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We build citizen brands to engage audiences deeply

5.0
12 reviews

Citizen is an award-winning, San Francisco based, full-service advertising/communications, brand, and design agency focused on pro-social or purpose-driven marketing. We work with our clients to build ‘citizen brands’ by shaping values-based strategies and creative initiatives that align with brand and CSR goals, in order to engage audiences more deeply.

 
$10,000+
 
$200 - $300 / hr
 
10 - 49
 Founded
2006
Show all +
San Francisco, CA
headquarters
  • 360 Pine Street
    San Francisco, CA 94104
    United States
    415.321.3440

Portfolio

Key clients: 

Agriculture Capital, Amnesty International, AT&T, Bloomberg Philanthropies, Cisco, Fractal Analytics, McKesson/HealthMart, Mezzetta Foods, NHL,  Super Bowl 50, Sustainable Brands, United Nations, USA Network/NBC Universal, Wal-Mart, World Wildlife Fund.

Reviews

5.0
12 reviews
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Branding for a Museum

“They have exceptional presentation skills, are extremely collaborative, and listen well.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
tbd
Project summary: 

Citizen Group revamped a museum’s brand identity. They interviewed over 100 stakeholders to gauge the current image and worked to update several assets, including the logo, naming acronym, fonts, and colors.

The Reviewer
 
51-200 Employees
 
Los Angeles, California
President, Museum
 
Verified
The Review
Feedback summary: 

Internal stakeholders used the new branding assets on recent gala invitations, and recipients have responded positively to the modernized look. Citizen Group went the extra mile to provide additional recommendations beyond graphics. They provided thoughtful solutions tailored to the situation.

The client submitted this review online.

BACKGROUND

Please describe your company and your position here.

I am the president and CEO of a small cultural and historic museum located in downtown Los Angeles.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Citizen Group?

We hired Citizen Group to do a brand refresh of our company logo and name and to design a new, but complementary palette.

What were our goals for this project?

Our goals were to update and refresh our brand identity. This included recommendations for an abbreviated name for everyday use that would galvanize, revitalize, and better position the museum for success moving forward.

SOLUTION

Why did you select this vendor?

A consultant suggested hiring Citizen Group. They flew down to meet with us. The team was professional and personable and understood our mission.

Describe the scope of their work in detail.

They met with over 100 stakeholders during the discovery phase before starting the rebrand. This involved refreshing the logo, instituting a shortened acronym in place of our name, and establishing a color palette and background patterns. They also delivered a guidebook complete with templates for letterhead, fonts, and colors.

What was the team composition?

We worked with Robin Raj (Founder & Executive Creative Director, Citizen Group) and David Cumpton (Partner & Director of Strategy/Account Management, Citizen Group).

RESULTS & FEEDBACK

Can you share any outcomes that show progress or success?

Recently, we used the newly designed logo, palette, fonts, and background pattern on our gala invitations. The reception has been incredibly positive. They answered our desire for a modern, fresh look.

How effective was the workflow between your team and theirs?

Their workflow was very effective. Robin and David were easy to reach and very responsive. We had several meetings both in person and by conference call. They were willing to work with many of our stakeholders and took the time to understand our unique mission.

What did you find most impressive about this company?

They have exceptional presentation skills, are extremely collaborative, and listen well. They assessed the situation and did what was best for us. I appreciated their overarching recommendations that went beyond the visual branding. Adding on to that, they are a solid creative team. They were generous with their time and went above and beyond.

Are there any areas for improvement?

There are no discernable needs for improvement. We would use them again.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Creative Content Creation for Healthcare Company

“Also, their team has depth. They’re skilled, friendly, and communicative.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Jan. 2017 - Ongoing
Project summary: 

Citizen Group designed and produced a variety of print and digital marketing materials, helping a healthcare company share their message and provide members with information on health benefits.

The Reviewer
 
11-50 Employees
 
San Francisco, California
Communications Manager, Healthcare Organization
 
Verified
The Review
Feedback summary: 

The deliverables are clean, modern, and engaging. Both stakeholders and the target audience praise Citizen Group’s work. With excellent project management and a determined work ethic, they meet all expectations. The team aims to keep their clients happy and takes responsibility for their work.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the communications manager at a healthcare company. We provide a wide spectrum of benefits for over 120,000 members and their dependents.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Citizen Group?

