Marathon is proud to have produced the following for our clients.
Category I
Printed publication of more than 12 pages, 4-color, published at least 3 times per year.
- 1st Place: Peggy & Steven Roosa, Professional Photographers of California, Pro Photo West
Category II
Printed publication of more than 12 pages, 1- or 2-color, published at least 3 times per year.
- 1st Place: Scott Green, Cr.Photog., CPP, Detroit Professional Photographers Association, Detroit Newsletter
- 3rd Place: Ladd Scavnicky, M.Photog.Cr., CPP, Professional Photographers of Ohio, The Contact Sheet
- Hon. Mention: Scott Green, Cr.Photog., CPP, Professional Photographers of Michigan, PPM
Category VII
Web site designed exclusively for a PPA affiliate group or school.
- Hon. Mention (TIE): Scott Green, Cr.Photog., CPP, Professional Photographers of Michigan, www.ppm.org
Now Available on mPrint:
Diane Wilson Theme-Set Promotional Cards
Canadian Photographer Diane Wilson says her Until Dawn Studio "caters to your imagination." Operating from a small space in an Ontario flea market open only on weekends, the popularity of her fantasy portraits of children allowed her to earn as much in two days as many successful photographers do in a week. Diane's flea market studio serves as a valuable marketing tool: Thousands of shoppers pass through the flea market each weekend, so they can view her work and see her working with children.
Diane has partnered with Marathon so that photographers interested in profiting from fantasy portraiture can jumpstart promotional activities by mailing a series of three promotional cards featuring Diane's designs to prospects. Once they attract fantasy portrait clients, photographers can substitute their own portrait images for future mailings. Offered through mPrint, Marathon's economical line of press-printed promotional products, each card measures 5.5 x 8.5 inches and is available in a variety of finishes. The three marketing cards now available portray "Fairy Magic," "Victorian Garden" and "Little Angels."
It’s not likely that anything as mundane as an uncertain economy will get Ed Pedi down. In fact the recession has yet to make a dent in the successful studio portrait business that he and his wife Linda operate in North Andover, Massachusetts. Ed’s practical outlook on business has a lot to do with his success: “Yes, some people are having a hard time,” he acknowledges, “but not everyone is. So do a little more marketing, and you’ll reach more of the people who are doing O.K.” Another of Ed’s key business principles is: “I do whatever it takes to keep my clients happy.” This is an attitude that he comes by quite naturally because his infectious personality and good humor make it obvious to clients that he genuinely loves what he does.
Ed’s enthusiasm and love of photography began at age twelve, when he received a camera as a gift from his parents. He continued making pictures throughout his 25-year career as a government employee, hardly dreaming that it would be possible to enjoy photography as a career. “Everyone thought I would be crazy to give up a government job,” he recalls, but when he began attending photography classes, photographing some weddings on weekends, and finally tearing down a wall between two rooms in his home to create a camera room, his confidence began to build. In 1992, Ed and Linda took a leap of faith by opening a full-time business in their home. It didn’t take him long to discover that his passion was photographing children and families, and that yes . . . he definitely could make a GOOD living from photography. Then in 2005, Linda left her insurance career to join the studio full time.
A Beautiful Studio— Indoors and Out
Today the studio is housed in a spacious addition to the home that doubled its size. Linda and Ed have furnished it to showcase their decorative portraiture and to convey a family-type atmosphere, which helps to give children a sense of security and to impress adults with their professionalism. The versatile camera room allows Ed to photograph expectant mothers, newborns, toddlers, first communions, and high school seniors, in addition to children and families.
One of the studio's most appealing attractions is the beautifully landscaped outdoor area that provides perfect backdrops for photography. The park-like grounds include a gazebo, tree-lined pathways, stone walls, ever-changing flower gardens, and a water pond that has become a popular setting for themed children’s portraits as well as for family portraits. “The more I shoot, the more I landscape,” Ed admits.
The most unusual feature of the grounds is a space that is specially equipped to facilitate portrait sessions. A pullout awning allows Ed to block the light above his subjects, and a studio light provides modeling on faces and helps to balance illumination throughout the scene. Ed manages to achieve infinite variety in the simple setup by creating different arrangements of seasonal potted plants to fit the subjects he is photographing.
