Progress Makers Guide

October 2015

Any questions? Want more guidance?Email [email protected]

Progress Maker Stories Identify, create and share our stories of progress

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Citi Progress Makers — October 2015

Confidential. For internal and partner use only.

The purpose of this guide

See existing stories at: citi.com/progressmakers and citi.com/progress

This document is designed to provide the resources you’ll need to find, create and share your own Progress Maker Stories.

What is a Progress Maker Story?

Every day, Citi works with Progress Makers – people who bring socioeconomic, environmental, scientific and cultural benefits to cities and communities around the world. Telling these stories directly reinforces our mission: Citi is a catalyst and enabler of progress.

Our primary objective for this initiative is to enhance Citi’s reputation by highlighting the social and economic progress that we help to make possible. We do so by telling stories of our business activities as a global bank, by featuring the voices of our forward-thinking clients and colleagues.

To assist you in telling Progress Maker Stories, we have created a simple three-step process you can follow:

1. Identify the story

2. Create the story

3. Share the story

http://citi.com/progressmakers

http://citi.com/progress

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Why is this important?

For external audiences: If your role is within Public Affairs, telling Progress Maker Stories can:

• Create awareness among key stakeholders around the breadth and impact of Citi’s work, bringing our broader mission of enabling progress to life in a tangible way

• Communicate and reinforce the unique benefits of working with Citi and how Citi is different from other banks

If your role is related to Marketing or Relationship Management, telling Progress Maker Stories can:

• Frame the work we do in an emotional way, driving deeper client engagement and favorability and creating a positive selling environment

• Build awareness around Citi’s full range of capabilities, creating client demand for a broader range of services

For internal audiences:

• Highlight your team and drive awareness around your most successful initiatives and the impact you make

• Drive employee engagement through shared accomplishment and recognition from the broader company and senior leadership

Telling Progress Maker Stories is a powerful way to bring our mission to life

Who are Progress Makers?

“ Progress Makers are leaders and big thinkers whose bold ideas we are committed to fueling. These are people who exist all around the world and share defining characteristics of resilience, drive, optimism, generosity of spirit, future focus and worldly outlook. They see a better future ahead, want to help others and are open to new influences.”

– Dermot Boden, Chief Brand Officer, Citi

Note: Progress Maker Stories can only be shared after securing the proper approvals. Please see page 13 of this document for the mandatory approvals process.

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1. Identify the story

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Progress Maker Stories focus on key themes that communicate how we are living our mission and show Citi’s unique approach and impact. All the stories we tell should help to prove that our business model is sustainable while simultaneously demonstrating the positive impact we have on society.

Below are examples of thematic areas we seek to focus on with the Progress Maker Stories:

• Urban transformation – showcasing the impact we have on growing and evolving urban centers (e.g., supporting infrastructure, neighborhood revitalization, affordable housing)

• Global economic growth – demonstrating our role in enabling global economies to grow and our perspectives on global economic growth

• Inclusivity – featuring how we enable a range of diverse audiences (e.g., small businesses, youth, the underbanked, women) to grow through our support and guidance

• Innovation for progress – highlighting our ambition to become the premier digital bank and leveraging technology to create value and growth

• Employee experience – showing that we’re committed to providing our colleagues with experiences that “connect the dots” and enable them to succeed

• Sustainable growth – highlighting how we work with clients and third parties to enable sustainable growth practices (e.g., environmental finance, environmental and social risk management)

Finding ideas for storiesThere are many places to find Progress Maker Stories. Use this guide with contacts in your line of business or market to drive your discussions and identify potential Progress Maker Stories.

Ideas and background information for the next Progress Maker Story can be found on Internal platforms and webpages, such as:

• Collaborate

• Progress Portal

• Progress Awards site

• Internal programs and initiatives webpages

• Any communications about client impact

• Case studies

However, there are a lot of things that we do that aren’t captured on these platforms. It’s possible that the work you’ve done, or other work that you’ve seen, could be the beginning of a powerful story.

The most challenging part of creating Progress Maker Stories is often finding them and one-on-one conversations with contacts in your line of business or market is critical to this process.

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4. Demonstrates Citi’s unique way of working:

• Worldly – a borderless attitude that connects the local and global knowledge, experience, and network of Citi to the world

• Intuitive – making the path from ambition to achievement for clients simple and accessible

• Restless Passion – a pioneering spirit and modern outlook to push what’s possible and make it happen

• Demonstrates Progress Maker DNA Markers – optimistic, driven, resilient, future-focus, worldly outlook and generosity of spirit Please refer to Appendix E for additional information on the Progress Maker DNA Markers.

