CITIZEN

A BRAND EXPERIENCE AGENCY




An Epic Story of Squirrels and Nuts
Connecting Brands With Consumers
CITIZEN

A BRAND EXPERIENCE AGENCY




Let’s Define: Brand
So what is a brand? It’s more than just your logo. A brand is d...
CITIZEN

A BRAND EXPERIENCE AGENCY




Let’s Define: Experience
In today’s world, how do we define an experience? It’s a p...
CITIZEN

A BRAND EXPERIENCE AGENCY




Let’s Define: Brand Experience
Technically, a brand experience is conceptualized as...
CITIZEN

A BRAND EXPERIENCE AGENCY




Say Hello To Citizen
We are often asked to define what it is we do. Our
answer: If ...
CITIZEN

A BRAND EXPERIENCE AGENCY




Our Values Are Important To Us:
AUTHENTIC: How does a person know when something is...
CITIZEN

A BRAND EXPERIENCE AGENCY




The New Consumer
People talk – they gather and become a
collective voice and one th...
CITIZEN

A BRAND EXPERIENCE AGENCY




                                                                IN A
              ...
CITIZEN

A BRAND EXPERIENCE AGENCY




                                                                 VIRAL
            ...
CITIZEN

A BRAND EXPERIENCE AGENCY




How: The Old Way
 TRADITIONAL ADVERTISING MARKETING MODEL              (BIG IDEAS, ...
CITIZEN

 A BRAND EXPERIENCE AGENCY




How: Our Way
  CITIZEN MODEL            (BRAND FOUNDATION, MICRO STRATEGIES, BIG I...
CITIZEN

A BRAND EXPERIENCE AGENCY




Our Structure:                         ACCOUNT MANAGEMENT/PRODUCTION


It’s a NEW W...
CITIZEN

A BRAND EXPERIENCE AGENCY




Our Services:
If your customer can interact with it, then
it can part of the experi...
CITIZEN

A BRAND EXPERIENCE AGENCY




Some Simple Definitions:
FOUNDATION: Establishes Brand, Lives Organically
Research/...
CITIZEN

A BRAND EXPERIENCE AGENCY




Ours vs. Theirs
   PAID MEDIA DRIVES PARTICIPATION                     OWNED MEDIA ...
CITIZEN

A BRAND EXPERIENCE AGENCY




Work
Look, there’s something in the pudding. Oh, it’s the proof.
CITIZEN

A BRAND EXPERIENCE AGENCY                                                                                   MEDIA...
CITIZEN

A BRAND EXPERIENCE AGENCY




                         7       6
                    4        5
          2
     ...
CITIZEN

A BRAND EXPERIENCE AGENCY




                                                                               PACK...
CITIZEN

A BRAND EXPERIENCE AGENCY




                                1   2       3



                3


      4

     ...
CITIZEN

A BRAND EXPERIENCE AGENCY




Project Overview:                                                                  ...
CITIZEN

A BRAND EXPERIENCE AGENCY




                1           2           3       3   4




                         ...
CITIZEN

A BRAND EXPERIENCE AGENCY




So what does all this mean?
Remember the movie "The Breakfast Club?” At the end, a ...
CITIZEN

A BRAND EXPERIENCE AGENCY




So That’s Us,
or at least a small glimpse of what we are   Citizen
about at Citizen...
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The Guide to Citizenship.

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The guide to Citizenship is our agency bible.

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The Guide to Citizenship.

