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<p class=MsoNormal><b><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial;font-weight:bold'>NFAIS Enotes, September 2011</span></font></b></p>
<p class=MsoNormal><b><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial;font-weight:bold'>Written and Compiled by Jill O’Neill</span></font></b></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><b><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial;font-weight:bold'>You’ve Unlocked the Rookie Badge: Gamification
as a Trending Topic</span></font></b></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>“You’ve unlocked the Rookie Badge!” This
was the happy sign that greeted me when I arrived on the Seriosity blog. Byron
Reeves and J. Leighton Read have co-authored the book, <i><span
style='font-style:italic'>Total Engagement</span></i> (Harvard Business School
Press, 2010), and their marketing blog in support of that title awards the
first time visitor a badge with encouragement to “earn more mojo.”
The idea behind such a badge is that the warm fuzzy feeling I get from such
public recognition is additional encouragement to buy and read their book. </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>The concept behind this is an old one. Reward desired
behavior. You may have noticed in passing back in July of this year an
announcement from Google that they were adding badges to their News site. Read
a sufficient number of news stories via that portal about a particular subject
and the system awards you a medal. I quickly achieved a bronze medal just for
reading two or three articles about the announcement, but have yet to achieve
silver for subsequent visits (see announcement in <i><span style='font-style:
italic'>Information Week</span></i> at: . </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><a
href="http://www.informationweek.com/news/internet/google/231001919">http://www.informationweek.com/news/internet/google/231001919</a>).
As the <i><span style='font-style:italic'>Information Week</span></i> article
indicates, Google’s gamification of the site is aimed at persuading users
to visit the news site more frequently, to attract their friends to the site
(betting that friends will want to compete and earn even more badges to show
each other up), and to fuel Google’s future activities with even more
behavioral data. </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Behind the techniques and theory of gamification, there is a
serious field of research. It is known as game mechanics and the currently accepted
definition of game mechanics was established by Ralph Koster in his book, <i><span
style='font-style:italic'>A Theory of Fun for Game Design,<b><span
style='font-weight:bold'> </span></b></span></i>(Paraglyph Press, 2004). He
defines them as “<i><span style='font-style:italic'>rule based systems /
simulations that facilitate and encourage a user to explore and learn the properties
of their possibility space through the use of feedback mechanisms.” </span></i> Put
that way, it doesn’t sound particularly nefarious. </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Gamification (or game mechanics) is a field of serious
consideration by researchers operating in the field of computer-human
interaction (see: <a
href="http://gamification-research.org/2011/06/chi-2011-paper-gleanings/">http://gamification-research.org/2011/06/chi-2011-paper-gleanings/</a>).
The objective is increased engagement in an online environment, modification and/or
instillation of behaviors, and stimulation of innovation. </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>In April 2011, Gartner Research published a report that
indicated the expectation that by 2015, more than 50% of organizations that
manage innovation processes would gamify such processes and more than 70% of
the Global 2000 organizations would have at least one gamified application
(see: <a href="http://www.gartner.com/it/page.jsp?id=1629214">http://www.gartner.com/it/page.jsp?id=1629214</a>).
More information about how Gartner believes business enterprises should view gamification
may be found in their <i><span style='font-style:italic'>Gamification Primer</span></i>
at <a href="http://www.gartner.com/DisplayDocument?id=1528016">http://www.gartner.com/DisplayDocument?id=1528016</a>.
</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Gamification is currently applied to a truly diverse range
of daily environments, from call centers (<a
href="http://thenextweb.com/la/2011/08/26/how-chilean-born-arcaris-is-bringing-gamification-to-call-centers/">http://thenextweb.com/la/2011/08/26/how-chilean-born-arcaris-is-bringing-gamification-to-call-centers/</a>)
all the way to newspapers (<a
href="http://newsonomics.com/the-newsonomics-of-gamification-and-civilization/">http://newsonomics.com/the-newsonomics-of-gamification-and-civilization/</a>).
The technique can even be employed to educate users about difficult online
policy concepts such as privacy (see: <a href="http://www.zynga.com/privacy/">http://www.zynga.com/privacy/</a>).
