Citi seeks to drive awareness of its commitment to gender equality and support working millennial women of color post-pandemic through a multi-pronged initiative. The initiative includes internal commitments to reduce pay gaps and support employees, as well as external efforts like financial literacy workshops, a rewards program, conferences, and co-branded content to empower the target audience financially. The campaign utilizes various media channels over multiple flights to build awareness, interest, and consideration among millennial women of color.

2. The Last Dance Agency focuses on helping you shoot your way to success.
Let’s shoot your shot.
- MAIP Team 23
3

3. 4
Carlos Linares
Janelle Finch
Nafisa Hassan
Helen Tran
Karla Rosario
Tarahgee Morris Steven Hernandez
Victoria CastilloRameen Ali
Strategy Account Art DirectionSocial Strategy
Social Strategy
Account
Media Planning Media Planning
Dalida Rached
Art Direction
The Team
Art Direction
Nikki Powell
Copywriting

4. Challenge
Create an integrated initiative that allows
Citi to drive awareness of its commitment to gender
equality overtime, both internally and externally.
Demonstrate Citi’s Commitment to driving
an equitable recovery for working Millennial WOC post-
pandemic.
5
Objective
&

5. Competitors
Citibank was founded in 1812.
The first of its competitors, but still falls behind in use among our target demographic. Providing more
accessible financial services and advice will strengthen Citi.
6

6. How we will do it differently
Competitors see opportunity in Female consumers.
However, women are less likely to want to learn about financial topics but do not
think all banks are the same. Citi has the opportunity to differentiate1
Our competition offers financial literacy tools too. Citi chooses to be different by
focusing on Millennial WOC.
7
1. Marous, J. (n.d.). How Leading Financial Brands Are Using Digital Marketing To Win Consumers. Retrieved from https://thefinancialbrand.com/75882/financial-banking-digital-advertising-marketing-
media-trends/

7. 8
The Audience

8. Millennial WOC who act as
caregivers in their families and social
circles.
We want to focus on the unsung heroes
who have stayed resilient through trying
times.
9
The Audience

9. 10
Citi Girls are hard-working
women who want to enhance their
futures, better their communities, and
sustain their families.
They are self-motivated
empowering individuals who are
breaking generational norms and taking
charge of their financial freedom while
balancing modern-day life.
Citi Girls

10. Latinx, 25
Pre and Post Pandemic Occupation:
Worked full time as a janitor at a local
business. Takes care of kids and
parents simultaneously.
Pre & Post Pandemic Social channels
transition: I mainly use Twitter and
Facebook to get my news and stay in
contact with my friends.
11
“When the pandemic occured my place of
work was forced to close and my hours were
cut. I am my family’s main financial support
and this has been a challenging time for me.”
Caresha JohnsonLizzie Ramirez
Black, 36
Pre and Post Pandemic Occupation:
Business Owner
Pre & Post Pandemic Social channels
transition: I use Instagram and Facebook
on a daily for promoting by business and
communicating with my family.
“Before the Pandemic, my businesses was
booming and I was getting more than 3 new
customers a week. Since then, I’ve been
researching loans for my company and have
struggled on knowing what to do financially”

11. Primary Research Results
32%
12
62%
39%
We surveyed 81 women on their financial literacy
chose bank based on convenient
location39%
work full-time while 31% are
unemployed.
of financial knowledge stems
from their family & friends
are only somewhat confident on
their financial knowledge

12. Millennial WOC
already have the
cards stacked
against them...
Income ratios to
less than a penny
for every dollar
earned by white
counterparts2
Targeted by
lenders for higher
interest rates1
Highest amounts
of student loans1
1. Sokunbi, B. (2020, June 15). Why Your Financial Well-Being As a Woman of Color is Critical. Retrieved August 06, 2020, from https://www.clevergirlfinance.com/blog/financial-well-being-for-women-of-color/
13

