What the end of net neutrality means for communicators

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But with a new proposal by the Federal Communications Commission to rollback net neutrality regulations, those personal blogs and small businesses might have a harder time getting their voices heard on the internet. The new FCC proposal cuts out Obama-era net neutrality rules that made internet service providers give equal access of all internet content to consumers.

A lack of net neutrality regulations would allow internet service providers—like Verizon, Comcast and AT&T—to block or slow-down web content. For example, for streaming services that use heavy bandwidth like Netflix and YouTube, ISPs could charge a premium to those companies and to consumers in order to access those sites.

Some communications professionals fear that this change could negatively impact internet advertisers and marketers. For instance, if advertisers don’t pay ISPs, web ads could be slowed down to the point where a consumer won’t even see the ad by the time they leave the page.

“It’s going to fundamentally change the way (marketers) can approach digital media,” said Josh Lowcock, EVP Chief Digital Officer at UMWorldwide. “It could affect everything from advertising prices and viewability standards to innovation and competition.”

Others are less concerned about the immediate impact of the net neutrality changes. The FCC proposal won’t be voted on until Dec. 14 and, though likely to pass, the changes won’t go into effect for a few months and potential lawsuits against the FCC might slow the effects even more.

“This won’t kill journalism, advertising or public relations,” said professor Ed Carter, director of Brigham Young University’s School of Communications. “Content will continue to flow for the most part and we won’t see wholesale changes immediately.”

Still, while large content providers like Amazon or Hulu will be able to pay the increased costs, the same might not be the case for small businesses. Though the internet previously provided free access to content, marketers might have to accept the reality this free access might now come with a price tag from ISPs.

An AT&T store at sunrise located in Orem, Utah. Like Verizon, the internet service provider AT&T is a key player in the FCC’s latest proposal against net neutrality.

However, because consumers already have to wade through so much online content, some argue that cutting through the clutter is a bigger problem for small business than net neutrality. Carter suggests that the saturation of voices will likely be the biggest problem small business marketers face, with or without net neutrality.

“So many people are wading through content with varying levels of quality, trying to find the truth,” said Carter. “If content creators can make things that are truthful and useful for consumers, then their messages will make it to consumers.”

Whatever the consequences of the FCC’s proposal, consumers and content creators are making their voices heard before the final vote. Protests have been set up on Dec. 7 in Salt Lake City at various Verizon stores. The website Battle for the Net also gives users access to emails of U.S. Congress members, who could stop the FCC vote.

So, while the internet’s future might be less certain with the potential end of net neutrality, what is certain is that people probably won’t be seeing Charlies bitten finger or the President’s tweets go away anytime soon.

Written by Trevor Hawkins

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The secret to finding a job in marketing (it’s more obvious than you think)

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inding a job in marketing can be a tiring and perplexing pursuit. A job candidate may spend years racking up an impressive resume and ultimately slip through the cracks. While there is no sure-fire cure for this dilemma, job-hunting marketers may want to rethink their reliance on traditional approaches and consider viewing the chase from a marketing standpoint. Specifically, they should focus on marketing themselves to employers as proven professionals who are prepared to bring real value to a department or team. Consider the experiences of several individuals who witnessed the power of this approach firsthand.

Nina’s Story

In 2010, Nina Mufleh wrapped up a successful 10-year marketing communications career in the Middle East to seek her fortune in the mecca of tech: San Francisco. After working with Fortune 500 companies and even the Queen of Jordan herself, Mufleh was ready for a change in scenery. She chronicled this transition in an editorial for the Harvard Business Review.

“I knew it would be a challenge to restart my career in a new market … [but] as a few months turned into a year and I saw no signs of progress, I reached a point of panic.”

Mufleh had spent countless hours researching potential employers, drafting tailor-made resumes and building her network on and offline. After all of that, she hadn’t had a single interview. “How could a career that ranged from working with royalty to Fortune 500 brands and startups not pique the curiosity of any hiring managers?” Mufleh wrote.

After a year of toiling in the hiring machine, Mufleh finally adjusted her strategy. “Instead of thinking as a job applicant, I had to think of myself as a product and identify ways to create demand around hiring me.” Mufleh decided to refocus her efforts to demonstrate that she could provide real value to an organization. She set her sights on Airbnb, conducted extensive market research and compiled a report on the potential for the company’s expansion into the Middle East.