5. Protects and/or enhances Citi's reputation:

• Low reputational risk – is unlikely to be viewed in a negative light and is not tied to a highly-controversial topic

• Proactively and positively supports Citi brand – addresses regional and/or business issues, highlighting our role and work in a positive way

2. Shows the impact:

• Clear impact – intuitively and tangibly shows how Citi has enabled change or delivered measurable results

• Client-centric – shows that Citi has solved a problem and provided a solution, enabling our clients’ progress as well as society’s progress

3. Engages the reader:

• Demonstrates humanity – addresses the audience in a human way

• Element of surprise – uses the unexpected to create an aha moment for the viewer/reader making the story noteworthy and memorable

• Emotional connection – creates an emotional connection with the audience by conveying the human benefit

Overall, Progress Maker Stories demonstrate that in the course of doing business, we have a positive impact. There are thousands of positive stories of our impact all over the world, but if the story does not meet the criteria below, it may not be a Progress Maker Story.

Please reach out to the contacts on page 21 if you have identified a story that meets these criteria and focuses on a key topic area or if you are uncertain if your story is a Progress Maker Story.

What makes Progress Maker Stories?

1. Broadly relevant:

• Scope of relevance – easily relatable for a broad audience with different mindsets, attitudes and perspectives

• Global appeal – resonates across geographies and cultures

• Tied to a bigger idea – shows Citi’s role in addressing a broader societal trend, challenge or issue

• International and/or significant local reach – demonstrates Citi’s international capabilities and/or significant impact on a local level, preferably within big cities

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2. Create the story

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• Who is the Progress Maker and what are they trying to accomplish? What are the business goals, problem or challenge that they are looking to solve?

• What is Citi’s role in supporting the Progress Maker? How does Citi help them meet their goals and solve problems?

• What has been the outcome and impact? Has there been demonstrated progress or measurable results toward meeting goals?

• What is the primary benefit to the city or community? What benefits does the Progress Maker’s success bring to society at large?

If you are creating a client-focused story, the next step is conducting a client pre-interview. Working in partnership with the Citi client team and using the information from your initial research, create a discussion guide that prompts the Progress Maker to answer the four key questions listed above. That discussion guide will help you obtain the information and direct quotes from the client that will enable you to tell the story in the Progress Maker’s own words, using his/her voice.

We recommend interviewing the Progress Maker with the Citi client team lead for client-focused stories. After the story is fully developed, we also recommend filming or photographing the Progress Maker to create additional assets suitable for multiple uses and channels.

Further develop the storyThe first step is further understanding and developing the story. Speak with the Citi employee(s) that led the initiative or relationship to find answers to the questions below:

Note: See Appendix B for a sample interview guide that can be tailored for interviewing the range of stakeholders you would like to include in your Progress Maker Story.

Note: Please contact Citi Global Branding and see Appendix C if you will also be filming a Progress Maker interview.

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Must haves:

• Client perspective – for client-focused stories, we use the perspective of our clients along with employee perspectives to tell the stories

• Employee perspective – for employee-focused stories, we use the perspective of our colleagues to tell the stories

Optional:

• Beneficiary perspective – we may feature people who have been positively affected by the Progress Maker to reinforce and add credibility to the story

Progress Maker Stories are always told in the voice of the clients and colleagues directly responsible for the relationship and/or project. They are not scripted, and instead rely on the authentic, often personal, reflections delivered in their own words.

What perspectives best tell the story?The next step is figuring out the perspectives you want to use to tell the story. The types of perspectives below can be used to communicate the same content in different ways, depending on your audience and goal.

Note: Stories may be told with multiple perspectives and the same story can be told using different perspectives based on the use case or primary audience. However, limiting the number of people featured in the story helps to ensure the viewer/reader can emotionally connect.