  1. 1. CITIZEN A BRAND EXPERIENCE AGENCY An Epic Story of Squirrels and Nuts Connecting Brands With Consumers
  2. 2. CITIZEN A BRAND EXPERIENCE AGENCY Let’s Define: Brand So what is a brand? It’s more than just your logo. A brand is defined by every interaction your consumer has with it. A brand is how you experience a company’s products, services, actions and communications. 5 New Brands Launched
  3. 3. CITIZEN A BRAND EXPERIENCE AGENCY Let’s Define: Experience In today’s world, how do we define an experience? It’s a particular instance of personally encountering or undergoing something. A moment of truth when a person is engaged absolutely with another person, place or thing. 2 Social Networks Launched
  4. 4. CITIZEN A BRAND EXPERIENCE AGENCY Let’s Define: Brand Experience Technically, a brand experience is conceptualized as the sensations, feelings and behavioral responses evoked by brand-related stimuli. These experiences arise in a variety of settings and happen when people think about, talk about, search for, shop for, use and interact with brands. While often comprised of a brand’s identity, design, product, packaging, staff, communications, website and environments, these experiences don’t only occur during the buying, selling and marketing of products. Often, they take place at times, in places and by people that the brand stewards are unaware of or not focused on. An experience with a brand can be positive, negative or one of complete indifference. 6 Social Media Campaigns
  5. 5. CITIZEN A BRAND EXPERIENCE AGENCY Say Hello To Citizen We are often asked to define what it is we do. Our answer: If a brand is made up of all the ways people experience your company’s products, HELLO m y na m e is services, actions and communications, then We create those experiences. We create ways to weave your brand into the fabric of your customers' lives. There are no boundaries to what we can accomplish for your brand. 3 Digital Experiences Created
  6. 6. CITIZEN A BRAND EXPERIENCE AGENCY Our Values Are Important To Us: AUTHENTIC: How does a person know when something is authentic? Is it a feeling that resonates in your gut when you connect with someone? Or is it totally transparent? Does it reveal who or what they are at their core? We think so. And this is what we strive to be everyday – true to what we are. FUNKY: Have you ever met someone that has fun washing dishes? That’s us. We have fun in everything we do. This attitude is mirrored in the brand experiences we produce for our clients. The fact that we look different doing it, well, that’s just a bonus. BE BOLD: Remember the first roller coaster you ever rode? The cauldron of emotions that bubbled in you just before the car crossed the first rise? Now remember the wide-eyed excitement and gleeful laughter that pushed you to get back in line just as soon as you finished? Welcome to working with Citizen. Here, you’ll enjoy the ride. And the results. BE OPEN: Call us what you will: Druids, Camp Counselors, BFF’s – it all comes down to this—we listen. That’s it. No preconceptions, judgments, or packaged psychobabble. Simply put, we have an earnest desire to know what keeps you up at night. And when we know that, and as long as it doesn’t include aliens abducting you to play Twister, we can help. And if for some reason we can’t, we will let you know. VALUABLE: Where the rubber meets the road. At the end of the day, are you and your brand connecting in new ways with your audience? That’s our goal. Citizen is about the moment of truth when your brand bonds with your audience. That is our responsibility, our conviction. And we do it cost-effectively, which should make you want to say Yee-Haw. 4 Business Plans Created