Marketing professional Nina Mufleh seized the attention of Airbnb CEO Brian Chesky and demonstrated the value of her marketing prowess all with one tweet. The stunt led to numerous interviews and offers as Mufleh wrapped up a fruitless year of job-hunting.

Mufleh published her report in a tweet and tagged Airbnb CEO Brian Chesky and other executives. According to her, “Within hours of releasing the report, a recruiter from Airbnb reached out to me to schedule an interview. Within a few days, I had interviews with many of the area’s top tech companies.”

 Oscar and Kristina’s Story

Months away from graduating Miami Ad School, aspiring art directors Oscar Gierup and Kristina Samsonova were looking to line up jobs with big-name advertising agencies. Since neither were interested in becoming part of a giant stack of identical-looking applications, they decided to use what they had learned about advertising to take matters into their own hands.

“Reaching the right people using the agency emails feels nearly impossible,” said Gierup. “But with the Cannes Lions Festival of Creativity coming up, we saw our chance to get seen.”

The Cannes Lions Festival of Creativity is the largest advertising conference in the world, with tens of thousands of registrants—most of them advertising professionals and many of them from prestigious agencies. The conference takes place every June in Cannes, France.

Since the two couldn’t afford the trip to France, they found another way to get the attention of top-tier advertisers, while also demonstrating the value they could bring to an agency. “… We created a series of sponsored Facebook ads to get our portfolios in front of some of the industry’s biggest names. The ads were geo-targeted to run in Cannes, so only people in the area were able to see them. We also filtered it to specifically target people working in advertising or related fields,” Gierup said in a joint report about the campaign.

Advertising students Oscar Gierup and Kristina Samsonova sidestepped the narrow road to a top-agency job through a series of Facebook ads geo-targeted to advertising professionals attending a major conference in France. The campaign led to 2,000 unique portfolio views and cost a total of $120.

As a result, Gierup and Samsonova only spent $120 and received more than 2,000 unique portfolio views—all of them presumably by potential employers. Additionally, their advertising escapade received coverage in major industry publications, including Adweek, complete with links to their portfolios. Shortly after the campaign, each student accepted an offer with an agency in Europe.

Stop applying. Start thinking.

It’s easy for a hiring manager to overlook a resume, cover letter or application that may blend in with numerous similar-looking submissions. It’s far more difficult to ignore an applicant who sidesteps protocol and provides bona fide proof of his or her value. It’s time marketers embraced this approach and started applying their industry skills to the job hunt.

Written by Cody Humphreys.

Turning Profits with Social Content: The Recipe for Success

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f you want to make money as a digital marketer, expert Joe Pulizzi says selling a product should be at the bottom of your to do list. Content is king, and quality social content for companies like Coca-Cola and PepsiCo has become a steady revenue stream.

During a discussion on a September 2017 edition of The Social Examiner podcast, “How to Generate Revenue with Your Content,” Pulizzi dove into the value of social content for businesses.

“More important than products are content and communication,” said Pulizzi. “I believe that the time is coming where content will no longer be a cost-center but a profit center, and we as strategic communicators can monetize it without being limited to just products.”

The Recipe for Successfully Monetizing Content

As competition grows across industries, Pulizzi reiterates the importance of targeting the right audience. Emphasizing that products can be copied, but an audience of loyal fans cannot. Building up an audience takes patience, hard work and consistent effort and will be impossible without quality content. That, Pulizzi says, is the key: nurturing your audience with a steady flow of quality content and you have the recipe for success.

As your social following grows naturally, digital marketers will start to gather more feedback. With this information, digital marketers will have a better pulse or understanding of the content the audience is looking for. Then, with a better perspective on your audience, you will have the resources to give them the content they want– the only difference is you’ll charge a premium for it.

“Once you have your audience, you can sell them anything!” says Pulizzi.

Now that you’ve become focused on selling to people and not selling a product, there will be several other opportunities for monetizing in addition to premium content. Pulizzi recommends starting out with one or two of the following methods:

  • Selling ad space on your blog site
  • Adding subscription-based services to your content
  • Manufacturing merchandise
  • Leveraging additional paid services
  • Asking for donations
  • Publishing an eBook

Taking Advantage of Opportunities

Evidence of the successful implementation of these monetization strategies is food blogger Chelsea Lords who made 40k in her first year of blogging. For Lords, building her following started with producing quality content.

