Stories to strengthen the brand platform.
Challenge: In a dynamic and fast-paced financial landscape, Citizens Bank recognized the need to connect with customers on a deeper level. While the organization had numerous compelling stories across various departments, these narratives remained siloed, lacking a cohesive platform that showcased the brand's commitment to being a champion of customers' nonlinear journeys.
Insight: Customers and colleagues alike resonate with authentic stories that reflect real experiences. By centralizing these narratives, we could not only highlight the brand’s values but also foster a sense of community and engagement.
Objective: Create a digital content experience that serves as a centralized hub for stories from customers, colleagues, and the community, showcasing how Citizens empowers individuals through their unique journeys while reinforcing the "Made Ready" brand platform.
Execution: As the Enterprise Content Strategy lead, I spearheaded the development of "Citizens Made Ready," a comprehensive digital content library featuring:
📚 Story Aggregation: We curated a diverse collection of stories that highlight various aspects of the Citizens experience, from customer successes to employee journeys, bridging gaps between departments and fostering a unified narrative.
📚 User-Friendly Interface: The platform was designed for easy navigation, allowing users to explore stories by themes such as innovation, community engagement, and customer success, making it a sticky engagement point for both internal and external audiences.
📚 Interactive Features: Engaging multimedia elements, including videos, infographics, and articles, provided users with an immersive experience. We also incorporated user-generated content, encouraging customers to share their own stories and further enriching the platform.
Results: "Citizens Made Ready" transformed the way stories were told within the organization, fostering a culture of connection and transparency. The platform not only increased internal collaboration but also engaged customers in meaningful ways, with a significant uptick in site traffic and social shares. Feedback indicated that users felt more connected to the brand, viewing Citizens as a partner in their journeys.
Conclusion: By harnessing the power of storytelling, "Citizens Made Ready" successfully turned the brand's promise of being "Made Ready" into tangible experiences that resonate with customers and colleagues alike. This initiative not only strengthened brand loyalty but also positioned Citizens as a leader in customer engagement in the financial sector.