In relating it most immediately to this community, one might point to the use
of gamification in cracking an AIDS protein puzzle (see: <a
href="http://www.newscientist.com/blogs/onepercent/2011/09/gamers-help-crack-aids-protein.html">http://www.newscientist.com/blogs/onepercent/2011/09/gamers-help-crack-aids-protein.html</a>).</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Benign use of gamification is primarily aimed at supporting
greater engagement of an individual in the achievement of a greater goal.
Picking up on this, Educause published a “7 Things” piece regarding
gamification, discussing its use in such high-profile entities as </span></font><font
size=2 face=Arial><span style='font-size:10.0pt;font-family:Arial'>Dartmouth</span></font><font
size=2 face=Arial><span style='font-size:10.0pt;font-family:Arial'>, Pepperdine,
and the Rochester Institute of Technology. Gamification in the educational
sector, according to Educause, “has the potential to help build
connections among members of the academic community, drawing in shy students,
supporting collaboration and engendering interest in course content that
students might not have otherwise explored.” (<a
href="http://net.educause.edu/ir/library/pdf/ELI7075.pdf">http://net.educause.edu/ir/library/pdf/ELI7075.pdf</a>)
</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Dr. Michael Wu, Principal Scientist of Analytics at Lithium
Technologies, Inc. (a software metrics provider that supports corporate clients
in using gamification for enterprise purposes) has written a brief series expanding
on the current definition and application of gamification to business and
societal concerns: </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>(1) <a
href="http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447">http://lithosphere.lithium.com/t5/Building-Community-the-Platform/What-is-Gamification-Really/ba-p/30447</a></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>(2) <a
href="http://lithosphere.lithium.com/t5/Building-Community-the-Platform/The-Gaming-Industry-Gamification-and-Work/ba-p/30451">http://lithosphere.lithium.com/t5/Building-Community-the-Platform/The-Gaming-Industry-Gamification-and-Work/ba-p/30451</a>
and</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>(3) <a
href="http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Gamification-beyond-Business-and-Future-Challenges/ba-p/30453">http://lithosphere.lithium.com/t5/Building-Community-the-Platform/Gamification-beyond-Business-and-Future-Challenges/ba-p/30453</a></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>In the first of the above entries, Wu defines gamification
as: <i><span style='font-style:italic'>the use of game attributes to drive
game-like player behavior in a non-game context</span></i><i><span
style='font-style:italic'>. This definition has three components:</span></i></span></font></p>
<ol start=1 type=1>
<li class=MsoNormal><i><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial;font-style:italic'>“</span></font></i><i><font
size=2 face=Arial><span style='font-size:10.0pt;font-family:Arial;
font-style:italic'>The use of game attributes</span></font></i><i><font
size=2 face=Arial><span style='font-size:10.0pt;font-family:Arial;
font-style:italic'>,” which includes game mechanics/dynamics, game
design principles, gaming psychology, player journey, game play scripts
and storytelling, and/or any other aspects of games</span></font></i></li>
<li class=MsoNormal><i><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial;font-style:italic'>“</span></font></i><i><font
size=2 face=Arial><span style='font-size:10.0pt;font-family:Arial;
font-style:italic'>To drive game-like player behavior</span></font></i><i><font
size=2 face=Arial><span style='font-size:10.0pt;font-family:Arial;
font-style:italic'>,” such as engagement, interaction, addiction,
competition, collaboration, awareness, learning, and/or any other observed
player behavior during game play</span></font></i></li>
<li class=MsoNormal><i><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial;font-style:italic'>“</span></font></i><i><font
size=2 face=Arial><span style='font-size:10.0pt;font-family:Arial;
font-style:italic'>In a non-game context</span></font></i><i><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial;font-style:
italic'>,” which can be anything other than a game (e.g. education,
work, health and fitness, community participation, civic engagement,
volunteerism, etc.)</span></font></i></li>
</ol>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Wu offered some further interesting insights at the recent Gamification
Summit:</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><a
href="http://www.slideshare.net/mich8elwu/2011-0915-magic-potion-of-gamification">http://www.slideshare.net/mich8elwu/2011-0915-magic-potion-of-gamification</a></span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>It is important to note, however, that not all researchers believe
that gamification is a serious field of study. Georgia Institute of Technology
researcher, Ian Bogost, in addressing the Wharton Gaming Symposium was
particularly scathing, saying in so many words, “Gamification is
Bullshit” (see : <a
href="http://www.bogost.com/blog/gamification_is_bullshit.shtml">http://www.bogost.com/blog/gamification_is_bullshit.shtml</a>).
