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<div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica"><a href="http://tinyurl.com/5s2mds">http://tinyurl.com/5s2mds</a></font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font class="Apple-style-span" face="Helvetica" size="3"><span class="Apple-style-span" style="font-size: 12px;"><br></span></font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font class="Apple-style-span" face="Helvetica" size="3"><span class="Apple-style-span" style="font-size: 12px;"><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">Death to Personas! Long Live Personas!</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; font: normal normal normal 12px/normal Helvetica; min-height: 14px; "><br></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">The Catalyze July Webcast features design experts, Elizabeth Bacon and Steve Calde talking about Personas. Elizabeth and Steve will address the misconceptions around the use of personas and share some best practices for leveraging personas during the research and design phase.</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; font: normal normal normal 12px/normal Helvetica; min-height: 14px; "><br></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">Personas are a way of describing users as fictitious individuals. This pioneering method was invented by Alan Cooper, and Liz and Steve are highly versed in their theory and practice. As the use of personas has spread, however, they have encountered criticism from some quarters.</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; font: normal normal normal 12px/normal Helvetica; min-height: 14px; "><br></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">The presentation tackles some common concerns about personas, including whether they are:</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">• fluffy</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">• expensive to create</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">• non-actionable</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">• limiting</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">• counterproductive to innovation</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; font: normal normal normal 12px/normal Helvetica; min-height: 14px; "><br></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">Elizabeth Bacon is co-founder and Chief Design Officer at Devise, a boutique interaction design and software development consultancy. She began her career at Cooper, where she researched and designed products and also helped to refine methodology. She subsequently worked for five years at St. Jude Medical, a Fortune 500 company where she designed solutions for implantable medical devices and clinical systems. She is also presently the Vice-President of IxDA, the Interaction Design Association, an international organization for advancing the profession of interaction design</font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; font: normal normal normal 12px/normal Helvetica; min-height: 14px; "><br></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; "><font face="Helvetica" size="3" style="font: 12.0px Helvetica">Steve Calde is a Principal Design Consultant at Cooper, where he's been helping to make the digital world a safer place for users since 1998. Steve has worked on scores of design projects in diverse domains such as golf course irrigation, IT administration, online radio, enterprise resource management, intravenous medication delivery, telecommunications, and more. Steve also teaches Cooper's Interaction Design Practicum and Communicating courses. In a previous life, Steve was a technical writer for Rational Systems and GW Associates (semiconductor factory automation).</font></div></span></font></div><br><div> <span class="Apple-style-span" style="border-collapse: separate; border-spacing: 0px 0px; color: rgb(0, 0, 0); font-family: Verdana; font-size: 11px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; text-align: auto; -khtml-text-decorations-in-effect: none; text-indent: 0px; -apple-text-size-adjust: auto; text-transform: none; orphans: 2; white-space: normal; widows: 2; word-spacing: 0px; "><span class="Apple-style-span" style="border-collapse: separate; border-spacing: 0px 0px; color: rgb(0, 0, 0); font-family: Arial; font-size: 12px; font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; text-align: auto; -khtml-text-decorations-in-effect: none; text-indent: 0px; -apple-text-size-adjust: auto; text-transform: none; 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-apple-text-size-adjust: auto; text-transform: none; orphans: 2; white-space: normal; widows: 2; word-spacing: 0px; "><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ; font-family: Helvetica; ; font-size: 12px; "><font class="Apple-style-span" color="#808080" face="Tahoma" size="1"><span class="Apple-style-span" style="font-size: 9px;; color: rgb(128, 128, 128); font-family: Tahoma; "><br class="khtml-block-placeholder"></span></font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ; font-family: Helvetica; ; font-size: 12px; "><font class="Apple-style-span" color="#808080" face="Tahoma" size="4"><font class="Apple-style-span" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(128, 128, 128); font-family: Tahoma; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; ">erin walsh</span></span><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "> </span></span><font