  7. 7. CITIZEN A BRAND EXPERIENCE AGENCY The New Consumer People talk – they gather and become a collective voice and one thing is certain: They don’t want to be interrupted, they want to be heard and, they want their conversations to become valuable, viral and ignite more dialogue. Understanding it’s about PEOPLE and the STUFF that HAPPENS between them is the first step in having a successful brand. 10 Viral Videos Created and Seeded
  8. 8. CITIZEN A BRAND EXPERIENCE AGENCY IN A RESTAURANT AT THE ON MALL VACATION To Be Successful in today’s NEW fragmented world, it takes NEW and evolving MODELS. OVERALL IN PUBLIC BRAND AT THE GYM Being successful is about earning EXPERIENCE OWNERSHIP of the experience where your PRODUCTS are USED and BRANDS are SHAPED. IN THE AT HOME CAR AT WORK 10 New Package Designs Created
  9. 9. CITIZEN A BRAND EXPERIENCE AGENCY VIRAL PRINT What Does This Mean? TV/RADIO BRAND ENTERTAINMENT It means that every screen, interface, object and environment is an INTERACTIVE OPPORTUNITY for DIALOGUE, INTERACTION, PARTICIPATION TEXT and COLLABORATION. EVENT ENVIRONMENTAL MOBILE SOCIAL 3 Mobile Applications
  10. 10. CITIZEN A BRAND EXPERIENCE AGENCY How: The Old Way TRADITIONAL ADVERTISING MARKETING MODEL (BIG IDEAS, BIG BANG, BIG BUDGET) TEST CAMPAIGN WITH WEBSITES CONSUMERS ADS ETC INSIGHT BIG STRATEGY FOCUS GROUPS ADJUST BIG LAUNCH MEASURE NEW BIG STRATEGY [ STRUCTURED CAMPAIGN DRIVEN MODE ] 2 Trade Show Experiences
  11. 11. CITIZEN A BRAND EXPERIENCE AGENCY How: Our Way CITIZEN MODEL (BRAND FOUNDATION, MICRO STRATEGIES, BIG INSIGHTS, RAPID ITERATION, PLATFORMS, PROGRAMS, CAMPAIGNS) ADJUST INSIGHT ADJUST INSIGHTS INSIGHT PROGRAM PROGRAM ESTABLISH ITERATION BRAND LOOP: INSIGHTS FOUNDATION PRODUCE & ONGOING MEASURE BRAND ITERATION SMALL LOOP: EVALUATE EXPERIENCE SMALL STRATEGY ADJUST PRODUCE & EVOLVE STRATEGY MEASURE PLATFORM CAMPAIGN PLATFORM INSIGHTS CAMPAIGN INSIGHTS [ ORGANIC UTILITY DRIVEN MODEL ] 1 Branded Toy
  12. 12. CITIZEN A BRAND EXPERIENCE AGENCY Our Structure: ACCOUNT MANAGEMENT/PRODUCTION It’s a NEW WORLD out there and it requires a NEW MODEL. Unlike a 1 2 3 4 5 6 7 8 traditional agency, we do it all in- INSIGHTS STRATEGIC PLANNING MEDIA PLANNING INTERACTIVE DESIGN TECHNOLOGY STORYTELLING GRAPHIC DESIGN ENTERTAINMENT house within a collaborative business structure. [ BLUE = SISTER AGENCY MYJIVE ] 5 Websites Launched
  13. 13. CITIZEN A BRAND EXPERIENCE AGENCY Our Services: If your customer can interact with it, then it can part of the experience we create. ACCOUNT MANAGEMENT/PRODUCTION UNDERSTANDING THE CONSUMER, SITUATION, TECHNOLOGY AND CULTURE DEFINE & DEVELOP THE BRAND 1 2 3 4 5 6 7 8 STRATEGY, PLANNING, MEDIA AND DIGITAL MANIPULATION INSIGHTS STRATEGIC PLANNING MEDIA PLANNING INTERACTIVE DESIGN TECHNOLOGY STORYTELLING GRAPHIC DESIGN ENTERTAINMENT NARRATIVE DEVELOPMENT TRANSMEDIA STORYTELLING CREATIVE EXECUTION ACROSS NEW AND EMERGING MEDIA PLATFORMS CAMPAIGN MANAGEMENT INCLUDING SOCIAL AND VIRAL SEEDING MANAGEMENT OF ANALYTICS, REFINEMENT AND EVOLUTION [ BLUE = SISTER AGENCY MYJIVE ] 14 New Logos Created