We’d been struggling to persuade our members to read about and enroll in benefits before our deadlines. We needed to communicate a high volume of complicated information on health benefits in an interesting, engaging, and aesthetically pleasing way.

SOLUTION

What was the scope of their involvement?

We collaborate closely with Citizen Group to produce quality materials that effectively share our message and essential information with our members. So far, the deliverables have included videos, web pages, newsletter templates, posters, flyers, handouts, well-being programs, icons, banners, and other print and digital materials for our specific campaigns.

We’re very impressed with their work on the videos. First, they had me fill out a narrative, which they used to inform the script. We went through a series of edit rounds with my team and our stakeholders. We reviewed several renderings and storyboards until all parties were happy with the final script. Then, we produced the piece together.

What is the team composition?

Amalia (Engagement Manager, Citizen Group) is our primary point of contact, and she is consistently available and responsive. She manages a larger team of talented staff. I’ve also interacted with Robin (Founder & Executive Creative Director, Citizen Group).

How did you come to work with Citizen Group?

The company hired Citizen group before I started, but I believe they evaluated vendors based on proposals. They were looking for an agency that could work while respecting our industry regulations.

How much have you invested with them?

So far, we’ve spent within the range of $150,000–$200,000.

What is the status of this engagement?

We started working together in January 2017, and it’s an ongoing relationship.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

I’m always excited to see their work. It’s consistently attractive, clean, vibrant, and modern. Additionally, my stakeholders love the videos, and our members find them helpful. The visuals drive more traffic to our website. For example, they did a webpage for our annual open enrollment, and it generated about 20,000 hits.

How did Citizen Group perform from a project management standpoint?

Their approach to project management is excellent. We track the workload on Basecamp, and it’s been very effective. It’s clear that they know what they’re doing. They gather and share information about the project in a professional and accessible manner. All team members are quick to ask questions to avoid confusions or misunderstandings. I can’t say enough positive things about their service; overall, they’re flexible, determined, and creative.

What did you find most impressive about them?

Their customer service stands out among others. They prioritize satisfaction, ensuring their clients’ happiness at every step of the engagement. Also, their team has depth. They’re skilled, friendly, and communicative.

Are there any areas they could improve?

No, I can’t name any specifics.

Any advice for potential customers?

Clients need to provide a capable point person. If they’re engaged in the project and actively provide Citizen Group with information, the partnership will be more rewarding. We’re really happy with their work, but it’s definitely a two-way street—we both hold ourselves accountable for our respective responsibilities.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They’re persistent, but in a good way. They make sure everyone is on track.
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
    They pay close attention to our needs.
  • 5.0 NPS
    Willing to refer

Content Development for Think Tank

"We got what we paid for and then some."

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5.0

Quality: 
5.0
Schedule: 
4.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Oct. 2013 - Sept. 2014
Project summary: 

Citizen Group produced video content and interactive data visualization tools for a nationwide policy report. The team used an earned media approach to target regional press outlets across the United States.

The Reviewer
 
51-200 Employees
 
San Francisco, California
Former Director of Communications, Think Tank
 
Verified
The Review
Feedback summary: 

They produced compelling video and digital content that maximized media exposure and engaged a national audience. Some initial transparency issues arose, but Citizen Group resolved them while remaining responsive and open to feedback. Their effort and creativity matched the project’s high stakes.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I was VP and director of communications at a think tank that focuses on climate change, energy policy, and early childhood development.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Citizen Group?

We were preparing a major report on the economic risks of climate change in the United States and needed a way to visualize data. We also wanted to segment out findings to media markets in a way that was relevant to those locales.

SOLUTION

What was the scope of their involvement?

They led the physical report’s design and production. The team developed a series of digital visualization tools and maps that aggregated the regional impact data we provided. We set the overarching narrative, which Citizen Group then applied to interactive maps. These tools formed the basis of the earned media campaign. We also held a launch event to release the report with its authors and advisory board in attendance.