13. Most vulnerable to
health and financial
hardships from
pandemic1
Most likely to be
essential workers
Integral to
economic stability
of their families2
1. Cahn, N. (2020, May 24). COVID-19's Impact On Women Of Color. Retrieved August 06, 2020, from https://www.forbes.com/sites/naomicahn/2020/05/10/mothers-day-and-covid-19s-impact-on-women-of-color/
2. Frye, J. (n.d.). On the Frontlines at Work and at Home: The Disproportionate Economic Effects of the Coronavirus Pandemic on Women of Color. Retrieved August 06, 2020, from
https://www.americanprogress.org/issues/women/reports/2020/04/23/483846/frontlines-work-home/
…and the pandemic
only makes it worse.
14

14. 15
Women of Color have less
accessibility to education and
financial literacy compared to other
ethnic groups. We stand with
Women of Color by doing our part
to close the gap.
Insight

15. Our Citi Girls will break through barriers. Imagine
what Women of Color would achieve if they didn’t
have the cards stacked against them.
Big idea: Citi Girls Initiative
16

16. 17
The Internal Initiatives

17. Citi pay gap
commitment
18
Citi will reaffirm the commitment to reduce
pay gap and focus their efforts into hiring,
retaining, and promoting WOC.
18
Gilchrist, K. (2020, January 17). Citigroup recorded a 27% gender pay gap so it hiked some women's wages. Retrieved August 07,
2020, from https://www.cnbc.com/2020/01/17/citigroup-reports-27percent-global-gender-pay-gap-announces-rebalancing.html

18. Citi Care for
Citi Employees
● Remote work opportunities
● Extended 6 months parental/family leave to ALL employees
● Access to Mental Health services
● Monthly rewards incentive, i.e. gift cards
19
Female identifying Citi employees will be offered:

19. 20
Account Based
Marketing
Account based marketing will target Citi
employees focusing on their unique perspectives
and positions within the organization to drive
marketing and communication efforts.
&LinkedIn users are 70% more likely to engage
with their company updates. Using LinkedIn to
communicate the new internal initiatives allows
Citi to drive awareness on how they’re driving an
equitable recovery for their WOC employees.
Owned
Channels
Arruda, W. (2014, Jan 7). Why Every Employee At Your Company Should Use LinkedIn. Retrieved from https://www.forbes.com/sites/williamarruda/2014/01/07/why-every-employee-at-your-company-should-use-
linkedin/#4ae904573c38
Baker, K. (n.d.). The Ultimate Guide to Account-Based Marketing (ABM). Retrieved from https://blog.hubspot.com/marketing/account-based-marketing-guide

20. The Deliverables
21

21. Overview & Cultural Moments
22
Flight 1: March 1 - 28
Women of Color Day
Women’s History Month
Flight 3: May 24 - June 27
Flight 4: July 26 - Aug 29
African-American Women
Equal Pay Day
Flight 5: Oct 11 - Nov 7
Latinx Women Equal Pay
Day
Flight 2: April 5 - May 2
Equal Pay Day for Women
Flight 5: Sept 6 - Oct 4
Native-American Women
Equal Pay Day
1. Women's History Month. (n.d.). March is Women's History Month. Retrieved from https://womenshistorymonth.gov/about
2. Women of Color Day (n.d.). History. Retrieved from https://www.womenofcolorday.com/htdocs/origins.htm
3. Equal Pay Day. (n.d.). Join the Women's Rights Community: Demand equal pay. Retrieved from http://www.equalpaytoday.org/equalpaydays

22. OOH DMAs
23
Citi does not have many locations in the
U.S. compared to their competitors. To
effectively reach Citi employees and
consumers, Out-of-Home ads will be
placed in DMAs with the highest number
of Citibank locations such as Los Angeles,
San Francisco, Dallas, Chicago, New
York, and Miami.
SimplyAnalytics. (n.d.). Simply Analytics. Retrieved from https://app-simplyanalytics-com.ezproxy.lib.utexas.edu/index.html