Fall portraits are especially popular, so the studio advertises that autumn leaves will be available through October 31. Linda backs up that guarantee by making daily trips to a nearby campus where she rakes up and bags freshly fallen leaves to replenish the covered set. Ed is now in the midst of an upgrade of his prime shooting area: “Grass won’t grow in the shade, so I’m installing a 20 by 20-foot section of field turf that looks like real grass,” he explains. “This will save a lot of time and energy and really look great in portraits.”
Creating Business Systems
The outdoor set is an expression of Ed’s desire to standardize as many of his business systems as possible, so that time is not wasted. This efficiency allows Ed more time to spend with clients . . . time that he uses in making friends with children and understanding the portrait preferences of their parents. He pays particular attention to the little details that impress clients, one of the most charming of which is the sound of piano music that can be heard as clients approach the studio. The music plays through a speaker situated under the studio’s front porch steps, prompting Ed to joke with clients about the “lady under the porch” who plays the piano all day long.
Unlike some photographers, Ed enjoys presiding over projection sales sessions. “It really helps me as a photographer to get feedback from clients,” he says. “And I love to hear people say ‘That’s the look . . . you really captured my child.’ Hearing a statement like this just makes my day!” Ed’s approach to sales is decidedly low-key, but entirely focused on educating clients about the value of portraiture as wall décor and on guiding them in selecting the best images for display. Ed explains: “I remind them how lucky they are to have such a beautiful family, and how appropriate it is to display their family portraits. They really do appreciate this guidance.”
Marketing Success Strategies
By arranging for nine portrait displays in locations throughout the community, Ed has made it easy for local residents to learn about his business. Instead of opting for an expensive mall exhibit, he has sought out displays in local gathering places, such as restaurants, retail stores, and even the local UPS store. His success strategy in obtaining displays is simple and straightforward: “I choose places I frequent, because it’s easier to get to know the owner if you are a regular. When I approach owners to hang my portraits, I keep in mind that they will be asking themselves how they can benefit from this arrangement.” With this in mind, Ed is always prepared to offer his “marketing partners” something of benefit such as free ads in his studio newsletter. Ed rotates the images from time to time because people often tell him they notice when a new portrait goes up. He makes it easy to swap out the pieces by having only one or two on display at each location. “It only takes one portrait to catch their attention,” he says.
Community displays are the first step in Ed’s well-defined marketing strategy, which also includes a tri-fold studio brochure (a take-away item at his display locations,), his studio website, and seasonal direct mail. Ed describes his simple step-by-step marketing strategy: “The display portraits catches the attention of prospects, the brochure drives them to the website, the website encourages them to call, and our direct mail cards let residents know that our outdoor studio is open and asks them to call.” Ed believes that this combination of resources is the reason he often hears new clients say: “I see your work everywhere, I hear you are expensive, but you seem to be the guy to go to.”
Immaculate presentation is a sign of a successful business, especially in an industry based upon building lasting impressions and intimate relationships. The goal for the pieces in the Lori Nordstrom Collection is to personalize the clients' experience with our studio every step of the way. From the uniquely designed View and Choose Card to the personalized Bag Tags that are the final touch to the gift-wrapped portraits, clients continually vocalize their delight at our presentation time after time.
Not only are our clients loyal customers, but they are also our friends. When a client invests in personalized art, we like to create an experience that lets them know how special they are to us. The Lori Nordstrom Studio Collection streamlines our presentation and sets us apart from other studios.
The studio collateral not only allows us to stay "top-of-mind" with potential and current clients, but also reinforces the value we place on creating and sustaining substantial relationships.
Just as each sale is customized to meet the needs of different clients, The Lori Nordstrom Collection can be designed to deliver your business's unique message.
Circle of Friends:
The Circle of Friends campaign rewards our clients for referring us to friends, family and co-workers. Word-of-mouth
has been one of our most successful means of marketing and an incentive to share our work with loved ones helps to build new relationships.
- Alternate Use: The circular note comes in a square envelope with a die-cut peek-hole. This lovely card (complete with matching envelope) could easily work as an appointment reminder, a note card, a simple thank you note, or a one-of-a-kind gift card. This style could also be used for an announcement or Holiday card.
Business Card:
The polished and creative die-cut business cards are the perfect way to present your business to potential clients. Be unforgettable from the moment you meet.
Appointment Card:
Appointment cards remind clients of the date and time of their next appointment.
