Featuring: Elyssa Gray, Head of Creative and Media, Citibank View the recording of this presentation in the SB Library: http://www.sustainablebrands.com/digital_learning/event_video/stakeholder_trends_insights/regenerating_engagement_assessing_brand_ben

3. Regenerating Engagement
Assessing the Brand Benefits of Citi Bike
SUSTAINABLE BRANDS
June 5, 2014
ELYSSA GRAY
Head of Creative and Media, North America Marketing, Citi

5. BANKING ON BIKES
LARGEST BIKE SHARE PROGRAM
IN NORTH AMERICA
6-YEAR SPONSORSHIP

6. NEW YORKERS
GOAL = 5% BRAND HEALTH+

7. TO BIKE SHARE PROGRAM
GOAL = 40% BRAND LINKAGE+

8. GOAL = 2.5 RIDES PER DAY

9. CITI SUPPORTS
SUSTAINABLE INITIATIVES
Goal = Increase in Perception

10. Environmental Sustainability is a Priority at Citi
Reducing the impacts of our
12,000 facilities and global
supply chain
Managing environmental and
social risks associated with client
transactions
Environmental &
Social Risk
Operations and
Supply Chain
Environmental
Finance
Directing financing to
industry-leading and
innovative environmental
investments

11. “Launch date for New York City Bike
Share pushed back to May, due to
Hurricane Sandy damage”
A storm surge flooded the Citi Bike storage facility in Brooklyn,
damaging electrical equipment needed to run the program.
NEW YORK DAILY NEWS December 7, 2012

12. The bike lobby is an
ALL POWERFUL
enterprise...
– Dorothy Rabinowitz
Journalist

15. IT’S ABOUT THE bike,
NOT THE bank

24. 1,137 Media Stories
5.5X that of London
SOCIAL MEDIAPR
Traditional and Social Media Activity – First Three Months of Program

27. BRAND PREFERENCE
%

28. POSITIVE IMPRESSION
%

29. VIEW CITI AS SUSTAINABLE
%

30. BRAND CONSIDERATION
%

32. Regenerating Engagement
Assessing the Brand Benefits of Citi Bike
SUSTAINABLE BRANDS
June 5, 2014
ELYSSA GRAY
Head of Creative and Media, North America Marketing, Citi

33. REIMAGINE
REDESIGN
REGENERATE