Progress Makers Guide

Progress Maker Stories
Identify, create and share our

stories of progress
Any questions? Want more guidance?

Email brandcentral@citi.com
October 2015
Citi Progress Makers October 2015
The purpose of this guide

This document is designed to provide the resources youll 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 Citis
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
See existing stories at: citi.com/progressmakers and citi.com/progress

Confidential. For internal and partner use only.
Telling Progress Maker Stories is

a powerful way to bring our mission to life
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 Citis 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
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
Build awareness around Citis 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
D
rive employee engagement through shared
accomplishment and recognition from the broader
company and senior leadership
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.
1. Identify the story
Finding ideas for stories

There 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.
Progress Maker Stories focus on key themes that communicate how we are living our mission
and show Citis 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.
Ideas and background information for the next

Progress Maker Story can be found on Internal
platforms and webpages, such as:
Below are examples of thematic areas we seek to focus on with the Progress Maker Stories:
Progress Portal

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 were committed to providing our colleagues with
experiences that connect the dots and enable them to succeed
Collaborate
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 arent captured on these platforms. Its
possible that the work youve done, or other work
that youve 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.

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)
What makes Progress Maker Stories?

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.
1. Broadly relevant:
2. Shows the impact:
3. Engages the reader:
4. Demonstrates Citis
unique way of working:
5. Protects and/or enhances

Citi's reputation:
Scope of relevance
easily relatable for a broad
audience with different
mindsets, attitudes
and perspectives
C
lear impact intuitively
and tangibly shows
how Citi has enabled
change or delivered
measurable results
D
emonstrates humanity
addresses the audience in
a human way
Low reputational risk

is unlikely to be viewed
in a negative light and
is not tied to a highlycontroversial topic
Global appeal
resonates across
geographies and cultures
C
lient-centric shows
that Citi has solved a
problem and provided
a solution, enabling our
clients progress as well
as societys progress
W
orldly a borderless
attitude that connects
the local and global
knowledge, experience,
and network of Citi to
the world
Tied to a bigger idea

shows Citis role in
addressing a broader
societal trend, challenge
or issue
International and/or
significant local reach
demonstrates Citis
international capabilities
and/or significant impact
on a local level, preferably
within big cities
E
lement of surprise uses
the unexpected to create
an aha moment for the
viewer/reader making the
story noteworthy
and memorable
E
motional connection
creates an emotional
connection with the
audience by conveying
the human benefit
Intuitive making the

path from ambition to
achievement for clients
simple and accessible
R
estless Passion
a pioneering spirit and
modern outlook to push
whats possible and make
it happen
P
roactively and positively
supports Citi brand
addresses regional
and/or business issues,
highlighting our role and
work in a positive way
D
emonstrates 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.
2. Create the story
Further develop the story

The 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:
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 Citis 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 Makers success
bring to society at large?
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.
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 Makers 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.
Note: Please contact Citi

Global Branding and see
Appendix C if you will
also be filming a Progress
Maker interview.
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.
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
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.
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.
Telling the story

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

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 theyre 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 Makers 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
Progress Maker Story

narrative arc
Introduce the Progress
Maker and their idea
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.
Solution: Citi's role
Business results
Broader impact
Statistical
Hook
Articulate the macro problem
10
3. Share the story
11
Sharing your story

Theres 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.
Events and merchandising
Website
Recruiting
THE
PROGRESS
Moving
you from
MAKERS
ambition to achievement
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About
Meet the Progress Makers
MEET THE
PROGRESS
PROGRESS MAKERS
MAKERS
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Citi presents:
THE
PROGRESS
MAKERS
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1.2 trillion
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Citi presents:
THE
PROGRESS
MAKERS
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PROGRESS
MAKERS
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1.2 trillion

Advertising
Explore options to integrate into channels such

as digital properties, ATMs, branches and
statement inserts
Paid:
Print advertisement in a targeted publication
Progress Maker
Stories
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THE
PROGRESS
MAKERS
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:
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Join us
MEET THE
Citi presents:
Note: See Appendix D

for a samples of touch
points that have been
created to share
Progress Maker Stories.
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:
Media channels
Home
Citi @citi
2m
Meet the Progress Makers
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tetur adipiscing eliscit. Lorem ipsum es.
Jane Smith @janesmith



Messages
5m
1.2 trillion
Social Media
Notifications
Post on Progress Portal
Timelines
Collaborate post with Progress Maker photo

or infographic
THE
PROGRESS
MAKERS
Citi presents:
5m
Internal
Leadership email to employees

Experiential:
Integrate story into trade show booth for client
and/or recruiting events
5m
Me
Presentations
12
The path to publishing your story

Obtaining the appropriate approvals to publish and share your story is
critical. Below are the typical approvals required:
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
Note: Stories should

never be created using
confidential information.
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.
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 doesnt 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.
13
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.
Measure the storys results and effectiveness
Revitalize when the storys 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
14
Appendix
15
Appendix A: Best practices for creating

your story
Below are some best practices for creating your story based
on our Progress Maker Stories to date*:
Perspectives:
Video/Photography:
Content should feature the teams most

closely involved in the story, rather than
senior executives
Capture photographs or video of the