- Alternate Use: Feel free to use the appointment template as your business card or for a unique twist on bag tags
View & Choose Packet:
One of the most important questions we ask our clients is "Where will you hang your portraits?" The View and Choose
packet reminds clients of their viewing appointments and prompts them to have a clear idea on where they will be hanging their portraits in their homes. One side of the circular card provides names of rooms (i.e. living room, master bedroom) and a line on which to write the signified room's measurements.
Folded Note Card:
We use the folded note card to send hand-written thank you notes after the initial phone call, after the photo session, after the viewing appointment and after the final delivery. We strive to continually remind our clients how important they are to us and to thank them for their business!
- Alternate Use: The folded note cards are great for writing notes to clients during the holidays or for birth announcements. Also, the fold-out leaves ample space to add customized marketing text and graphics.
"You Must Be special" Gift Card Package:
The presentation of this gift card package lets the clients know they are receiving a truly valuable gift. The Pillow Box is die-cut so the enclosed card peeks out from the beautiful package.
- Alternate use: A great alternative for the gift card package is to carry a set of wallet-sized photos or send your clients with a set of reward or "thank you" wallets.
Brand New Card:
Lori Nordstrom Studio specializes in maternity and baby portraits, so we hand out the Brand New card to prospective clients with brand new babies! The sweet presentation prompts new mothers and fathers to capture life's most precious moments.
Bag Tag:
Presentation is vital from start to finish, so to conclude a session, we add a bag tag to gifts and packages. The design coincides with that of the business cards, which helps to streamline collateral. One side of the tag has enough space to personalize the gift by writing the client's name. It is the perfect finishing touch!
- Alternate Use: Customize these cards with messages geared toward your business's target niche market. Gear it toward upcoming seniors before the school year starts or brides-to-be.
Custom Printing:
The Lori Nordstrom collection is available for one of three custom printing options, which allows the collateral to seamlessly integrate into your business's unique marketing strategies. Allow the Lori Nordstrom Collection to help your photography studio become more creative, personal and memorable.
Products are available to order and can be customized to meet the unique needs of your business in one of three ways:
- Templates: Use the product and design as developed for Bella Grafica, but have Marathon drop your business name and information into the the design.
- File-furnished: Maintain the product concept (shape, size, configuration) but submit your own design and text.
- Custom: Allow Marathon to create a completely unique design for your company using the product concept (shape, size, configuration).
To learn more about The Lori Nordstrom Collection, visit BellaGrafica.com.
Tim was helping a young child into the studio, making a fast friend, exchanging high fives and such, and after he finished that session, he called us all in for a meeting. What he said birthed the Serendipity Collection. He said, “We need to be “marketing” to the children as well as the adults. When you gain the trust and friendship of the children, you automatically have the adult’s trust”
From that time on, we decided to make each trip a child makes to our studio more fun and colorful with a professional touch. However, we didn’t have the supplies or goods to make it happen, so I sat down and designed the Serendipity Collection.
Definition of the Serendipity Collection: It is an economically designed, fun-filled kit that the photographer puts together for each child to market to them exclusively and make the photographer look GOOD!
What it includes: A sticker page, a coloring/activity book and a note card. Also included a water bottle label, lip balm label, crayon box label and packaging sticker. From outside vendors, the photographer needs to purchase blank water bottles, blank lip balm, 4-pack crayon boxes and yellow glossy bags.
How to assemble: Use the labeled stickers on the Sticker page to put a beautiful Serendipity label on the water bottle, the pack of crayons, the lip balm and the yellow bag. Then cut out the 5x7 portion of stickers left over (these are for the child) and include it in the yellow gift bag along with the water bottle, crayons and lip balm. Add the coloring/activity book to the bag, set the bag in your dressing room along with a personal note to the child (not the adults) and voila! You have a professional looking gift bag full of fun and surprises for the child you are getting ready to photograph and all for an economical price! It just takes a little prep time, but everything worth doing takes a little time!
Benefit: With a minimum investment, each child that comes through our door feels so special and it makes many, many “brownie” points with their parents!
So, what are you waiting for? Get on board and treat your kids to a Serendipity day!
To order, contact an account representative at 800/385.5938.
