Watch our blogs and newsletter for more information. To sign up just enter your email in the box on the left hand margin.  Also, please send me an email with any suggestions you might have for both blog and webinar topics. Let us know what your specific challenges are and I will try to accommodate as many requests as possible.

Below you will find links to MDS’ recent Webinar Series on Strategic Planning, both Parts I & II.  The images are linked to the MDS YouTube page, so just click on the image of the webinar that you want to view and it will open up the presentation video in a new window for you.

Part I Part II

 

 

 

 

 

 

 

 

 

 

 

Roy Barker is Director of Special Projects at Moore Diversified Services, a Fort-Worth, Texas-based organization specializing in operations analysis, marketing development, and investment advisory services. Roy is an authority in the field of employee turnover analysis and retention strategies.

Strategic Planning Webinar

Moore Diversified Services presents Plug-In and Prosper Webinars:

A STRATEGIC PLANNING SERIES
Part 1 – Where Do I Start?
Thursday, Nov. 6
1:00-1:30 p.m. (CST)

 

At Moore Diversified Services your success is our goal. We are committed to equipping our clients with tools and strategies to make their businesses successful. As we close out fiscal 2014 and approach 2015, MDS would like to offer a special, COMPLIMENTARY webinar series on Strategic Planning.     Plug in with copyright

Join Roy Barker, Director – Special Projects at MDS, for “Part 1 – Strategic Planning: Where Do I Start?” as he answers this question and provides insights into strategy planning.   Topics will include:

  • Selecting a team
  • Employee Buy-In
  • SWOT Analysis
  • Data Driven Indicators
    • Operations
    • Marketing
    • Employee Turn-Over

Space is limited. Don’t miss out on this special opportunity to learn from a company with over 40 years of experience.  Click here to view webinar flyer

REGISTER TODAY!

Gold Is So Yesterday … Go Platinum!

A guest on an NPR show I was listening to the other day mentioned the “Platinum Rule” in the context of how we treat others. I had no idea what they were talking about. Now, after a little research, I can see that I’m very late to the party. This is a concept that has been around for some time. For those of you who may be living under a rock, like myself, the Platinum Rule now trumps the Golden Rule. 

The Golden Rule is, “Do unto others as you would have them do unto you.” The Platinum Rule, however, is, “Do unto others as they would like done unto them!” What a novel concept. While the Golden Rule sounds good on the surface, it is really kind of self-centered. This would mean that we think we know what is best for everyone else because that’s what we like or we want. While this could be very true, it could also be the furthest thing from the truth.

With people we have just met or known for a short time, we may not know exactly what they want. This is the beauty of the Platinum Rule. It causes us to shift focus from us to them. It forces us to try and determine what the other person really want or likes. It forces us to be an active listener and maybe even ask some questions. This also meshes well with one of my favorite Covey teachings, “We must first seek to understand.”

Different Personality Types

Dr. Tony Alessandra has written a book entitled The Platinum Rule. I just discovered this book and have not had time to read it. But, some information that I gathered from the website is that the book goes into detail defining personality types. According to the author, there are four basic personality types followed by tendencies of how these particular types of people behave and react. This is the first part of satisfying someone else, understand what makes them tick and what they might respond to. Then we can set about how to better relate to others and the different personality types, in trying to give them what they want.

I will not get too in-depth here, but did want to make a few observations about the concept. This concept should apply to all aspects of our lives from personal to business. Imagine the changes in our current relationships when we let all of our assumptions go and give careful thought to what others want and need.

The Platinum Rule in Business

The Platinum Rule can easily address two major components of a successful senior living operation – company culture and resident-centered care/lifestyle. Company culture is so important that Peter Drucker once said, “Culture eats strategy for breakfast.” Companies in other industries, such as the Container Store live by the principals of satisfied workers and satisfied customers. They usually rank in the top one of two best places to work and their customer service is off the charts.

I recently made my first visit to one of their stores and was very impressed. The employees were all very happy and they worked together to help me with my needs. The other important aspect is all the employees were sales people. While they didn’t work on commission, they did ask if I had this or needed that and were quick to recommend other services and products. This was not done in a hard-sell manner, but more in a helpful, we want you to have the best experience possible sort of manner … which I did!

Paradigm Shift

Can you imagine for just a minute how the residents of your community will feel when you make that culture shift? Really seeking to understand what they want or need and not just giving them what you think is good because it’s what you want based on your own values and beliefs.