We weren’t able to budget advertising. Instead, we leveraged the report principals’ brand profiles. They included well-known politicians and CEOs. Citizen Group and one of their partners produced short video statements by each of the principals, none of whom had time for media interviews. We then shared those videos with the press; reporters either pulled quotes or posted them on their websites.

What is the team composition?

They assigned an account manager, a developer, a designer, and a production team. However, I only interacted with the account manager.

How did you come to work with Citizen Group?

I met the founder through social and professional networks in the sustainability space. After obtaining funding for the project, we solicited bids from two or three firms including Citizen Group. They were the most competitive with price and creativity; their visualizations were as good as anything I’d seen. I also thought we’d get the best service from them. Their office was close to ours, which made in-persons meetings feasible.

How much have you invested with them?

We spent between $80,000–$100,000. However, I can’t remember the exact figure because the engagement was so long ago.

What is the status of this engagement?

Work started in October 2013 and ended in September 2014.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We didn’t get quantitative metrics that reflected Citizen Group’s involvement because we didn’t go for brand impressions, click rates, or letters to congressmen. But the project was successful in leveraging the principals into a set of conversations with government stakeholders on how climate risks are integrated into financial decision making. The video statements enabled us to reach even further than we would have otherwise. People also loved the maps. They were interactive at the county level, which made them useful for our national audience.

How did Citizen Group perform from a project management standpoint?

If it were a grade, I’d assign a B+. The team was easy to work with, but there were transparency issues surrounding the budget. I created a couple of tickets for that because I was managed the finances. Citizen Group was able to rectify the situation while remaining responsive and open to feedback. We had a few in-person meetings.

What did you find most impressive about them?

They knew it was a high-stakes project because of the principals involved. The team put in considerable effort to produce quality work and maintain good relationships.

Are there any areas they could improve?

The project management side had a few issues. But they resolved them, and the engagement turned out successful.

5.0
Overall Score
  • 4.0 Scheduling
    ON TIME / DEADLINES
    The rating reflects the project management issues.
  • 5.0 Cost
    Value / within estimates
    We got what we paid for and then some.
  • 5.0 Quality
    Service & deliverables
    They gave us exactly what we needed.
  • 5.0 NPS
    Willing to refer

Marketing Collateral for Air Purification Company

“The end products Citizen Group provided are superior to anything we've presented in the last 10 years.”

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5.0

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.5
Willing to refer: 
5.0
The Project
 
Confidential
 
Jan. 2017 - Ongoing
Project summary: 

Citizen Group designed a proposal template and supplemental marketing materials (brochure and folder), based off limited branding guidelines.

The Reviewer
 
11-50 Employees
 
New York City, New York
Kevin Fahey
Director of Sales, AtmosAir
 
Verified
The Review
Feedback summary: 

Citizen Group completely transformed marketing materials into high-quality, professional documents. The refreshed product has generated internal excitement, as staff anticipate presentation opportunities. Their team met tight deadlines and has been responsive throughout the process.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I'm the director of sales at AtmosAir Solutions, a provider of air purification products for commercial and residential facilities. Our systems utilize bipolar ionization, which is a technology that involves pushing positive and negative ions into a space, purifying the air from contaminants that may contribute to respiratory problems like asthma or allergies.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Citizen Group?

We originally needed to update our proposal template, focussing on the sports industry. We ended up reengaging Citizen Group later on for the design and production of marketing materials, including brochures and folders.

We neither had the time or resources to redevelop our brand from scratch, so we were looking for a vendor that could update the look and feel of our materials based on what we had to work with.

SOLUTION

What was the scope of their involvement?

Citizen Group worked with our existing brand guidelines, making updates where appropriate, to create a proposal template. After engaging with them on that project, we later came back to their team for help designing brochures for both our commercial and residential sector, along with a folder to hold various marketing materials.

What is the team composition?

We mostly worked with Robin Raj (Founder and Executive Creative Director, Citizen Group) and David Cumpton (Partner and Director of Strategy and Account Management, Citizen Group), as well as a developer.

How did you come to work with Citizen Group?