“The internet does not need more content, it is extremely oversaturated. What it does need is better content,” said Lords. “I believe having a lot of content is meaningless and that superior, high-quality images are the first key to monetizing your content.”

Chelsea Lords stages a photo for her blog. Photo from Lords.

Lords knew quality started with her photography. Completely self-taught, Lords has blogged about her experiences outlining essentials for beginners when attempting to take their own high-quality photos. Her first tip is to start by studying and discovering different types of photography. Once you’ve gathered perspective, Lords says practice makes perfect as you genuinely strive to create your own style without mimicking the work of others.

Following these steps, Lords blog, “Chelsea’s Messy Apron,” generates millions of site visitors each month. With her increasing following comes an increasing amount of opportunities to monetize content. Like Pulizzi, Lords has leveraged opportunities to charge a premium for specialized content. In addition, as she continues to deliver high-quality content her inbox is overflowing with work requests.

On her site there are not any products for sale, Lords does not drive sales for her sponsors. To Pulizzi’s original point, her content has become a profit center. By doing something as simple as selling ad space, charging for premium content and selling sponsorships, Lords successfully turns profits each month.

For a food blogger like Lords it doesn’t matter the recipe, whether she’s making Cincinnati Chili, Sweet Potato Corn Bowls, or Lemon Parmesan Chicken the key is always the right ingredients. For digital marketers the recipe for successfully monetizing social content is a simple combination: build the right audience and produce high-quality content.

Written by Cory Gill

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Reach the 100K-Instagram-Follower Milestone

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o you ever feel like your Instagram account is stagnant -every few followers you gain you lose another? There is nothing more frustrating than feeling like you are never going to keep growing. We have all been there, we can all relate. Growing a social media following can be an exhausting process. And with so many “quick and easy” methods out there that never seem to work, how can you possibly find real advice.

Theming your Instagram feed will be a valuable asset in growing your followers. Be consistent and follow your theme with every post.
Photo of @Cremedelacrumb1 feed.

Here are some sure ways to get your Instagram growing like wildfire.

  • Post on your Instagram every single day. While this may sound time consuming and exhausting, it is vital for success. Your followers want to see new content and if you are consistent in providing it, you will continue to grow in followers.
  • Like at least 100 photos a day. Even better, it really only takes about 5 minutes to do that. But by interacting with other accounts, you will become a more prominent account and get your name out there. Be sure to do this in your niche first and then begin expanding to new areas once you see consistent growth. Forbes interviewed Instagrammer Elliot Tebele and he said he would like thousands of photos a day when starting out.
  • Follow people! When beginning (an Instagram account), supporting other accounts will help your cause. Most people will follow you back once you give them a follow. Once you feel secure in your growth, you can slow this process down. But never stop following people, it humanizes your account.
  • Interact with other accounts. Whether it is a comment, a like or a share onto your Instagram story, do it. It helps people get to know you and your brand.
  • Brand your account. Find your niche and stick to it. If you have a consistent look and feel to your account, it makes it more appealing to the eye and you will see people gravitate towards your content. For more tips on branding, check out this article.
  • Pick a feed theme. Once you decide, stick with it unless you are going to completely change it.
  • Set yourself apart from others in your niche. Maybe you only use circle photos, maybe you have a color theme; try and find something to make your Instagram unique.

Tips can only go so far, but learning from someone who has experience can help you further. Raven, @TheDisneyDorm, has worked hard to gain a large following within the Disney Community. With currently 21K followers and 511 posts, she has some great advice to provide. She had her own personal reasons to begin down this path; her inspiration came from a 17-year-old girl who came into the bank she was working at to purchase her very own house. She couldn’t believe what she was hearing! The girl had a successful makeup channel on YouTube and was making a living already. That is when Raven decided she wanted to take a leap of faith and try doing this for herself.

Raven (@thedisneydorm) has grown an impressive 21K followers since beginning her Disney themed Instagram.

“I had zero clue what I was doing, I just knew I loved positivity and Disney and believed really hard in myself,” she said. “The biggest advice I can give is to not look at other accounts and think, oh I wish my account looked like theirs, I want my photos like that, or I want followers like that. I learned really quickly that it’s not about being as successful or savvy as others, it’s about finding your own niche and what makes you YOU! People will love you no matter what.”