For the past 22 years Atlanta-area Master Photographer Ronnie Owings has worked to build what photographers and clients alike consider to be a dream studio. His Pro Studio at the Garden Cottage, located in the suburban community of McDonough, is a one-of-a-kind collection of lovingly restored antique buildings, charming sets and idyllic gardens that form the perfect backdrop for this accomplished photographer, whose impressive resume, you can read by clicking here.
In spite of that great resume, (or some might say because of it) for the past three months Ronnie Owings has taken drastic action to assure that his iconic bed-and-breakfast-style studio will not fall victim to a recession that presently is jeopardizing the future of many small businesses. In the process, he has gained valuable insight that could benefit photographers everywhere who are coping with harsh economic realities.
Confronting Economic Reality
Ronnie began to evaluate his business options as early as last fall, when he feared that negative economic indicators would likely have an impact on his business. Earlier in the year he had experienced the first sales plateau in the history of his business. “I could see that my numbers weren’t what they should be,” he explained. Then, when last year’s holiday sales were less than he had hoped, and January 2009 sessions were a mere fraction of what he typically enjoys—in spite of aggressive promotion to his client base—Ronnie knew that he had to act. So he began to work the problem in earnest from every possible angle, until he decided on some transforming strategies: some large and some small. The changes that he has embraced have given him a sense of hopeful confidence and a fresh perspective that he believes will see him through these difficult times.
Owings is serious when he says he looked at every possible business and personal option: “I began by getting on the Internet to see what kinds of businesses were thriving in the economic downturn,” he said, but his research didn’t yield anything promising: “All I found were businesses that sold, alcohol, tobacco, gambling, Prozac, and anything that said it was ‘cheap’ or ‘green,’” he said with a smile. “I even considered taking a part-time job or shopping my resume around, but after seeing people I knew taking stop-gap jobs, I felt that I had more powerful options by making the most I could out of my own business rather than being the last one hired and first one fired somewhere else.”
Here’s what Ronnie concluded from his three months of business and personal introspection: “I recognized that I had spent 22 years building my business so that I could do what was comfortable for me: shedding things I didn’t like to do and concentrating on those that gave me the most pleasure. While the business was growing, I hired people to do the things that I didn’t like to do or didn’t want to learn to do. But with numbers down, the business wasn’t sustainable this way. I had already begun to make staff cuts by attrition, but what was also clear was that I couldn’t continue marketing the same way to the same group of people; I had to try new strategies aimed at different prospects.”
“Starting Over”
These recognitions allowed Ronnie to develop a different mindset that he credits with giving him a powerful focus for the task at hand: "I began to think of myself as the owner of a brand-new business. In effect, I was starting over from scratch.” I decided that I could go back to some of the strategies that got my business noticed when it was new, and I began to try others that I might not have considered doing even 12 months before:
- He joined the Chamber of Commerce to get himself acquainted with new people, and reacquainted with old friends and business colleagues.
- He began advertising promotional headshots to Chamber members, which brought in some 1st quarter income.
- To promote Easter sessions, he placed a series of three advertising signs in the front yard of his property that said “Easter Portraits – Live lamb and bunnies,” along with the date of the promotion. “I was even prepared to dress up in a bunny outfit, stand in front of the studio and wave to cars passing by if that’s what it took,” he says. “Thank heavens the tacky signs (that I never would have considered using in the past) did the job, and I didn’t have go hunting a bunny suit!”
- The yard signs prompted a huge revelation: Several new clients, who responded to the promotion, pointed out that they didn’t realize that the Garden Studio complex was a photography studio. “I was shocked,” Ronnie said, “and I immediately ordered a big new studio sign, so that will never happen again!”
- Ronnie decided to advertise to new prospects by doing “a coupon thing,” giving away 24 wallets with a portrait session. He reports that most of the people who responded to the offer were qualified buyers . . . . except for one lady he had to pick up when she phoned him from the roadside to tell him that her car had broken down. “Her Cadillac should have been retired many years ago,” he said with a smile.
- He has also begun to cultivate partnerships with retailers. Last Christmas he photographed a store owner for Christmas cards, and he suggested that she provide a free portrait session from his studio as a gift from her to her top 100 clients. Because this brought in some new clients, he plans to do more of this type of thing in the future.