23. 24
The External Initiatives

24. Reaching Millennials WOC in the U.S. to support them to greater levels of
financial literacy so they can become the CFOs of their own lives.
25
““
““

25. How being your
own Chief
Financial Officer
empowers
women
Security
Independence
Knowledge
26

26. You deserve financial security.
You deserve equal wages.
You deserve a bright financial future.
You are your own advocate in the workplace.
27
Financial Women
Empowerment
You can achieve more than
you thought possible when
you’re in charge of your
finances and your future.

27. 28
Continuous Media

28. Broadcast & OTT
Cable and Satellite television are the go-to channels for Millennials during the pandemic. These targets are
selective with programming, and are quick to opt into streaming services due to their “anytime, anywhere” approach.
Placing ads on YouTube, Hulu, and most viewed news and entertainment TV channels will provide an avenue for Citi to
emphasize their message of driving equitable recovery for working women during this year.
29Mitchell, T. (2020, May). Black Consumers and Media Consumption: Incl Impact of COVID-19 - US - May 2020. Retrieved from https://reports-mintel-
com.ezproxy.lib.utexas.edu/display/986996/?fromSearch=%3Ffreetext%3Dmillennial%2520social%2520media

29. Search
30
To compete with their competitors, Citi
can bid on competitive keywords and
keywords that relate to this campaign’s
initiative helping to increase their brand
awareness throughout the year.
Search

30. Relief Fund
The COVID-19 pandemic hurt small
businesses owned by women of color far more than
other groups.
Citi is committed to helping these small
businesses impacted by the pandemic through our
relief fund. Small business owners will have an
opportunity to receive a grant towards their business
through our application.
31Meyer, Z. (2020, June 08). Small businesses owned by women, people of color, and immigrants are harder hit by COVID-19. Retrieved August 07, 2020, from https://www.fastcompany.com/90514082/small-businesses-
owned-by-women-people-of-color-and-immigrants-are-harder-hit-by-covid-19
41%of Black women were affected
32%of Latinx women were affected
25%of all women who owned small
businesses were
affected

31. 32
Flight 1
Awareness

32. Paid Social
Paid Social will be used to start the first flight to align with
Women’s History Month and raise awareness for CitiBank. Throughout
the entire campaign, messaging will differ according to the cultural
events the remaining flights are centered around.
33

33. 34
The Social Strategy

34. Among the various social
platforms, Facebook, Instagram, Pinterest,
and Youtube rank highest for female Citibank
users.1
Our target audience escapes into
Pinterest to pin, share and see
how others cultivate their prosperity through
boards. Citi will place ads promoting helpful
blogs throughout the platform.
YouTube offers a place for women to have
more in-depth conversations surrounding
female social issues, such as pressures of
starting a family and the wage gap.
35
Pinterest YouTube
1. 2019 Spring GfK Reporter MRI. (2019). Women Who Used Citibank
in the Last 12 Months.
https://docs.google.com/spreadsheets/d/1saUqbP4VwNSaY3j8f-
oPicLvm02zFPrD

35. Facebook offers a family dynamic that
our target audience values. We will share
workshops and offer resources
dedicated to supporting women of color
and their families.
Instagram provides the most advanced
advertising targeting option, allowing us
to successfully promote our resources
and events to our target audience.
36
Facebook Instagram
1. 2019 Spring GfK Reporter MRI. (2019). Women Who Used Citibank in the Last 12 Months. https://docs.google.com/spreadsheets/d/1saUqbP4VwNSaY3j8f-
oPicLvm02zFPrDzO3c2AbsB2g/edit#gid=1097994979

36. CitiConnected
Citibank will use its media platforms as spaces to
celebrate days dedicated to supporting women of
color.
From Women of Color Day in March to Black
Women’s Equal Pay Day in August, Citibank content
will be dedicated to staying connected to women of
color initiatives and issues.
37