Think of the possibilities if each and every one of your staff members had this attitude. You will have the happiest residents in town. Now think about what putting the same effort into understanding what your staff members want. Again, really taking the time to seek to understand what it is that they want. What do they need? Not only will you see an increase in customer satisfaction, but you will also see marked decreased turnover. While both of these will also improve your bottom line, think of the referral pipeline you will create. Not only for those wanting to live at your community, but the best workers wanting to work at your community.

If you ever have any doubt about what your staff or residents want or need, just ask! Yes, it’s that simple and both groups, in the right environment, will be more than willing to share their thoughts. Just ask and really listen to what the response is. Seek first to understand and then implement programs that the staff and residents want … not what you think they might want!

 

Roy Barker is Director of Special Projects at Moore Diversified Services, a Fort-Worth, Texas-based organization specializing in operations analysis, marketing development, and investment advisory services. Roy is an authority in the field of employee turnover analysis and retention strategies.

Employee Training and Retention: The Debate between Expense and Investment – Part II

Once an effective training and development program is established and utilized by the organization it can begin seeing increases and benefits in the following areas: productivity, motivation, quality, job satisfaction, commitment (employee retention), and reduced absenteeism.

In order to provide the training and development that reaps these many benefits, it costs money, time and other resources. Paid human resources are used to plan, organize and teach training sessions, mentors take time from their own duties to mentor newer employees, training materials must be printed and/or compiled in electronic format, and fees must be paid for seminars, classes or workshops. Organizations recognize there is a cost for training and development.

In today’s competitive business world, most organizations are looking at ways to reduce expenses in order to increase profits. Unfortunately, when training is only looked at as an expense, it can be the first category to go to the chopping block. It is suggested that businesses need to accurately analyze what these training programs are worth. While most organizations compile data and trends on advertising campaigns, sales department activities, and other activities that they can directly tie to increased revenue, it can be difficult to determine a Return on Investment (ROI) on employee training and development.

Training Makes Employees Feel Valued

Research has shown, however, that when employers invest time, money and resources in their employees with training and development the employees develop a commitment to the organization. The employee feels the organization/employer values them as a worker, values their skills and values their contribution. Research has also determined that with training and development the employee believes the employer cares about the employability of the employee. (Agrawal)

In contrast, some employees have been known to say they “saw it coming” before they were fired or let go. This can be the perception when an employee is struggling and/or not performing well and the employer distances themselves from the employee; does not offer help (training/development), keeps adding additional workload, tells the employee not to worry they will eventually “get it”, etc. In other words, with ongoing training and development the employee does not feel the employer is leaving them to “sink or swim” on their own or that the employer is not “creating” a reason to fire them.

Which Came First …?

Another comment that represents the crux of this argument: “Positions that have a high turnover rate (such as tech support) are often viewed by management as not worthy of proper training.” (Green) It is “the chicken and the egg” type question. Are these positions not worthy of training due to the high turnover or is a high turnover due to the lack of training? Another point of training is to evaluate if you have the right person for the right job. Sometimes you may have a talented and capable individual but they are just in the wrong position. Continued training and development, including evaluations, can determine strengths and weaknesses and what persons fit best with various positions.

Training and employee development is not just for the employee but is as beneficial to the employer as well. For those employers that view training as an expense, a trade-off for production or just plain wasted time, they may not have an effective training program in place. Also if an employer’s turnover is high, they may need to evaluate how they train new employees, evaluate existing employees and what programs are in place to develop employees to be productive members of their organization. Employers that are successful in reducing employee turnover embrace training and employee development as a necessary tool to further their organizational goals.

We featured this excerpt from a research paper that Kim Jimenez had written on employee training and how it relates to employee engagement/retention.  Employee turnover is a real cash expense that effects your business in many ways.  MDS can help in employee orientation and training in order to help create and retain the best staff possible.

 

Roy Barker is Director of Special Projects at Moore Diversified Services, a Fort-Worth, Texas-based organization specializing in operations analysis, marketing development, and investment advisory services. Roy is an authority in the field of employee turnover analysis and retention strategies.

References

Agrawal, Archana. “Employee Development and Its Affect on Their Performance.” International Journal of Marketing, Financial Services & Management Research (2013): 99-108. Web.
Green, Allison. www.askamanger.org. 19 05 2012. Article. 05 09 2014.