In particular, the comments appended there indicate the broad range of
attitudes towards gamification as worthwhile or exploitative. Bogost objects on
the grounds that marketing professionals using gamification techniques are
trivializing the very serious aspects of social interactive design, online
narrative, and artificial intelligence usage to which game mechanics may be
applied. Reviewer Sebastian Deterding in critiquing a recent publication from
O’Reilly Books offered an even better and well-documented commentary on
cheap gamification approaches at <a
href="http://gamification-research.org/2011/09/a-quick-buck-by-copy-and-paste/">http://gamification-research.org/2011/09/a-quick-buck-by-copy-and-paste/</a>.
Tim O’Reilly (naturally) countered at <a
href="https://plus.google.com/107033731246200681024/posts/TFvQ2FDTKy5?hl=en">https://plus.google.com/107033731246200681024/posts/TFvQ2FDTKy5?hl=en</a>.
Poignantly ironic is the fact that Bogost is primarily known <i><span
style='font-style:italic'>outside of academia</span></i> as the creator of the Facebook
game, Cow Clicker, a game that was intended to satirize the infamous social
games on platforms like Facebook, used for gathering data about users and their
network (see: <a
href="http://kotaku.com/5846080/the-life+changing-20-rightward+facing-cow">http://kotaku.com/5846080/the-life+changing-20-rightward+facing-cow</a>).</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Clearly, gamification is a double-edged sword. Whether
organizations are gathering user data for purposes of commercial exploitation
(as in the instance of Facebook’s social gaming) or for the purpose of
fostering a better user experience, balancing on the sword’s blade requires
finesse (and a clear sense of the objective). </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>While acknowledging gamification as a trend in 2011, I
probably wouldn’t have seen it as particularly applicable to NFAIS member
organizations, except insofar as it relates to the need for designing more compelling
user experiences. I note this quote from a piece that appeared on the Mashable
site, “<i><span style='font-style:italic'>The key to solving the problems
of building community engagement is to focus on humans as first priority. Not
technology, not buttons, not widgets, Today’s community wants to engage
around your content and they’ll do it on your site when provided with a
human experience that truly engages</span></i>.” (see: <a
href="http://mashable.com/2011/08/19/community-content-publishers/">http://mashable.com/2011/08/19/community-content-publishers/</a>).
That same essay closes with the following recommendation: “…<i><span
style='font-style:italic'>have a goal of enabling people to engage in the ways
that </span>they want. The content itself should be the hub for web
discussion, and not just another spoke on the wheel. These practices will
increase the value of your community, your content and your brand</i>.”</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Platform providers want to both attract users to their
content as well as foster the engagement that arises from conversations
surrounding that content. Where businesses feel it is imperative to know
precisely who is commenting and engaging with content, individuals question
whether that is truly needful. When the National Geographic Society acquired the
community site, ScienceBlogs, and announced that they would no longer host
pseudonymous blogs, many departed the platform, noting that they weren’t
troubled themselves by pseudonyms. “Credibility and authority are not
automatically conferred by name, degree or title” wrote Jessica Palmer, a
Ph.D. in Molecular Biology, “Pseudonymous science bloggers can, and do,
acquire reputational authority - but that authority is based on their work, not
their names.” (see: <a
href="http://scienceblogs.com/bioephemera/2011/09/anonymity_among_science_blogge.php">http://scienceblogs.com/bioephemera/2011/09/anonymity_among_science_blogge.php</a>).</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>The community confers authority and value, not the brand or
platform. But from the content and platform provider view, value can be
enhanced if the community will only cooperate. </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>David Smith of CABI wrote a stellar piece for the Scholarly
Kitchen blog entitled <i><span style='font-style:italic'>It’s About Time
We Discussed The Business of Identity</span></i> (see: <a
href="http://scholarlykitchen.sspnet.org/2011/09/27/its-about-time-we-discussed-the-business-of-identity/">http://scholarlykitchen.sspnet.org/2011/09/27/its-about-time-we-discussed-the-business-of-identity/</a>).
He tied the gathering of user data and the use of screen names and pseudonyms to
identity and reputation in the scholarly arena. He envisioned one possible
future for use of the data gleaned from the identity disambiguation system,
ORCID, if user data were used in the context of formal work. </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><i><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial;font-style:italic'>The researchers wake in the morning and
pick up their mobile devices. They’ve already configured it with their
ORCID credentials so the device can either supply them upon request, or any
read/note/store applications can make use of the same credentials in order to
allow them to get on with the business of keeping up with the competition.
