 This year has been an example of a pivot, I think from previously good marketing, but oftentimes random, to deliberate brand building. So if I reflect on why I believe Purdue University deserves to win this prestigious award in 2020, really the word that comes to mind is impact. Both the central marketing team and this incredible marketing community launched the new brand platform that unifies consistent and compelling messaging across our audiences by really embracing this brand essence, a belief in what it means when we say that's so Purdue or Purdue University or the Boilermakers. With compelling and consistent marketing, you build awareness, you build affinity and you build loyalty for Purdue University in a game-changing way that ultimately this iconic brand, this incredible 150-year-old place deserves. On the heels of doing that, we were faced with COVID-19 and realized that the next six months would be some of the hardest times for young men and women and their families to make that difficult decision of where they'd attend in the fall. So we came together and launched a deliberate strategy to message exactly who we are and what we stand for, helping them make that decision, helping drive the largest freshman class we've ever had. We've protected the campus and these contributing messaging and behaviors that reopened the campus of almost 50,000. So living our brand essence throughout the course of the year through persistent innovation together and ultimately contributing to building a better Purdue.