One of the members of our advisory board introduced us to Robin. After working with their team on one project, we were so pleased with their work that we rehired them again this year.

What is the status of this engagement?

We originally reached out to them in January 2017, and just rehired them for additional projects in January 2018, which are almost completed.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The end products Citizen Group provided are superior to anything we've presented in the last 10 years. There's been lots of internal excitement around the new products that are sure to help market and differentiate our company from others.

How did Citizen Group perform from a project management standpoint?

They're easy to work with and exercise superior communication. In on instance, we had a very tight deadline, but their team managed to meet our demands and remain responsive throughout the project. They've often turned drafts around to us within 24 hours.

What did you find most impressive about them?

We're most pleased with both their responsiveness and ability to deliver on what we requested with added creative value. From the general guidelines we provided them with, they were able to create a significantly improved product.

Are there any areas they could improve?

No. I was impressed that they were able to deliver on everything on time considering that we're on opposite sides of the U.S.

5.0
Overall Score They've surpassed expectations.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They've worked with our tight deadlines, even if it meant working past midnight.
  • 4.5 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
    We're perfectly satisfied with everything they delivered.
  • 5.0 NPS
    Willing to refer
    I'd happily recommend them.

Campaigns for Large Municipality

"I was impressed by how much they care about the product." 

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Mar. 2016 - Ongoing
Project summary: 

Developing multiple campaigns to launch a new program and brand, Citizen Group developed look and feel, delivered key messages, and designed/coded new webpages. They also produced print collateral and videos.

The Reviewer
 
10,001 + Employees
 
California
Well-Being Manager, Large Municipality
 
Verified
The Review
Feedback summary: 

The website is visually appealing and interactive. The internal team loves the look and feel of the site, while other organizations commend the branding efforts. Translating clients' needs into outstanding designs, they exceeded expectations and earned favorable referrals.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I'm a well-being manager at a large municipality.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Citizen Group?

When I stepped into this role, we didn't have a brand or a cohesive look. We provide a lot of different services to various audiences, so it's important for us to have a look that connects everything. Citizen created a series of campaigns which have helped define well-being and how we support our members.

SOLUTION

What was the scope of their involvement?

Citizen Group was able to take our requests and quickly start working on our campaigns, managing several campaigns over the course of the year (they did five campaigns with me directly). We shared our ideas with them and they helped us come up with the look and feel of the campaign, developing key messages. They designed very attractive webpages within our strict and hardcoded HTML environment. In addition, they provided print collateral (usually, over 10 pieces for each campaign), making it engaging for our audience.

One of the later projects they worked on was creating some videos: they found a location, guided our novice presenters, provided the script, and staged everything. As far as marketing goes, they gave us the content and the creative, and then we pushed it out.

What is the team composition?

We worked through a project manager, who was our primary point of contact. We also had 2–3 other people who came to the meetings, including a designer and a creative strategist. In total, there were about 10 people working on our project.

How did you come to work with them?

They seemed to be a good fit for what we needed.

What is the status of this engagement?

We started working with them in March 2016 and they're about to deliver the final product for our last campaign.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The look they created gets us endless praise. They designed interactive webpages and engaging materials, doing an excellent job translating our clients' needs into designs while staying within our brand guidelines. Their work also changed how our own employees are looking at our organization. We constantly receive favorable feedback from other organizations in our industry, who are impressed with our website.

How did they perform from a project management standpoint?

The project manager assigned was critical to our success and organization. They use Basecamp, keeping everything organized. They're responsive and flexible, letting us adjust timelines if necessary.

What did you find most impressive about them?

I was impressed by how much they care about the product. They only take on projects they believe in, so they're very invested in those projects.

Are there any areas they could improve?

No, all of their work has been fantastic.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They've met all of our deadlines.
  • 5.0 Cost
    Value / within estimates
    We don't have a large budget, but their work is incredible and stands out to all of our members.
  • 5.0 Quality
    Service & deliverables
    They meet our expectations and do great creative work.
  • 5.0 NPS
    Willing to refer
    I've already referred them to another department within our organization.

Branding and Website Rebuilt for Marketing Consultant

“Citizen Group's success can be measured through client satisfaction across the board.”