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• Create the hook: Introduce a key statistic at the beginning of the story to provide the macro context and gain credibility with the reader

• Articulate the problem: Succinctly communicate the problem that is being addressed

• Introduce the Progress Maker: Introduce the Progress Maker and what they’re doing to solve the problem

• Focus on our role: Introduce Citi at the climax of the story, showing how we collaborated with the Progress Maker and the unique approach we took to addressing the challenge

• Demonstrate results: Communicate the tangible results delivered by the Progress Maker’s work

• Show the impact: Connect the results to the human emotional benefit and broader societal issue and/or impact achieved, related to the macro context introduced at the beginning of the story

Telling the storyOnce you have a deep understanding of the story, use the straightforward storytelling approach below to craft your story and make it intuitive and powerful.

Note: All information and references in the story must be factual and have current substantiation. For example, if a statistic is used in telling the story, a source must be documented and available.

Progress Maker Story narrative arc

Statistical Hook Articulate the macro problem

Introduce the Progress Maker and their idea

Solution: Citi's role

Business results

Broader impact

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3. Share the story

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Sharing your storyThere’s a broad set of touch points that may be used to share Progress Maker Stories. In developing your story communications plan, we encourage you to incorporate existing and (where possible) new opportunities to share it, which will maximize engagement and enable story sharing.

Creating a communications plan Based on the audiences for the story and resources available, below are some activities to consider in sharing your story. All communications materials and placements must go through the required approvals.

Earned:

• Work to determine opportunities for placements and op-ed pieces

Owned:

• Blog post on Citigroup.com

• Explore options to integrate into channels such as digital properties, ATMs, branches and statement inserts

Paid:

• Print advertisement in a targeted publication

• TV or digital advertisements focused on the Progress Maker

Social:

• Video posted to YouTube at citi.com/progressmakers

• Tweet or Facebook post with Progress Maker photo

Internal:

• Collaborate post with Progress Maker photo or infographic

• Post on Progress Portal

• Leadership email to employees

Experiential:

• Integrate story into trade show booth for client and/or recruiting events

THEPROGRESSMAKERS

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Citi presents: THEPROGRESSMAKERS

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MEET THEPROGRESSMAKERS

About Meet the Progress Makers Join us

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Timelines Notifications Messages Me

CitiMeet the Progress Makers

@citi 2m

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Jane SmithLorem ipsum dolor sit amet consectetur adipiscing eliscit. Lorem ipsum es.

@janesmith 5m


@janesmith 5m


@janesmith 5m

Home







Moving you fromambition to achievement



















RecruitingWebsite

Media channels

Events and merchandising

Presentations

Advertising

InternalSocial Media

Note: See Appendix D for a samples of touch points that have been created to share Progress Maker Stories.

Progress MakerStories

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• Manager and Business or Function lead

• Marketing or Brand lead in your business or function

• Citi Global Branding

• Global Trademark Legal, IP, Advertising Legal, Business Legal and Compliance, as appropriate

• Client approval to use the story and any other materials (e.g., photos, video) you plan to use (If the client has changes to the story or materials, you must send back to all of the appropriate legal teams for re-approval before proceeding

The path to publishing your storyObtaining the appropriate approvals to publish and share your story is critical. Below are the typical approvals required:

Best practices and contacts for sharing your story:

• Think beyond traditional channels. For example, there might be opportunities to share your story during employee or client events.

• Sharing your story doesn’t have to be a big investment. Make story sharing ongoing and natural by looking for ways to slot your story into everyday employee experiences. For example, you could include your story in presentations you share with colleagues or on internal social media channels, like Citi Collaborate, to spur conversation and new thinking.

• Share across all relevant channels. Work with public affairs and marketing colleagues at the country, region, global and line of business levels to develop an integrated release plan across paid, earned, owned, internal, social and experiential channels owned by a variety of people. Include clients or other external partners as well if relevant. Note that not every audience will be part of your target audience – create the integrated plan that is right for them.

Note: You will need to work with owners and legal responsible for the channels where you plan to share your story to get approval and optimize for that channel, i.e.; work with legal responsible for social media if you plan to share your story using social media.

Note: Stories should never be created using confidential information.

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• Measure the story’s results and effectiveness

• Revitalize when the story’s effectiveness decreases, through new visual and verbal cues and/or sharing on a new channel (e.g., social media engagement, switching formats) — your measurements should allow for this kind of analysis and adjustment

• Retire your story if its effectiveness has significantly decreased, the story is no longer relevant and/or if we are no longer permitted to share the story due to changes in the client relationship or expiration of the relevant rights

Managing your stories Progress Maker Stories are powerful communication tools. However, they do have limited shelf lives – as they often rely on current topics and trends to gain real engagement.Consider the following best practices to manage a portfolio of Progress Maker Stories to maintain engagement over time.