37. 38
77% of internet users read
blogs regularly. Creating a Citi girl
blog will help Citi develop a personal
brand and humanize our campaign.
We will post recaps and key points from
our workshops and podcast and then
promote them on social media
platforms such as Pinterest.
Create a Website. (n.d.). Retrieved August 07, 2020, from
https://www.quicksprout.com/corporate-blogging/
Blog

38. 39
Flight 2 & 3
Interest

39. Financial Workshop
Citi wants to help you navigate a complex
system that wasn’t meant for you. Let Citi be your
guide to a brighter, financial future.
40
Financial literacy is important for people
to understand how to make, manage, invest, and
expend money.
Bringing financial knowledge to women
of color under the poverty line, re-entering society
from prison, and in shelters allows Citi to reach
individuals who have struggled as a result of
institutionalized oppression.
Workshops offer...
• Financial literacy for next generation earners
on university grounds.
• Preparedness for students to have financial
literacy they’ll need after the pandemic.
• Incentivize small business owners during Covid-
19 with a grant raffle.
• How to responsively take out loans.

40. 41
Online Financial Workshops

41. Out-of-Home
Pairing billboards and transit ads with
Spotify and Pandora will allow Citibank’s
commitment to Women of Color to have
maximum exposure.
42

42. CitiCare® Rewards Program
are the primary or sole breadwinners for their
families, compared with 37% of white mothers.
43
&
This rewards program will reach mothers of color and show commitment to working
women who also support their families.
1. Frye, J. (n.d.). On the Frontlines at Work and at Home: The Disproportionate Economic Effects of the Coronavirus Pandemic on Women of Color.
Retrieved August 06, 2020, from https://www.americanprogress.org/issues/women/reports/2020/04/23/483846/frontlines-work-home/
67.5%of Black mothers of Latinx mothers
41.4%

43. CitiCare® Rewards Program
A new Citibank ThankYou® Rewards
card that offers cash back rewards for child care
merchandise.
44
Supports caregivers to help cover costs for
products they’re already investing in:
● Cribs
● Baby formula
● Diapers
● Strollers
● Car seats

44. 45
Flight 4, 5, & 6
Consideration

45. Citi X Conferences
Citi will be partner with women of
color-focused organizations and appear at
conferences such as CultureCon and
ColorComm to bring awareness to the
issue of financial literacy.
46

46. Citibank understands the importance of career
readiness and the struggle that many Women of
Color have. During CultureCon and other
sponsored conferences, Citibank will hold a pop
up section dedicated to preparing Women of
Color to “Boss Up”.
They will offer makeovers, business plan reviews,
confident body language training, professional
headshots and professional attire.
Boss Up Pop Up

47. Co-branded Content
62% of Black consumers trust Black-targeted media outlets such as Blavity, NBCBlack, and Huff Post Black
Voices. Creating content that offers authentic assistance resonates well with consumers. Aligning with online
publications allows Citi to communicate the importance of empowering women through financial literacy.
48Mitchell, T. (2020, May). Black Consumers and Media Consumption: Incl Impact of COVID-19 - US - May 2020. Retrieved from https://reports-mintel-
com.ezproxy.lib.utexas.edu/display/986996/?fromSearch=%3Ffreetext%3Dmillennial%2520social%2520media

48. Audio: Streaming Services
Citibank will be placing audio ads on free
streaming services such as Pandora and Spotify.
African-American and Latinx Millennials utilize
free streaming services1 such as Pandora and
Spotify2 multiple times a day.
49
1. Mitchell, T. (2020, May). Black Consumers and Media Consumption: Incl Impact of COVID-19 - US - May 2020. Retrieved from https://reports-mintel-
com.ezproxy.lib.utexas.edu/display/986996/?fromSearch=%3Ffreetext%3Dmillennial%2520social%2520media
2. Ruiz, J. (2020, Jun). Marketing to Hispanic Millennials: Incl Impact of COVID-19 - US - June 2020. Retrieved from https://reports-mintel-
com.ezproxy.lib.utexas.edu/display/987038/?highlight
Radio Ad: “WAP”

