OPERATION, SOCIAL MEDIA & EARNED MEDIA REPORT
Operation Best Foot Forward Crosswalk Enforcement Orange, Osceola and Seminole Counties March 9, 23 & 24, 2021
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 23 & 24, 2021: Highlights
Enforcement
Law Enforcement 6 Agencies
Crosswalks 12 Enforced
Citations & 269 Warnings Issued
Earned Media Social Media 21 Media Outlets 112 Curated Posts
Estimated Impressions 4m Impressions 133k
Earned Media Engagements $328k Value 3.6k
2 Operation Best Foot Forward March 9, 23 & 24 : Enforcement Overview
6 12 269 PARTICIPATING CROSSWALKS TOTAL WARNINGS & AGENCIES ENFORCED CITATIONS ISSUED 3 Operation Best Foot Forward March 9, 23 & 24, 2021: Highlights
City of Kissimmee Osceola County Warnings & Warnings & 22 Citations 26 Citations
City of St. Cloud City of Orlando
Warnings & Warnings & 15 Citations 69 Citations
City of Casselberry Seminole County Warnings & Warnings & 109 Citations 28 Citations
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Drivers who fail to stop for pedestrians in marked crosswalks, as Florida law requires, may be issued a warning or citation of a minimum of $164 and 3 points on their license.
NOTE TO EDITORS AND PRODUCERS: Media is invited to Operation Best Foot Forward and will have the opportunity to speak to drivers, police officers and pedestrians. Contact Amanda Day, 407-716-8221 (cell).
Interactive Google Map of All BFF Crosswalk Locations Tuesday, March 9 Tuesday, Drivers Osceola County Sheriff’s Office March 9 compliance Schools & Neighborhoods with law (avg) 07:00-08:15 Celebration Ave. & Lake Evalyn Dr. 79% Celebration K-8 School AM 09:00-09:45 3233 Polynesian Isle Blvd. 71% Indian Wells Recreation Center AM 3200 Rolling Oaks Blvd. (Between 10:30-11:15 35% Rolling Oks Shopping Center Target and Ross) AM Tuesday, Drivers Kissimmee Police Department March 9 compliance Schools & Neighborhoods with law (avg) Highlands ES, Thacker ES, Kissimmee 1:00-2:30 N. Thacker Ave. & Kissimmee Trail 36% ES, Flora Ridge ES, Central Ave. ES, PM Kissimmee MS, Osceola HS, Main St HS 3:00-4:30 Downtown Kissimmee, Beaumont MS, Broadway & W. Dakin 51% PM Thacker ES, Osceola HS, Central ES Tuesday, Drivers St. Cloud Police Department March 9 compliance Schools & Neighborhoods with law (avg) 08:00-08:45 Mississippi Ave. & E. 10th St. 44% Residential Neighborhood AM 09:00-09:45 Robinson Ave. & 10th St. NA Residential Neighborhood AM 10:00-10:45 Shopping center, Plantation Bay Old Canoe Creek Rd. & 5th St. 34% AM nursing center 11:00-11:30 17th St. & Michigan Ave. NA St. Cloud High and Middle Schools AM
Tuesday, March 23 Tuesday, Drivers Seminole County Sheriff’s Office March 23 compliance Schools & Neighborhoods with law (avg) Bear Lake Rd. & McNeil Rd. 7:45 AM 32% Bear Lake ES, Teague MS International Parkway at the Westin Hotel 12:00 PM 88% Wilson ES, Bentley ES
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Tuesday, March 23 Tuesday, Drivers Orlando Police Department March 23 compliance Schools & Neighborhoods with law (avg) Edgewater Drive & Shady Lane 7:00 - 11:00 Princeton ES, Lake Silver ES, College 67% (West Orlando) AM Park MS, Lee MS, Edgewater HS Metrocenter Blvd. & Metrowest Westpointe ES, MetroWest ES, Oakhill 1:00 - 3:00 Blvd. 54% ES, Eagle's Nest ES, MetroWest MS, PM (West Orlando) Sunshine HS Dover Shores ES, Acceleration East HS, Michigan Avenue & Cayman Way 7:00 - 11:00 17% Conway ES, Conway MS, Lake George (East Orlando) AM ES Virginia Drive & Ferris Avenue 1:00 - 3:00 N/A Lake Highland Prep, Audubon K8 (East Orlando) PM