  14. 14. CITIZEN A BRAND EXPERIENCE AGENCY Some Simple Definitions: FOUNDATION: Establishes Brand, Lives Organically Research/Planning/Strategy/Brand Development CAMPAIGN: Communicates, Short Lived - Up and Down Messaging/Advertising/Paid Media PROGRAM: Relationships, Ongoing - Iterative Dialogue/Channels/Communities PLATFORM: Systems of Interaction, Long Lasting - Builds Over Time Services/Products/ Applications/Utility 1 Branded USB Bracelet
  15. 15. CITIZEN A BRAND EXPERIENCE AGENCY Ours vs. Theirs PAID MEDIA DRIVES PARTICIPATION OWNED MEDIA PLATFORMS CREATE ONGOING POPULATION PLATFORM PROGRAM CAMPAIGN PLATFORM PROGRAM CAMPAIGN PLATFORM PROGRAM CAMPAIGN PARTICIPATION DROPS WITHOUT CONTINUAL MEDIA SPEND EARNED MEDIA CREATES ONGOING PARTICIPATION [ LIFE CYCLE OF TRADITIONAL MODEL ] [ LIFE CYCLE OF CITIZEN MODEL ] 8 Research Projects
  16. 16. CITIZEN A BRAND EXPERIENCE AGENCY Work Look, there’s something in the pudding. Oh, it’s the proof.
  17. 17. CITIZEN A BRAND EXPERIENCE AGENCY MEDIA KIT BRANDED USB TOY BRACELET Project Overview: Poza VIRAL TRADE VIDEO SHOW VIMEO NAMING LOGO IDENTITY LAUNCH SOCIAL VIRAL VIRAL FACEBOOK SYSTEM COMMUNICATIONS CAMPAIGN MEDIA VIDEO SEEDING PLAN BRAND TWITTER YOUTUBE BRAND SOCIAL WEB STRATEGY NETWORK BUSINESS PLAN RESEARCH Citizen creates an industry-specific social network from the ground up.
  18. 18. CITIZEN A BRAND EXPERIENCE AGENCY 7 6 4 5 2 3 4 1 1 2 3 4 5 6 7
  19. 19. CITIZEN A BRAND EXPERIENCE AGENCY PACKAGE Project Overview: DESIGN BLOG FACEBOOK The Whirling Whisk ONLINE PRODUCT RETAIL STRATEGY PRICING Baking Co. PACKAGE RETAIL STRATEGY SUPPLY CHAIN TWITTER DESIGN PRODUCT NEW MNGMT PRODUCT CREATION OPERATIONS SOCIAL MEDIA NAMING BRAND BRAND TRADE APPAREL STRATEGY COMMUNICATIONS SHOW PLAN WEBSITE BRAND BANNER LOGO BOOK IDENTITY BUSINESS PLAN RESEARCH From planning and strategy all the way to the shelves at Bloomingdale’s.
  20. 20. CITIZEN A BRAND EXPERIENCE AGENCY 1 2 3 3 4 2 5 1 4 5
  21. 21. CITIZEN A BRAND EXPERIENCE AGENCY Project Overview: ADVERTISING COLLATERAL Charlotte Film Festival 04 WEBSITE EVENT SOCIAL FACEBOOK COMMUNICATIONS MEDIA PLAN BRAND STRATEGY LOGO TWITTER BRAND BLOG BUSINESS PLAN NAMING IDENTITY RESEARCH CFF experienced a 35% growth in attendance in 2009 they directly attribute to Citizen
  22. 22. CITIZEN A BRAND EXPERIENCE AGENCY 1 2 3 3 4 4 3 5 2 1 5
  23. 23. CITIZEN A BRAND EXPERIENCE AGENCY So what does all this mean? Remember the movie "The Breakfast Club?” At the end, a group of students were required to write a letter about why they were in detention. Their letter ended with the following: "You see us as you want to see us: in the simplest terms and the most convenient definitions. But what we found out is that each one of us is a brain, an athlete, a princess, a basket case and a criminal. Does that answer your question? Sincerely yours, The Breakfast Club." So see us as what you want to see us, but simply put we are a "Brand Experience Agency".
  24. 24. CITIZEN A BRAND EXPERIENCE AGENCY So That’s Us, or at least a small glimpse of what we are Citizen about at Citizen. We would love to get to Phone: 704.332.8229 know you more and create some new Address: 1415 S Church St, Ste F, Charlotte, NC 28203 citizens for your brand. Give us a call or Email: Candice@wearecitizen.com send us an email, we’d love to continue Web: www.WeAreCitizen.com the conversation.
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