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5.0

Quality: 
5.0
Schedule: 
4.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Aug. 2015 – Nov. 2017
Project summary: 

Over the course of a long-term relationship, Citizen Group provided branding and identity services and two website designs. 

The Reviewer
 
1-10 Employees
 
Palo Alto, California
Marketing Consultant
 
Verified
The Review
Feedback summary: 

All three projects Citizen Group worked on received positive feedback from clients. Their in-depth, thoughtful approach allowed them to effectively solve client branding issues. Their team takes each challenge seriously, providing great solutions without taking any short cuts.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I'm a marketing consultant for small business organizations looking to either build a team for the first time or infuse new programs and expand marketing functions. I act as somewhat of an insurance executive with many organizations in Silicon Valley and throughout the San Francisco Bay Area.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Citizen Group?

I've approached Citizen Group three times for branding and identity work or for rebuilding and updating websites for my clients.

SOLUTION

What was the scope of their involvement?

For one of my clients, Citizen assisted on brand identity, providing their team with a creative brief after talking with their upper management before executing the redesign.

They've also been involved in both web design and development work for two other clients.

What is the team composition?

I usually work with 2–3 people at a time, including an account manager.

How did you come to work with Citizen Group?

I reached out to them several years ago on another project that ended up falling through. I reapproached them when the time was right. 

The breadth and depth of their work stood out. They were also great about listening and speaking to client needs when I interviewed them.

How much have you invested with them?

We've invested upwards of $50,000–$200,000 for all three projects. It ranged anywhere from $30,000 for brand identity work to around $75,000 for a website redesign.

What is the status of this engagement?

Our first project started around August 2015, with our most recent project finishing up in November 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Citizen Group's success can be measured through client satisfaction across the board.

They're not just creative; they're a very deep thinking company. Unlike other vendors, they take the time to understand each client, getting to the root of the challenge a client may be facing.

How did Citizen Group perform from a project management standpoint?

Overall, they performed well. I'd like to see a little more emphasis placed on future planning for clients, laying out a clearer timeframe and plan of action.

What did you find most impressive about them?

I'm most impressed by their thoughtfulness; they take every challenge seriously and really think it through as opposed to just throwing out a solution for the sake of moving things along.

Are there any areas they could improve?

I'd only suggest they be a bit more explicit about what should be expected through each stage of a project. 

5.0
Overall Score
  • 4.0 Scheduling
    ON TIME / DEADLINES
    They were pretty good about anticipating and communicating any delays.
  • 5.0 Cost
    Value / within estimates
    They went above and beyond.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Communications Campaign for Multiple Projects

"They’re dedicated to solving any challenge."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Mar. 2005 - Ongoing
Project summary: 

As a long-term partner, Citizen Group provides creative direction on a number of projects. They offer a range of services, including marketing, graphic design, and event coordination.

The Reviewer
 
1-10 Employees
 
San Francisco, California
Adam Werbach
CEO, Planet 10B
 
Verified
The Review
Feedback summary: 

With a team of experienced senior strategists, Citizen Group brings insight and fresh ideas to any project. Dedicated to solving any challenge, they accomplish tasks on time and on budget. They consistently meet expectations.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I am the CEO of Planet 10B, a sustainability and technology consulting firm.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Citizen Group?

We needed to design a daily news campaign to engage infrequent voters leading up to the election.

SOLUTION

What was the scope of their involvement?

They provided creative direction, strategy, graphic design, and web UI design.

I’ve worked with them on other projects for which they provided marketing, creative development, and event organizing services.

What is the team composition?

Robin Raj (Founder and Executive Creative Director, Citizen Group) is my main contact, but we also work with others, depending on the project.

How did you come to work with Citizen Group?

I first started working with Robin on a World Wildlife Fund project. We’ve worked together on a variety of assignments over the last 15 years.

I continue to work with them because they have a highly sophisticated understanding of the Marcom [Marketing Communications] world, as well as a deep commitment to sustainability and social change. Vendors typically have one or the other, but Citizen Group has both.

How much have you invested in them?

We’ve spent between $50,000–$200,000.