Speaking of which, there’s a competitive intelligence application
that keeps an eye on the outputs of competing researchers. Overnight, it has
run a series of searches and sorted and categorised the results for them to
scan though. It’s learned what areas they like to pay most attention to.
Some important items have already had various sections of text and imagery
highlighted for closer inspection. Some articles and snippets of
information are queued for later consumption, others are tagged to be
distributed to the researcher’s lab workers.</span></font></i></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>David is suggesting that by permitting organizations to
leverage our real world (work) identities, our social graphs, and our search
history, those organizations (among them, NFAIS member organizations) will
provide us with a more intelligent current awareness and filtering of quality
content. And, in his view, users are more likely to adopt those services that
show a clear benefit of this sort. Our cultural anxiety over who-knows-what
about various activities will dissipate, once we’ve grasped how much
better it makes the user experience. </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Matt Ingram of GigaOm believes that use of gamification
techniques may help us to alleviate that cultural anxiety, calming those who
insist on maintaining some level of privacy even as organizations gather the
data to improve the user experience. He points to the same real name/pseudonym
controversy that David does and suggests that social protocols influenced by
game mechanics could both encourage desirable user behaviors while allowing
users choice in self-identification (see: </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'><a
href="http://gigaom.com/2011/09/06/can-gamification-help-solve-the-online-anonymity-problem/">http://gigaom.com/2011/09/06/can-gamification-help-solve-the-online-anonymity-problem/</a>.
</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>My moment of light came when Ingram referenced the need he
had to explain to a younger colleague what he meant. The younger man thought
about Ingram’s proposal for reputation metrics for a minute and said,
“Oh, you mean like leveling up in <i><span style='font-style:italic'>World
of Warcraft</span></i>?!” </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Badges for accessing Scopus or JSTOR? Of course not! That
said, a closer look at gamification and clear thinking about user mindset and
motivation may prompt product development managers to think more deeply about
ways of engaging knowledge workers in the modern information environment. We
can support interest in authoritative content and foster understanding of
credibility more successfully if we examine what is behind the trend of gamification
and build on it in creative and innovative ways. </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal align=center style='text-align:center'><b><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial;font-weight:bold'>2011
SPONSORS</span></font></b></p>
<p class=MsoNormal align=center style='text-align:center'><b><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial;font-weight:bold'> </span></font></b></p>
<p class=MsoNormal align=center style='text-align:center'><b><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial;font-weight:bold'>A</span></font></b><font
size=2 face=Arial><span style='font-size:10.0pt;font-family:Arial'>ccess
Innovations, Inc<b><span style='font-weight:bold'>.</span></b></span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>Accessible
Archives, Inc.</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>American
Psychological Association/PsycINFO</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>American
Theological Library Association</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>CAS</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>CrossRef</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>Data Conversion
Laboratory</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
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<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>Elsevier</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>Getty Research
Institute</span></font></p>
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<p class=MsoNormal align=center style='text-align:center'><font size=2
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style='font-size:10.0pt;font-family:Arial'> </span></font><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>Center</span></font></p>
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face=Arial><span style='font-size:10.0pt;font-family:Arial'>ProQuest</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>Really Strategies,
Inc.</span></font></p>
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face=Arial><span style='font-size:10.0pt;font-family:Arial'>TEMIS, Inc.</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>Thomson Reuters IP
& Science</span></font></p>
<p class=MsoNormal align=center style='text-align:center'><font size=2
face=Arial><span style='font-size:10.0pt;font-family:Arial'>Unlimited
Priorities Corporation</span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoNormal><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'> </span></font></p>
<p class=MsoAutoSig><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Jill O'Neill</span></font></p>
<p class=MsoAutoSig><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>Director, Planning & Communication</span></font></p>
<p class=MsoAutoSig><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>NFAIS</span></font></p>
<p class=MsoAutoSig><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>(v) 215-893-1561</span></font></p>
<p class=MsoAutoSig><font size=2 face=Arial><span style='font-size:10.0pt;
font-family:Arial'>(email) jilloneill@nfais.org</span></font></p>
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12.0pt'> </span></font></p>
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