Wednesday, March 24 Tuesday, Drivers Orlando Police Department March 24 compliance Schools & Neighborhoods with law (avg) Metrocenter Blvd. & Metrowest Westpointe ES, MetroWest ES, Oakhill 7:00 - 11:00 Blvd. 54% ES, Eagle's Nest ES, MetroWest MS, AM (West Orlando) Sunshine HS Edgewater Drive & Shady Lane 1:00 -3:00 Princeton ES, Lake Silver ES, College 67% (West Orlando) PM Park MS, Lee MS, Edgewater HS N. Bumby & Virginia Avenue 7:00 - 9:00 52% Audubon K8, Baldwin Oaks Academy (East Orlando) AM Blankner K8, Delaney ES, Grande Ave West Miller St. & Lucerne Terrace 9:00 - 11:00 NA ES, Kaley ES, Boone HS, West Lincoln (East Orlando) AM HS Virginia Drive & Ferris Avenue 1:00 - 3:00 NA Lake Highland Prep, Audubon K8 (East Orlando) PM
Tuesday, Drivers Casselberry Police Department March 24 compliance Schools & Neighborhoods with law (avg) S. Winter Park Dr. & Quintuplet Dr. South Seminole Academy, Casselberry 8:00 AM NA ES
Orange County Sheriff’s Office Wednesday, Drivers Schools & Neighborhoods March 24 compliance with law (avg) Locations, times will be released closer to enforcement date
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Interactive Google Map of All BFF Crosswalk Locations
Tuesday, March 23 Tuesday, Drivers Orlando Police Department March 23 compliance Schools & Neighborhoods with law (avg) Edgewater Drive & Shady Lane 7:00 - 11:00 Princeton ES, Lake Silver ES, College 67% (West Orlando) AM Park MS, Lee MS, Edgewater HS Metrocenter Blvd. & Metrowest Westpointe ES, MetroWest ES, Oakhill 1:00 - 3:00 Blvd. 54% ES, Eagle's Nest ES, MetroWest MS, PM (West Orlando) Sunshine HS Dover Shores ES, Acceleration East HS, Michigan Avenue & Cayman Way 7:00 - 11:00 17% Conway ES, Conway MS, Lake George (East Orlando) AM ES Virginia Drive & Ferris Avenue 1:00 - 3:00 81% Lake Highland Prep, Audubon K8 (East Orlando) PM
Tuesday, Drivers Seminole County Sheriff’s Office March 23 compliance Schools & Neighborhoods with law (avg) Bear Lake Rd. & McNeil Rd. 7:45 – 9:30 32% Bear Lake ES, Teague MS AM International Parkway at the Westin 12:00 – 2:00 Hotel 88% Wilson ES, Bentley ES PM
Tuesday, Drivers Casselberry Police Department March 24 compliance Schools & Neighborhoods with law (avg) S. Winter Park Dr. & Quintuplet Dr. 8:00 AM – South Seminole MS, Casselberry ES 12% 12:00 PM
Wednesday, March 24 Tuesday, Drivers Casselberry Police Department March 24 compliance Schools & Neighborhoods with law (avg) S. Winter Park Dr. & Quintuplet Dr. 8:00 AM – South Seminole MS, Casselberry ES 12% 12:00 PM
-next- Operation Best Foot Forward March 2021: Earned Media Highlights
$328k 4m 116 Earned Media Value Views & Impressions Media Placements
Officers from the Orlando, Kissimmee, St. Cloud and Casselberry Police Departments, along with the Osceola and Seminole County deputies conducted the first crosswalk enforcement operation of the year on March 9, 23 and 24.
