The Guide to Citizenship.

CITIZEN

A BRAND EXPERIENCE AGENCY

An Epic Story of Squirrels and Nuts Connecting Brands With Consumers

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New Brands Launched5

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.

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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.

Social Networks Launched2

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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.

Social Media Campaigns6

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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, 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.

H E L L Omy name is

Digital Experiences Created3

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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.

Business Plans Created4

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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.

Viral Videos Created and Seeded10

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To Be Successfulin today’s NEW fragmented world, it takes NEW and evolving MODELS.

Being successful is about earning OWNERSHIP of the experience where

your PRODUCTS are USED and BRANDS are SHAPED.

OVERALLBRAND

EXPERIENCE

IN ARESTAURANT

ONVACATION

AT THEMALL

AT HOMEIN THECAR

AT WORK

AT THE GYMIN PUBLIC

New Package Designs Created10

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ENVIRONMENTAL

SOCIALMOBILE

EVENT

INTERACTIVE

TV/RADIO

BRANDENTERTAINMENT

TEXT

PRINTVIRAL

Mobile Applications3

What Does This Mean? It means that every screen, interface, object and environment is an OPPORTUNITY for DIALOGUE,

INTERACTION, PARTICIPATION and COLLABORATION.

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How: The Old Way

INSIGHT BIG STRATEGY FOCUS GROUPS ADJUST BIG LAUNCH MEASURE NEW BIG STRATEGY

CAMPAIGNWEBSITES

ADSETC

TESTWITH

CONSUMERS

TRADITIONAL ADVERTISING MARKETING MODEL (BIG IDEAS, BIG BANG, BIG BUDGET)

[ STRUCTURED CAMPAIGN DRIVEN MODE ]

Trade Show Experiences2

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[ ORGANIC UTILITY DRIVEN MODEL ]

Branded Toy1

How: Our WayCITIZEN MODEL (BRAND FOUNDATION, MICRO STRATEGIES, BIG INSIGHTS, RAPID ITERATION, PLATFORMS, PROGRAMS, CAMPAIGNS)

INSIGHTS

SMALLSTRATEGY

SMALLSTRATEGY

EVALUATEEVOLVE

INSIGHTS

ADJUST

ITERATIONLOOP:

PRODUCE &MEASURE

ESTABLISHBRAND

FOUNDATIONONGOINGBRAND

EXPERIENCEITERATION

LOOP:PRODUCE &MEASURE

PROGRAM

PLATFORM

CAMPAIGN

INSIGHTSPLATFORM

CAMPAIGNINSIGHTS

ADJUST

INSIGHT

PROGRAM

INSIGHT

ADJUST

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Our Structure: It’s a NEW WORLD out there and it

requires a NEW MODEL. Unlike a

traditional agency, we do it all in-

house within a collaborative

business structure.

ACCOUNT MANAGEMENT/PRODUCTION

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Websites Launched5

[ BLUE = SISTER AGENCY MYJIVE ]

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Our Services: If your customer can interact with it, then

it can part of the experience we create.

ACCOUNT MANAGEMENT/PRODUCTION

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UNDERSTANDING THE CONSUMER, SITUATION, TECHNOLOGY AND CULTURE

DEFINE & DEVELOP THE BRAND

STRATEGY, PLANNING, MEDIA AND DIGITAL MANIPULATION

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

New Logos Created14

[ BLUE = SISTER AGENCY MYJIVE ]

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Some Simple Definitions: FOUNDATION: Establishes Brand, Lives OrganicallyResearch/Planning/Strategy/Brand Development

CAMPAIGN: Communicates, Short Lived - Up and DownMessaging/Advertising/Paid Media

PROGRAM: Relationships, Ongoing - IterativeDialogue/Channels/Communities

PLATFORM: Systems of Interaction, Long Lasting - Builds Over TimeServices/Products/ Applications/Utility

Branded USB Bracelet1

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Ours vs. Theirs

[ LIFE CYCLE OF TRADITIONAL MODEL ] [ LIFE CYCLE OF CITIZEN MODEL ]

Research Projects8

EARNED MEDIA CREATES ONGOING PARTICIPATION

OWNED MEDIA PLATFORMS CREATE ONGOING POPULATION

PLATFORMPROGRAMCAMPAIGN



PARTICIPATION DROPS WITHOUT CONTINUAL MEDIA SPEND

PAID MEDIA DRIVES PARTICIPATION

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

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Citizen creates an industry-specific social network from the ground up.

Project Overview: Poza

NAMING

MEDIAKIT

USBBRACELET

WEB

VIRALVIDEO

SOCIALMEDIA

VIRALVIDEO

VIRALSEEDING

FACEBOOK

VIMEO

TWITTER

YOUTUBE

BRANDEDTOY

BRAND

BUSINESS PLAN

SOCIALNETWORK

LAUNCHCAMPAIGN

IDENTITYSYSTEM COMMUNICATIONS

PLAN

BRANDSTRATEGY

TRADESHOW

RESEARCH

LOGO

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TRADESHOW

OPERATIONS

FACEBOOK

TWITTER

NAMING

LOGO

IDENTITY

SOCIALMEDIA

BRANDBOOK

BANNERWEBSITE

APPARELBRAND

RETAILPRODUCT

PACKAGEDESIGN

PACKAGEDESIGN

ONLINEPRODUCT

PRICINGSTRATEGY

RETAILSTRATEGY

SUPPLYCHAIN

MNGMT

BUSINESS PLAN

NEWPRODUCTCREATION

RESEARCH

BRANDSTRATEGY COMMUNICATIONS

PLAN

BLOG

From planning and strategy all the way to the shelves at Bloomingdale’s.

Project Overview:

The Whirling Whisk

Baking Co.

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Project Overview:

Charlotte Film Festival 04

CFF experienced a 35% growth in attendance in 2009 they directly attribute to Citizen

FACEBOOK

WEBSITE

BRAND

IDENTITY

NAMING

LOGO

EVENT

TWITTER

BLOG

SOCIALMEDIA

BUSINESS PLAN

RESEARCH

BRANDSTRATEGY

COMMUNICATIONSPLAN

ADVERTISING COLLATERAL

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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".

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So That’s Us, or at least a small glimpse of what we are

about at Citizen. We would love to get to

know you more and create some new

citizens for your brand. Give us a call or

send us an email, we’d love to continue

the conversation.

Citizen

Phone: 704.332.8229

Address: 1415 S Church St, Ste F, Charlotte, NC

28203

Email: [email protected]

Web: www.WeAreCitizen.com

mailto:[email protected]

mailto:[email protected]

The Guide to Citizenship.

Business

Transcript of The Guide to Citizenship.