It's totally case by case. One thing, just as an aside, Nettwerk has prided itself—with the support of the CMF—on maintaining a good roster of staff to help drive a lot of these initiatives so we can do a lot of that internally. It really comes down to where you're going to target.
If you're going to hyper-target a market, you're going to spend money on advertising. If you're going to go for radio, you can really spend a lot. So it's very case by case. Sometimes it can be a heavy touch and light costs. Sometimes it can be high costs and a light touch and a few avenues to do it. But it really is case by case.