Local media outlets ran a total of 116 stories on the enforcement. These mentions are worth an estimated total of $328,000, the equivalent cost of buying advertisements to run at the same time/place. This value is expected to increase over the next few weeks as local magazines publish April editions. Below are several highlights from current television, print, radio and digital coverage. More are available on Best Foot Forward’s YouTube channel. Television
Operation Best Foot Forward happening today WKMG News 6 March 9, 2021 / 5:25am Bridgett Ellison
Today marks the start of Operation Best Foot Forward WESH 2 March 9, 2021 / 6:50am Jaclyn DeAugustino
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Earned Media Highlights
Television
Operation Best Foot Forward in Osceola County, Kissimmee & St. Cloud WFTV / WRDQ March 9, 2021 / 4:15pm Greg Warmoth *Interview with Sgt. Nader, SCPD
Orlando tops the list again ft. Bike/Walk Central Florida’s Emily Hanna FOX 35 March 10, 2021 / 5:30pm Amanda McKenzie *Interview with Emily Hanna
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Earned Media Highlights
Television
Orlando most dangerous place to walk Spectrum News 13 March 10, 2021/ 6:25pm Replayed 3/10 at 7:25pm, 8:25pm, 9:25pm, 10:25pm, 11:25pm & 3/11 at 12:25am, 1:25am, 2:25am, 3:25am, 4:25 Jerry Hume *Interview with Emily Hanna
Dangerous by Design Report & Operation Best Foot Forward WFTV / WRDQ March 11, 2021 / 8:15am Replayed 12:31pm & 1:31pm Deneige Broom *Interview with Barbara Giles
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Earned Media Highlights
Television
Latest example of traffic incident ft. Cody Johnson FOX 35 March 19, 2021 / 10:30pm Replayed 1:06am, 7:30am, 8:30am, 9:30am David Bodden *Interview with Cody Johnson
Operation Best Foot Forward continues today in Orange and Seminole Counties WESH 2 March 23, 2021 / 5:11am Michelle Imperato
Pedestrian deaths on the rise and Operation Best Foot Forward WKMG News 6 March 23, 2021 / 5:26am Replayed 6:26am Justin Warmoth
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Earned Media Highlights
Television
Operation Best Foot Forward in parts of Central Florida CW18 WKCF March 23, 2021 / 6:21am Replayed 7:50am, 8:50am Jaclyn DeAugustino
Operation Best Foot Forward is back today WFTV / WRDQ March 23, 2021 / 8:08am Deneige Broom
Two-day crosswalk enforcement Spectrum News 13 March 24, 2021 / 9:48am Replayed 11:47am Ybeth Bruzual
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Earned Media Highlights
Television
Crosswalk crackdown continues today in Casselberry WESH 2 March 24, 2021 / 5:40am Replayed 6:40am Michelle Imperato
Operation Best Foot Forward was a success WFTV / WRDQ March 24, 2021 / 6:40am Jamie Holmes
Results from Operation Best Foot Forward crosswalk patrol FOX 35 March 24, 2021 / 6:44am Amy Kaufeldt
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Earned Media Highlights
Radio
Osceola Sheriff crosswalk enforcement and Dangerous by Design report WTKS – Real Radio 104 March 10, 2021 / 3:25pm The Jim Colbert Show
Operation Best Foot Forward aims to inform and educate drivers WMFE-FM March 10, 2021 / 7:32am Lillian Hernández Carabello *Interview with Emily Hanna
Local advocacy group working to make Orlando safer for pedestrians WDBO-FM March 11, 2021 / 8:42am Katrina Scales
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Earned Media Highlights
Radio
Public Affairs Perspectives – Pedestrian safety with Emily Hanna WDBO-FM March 21, 2021 / 12:30am Replayed on WPYO-5:30am, WCFB-6:00am, WWKA-6:30am, WMMO-7:00am Beth Perrell *Interview with Emily Hanna
Operation Best Foot Forward continues today WDBO-FM March 23, 2021 / 7:26am Joe Kelley
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Earned Media Highlights
Radio
Best Foot Forward, crosswalk enforcement operations during spring break WMFE-FM March 23, 2021 / 5:34pm Replayed 03/24 7:05am Danielle Prieur *Interview with Roni Wood