What is the status of this engagement?

We began working together in March of 2005 and our relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Their creative development has helped our clients decide which direction to take their campaigns. They bring insight and engaging new ideas to every project they tackle.

How did Citizen Group perform from a project management standpoint?

They have excellent project management skills. They’re easy to work with, accomplish tasks on time, and respect budgets. They personally invest themselves in the challenges of their clients.

What did you find most impressive about them?

They’re dedicated to solving any challenge.

Are there any areas they could improve?

Nothing comes to mind.

Do you have any advice for potential customers?

Robin is a very experienced senior strategist and creative director. Don’t hand him a small issue; give him the entire challenge. He can add value on more than just simple, tactical engagements.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They never keep me waiting.
  • 5.0 Cost
    Value / within estimates
    They produce quality work at competitive rates.
  • 5.0 Quality
    Service & deliverables
    They consistently exceed my expectations.
  • 5.0 NPS
    Willing to refer

Rebranding for Medical Research Network

“They were deserving of higher fees for the level of services they provided.”

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
Confidential
 
Feb. 2013 - May 2014
Project summary: 

Citizen Group completely rebranded an organization to better align with its mission statement. Along with a complete name change, the rebranding effort included a website redesign and new marketing materials.

The Reviewer
 
11-50 Employees
 
New York City, New York
CEO, Medical Research Network
 
Verified
The Review
Feedback summary: 

Understanding the greater purpose behind the project, Citizen Group worked methodically to design an effective rebranding and marketing strategy. Their services increased public awareness exponentially. Accommodating a limited budget, they became true creative partners.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of a medical research foundation.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Citizen Group?

We needed to rebrand the organization to better reflect our expanded mission statement. Additionality, our name was too similar to that of higher profile organizations that dealt with more well-known diseases. We needed a distinct identity to resolve that issue.

SOLUTION

What was the scope of their involvement?

First, Citizen Group worked with us to specially define our mission going forward. Then, they were able to examine a new brand for the organization that encompassed all the ideals of that particular mission statement. That meant creating wireframes and redesigning a website that hadn't been developed for many years. They stylizing it with new colors and a new name. To accompany that change and create a cohesive brand, they were involved in creating guidelines for our all marketing materials like business cards, letterheads, and mastheads for social media.

Before we could apply those changes to the organization, we had to convince the board of directors that rebranding was in their best interest. To accomplish this, Citizen Group flew in and presented why it was necessary to make these changes. The board unanimously approved everything and we officially had a new name.

What is the team composition?

We mostly interfaced with at least four key team members. However, the whole technical team worked on the website design.

How did you come to work with Citizen Group?

Another organization started a new project with a beautifully done marketing campaign. I found out Citizen Group designed everything, so I contacted them.

What is the status of this engagement?

This project took place February 2013­–May 2014.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Their work successfully helped us reach more people. Before this engagement, we had 200–400 Facebook followers and around 4,000–5,000 people in our database. Now we have close to 20,000 Facebook followers and 15,000 people in our database.

How did Citizen Group perform from a project management standpoint?

They couldn’t have been more diligent in working with us. As a non-profit organization, funding is always an issue. They recognized that and created a very streamlined budget for us. However, that didn’t stop them from getting the job done, even though it took well-beyond their original timeline expectations.

What did you find most impressive about them?

They became very invested in our cause. Early on it became clear that they weren't just dealing with another client and another product assessment. They realized that what we do is very tied-in to a great deal of suffering in this world. As a result, they became equally committed partners in addressing that issue. This commitment is evident in the quality of work they produced.

Are there any areas they could improve?

I couldn’t possibly ask more from them. Given what we paid, they far exceeded my expectations.

5.0
Overall Score We’ve stayed in touch over the years.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They met deadlines and provided work promptly.
  • 5.0 Cost
    Value / within estimates
    They’re deserving of higher fees for the level of service they provide.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I routinely recommend them to colleagues.

Multichannel Campaigns for Environmental Nonprofit

"We were able to really amplify our voice."