- Several weeks ago, a physician who treats breast cancer patients approached Ronnie, proposing the idea of photographing patients with their families for an office exhibition that would be called “Portraits of Strength.” The doctor agreed to pay for the frames if Ronnie provided the images. “I haven’t done this kind of advertising for 18 years. I stopped doing it when I was so busy that I considered this kind of interruption to be a bother. But now I feel like it’s a blessing, and I’m taking inspiration from the personal stories of these women.”
Connecting with the Public
Ronnie is eager to share another important lesson about enlarging his marketing focus during trying times, and it came about by sheer happenstance: Years ago Ronnie gave up doing weddings in favor of portraits, but recently he had to make good on a longstanding promise to photograph the wedding of the daughter of a good friend and colleague. “While I was working the wedding, I saw so many friends and former clients that I hadn’t seen in years. Just seeing me reminded them it was time to have a portrait session, and I booked quite a few that evening.”
As a result of recognizing how beneficial it is to be seen in public, Ronnie has begun attending events, such as a recent bridal fair, where he actually booked more portrait sessions and a few weddings as well. “I’m not doing the weddings for the money,” he said, but as a way to put myself in front of the public.” Ronnie also has begun attending dog shows. He explains: “Our family now owns a Cavalier King Charles Spaniel, so I’ve joined a local CKCS club. By going to these meetings and hanging out at dog shows, I’m meeting a whole different group of people.” The result is that he’s picked up some pet portraiture business that he’s really enjoyed.
“Next weekend,” Ronnie says, “I’ve made arrangements to photograph a charity’s ‘fun run’ . . . grabbing photos of participants as they cross the finish line. I’ll put the images on my website and offer them for sale for $12. Obviously this will not be a money-maker for me; I’m doing it because qualified people will see me there with a bigger camera than they own, and it will drive people to my website. I’m convinced that right now my being in front of people is the best way to remind them that they need a portrait. It’s a strategy that helped me to build my business, but you kind of forget about it after you get your Master’s degree and build a good reputation.”
If Ronnie has one key message to photographers who are struggling with today’s economy it is this: “Forget your pride and forget your ego. Don’t go walking around thinking you are God because you have won a bunch of awards or you’ve accumulated pretty metal to wear. Get out among people; do some bartering; and recognize there are all kinds of ways you can make money with a camera: they may not be the things you want to do, but you can do them to keep your business strong.”
The Hardest Decision of All
While these types of changes were easy to implement, Ronnie is quick to point out that some others were extremely painful, especially what he describes as the “hardest decision of all” . . . having to tell his most trusted and valued “right-hand employee,” who does sales and workflow for the studio, that he should consider lining up another job in case the economy continued to flounder. “By getting in touch with my finances,” he said “I could see that they were still too far out of line, and I knew it would be irresponsible to let this drift until senior season in hopes that they would get better. If I waited for the outcome. It might be too late, and I couldn’t have lived with myself, if I had let things go to the point that one day I would just have to tell him that his job had gone away without any warning”
While concern for the employee’s future was Ronnie’s biggest worry, he also wondered how he would be able to cope with doing selling and workflow processing on his own. Both are still causing him discomfort, he admits, but, he says: “I am learning,” and fortunately he still has the help of his employee, who was able to find another job and who will continue to work for Ronnie on a part-time basis. “I can’t tell you how grateful I am that he understood the situation, was not bitter, and that he is willing to help me by trouble-shooting the problems I’m running into and to continue working as a strong team player. This is an incredible gift on his part.”
Ronnie is also grateful that on the sales front the studio recently implemented some changes in the way they employ ProSelect (www.timeexposure.com) for sales, projecting client images on a screen rather than through a television, and making use of the software’s “layouts” feature so that clients can see their images projected in exact size with the images in mats and frames. “As a result, we are selling lots more images in multi-opening mats and frames,” he reports.
Planning for the Future
Ronnie Owings is determined to keep making changes until the studio is manageable, even if he has to continue doing work he doesn’t particularly enjoy for the foreseeable future. He’s even used this restructure period to consider a down-the-road exit strategy, something that he’s not been able to come to grips with in the past. “I’ve always known that I could sell the property if I had to, or even rent the Garden Cottage, where we have our offices, meeting rooms and displays,” he explains. “I now recognize that I could actually operate the entire photography business out of the barn structure that currently houses my camera room and sets, but reorganizing it and putting the other public rooms on the first floor and moving the offices to the second floor. By renting the cottage to a retailer, I would bring in enough revenue to make the studio more manageable if I’m on my own.”