Today is day two of crosswalk enforcement WDBO-FM March 24, 2021 / 6:45am Joe Kelley
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Earned Media Highlights
Digital and Print
Fox 35 Digital Story (online version of Cody interview with David Bodden)
Orlando tops the list again ft. Bike/Walk Central Florida’s Emily Hanna FOX 35 March 10, 2021 Amanda McKenzie *Interview with Emily Hanna
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Earned Media Highlights
Digital and Print
Crackdown at crosswalks begins as accident risk rises in March El Osceola Star March 10, 2021
Apopka Police and Orange Co. Sheriff's Office increasing enforcement for pedestrian and bicycle safety, starting next week The Apopka Voice March 11, 2021 Denise Connell
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Earned Media Highlights
Digital and Print
Crosswalk enforcement project reaches two more counties this week Nonahood News March 23, 2021 Felicity Mae Gomer
Best Foot Forward, local police and sheriff's departments hold crosswalk enforcement operations during spring break WMFE-FM Digital March 23, 2021 Danielle Prieur *Interview with Roni Wood
Produced by Day Communications, Inc. Operation Best Foot Forward March 2021: Social Media Overview
During March's Operation Best Foot Forward, impressions more than doubled from the last enforcement operation across Best Foot Forward's Twitter, Facebook and Instagram accounts. Compared to November’s two-day operation with 5 participating agencies, March’s crosswalk enforcements spanned over a longer time period including three days of enforcement with 6 participating agencies. This summary report includes statistics of the BFF social media platforms from March 5 – 25, 2021, compared to statistics of the BFF social media platforms from November 3 – 14, 2020.
Total ▲ Total Content ▼ Total ▼ Total Followers Impressions Posted Engagements Gained ▼ 103,391 112 3,606 14 March 2021 March 2021 March 2021 March 2021
Compared to 38,423 Compared to 138 Compared to 4,890 Compared to 37 November OBFF November OBFF November OBFF November OBFF
Audience Gained/Day
= Day of Operation Best Foot Forward Crosswalk Enforcement
Produced by Day Communications, Inc. Operation Best Foot Forward March 2021: Social Media Demographics
The Best Foot Forward social media audiences during the enforcement period of March 5 – 25 consisted primarily of men in Central Florida. This demographic showed for both Twitter and Facebook. For Twitter, the audience breakdown by age is not available. However, most content on Facebook was viewed by people between the ages of 35 - 54 and reside in Orlando. Below is a breakdown of audience demographics from viewers of BFF social media content in the given time period.
Twitter Audience by Gender Facebook Audience by Location
Facebook Audience by Age and Gender
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Pre-Event Social Media
During the five days leading up to the enforcement operations, the focus was alerting the public of crosswalk operations, reminding them of Florida’s driver yield laws, and which jurisdictions were participating. Below are a few examples of the best performing posts published prior to the March 9 enforcement.
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Twitter Highlights
Below are the top tweets from Best Foot Forward before and during the March 9 Operation Best Foot Forward crosswalk enforcements. Shown below are the posts with the top engagements. Reporting period includes March 5– 9, 2021.
Top posts by engagements:
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Facebook Highlights
Below are the top Facebook posts from Best Foot Forward before and during the March 9 Operation Best Foot Forward crosswalk enforcement. Shown below are the posts with the top engagements. Reporting period includes March 5 – 9, 2021.