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Appendix

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Perspectives:

• Content should feature the teams most closely involved in the story, rather than senior executives

• Use multiple perspectives to tell the story to provide richness and balance in how you tell the story

• Pre-interview all of the characters in your story and record the interviews (with their permission). Then get transcripts of these interviews for use in creating content across channels. This process is easier than taking notes and allows you to hand off to writers or internal colleagues

Appendix A: Best practices for creating your storyBelow are some best practices for creating your story based on our Progress Maker Stories to date*:

Video/Photography:

• Capture photographs or video of the Progress Maker or subjects related to their impact to bring the story to life

• If recording video or taking photos, look for dynamic environments that illustrate the story and bring the ideas, solutions and impact to life. Find a setting for the interview that is outside of a corporate environment and adds visual interest without being busy

• All stories do not require video, but if you are capturing video, make sure to also capture photos, including candid portraits of your characters as well as moments from each scene of supporting footage

• For video and photos, make sure to capture a moment when the characters in your story (i.e. Citi banker and client) are together and interacting with each other, in addition to showing/interviewing them separately

Logistics:

• Make sure to have appropriate Citi releases for people and locations signed by everyone who appears in photos, video and text. Any third parties mentioned in your content must give their permission

• Avoid showing any logos or brands anywhere in your photos or video — if they can’t be avoided in the shot, scrub them out in the editing process

• Prepare to adapt or work with colleagues to adapt your story for various audiences, lengths, formats, and points of view. Having this in mind early on will help you capture the content you’ll need later and ensure you efficiently gather required approvals

• For the creation of assets, first identify the budget for and person(s) with whom you will work to create assets (e.g., infographics, resized photographs)

* All videos, photography and materials used in telling a story require appropriate releases. Please work with legal to ensure you have all releases required prior to sharing your story.

https://technology.home.citi.net/sites/SocialMediaBestPractices/Community%20Documents/Forms/AllItems.aspx?RootFolder=%2Fsites%2FSocialMediaBestPractices%2FCommunity%20Documents%2FVideo%20Production%20Resources%2FReleases%20by%20Country

https://technology.home.citi.net/sites/SocialMediaBestPractices/Community%20Documents/Forms/AllItems.aspx?RootFolder=%2Fsites%2FSocialMediaBestPractices%2FCommunity%20Documents%2FVideo%20Production%20Resources%2FReleases%20by%20Country

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• Please describe your client’s business and their relationship with Citi. How long has Citi worked with that client? What types of services has Citi provided?

• What is the primary challenge the client is seeking to address through their work? What is the client’s objective and/or the driving force behind them undertaking this work?

• Is there a person who has been the leader or face of the initiative? How would you describe that person? Would that person feel comfortable being interviewed about this story?

• How did working with Citi enable the client to address the challenge? Did Citi bring something to the table that other banks could not or did not? Did Citi’s global footprint/resources/support help them achieve success?

• Can you describe our approach and/or role in helping them solve the challenge? What was your role in your client’s success?

• How would you describe the impact your client has made? Are there tangible results of the client’s actions?

• Beyond financials or other obvious metrics, how did you define success with this client? How did Citi?

• Who has been most affected by your client’s work? Are there any other audiences that have been positively affected by your client’s actions?

• Did this business challenge and your role in the process help you learn/grow professionally and/or personally? Did the outcome impact your view of Citi and your job here?

Appendix B: Sample interview guideBelow is a sample set of questions to use when interviewing the Citi client team or Citi employees about a client story to better understand the specifics of a story and if it aligns with the Progress Maker Story criteria.

Note: This guide is specifically intended for a client-focused story. If you need assistance in creating an interview guide for another type of story, please connect with the contacts listed on page 21.

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A. Pre-production

• Work with Citi Media Services and/or Global Branding to select a director (if affordable) and production team and to determine a project budget. Introduce the director to the interviewee.

• Outline the story structure and align it with proposed visuals via a simple storyboard.

• In some instances, conduct location and technical scouting with the director and, ideally, a client representative; obtain the necessary permits for locations.

• Select and prep the talent (real people or actors) for each scene.

• Prepare a shoot schedule, preferably over two days to accommodate interviews and b-roll.

• Ensure appropriate third-party agreements are in place with Videographer and/or photographer.