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5.0

Quality: 
4.0
Schedule: 
3.0
Cost: 
2.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Sept. 2008 - June 2013
Project summary: 

Citizen Group provided two multichannel campaigns. Their chief contribution was a strategic perspective on the promotion of each campaign as well as the production of collateral, including video and print.

The Reviewer
 
1001-5000 Employees
 
Washington, DC
Manager of Private Sector Engagement, Environmental Nonprofit
 
Verified
The Review
Feedback summary: 

The collateral was used to expand the reach of the initiatives, helping increase overall impressions. The work inspired international-level change; since 2013, 200 companies have committed to the initiatives. Citizen Group brought a fresh perspective with experience in big, nonprofit campaigns. 

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I am a manager in the climate change team for an environmental nonprofit. I manage our private sector engagement on climate change and the corporate partnerships we have, with the aim of helping companies reduce their carbon footprint.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Citizen Group?

We have worked with Citizen Group several times, dating back to 2002.

SOLUTION

What was the scope of their involvement?

We implemented multichannel campaigns with Citizen Group. Our team developed a lot of the conceptual frameworks for each campaign, and Citizen Group contributed to how we can promote that from a strategic standpoint.

In one campaign, Citizen Group produced different collateral. This included video and print ads from each of the companies involved, with a quote from each CEO. The ads ran in major newspapers and print publications.

Our most recent campaign with Citizen Group was in 2013. The campaign showed how we could exceed what the science is calling for in the inter-governmental panel on climate change—by companies reducing their carbon footprint. Citizen Group developed the logo and brand identity for this campaign. They also did graphics for the report and the video. Citizen Group took the core of the report and turned it into a promotional entity that had its own brand identity.

The deliverables for this campaign included a brand, video, print ads, and a PowerPoint presentation. There was a three-minute spot for the first campaign, which ran on National Geographic television. We also condensed the video for the second campaign into three minutes.

How did you come to work with Citizen Group?

We were introduced to them by an environmental author and thought-leader. He was our connection point, and that brought a lot of credibility to Citizen Group. He had worked with them on campaigns for big companies, and that was what drew us to them. They had experience in big sustainability campaigns with business before.

How much have you invested with Citizen Group?

For the two projects, we spent between $50,000 and $200,000.

What is the status of this engagement?

We started working with them in the fall of 2008. The most recent project was completed in June of 2013. We’re not actively engaged at the moment, but we have maintained some regular conversations.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We were able to really amplify our voice. Citizen Group's collateral was used for banners and promotional material during major events. The print ads were used to raise the business voice on climate change and show that business could de-couple growth from emissions reductions. It’s hard to say how many people that reached. The print ads, in addition to the banners around the climate change talks, were also in major print publications. There were tens of thousands of people filtering through that week, not to mention the people we touched in the months before and after that. There were a lot of impressions.

For the project in 2013, we focused more on the domestic business community. The work we did with Citizen Group inspired an initiative at the international level. That meant that the idea of setting a target consistent with the proposed solution was now viral at a global level. There are now over 200 companies that have committed to setting science-based targets. There are 35 or so who have gotten their targets approved so far. Most of those are US companies that participated in workshops we hosted in 2013–2015, and Citizen Group was a part of those workshops.

How did Citizen Group perform from a project management standpoint?

We did have some challenges with missed deadlines. I think that’s reflective of the fact that they manage a lot of client work and have a relatively small shop, so we understood. Their communication was reasonably good.

What did you find most impressive about Citizen Group?

They bring a fresh, Northern California perspective. Sometimes, it’s nice to work with an agency that’s not in Washington, DC, and can think outside the box. They do a nice job with that. It also helps that they’ve done big campaigns for other large nonprofit organizations.

Are there any areas Citizen Group could improve?

They could improve in terms of meeting deadlines and taking our feedback into account more consistently. We had some trouble with the video. There were also some surprise costs not in the original proposal that got added on. That sort of thing isn’t helpful when we have processes in place in our institution, and we can’t go back and get extra money.