Top posts by engagements:
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Instagram Highlights
Below are the top Instagram posts from Best Foot Forward before and during the March 9 Operation Best Foot Forward crosswalk enforcement. Shown below are the posts with the top engagements. Reporting period includes March 5 – 9, 2021.
Top posts by engagements:
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Partner Engagement
Before, during, and after the March 9 enforcement, Best Foot Forward tagged program partners and the participating law enforcement agencies, Osceola County Sheriff’s Office, St. Cloud Police Department, and Kissimmee Police Department on social media accounts. This was done in order to spark discussion about the importance of pedestrian safety in Central Florida. See below for a list of partners tagged during the first day of Operation BFF and examples of posts that highlighted partners.
Partners tagged during the March 9 operation: • MetroPlan Orlando • St. Cloud Police Department • Osceola County • Kissimmee Police Department • Osceola County Sheriff’s Department • City of Kissimmee • City of St. Cloud
Kissimmee Police Department, Osceola County Sheriff’s Office
Osceola County, Osceola Sheriff
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Partner Engagement
St. Cloud Police Department City of Kissimmee
Produced by Day Communications, Inc. Operation Best Foot Forward March 9, 2021: Partner Attendance
March’s Operation Best Foot Forward social media also promoted attendance by program partners, such as Kissimmee Mayor Olga Gonzalez. Below is the post that highlighted and thanked Mayor Gonzalez for her attendance.
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Pre-Event Social Media
On March 23 & 24, the Seminole County Sheriff’s Office, along with the Orlando and Casselberry Police Departments, participated in the second and third days of Operation Best Foot Forward. Below are some examples of posts leading up to the last two days of March’s enforcement to promote the operations.
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Twitter Highlights
Below are the top tweets from Best Foot Forward during the March 23 & 24 Operation Best Foot Forward crosswalk enforcements. Shown below are tweets with the top engagement. Reporting period includes March 19– 24, 2021.
Top posts by engagements:
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Facebook Highlights
Below are the top Facebook posts from Best Foot Forward during the March 23 & 24 Operation Best Foot Forward crosswalk enforcements. Shown below are posts with the top engagement. Reporting period includes March 19 – 24, 2021.
Top posts by engagements:
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Instagram Highlights
Below are the top Instagram posts from Best Foot Forward during the March 23 & 24 Operation Best Foot Forward crosswalk enforcements. Shown below are the posts with the top engagements. Reporting period includes March 19 - 24, 2021.
Top posts by engagements:
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Partner Engagement
Before, during, and after the March 23 & 24 enforcements, Best Foot Forward tagged program partners and the participating law enforcement agencies, Seminole County Sheriff’s Office, Orlando Police Department, and Casselberry Police Department, on social media accounts. See below for a list of partners tagged during the second and third days of Operation BFF and examples of post that highlighted partners.
Partners tagged during March 23 & 24 operations:
• City of Orlando • City of Casselberry • Orlando Police Department • Casselberry Police Department • LYNX • Seminole County Government • MetroPlan Orlando • Seminole County Sheriff’s Office • Orlando Health • Seminole County Public Schools
City of Orlando, Orlando Police Department
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Partner Engagement
Seminole County Sheriff’s MetroPlan Orlando, Office, Casselberry Police Orlando Health
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Partner Attendance
March’s Operation Best Foot Forward social media also promoted attendance by program partners, such as City of Orlando’s Chris Cairns and Laura Hardwicke, Orlando Health’s Sheryl Aldarondo and Casselberry Mayor David Henson. Below are examples of posts that highlighted and thanked partners for their attendance.
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Media Highlight
Positively Osceola Facebook Live Coverage
Positively Osceola covered Operation Best Foot Forward at two crosswalks in St. Cloud and Kissimmee. At the Kissimmee location, the reporter went live on Facebook, interviewing Kissimmee Police officers and BWCF Executive Director Emily Hanna.
Positively Osceola’s Facebook posts gained more than 70 likes and shares combined. They also attracted comments from several Central Florida residents, calling for safer conditions at area crosswalks.