Now with thousands and thousands of followers, Raven is very aware of the influence she has. She tries to be a positive influence within the community because that is what is important to her.

So whether you are brand new to Instagram or have been trying to grow a following for several years, have patience. You can easily get a large following with a little bit of work. Be consistent, be authentic, and show people who you are. Take these tools and start your journey to 100K followers today!

Written by Jaycee Brown

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BYU Students Takeover Social Media Feeds of NASCAR and Major League Baseball, Help Fortune 100 Company

Major League Baseball stadium

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ive of BYU’s brightest minds were recruited by a Fortune 100 company this spring for brand research among Major League Baseball and NASCAR fans.

BYU communication students used live social media engagement software right from their BYU campus lab, honing in on stadiums of the sporting events to gauge brand interest of the fans in attendance.

The School of Communications is under a firm non-disclosure agreement with the Fortune 100 company. The NDA prevents any mention of the sponsor’s brand and products and as such, the client and its products will not be mentioned in this story.

Among those bright minds was Y Digital Lab account manager, Tassji Krupczynski. Reflecting on her experience she said, “Large brands are able to truly humanize their social when they talk to audiences, and we can help them do that.” The results Krupczynski’s team collected helped the client identify valuable sponsorship opportunities and move forward with data to back their business decisions.

Using HYP3R digital software, the students geo-fenced NASCAR tracks, then engaged fans on behalf of their client. Geofencing uses GPS or radio frequency identification (RFID) to outline geographic borders. After the virtual barrier is created, a generated trigger alerts the lab’s students of any mentions of the company coming from the selected space. The geo-fence allowed the BYU team to identify and initiate conversations with NASCAR fans attending the races who showed interest in the client’s brand.

BYU Y Digital students evaluate and respond to posts of fans attending NASCAR events
BYU Y Digital students evaluate and respond to posts of fans attending NASCAR events. (Adam Durfee/ Y Digital)

The BYU students tracked and analyzed posts that fans generated about the brand. They interacted with the fans by asking questions about both the brand and the races. During the 24 hour social media takeover, the Y Digital Lab increased the brand share voice of the client company by 48 percent – nearly half of the people within the geo-fence were talking or posting about the brand.

[/vc_column_text][mk_padding_divider size=”20″][mk_blockquote style=”quote-style” text_size=”18″ align=”left” font_family=”none”]It was pretty phenomenal,In the history of engagement software where they’re measuring this stuff on a regular basis, Y Digital achieved one of the highest return on engagement statistics for live social campaigns.[/mk_blockquote][mk_padding_divider size=”20″][vc_column_text disable_pattern=”true” align=”left” margin_bottom=”0″]

“It was pretty phenomenal,” said Director of Y Digital Adam Durfee. “In the history of engagement software where they’re measuring this stuff on a regular basis, Y Digital achieved one of the highest return on engagement statistics for live social campaigns.” The outcome then led the national brand to see the benefits of promoting their products at NASCAR races.

The members of the Y Digital Lab are changing the game of digital marketing. These students are testing the social presence of national brands at high-profile events and allowing them to hone in on lucrative target markets.  After major success with NASCAR, the students took the same research experiment and a different product of the Fortune 100 company to various Major League Baseball stadiums.

The lab conducted similar live social media monitoring and engaged with baseball fans. But this time around, MLB fans weren’t nearly as responsive. Baseball fans showed minimal interest and low social engagement during the brand’s presence at the major-league games.

Both the NASCAR and MLB research done by BYU’s communications students helped identify the venues where the client’s products would be most successful.

BYU’s Y Digital team continues to work with notable companies through live social projects, right from their lab at BYU. Keep up with them online at ydigital.co.

Written by: Kei Akoi Clark

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Molliba Sedi Augik

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onec dolor turpis, mollis sed quam quis, faucibus gravida tellus. In dictum tristique purus, at imperdiet purus fermentum ut. Nunc pellentesque rutrum risus. Nunc accumsan orci ac justo sollicitudin, ullamcorper porttitor nulla vestibulum. Praesent pellentesque, erat vel aliquet vehicula, urna turpis bibendum dui, Suspendisse vitae sem at orci viverra iaculis in ut sapien. Donec ullamcorper nulla non placerat lobortis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Pellentesque semper diam ac condimentum lobortis. Sed feugiat euismod feugiat.