Appendix C: Filming your story

Tips for choosing a director:

These videos are documentaries that tell an honest and important story. The goal isn’t merely filmic beauty; rather, it’s something far more important: authenticity. The right director needs to:

• Be a storyteller

• Have experience interviewing and listening

• Be able to tell a vibrant story on a potentially limited budget

• Have a passion about the project and be proactive in his/her own research

Not all stories require filming, but if you do plan to film the Progress Maker interview, below is high-level guidance on how to create a video asset that can be used to tell the story across a variety of channels.

B. Production

• Conduct a pre-production call to review the storyboard, locations, talent and schedule.

• Film the interviews and footage on location(s).

• Work with the Citi legal team to secure appropriate releases for talent and locations.

C. Post-production

• Have interviews transcribed for review and to use in creating story copy for visual and verbal communications.

• Edit the film and review it with Business, regional Corporate Communications, Global Branding, client and legal for approval (refer to page 13 for the Progress Maker Story approvals required).

Note: If you are filming, we also recommend selecting a photographer to capture images for your story during filming.

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Appendix D: Sample touch points

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VIDEO

:60 spot

60TV Video

Social

Cards and Instagram

Print

Internal

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SOCIAL

Instagram stills

“Odis” social card

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SOCIAL

Instagram stills


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SOCIAL

Instagram stills


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SOCIAL

Instagram stills


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SOCIAL

Instagram stills


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SOCIAL

Instagram stills


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SOCIAL

Instagram stills


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PRINT

ELECTRICITY IS POWERING PROGRESS.

© 2014 Citibank, N.A. Citi and Citi with Arc Design are registered service marks of Citigroup Inc. The World’s Citi is a service mark of Citigroup Inc.

citi.com/progress

The majority of Ghana’s hospitals are located in its two largest cities, yet more than

half of its 25 million population live in rural areas, most without access to electricity.

The Government of Ghana devised a plan to build new hospitals and bring

electricity to over 500 remote towns. Citi’s long-standing Pan-African presence

allowed us to work with government leaders to provide long-term financing for

these projects. The result is better health care, more jobs and an increased

standard of living for the Ghanaian people.

For over 200 years, Citi’s job has been to believe in people and to help make

their ideas a reality.

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PRINT

PROGRESS.NOW MEASUREDBY THE GALLON.

© 2014 Citibank, N.A. Citi and Citi with Arc Design are registered service marks of Citigroup Inc. The World’s Citi is a service mark of Citigroup Inc.

citi.com/progress

Lima has one of the driest climates in South America. To adequately

serve the area’s nine million inhabitants, Peru’s water utility, Sedapal,

came up with a plan: a construction project to channel a more reliable

flow of water from the nearby Andes.

Citi worked with them to create a financing system that made it easier

to pay contractors and monitor and track expenses. Now construction of

the channel is underway, with two treatment plants to follow.

For over 200 years, Citi’s job has been to believe in people and help

make their ideas a reality.

Drinking water single page

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Appendix E: Progress Maker DNA MarkersBelow are the six Progress Maker DNA Markers which capture the shared attributes of the Progress Makers we seek to feature in our Progress Maker Stories.

OptimisticThe belief that tomorrow can be even better, the ability to see how

Worldly outlookEager for exposure to ideas, experiences and opportunities beyond their borders

Future focusCurious to discover and embrace what’s next

ResilientThe determination and confidence in self to forge onward and reimagine failure along the way

DrivenPassionate self-starters, taking responsibility for their progress & the tough choices it may require

Generosity of spiritWant to help more than just themselves

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© 2015 Citigroup Inc. All rights reserved. Citi, Citi and Arc Design and other marks used herein are service marks of Citigroup Inc. or its affiliates, used and registered throughout the world.

For assistance in planning, creating and sharing your Progress Maker Stories or if you have any questions regarding the guidance set forth in this document or need source artwork, templates or additional information, please contact global branding:

Caleb Hunt Managing Director +1 (212) 793-2465 [email protected]

Angie Henderson Moncada Senior Vice President Brand Communications +1 (212) 793-7310 [email protected]

Thanks for your partnership in strengthening our brand

Mary Ann Villanueva Director of Global Branding +1 (212) 559-4794 [email protected]

Evan Graner Senior Vice President Brand Culture & Capability +1 (212) 559-2247 [email protected]

mailto:angie.moncada%40citi.com?subject=




Progress Makers Guide

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