class="Apple-style-span" color="#6E130D"><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; ">|</span></span></font><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "> </span></span></span></span></span></span></span></font><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(128, 128, 128); font-family: Tahoma; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; ">product developer </span></span></span><font class="Apple-style-span" color="#6E130D"><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; ">|</span></span></span></font><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "> For Rent Media Solutions™</span></span></span></span></span></span></span></font></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; ; font-family: Helvetica; ; font-size: 12px; "><font class="Apple-style-span" color="#808080" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(128, 128, 128); font-family: Tahoma; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; ">150 granby street, 16th floor </span></span></span></span></span></span></span></font><font class="Apple-style-span" color="#6E130D" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(110, 19, 13); font-family: Tahoma; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; ">|</span></span></span></span></span></span></span></font><font class="Apple-style-span" color="#808080" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(128, 128, 128); font-family: Tahoma; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "> norfolk, va 23510</span></span></span></span></span></span></span></font><font class="Apple-style-span" color="#808080" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(128, 128, 128); font-family: Tahoma; "><br style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "></span></font><font class="Apple-style-span" color="#808080" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(128, 128, 128); font-family: Tahoma; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; ">p:757.351.8444 </span></span></span></span></span></span></span></font><font class="Apple-style-span" color="#6E130D" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(110, 19, 13); font-family: Tahoma; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; 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font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; ">f:757.961.4827</span></span></span></span></span></span></span></font><font class="Apple-style-span" color="#808080" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(128, 128, 128); font-family: Tahoma; "><br style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; "></span></font><font class="Apple-style-span" color="#6E130D" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; color: rgb(110, 19, 13); font-family: Tahoma; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; "><a href="mailto:erin.walsh@ForRent.com"><font class="Apple-style-span" size="3"><span class="Apple-style-span" style="font-size: 12px;; color: rgb(0, 0, 238); font-family: Tahoma; -khtml-text-decorations-in-effect: underline; "><font class="Apple-style-span" color="#80808B"><span class="Apple-style-span" style="color: rgb(128, 128, 139); font-family: Tahoma; font-size: 12px; -khtml-text-decorations-in-effect: underline; ">erin.walsh@ForRent.com</span></font></span></font></a><span class="Apple-style-span" style="color: rgb(110, 19, 13); font-family: Tahoma; font-size: 13.3px; ">|</span></span></span></span></span></span></span></font><font class="Apple-style-span" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px;; font-family: Tahoma; "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; "> </span></span></span></span></span></span></span></font><a href="http://www.frmediasolutions.com/"><font class="Apple-style-span" face="Tahoma" size="4"><span class="Apple-style-span" style="font-size: 13.3px; font-family: Tahoma; -khtml-text-decorations-in-effect: underline; ; color: rgb(0, 0, 238); "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; -khtml-text-decorations-in-effect: underline; ; color: rgb(0, 0, 238); "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; -khtml-text-decorations-in-effect: underline; ; color: rgb(0, 0, 238); "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; -khtml-text-decorations-in-effect: underline; ; color: rgb(0, 0, 238); "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; -khtml-text-decorations-in-effect: underline; ; color: rgb(0, 0, 238); "><span class="Apple-style-span" style="font-family: Tahoma; font-size: 13.3px; -khtml-text-decorations-in-effect: underline; ; color: rgb(0, 0, 238); "><font class="Apple-style-span" color="#898080"><span class="Apple-style-span" style="color: rgb(137, 128, 128); font-family: Tahoma; font-size: 13.3px; -khtml-text-decorations-in-effect: underline; ">www.FRMediaSolutions.com</span></font></span></span></span></span></span></span></font></a><font class="Apple-style-span" color="#666796" face="Times New Roman" size="4"><span class="Apple-style-span" style="font-size: 16px;; color: rgb(102, 103, 150); font-family: Times New Roman; "><br style="color: rgb(102, 103, 150); font-family: Times New Roman; 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"><span class="Apple-style-span" style="color: rgb(128, 128, 128); font-family: Tahoma; font-size: 13.3px; font-weight: bold; ">You Have Multiple Marketing Needs... 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