5.0
Overall Score The deliverables were exceptional.
  • 3.0 Scheduling
    ON TIME / DEADLINES
    They just weren’t meeting the deadlines on time.
  • 2.0 Cost
    Value / within estimates
    I think it was reasonable, and they gave us a nonprofit discount. However, there were some unexpected fees that came later in the process that weren’t in the original proposal.
  • 4.0 Quality
    Service & deliverables
    This is due to some of the inconsistencies I mentioned earlier.
  • 5.0 NPS
    Willing to refer
    I think the quality of the work, and what we were able to do with the assets, was really extraordinary.

Advertising for Sustainability Partnership Organization

"They are phenomenal presenters, great strategists, reassuring colleagues, great listeners, and wonderful at following through."

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5.0

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$1,000,000 - $9,999,999
 
June 2004 - Ongoing
Project summary: 

Citizen Group conceptualized a campaign to connect environmental sustainability with non-traditional partners, namely sports associations. Work included video, written collateral, and presentations. 

The Reviewer
 
1–10 Employees
 
New York City, New York
Allen Hershkowitz
Former Senior Scientist, Natural Resources Defense Council
 
Verified
The Review
Feedback summary: 

Citizen Group helped to transform the sports industry. With clear messaging and advertising strategy, partnerships have grown from 6 teams to 375. The work is highly professional, and the team is reliable. Moreover, their creative director is genius.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I served for 27 years as a senior scientist at the Natural Resources Defense Council, which is a national, environmental, research, and advocacy group. In 2015, I became president of an organization called Green Sports Alliance, which I co-founded.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Citizen Group?

I have a long-standing and wide-ranging relationship with Citizen Group. They helped me conceptualize the idea for Green Sports Alliance. In my prior work with the Natural Resources Defense Council, we had a challenge of reaching non-traditional allies, or people who don’t normally think about the environment. We wanted to diversify our outreach beyond the East and West Coasts, which tend to be more informed and sympathetic about environmental issues. The Green Sports Alliance emerged to address that challenge, and we worked with Citizen Group in creating that organization.

SOLUTION

What was the scope of their involvement?

They conceptualized the whole idea of how to leverage the platform of sports with regards to the issue of sustainability. They delivered strategic plans and produced videos, PowerPoint decks, and written materials. They made presentations at meetings with commissioners and senior officials of sports organizations. We worked together to create initiatives related to species preservation, climate change, and recycling. We focused on individual leagues, teams, and sports venues. So, they did creative work and strategy in both traditional and digital media.

Citizen Group also produced videos for major league baseball teams. They were a full partner in my work, and they remain that way.

How did you come to work with Citizen Group?

I met the founder of Citizen Group when I was working on another project in 1989. We reconnected a few years later when we were working on a mutual project. I worked with them on various projects throughout the years, so they were the natural choice for this work.

How much have you invested with Citizen Group?

We’ve spent at least $1 million so far.

What is the status of this engagement?

This project began around June of 2004, and the work is still ongoing.

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or the impact of the engagement?

We literally transformed the sports industry by introducing the whole concept of sustainability into it. When we created the Green Sports Alliance, it started with six teams. It’s now an organization with about 375 teams from 20 leagues. That doesn’t include the international work, which has been an outgrowth of this project.

We reduced millions of pounds of carbon emissions. We’ve instigated the recycling of hundreds of thousands of pounds of waste and helped promote food donations. We also created the sports greening programs now used by major league baseball, basketball, hockey, soccer, and tennis organizations. The work really initiated a cultural shift in thinking within the sports industry.

Citizen Group’s work is highly professional. They are among the best people in the world with whom to work. They are phenomenal presenters, great strategists, reassuring colleagues, great listeners, and wonderful at following through. It’s just an excellent organization.

How did Citizen Group perform from a project management standpoint?

They’re extremely responsible and very timely. You can always count on them to follow through in a reliable way. They imbue every project with stature, confidence, and intelligence. They’re a top-shelf organization.

What did you find most impressive about Citizen Group?

I think their creative director is a genius.

Are there any areas Citizen Group could improve?

I can’t think of any.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
    The quality of their work is outstanding. I paid them $35,000 to produce a video that runs at the World Series, the Major League Baseball All-Star Game, and is viewed by millions. My message is communicated to millions of baseball fans for $35,000.
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer
    I refer them every week.