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The guide to Citizenship is our agency bible.
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CITIZEN
A BRAND EXPERIENCE AGENCY
An Epic Story of Squirrels and Nuts Connecting Brands With Consumers
CITIZEN
A BRAND EXPERIENCE AGENCY
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.
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.
Social Networks Launched2
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.
Social Media Campaigns6
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, 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
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.
Business Plans Created4
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.
Viral Videos Created and Seeded10
CITIZEN
A BRAND EXPERIENCE AGENCY
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
CITIZEN
A BRAND EXPERIENCE AGENCY
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.
CITIZEN
A BRAND EXPERIENCE AGENCY
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
CITIZEN
A BRAND EXPERIENCE AGENCY
[ 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
CITIZEN
A BRAND EXPERIENCE AGENCY
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
1 2 3 4 5 6 7 8
GR
AP
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DE
SIG
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RTA
INM
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ST
OR
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ELL
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TE
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NO
LOG
Y
INT
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AC
TIV
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IGN
ME
DIA
PLA
NN
ING
ST
RA
TE
GIC
PLA
NN
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INS
IGH
TS
Websites Launched5
[ BLUE = SISTER AGENCY MYJIVE ]
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
1 2 3 6 7 84 5
GR
AP
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SIG
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RTA
INM
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DIA
PLA
NN
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ST
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TE
GIC
PLA
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INS
IGH
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TE
CH
NO
LOG
Y
INT
ER
AC
TIV
E D
ES
IGN
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 ]
CITIZEN
A BRAND EXPERIENCE AGENCY
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
CITIZEN
A BRAND EXPERIENCE AGENCY
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
PLATFORMPROGRAMCAMPAIGN
PLATFORMPROGRAMCAMPAIGN
PARTICIPATION DROPS WITHOUT CONTINUAL MEDIA SPEND
PAID MEDIA DRIVES PARTICIPATION
CITIZEN
A BRAND EXPERIENCE AGENCY
Work Look, there’s something in the pudding. Oh, it’s the proof.
CITIZEN
A BRAND EXPERIENCE AGENCY
Citizen creates an industry-specific social network from the ground up.
Project Overview: Poza
NAMING
MEDIAKIT
USBBRACELET
WEB
VIRALVIDEO
SOCIALMEDIA
VIRALVIDEO
VIRALSEEDING
VIMEO
YOUTUBE
BRANDEDTOY
BRAND
BUSINESS PLAN
SOCIALNETWORK
LAUNCHCAMPAIGN
IDENTITYSYSTEM COMMUNICATIONS
PLAN
BRANDSTRATEGY
TRADESHOW
RESEARCH
LOGO
CITIZEN
A BRAND EXPERIENCE AGENCY
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1
23 4
4 5
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CITIZEN
A BRAND EXPERIENCE AGENCY
TRADESHOW
OPERATIONS
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.
CITIZEN
A BRAND EXPERIENCE AGENCY
5
321
1
2
3
4
5
4
CITIZEN
A BRAND EXPERIENCE AGENCY
Project Overview:
Charlotte Film Festival 04
CFF experienced a 35% growth in attendance in 2009 they directly attribute to Citizen
WEBSITE
BRAND
IDENTITY
NAMING
LOGO
EVENT
BLOG
SOCIALMEDIA
BUSINESS PLAN
RESEARCH
BRANDSTRATEGY
COMMUNICATIONSPLAN
ADVERTISING COLLATERAL
CITIZEN
A BRAND EXPERIENCE AGENCY
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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".
CITIZEN
A BRAND EXPERIENCE AGENCY
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