Along with the ability to see new options for his business, Ronnie says he has gained some inspiration from this experience: “Last year a good friend lost his home in a fire,” he explains. “He stunned me when he said that even if he had the power to go back and put out the fire before it consumed his home, he wouldn’t do it, because it has changed his life by refocusing him on the relationships in his life that are more important than that house. I began to understand what he meant when I attended the bridal show that I actually was dreading. I was amazed at how time flew by so fast by just chatting with people. I began to enjoy the fact that every time somebody stopped, I began to view them as potential clients that I was happy to get to know.”
Seeing Through New Eyes
Ronnie relates that these last three months have helped him to understand that he can gain strength through all the refining that has been forced on him by changes in the economy. “I’ve always felt that there is something very appealing about living simply, and in a way I’m rediscovering this every day,” he explains. “Yes, I’ve made a big investment in time, money and dreams in this business, and I don’t want to lose it; but I believe I can maintain it more simply.”
He also is taking time to seek inspiration. “I’ve always kept a file of things that I’ve found along the way that inspired me. Recently I reread an article written by Helen Keller that I believe every photographer should read: I know it helped me to be a better photographer, and I believe her message also applies to the time we live in today. It’s extraordinary to read the detail and the wonder that a woman who was sightless could recognize about people and the world around her. I was reminded that there are times in our lives when the best thing we can do is to refocus. If we do, there’s a lot to be gained.”
To read Helen Keller's article, download the pdf here.
When Extreme Makeover Home Edition airs on Sunday, April 26, you’ll probably catch a glimpse of the photography of Allison Rodgers decorating the walls of the featured home. Several weeks ago, Allison and her husband, Jeff, and two employees journeyed to Montgomery, Alabama to photograph Monica and Brady Jordan, their children, and their extended family.
The Jordans’ story is what moved “Extreme Makeover” to select them: In 1995, their daughter was killed in a domestic violence incident, and eight years later, a drunk driver killed their son. Since then, the couple has balanced raising their daughter, a senior at the University of Alabama, Birmingham, as well as their three grandchildren, with serving the community. The Jordans regularly open their home to more than 100 youngsters who need a safe haven. Monica Jordan, who loves to cook for the kids as well as for neighbors and church members, is an outspoken member of Mothers Against Drunk Drivers and also reaches out to victims of crime. Because of their dedication to others, the Jordans old house has gone without repairs for many years.
According to Allison, her crew arrived in Montgomery on a Sunday night, and they were there until late Tuesday. They loved interacting with Ty Pennington and the EMHE crew, and they adored the Jordan family. Allison said they treated the Jordans like they would regular clients, seeking to add personality to the home through design-driven portraits. Says Allison, “It was a little more challenging since the home hadn’t been built yet and we had to envision our designs from floor plans.”
It wasn’t possible to do a traditional family-group portrait, as Allison and her crew had to photograph family members as they were available. “We really had only one day to shoot, and we rarely had access to a family member for more than 10 minutes,” she explained. Allison and Jeff determined that they would blend individual portraits throughout the entire house . . . just as the family is blended together in this new home. One thing for sure: there will be plenty of photography featured on the program.
Although it is hush, hush until the unveiling on Sunday, April 26, Allison said they were pleased to get to work on Ty’s private project for the family’s master bedroom, and they loved working on photographs for the kitchen that depicted familiar items from the old kitchen, such as Mason jars and silverware. Each child’s room also included Allison’s photography. Says Allison: “EVERYTHING on this show is donated—our time, travel, our work, our lab’s work, shipping and everything from everyone else. It was incredible to be part of such a generous event.”
Allison and Jeff are the second of the BellaGrafica team to be featured on Extreme Makeover Home Edition–Jeff and Julia Woods were selected to provide portraits for the Grys Family in Pekin, Illinois for an episode that aired in January. To view images from Jeff and Julia's experience, visit their blog here.
You can see behind-the-scenes photos of the EMHE by clicking here.
You can see Allison’s line of BellaGrafica products at BellaGrafica.com.
Barry commented on April 8th, 2009
Ron, you nailed it - thanks for sharing your challenges, changes and ideas. Photographers are lucky to do what they do. Here's hoping we all survive and prosper.