Mauris vitae arcu aliquet, porta sapien sit amet, malesuada orci. Sed vehicula, est non egestas aliquam, mi lorem iaculis sapien, vel egestas dui mi ac justo. Aliquam erat volutpat. Fusce ac nibh eget nisl aliquam ullamcorper. Vestibulum tincidunt, augue vitae porttitor interdum, diam velit egestas dui, ac tincidunt dolor lacus ac nunc. Suspendisse nec justo hendrerit magna interdum viverra. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam maximus sagittis felis, sit amet ultricies lectus eleifend ut. Aliquam justo velit, tristique lobortis massa sollicitudin, facilisis imperdiet nibh. Curabitur sit amet tincidunt quam. Cras vel magna pellentesque, viverra lectus rhoncus, accumsan quam. Suspendisse congue magna vulputate, gravida ex et, molestie sem. Proin commodo dui vehicula, varius massa vel, maximus metus. Phasellus dapibus molestie commodo. Pellentesque non tortor blandit, fermentum velit a, feugiat lorem. Duis nulla libero, scelerisque id arcu non, pellentesque elementum nisi. Aenean condimentum libero sapien, sed convallis nisi mollis sit amet. Nulla commodo massa eu mauris rutrum ullamcorper. Duis faucibus tortor ac arcu interdum ornare. Fusce sed nulla faucibus augue commodo varius vulputate non eros. Nulla varius tristique justo id euismod. Sed a sem bibendum, finibus massa eget, condimentum.

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Vitae Urna Efficitur

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uis viverra mauris at fringilla sollicitudin. Donec dolor turpis, mollis sed quam quis, faucibus gravida tellus. In dictum tristique purus, at imperdiet purus fermentum ut. Nunc pellentesque rutrum risus. Nunc accumsan orci ac justo sollicitudin, ullamcorper porttitor nulla vestibulum. Praesent pellentesque, erat vel aliquet vehicula, urna turpis bibendum dui, vel mattis nisl quam eget enim. Maecenas vel libero rhoncus, rhoncus purus quis, varius lectus. In posuere ullamcorper odio, eu gravida orci vestibulum nec. Morbi a ipsum ut est euismod sollicitudin. Nunc molestie semper velit eget mollis. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Nullam lorem velit, pharetra in tortor nec, rhoncus rhoncus purus.

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onec dolor turpis, mollis sed quam quis, faucibus gravida tellus. In dictum tristique purus, at imperdiet purus fermentum ut. Nunc pellentesque rutrum risus. Nunc accumsan orci ac justo sollicitudin, ullamcorper porttitor nulla vestibulum. Praesent pellentesque, erat vel aliquet vehicula, urna turpis bibendum dui, Suspendisse vitae sem at orci viverra iaculis in ut sapien. Donec ullamcorper nulla non placerat lobortis. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Pellentesque semper diam ac condimentum lobortis. Sed feugiat euismod feugiat.

Mauris vitae arcu aliquet, porta sapien sit amet, malesuada orci. Sed vehicula, est non egestas aliquam, mi lorem iaculis sapien, vel egestas dui mi ac justo. Aliquam erat volutpat. Fusce ac nibh eget nisl aliquam ullamcorper. Vestibulum tincidunt, augue vitae porttitor interdum, diam velit egestas dui, ac tincidunt dolor lacus ac nunc. Suspendisse nec justo hendrerit magna interdum viverra. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam maximus sagittis felis, sit amet ultricies lectus eleifend ut. Aliquam justo velit, tristique lobortis massa sollicitudin, facilisis imperdiet nibh. Curabitur sit amet tincidunt quam. Cras vel magna pellentesque, viverra lectus rhoncus, accumsan quam. Suspendisse congue magna vulputate, gravida ex et, molestie sem. Proin commodo dui vehicula, varius massa vel, maximus metus. Phasellus dapibus molestie commodo. Pellentesque non tortor blandit, fermentum velit a, feugiat lorem. Duis nulla libero, scelerisque id arcu non, pellentesque elementum nisi. Aenean condimentum libero sapien, sed convallis nisi mollis sit amet. Nulla commodo massa eu mauris rutrum ullamcorper. Duis faucibus tortor ac arcu interdum ornare. Fusce sed nulla faucibus augue commodo varius vulputate non eros. Nulla varius tristique justo id euismod. Sed a sem bibendum, finibus massa eget, condimentum.

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