49. Black podcast listeners skew toward women 18-34 in middle-
class income households. These consumers are willing to invest in
personalized brand messaging that adds to the experience.
Citibank will be the main sponsor of a podcast and partner with influential
women in business and entertainment sectors, such as Jamila Souffrant,
Michelle Obama and Tabitha Brown, to educate Millennials of the
importance of financial literacy.
50
CITI GIRLS Podcast
1. Mitchell, T. (2020, May). Black Consumers and Media Consumption: Incl Impact of COVID-19 - US - May 2020. Retrieved from
https://reports-mintel-com.ezproxy.lib.utexas.edu/display/986996/?fromSearch=%3Ffreetext%3Dmillennial%2520social%2520media

50. 51
Experiential: Citigirl Live
51
Citi Field in Queens, NY will be used to host
our Citigirl Live event, a social-distanced concert
focused on uplifting and empowering millennial
woc by providing an entertaining outlet .
Usually holding over 40,000 people the space
will accommodate according to local CDC
guidelines.
50

51. 52
Media Calendar

52. 53
1. Morrow, S. (n.d.) Cost of Marketing II: Advertising on cable TV. Retrieved from https://www.legalzoom.com/articles/cost-of-marketing-ii-advertising-on-cable-tv
2. Google Ads. (n.d.) Google Ads. Retrieved from https://ads.google.com/home/
3. Blue Line Media. (n.d.). Subway Ads. Retrieved from https://www.bluelinemedia.com/subway-advertising#rates
4. Blue Line Media. (n.d.). Subway Ads. Retrieved from https://www.bluelinemedia.com/billboard-advertising#rates
5. Social media advertising costs in 2020 (n.d.). Retrieved from https://www.webfx.com/how-much-does-social-media-advertising-cost.html
6. Podcast Advertising Rates 2020 (2020). Retrieved from https://www.advertisecast.com/podcast-advertising-rates
7. McNiel, T. (2018, Jun 1). RTB Audio Ads on the Rise: Pandora Versus Spotify. Retrieved from https://www.acquisio.com/blog/innovation/rtb-audio-ads-pandora-vs-spotify/
8. Social Tables. (n.d.). Conference Cost Estimator: Large-Scale Event Expenses You Need to Know to Budget Right. Retrieved from https://www.socialtables.com/blog/event-planning/conference-cost-estimator/
9. Montgomery, E. (n.d.). So You Want To Sponsor A Conference? The Ultimate Guide for Startup Marketers. Retrieved from https://highalpha.com/so-you-want-to-sponsor-a-conference-the-ultimate-guide-for-startup-marketers/#:~:text=You%20might%20pay%20%24100%2C000%20or,at%20a%20constrained%20marketing%20budget.
Budget Breakdown

53. Measurement
Citi hopes to drive awareness of its commitment to gender equality, and
engage its audience to sustain participation over time.
Citi will use social listening to analyze the public perception of the campaign. Using in-
platform analytics for their social channels will illustrate how well Citi is performing.
Additionally, Citi can analyze Google Trends and Google Analytics to see their increase
in number of searches and increase in website visits.
Citi will use measurement partners such as Millward Brown or Nielsen to analyze brand
attributes throughout the year ensure WOC’s financial literacy allyship.
54

54. 55
Social
Out-of-Home Audio
Television Events
Experiential Digital & Search
Clicks, website visits, impressions, shares,
new followers/subscribers
Impressions Impressions
Event attendance, on-
site sign-ups
Clicks, website visits,
impressions
Online Searches
Impressions
Key Performance Indicators

55. break these boundaries
56
Join us in watching our

56. 57
Thank you