Produced by Day Communications, Inc. Operation Best Foot Forward March 23 & 24, 2021: Video Highlights
It can be hard to fully realize the dangers for pedestrians on Central Florida roads if you are more often in the driver’s seat. That’s why, during Operation Best Foot Forward, staff capture videos of officer and deputy decoys attempting to cross the street in marked crosswalks – sometimes nearly struck by drivers who failed to yield. Below are some examples of top performing videos during March’s operation.
At S. Winter Park Dr. & Quintuplet Dr. in Casselberry, drivers fly past Orlando Health’s Sheryl Aldarondo in this video as she attempts to cross the street. Snapshots like this allow drivers to see the true value of stopping completely to let pedestrians cross.
This video garnered 42 engagements, 9 likes and 2 shares.
At Michigan Ave. & Cayman Way in Orlando, several drivers almost struck BFF’s data collector and decoy Randy. This video was retweeted by WDBO, WDBO’s Joe Kelley and MetroPlan Orlando.
This post garnered 48 impressions, 6 likes and 5 shares.
Produced by Day Communications, Inc. Operation Best Foot Forward March 2021: Crosswalk Specific Social Media
Several of the Best Foot Forward crosswalks enforced during this operation were highlighted in pre-event social media. Crosswalks such as Edgewater Dr. & Shady Lane, Mississippi Ave. & 10th St. and Michigan Ave. & Cayman Way have been monitored by BFF for several years, undergoing various engineering enhancements. See below for examples of crosswalk highlight posts.
Produced by Day Communications, Inc. Operation Best Foot Forward March 2021: Notable Mentions by Partners
Partner likes, shares, comments and posts by:
• St. Cloud Police Department • Seminole County Public Schools • Kissimmee Police Department • Osceola County Sheriff’s Office • MetroPlan Orlando • Kissimmee Police Chief O’Dell • Orlando Police Department • City of Celebration • City of Orlando • City of Kissimmee
Produced by Day Communications, Inc. Operation Best Foot Forward March 2021: Notable Mentions by Media
Media that mentioned Best Foot Forward:
• Trooper Steve (WKMG) • Danielle Prieur (WMFE) • WESH 2 News (Main Page) • Positively Osceola (Main Page) • Jerry Hume (Spectrum News 13) • Tony Marino (WDBO) • Eric Mock (Spectrum News 13) • WDBO (Main Page) • Spectrum News 13 Real Time Traffic • WDBO (Traffic) • Jaclyn DeAugustino (WESH) • Nonahood News
Produced by Day Communications, Inc. Operation Best Foot Forward March 2021: Coffee Club Talk with Positively Osceola
On March 17, Best Foot Forward was invited to join Positively Osceola’s Coffee Club Talk on Facebook Live to discuss the importance of pedestrian safety with Florida House Representative Kristen Arrington.
This opportunity started as a discussion with Positively Osceola reporter Keith Ronan at a crosswalk he was covering during Operation Best Foot Forward. Ronan realized his questions to officers and volunteers about the enforcement were part of a bigger conversation and created the opportunity for this in-depth discussion.
Watch the full interview with Rep. Arrington and Bike/Walk Central Florida Executive Director Emily Hanna here.
Produced by Day Communications, Inc. Operation Best Foot Forward March 2021: Starting Conversations
A key purpose of Operation Best Foot Forward is to educate Central Florida neighbors about Florida’s driver yield laws and the importance of exercising caution around marked pedestrian crossings. Enforcement- related posts often spark dialogue between members of the community. Below are some examples of comments left by Central Florida residents on Best Foot Forward posts before, during, and after the event.
Produced by Day Communications, Inc. Operation Best Foot Forward March 2021: Starting Conversations
Produced by Day Communications, Inc. Operation Best Foot Forward March 2021: Starting Conversations
Produced by Day Communications, Inc.