Progress Maker or subjects related to
their impact to bring the story to life
Use multiple perspectives to tell the

story to provide richness and balance in
how you tell the story
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
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
* 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.
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 cant 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 youll 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)
16
Appendix B: Sample interview guide

Below 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.
Please describe your clients 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 clients
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 Citis global footprint/resources/support help them
achieve success?
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.
Can you describe our approach and/or role in helping them solve the challenge? What was your role in your
clients success?
How would you describe the impact your client has made? Are there tangible results of the clients 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 clients work? Are there any other audiences that have been positively
affected by your clients actions?
D
id 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?
17
Appendix C: Filming your story

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.
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.
S
elect 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.
B. Production
C
onduct a pre-production call to
review the storyboard, locations,
talent and schedule.
Film the interviews and footage
on location(s).
W
ork with the Citi legal team to
secure appropriate releases for
talent and locations.
C. Post-production
Tips for choosing a director:

These videos are documentaries that tell an honest
and important story. The goal isnt merely filmic
beauty; rather, its 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
Have interviews transcribed for review

and to use in creating story copy for
visual and verbal communications.
E
dit 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.
18
Appendix D: Sample touch points

60TV
Video
VIDEO
PRINT
Print
PRINT
ELECTRICITY
IS POWERING
PROGRESS.
PROGRESS.
NOW MEASURED
BY THE GALLON.
The majority of Ghanas 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. Citis 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, Citis job has been to believe in people and to help make
their ideas a reality.
citi.com/progress
2014 Citibank, N.A. Citi and Citi with Arc Design are registered service marks of Citigroup Inc. The Worlds Citi is a service mark of Citigroup Inc.
Lima has one of the driest climates in South America. To adequately

serve the areas nine million inhabitants, Perus 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, Citis job has been to believe in people and help
make their ideas a reality.
citi.com/progress
2014 Citibank, N.A. Citi and Citi with Arc Design are registered service marks of Citigroup Inc. The Worlds Citi is a service mark of Citigroup Inc.
:60 spot
33
Schoolboy single page
SOCIAL
SOCIAL
SOCIAL
SOCIAL
SOCIAL
SOCIAL
Social
Drinking water single page
40
Internal
SOCIAL
Odis
Odissocial
socialcard
card
Odis
Odissocial
socialcard
card
Odis
Odissocial
socialcard
card
Odis social card
Cards and Instagram

Instagram
Instagramstills
stills
Instagram
Instagramstills
stills
Instagram
Instagramstills
stills
Instagram stills
1616
1616
1616
16
19
Appendix E: Progress Maker DNA Markers

Below 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.
Optimistic
Future focus
Driven
The belief that tomorrow

can be even better, the
ability to see how
Curious to discover and

embrace whats next
Passionate self-starters,
taking responsibility for
their progress & the tough
choices it may require
Worldly outlook
Resilient
Eager for exposure to

ideas, experiences and
opportunities beyond
their borders
The determination and

confidence in self to forge
onward and reimagine
failure along the way
Generosity
of spirit
Want to help more than

just themselves
20
Thanks for your partnership in

strengthening our brand
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
caleb.hunt@citi.com
Mary Ann Villanueva

Director of Global Branding
+1 (212) 559-4794
maryann.villanueva@citi.com
Angie Henderson Moncada

Senior Vice President
Brand Communications
+1 (212) 793-7310
angie.moncada@citi.com
Evan Graner
Senior Vice President
Brand Culture & Capability
+1 (212) 559-2247
evan.graner@citi.com
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.
21

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Progress Maker Stories

Identify, create and share our

Any questions? Want more guidance?

Citi Progress Makers October 2015

The purpose of this guide

To assist you in telling Progress Maker Stories, we have

1. Identify the story

2. Create the story

3. Share the story

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

Citi Progress Makers October 2015

Telling Progress Maker Stories is

Who are Progress Makers?

Progress Makers are leaders and big thinkers

Build awareness around Citis full range of

Confidential. For internal and partner use only.

Note: Progress Maker Stories

Citi Progress Makers October 2015

1. Identify the story

Confidential. For internal and partner use only.

Citi Progress Makers October 2015

Finding ideas for stories

Ideas and background information for the next

Confidential. For internal and partner use only.

Citi Progress Makers October 2015

What makes Progress Maker Stories?

2. Shows the impact:

3. Engages the reader:

5. Protects and/or enhances

Low reputational risk

Tied to a bigger idea

Intuitive making the

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Citi Progress Makers October 2015

2. Create the story

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Citi Progress Makers October 2015

Further develop the story

Note: See Appendix B

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Note: Please contact Citi

Citi Progress Makers October 2015

What perspectives best tell the story?

 Employee perspective for employee-focused stories, we use the perspective of

Note: Stories may

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Citi Progress Makers October 2015

Telling the story

Progress Maker Story

Note: All information and

Solution: Citi's role

Articulate the macro problem

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Citi Progress Makers October 2015

3. Share the story

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Citi Progress Makers October 2015

Sharing your story

Meet the Progress Makers

Progress Makers are leaders and big thinkers

5. Protects and/or enhances

Low reputational risk

Tied to a bigger idea

Intuitive making the

Employee perspective for employee-focused stories, we use the perspective of