The Challenge
Citrix Systems, Inc is the global leader in access infrastructure
solutions and the most trusted name in secure access for enterprises and
individuals. More than 160,000 organisations around the world use Citrix
every day, including 97% of the Fortune Global 500.
Ensuring Global Brand Consistency
With offices in 22 countries and approximately 6,200 channel and alliance partners
in more than 100 countries, Citrix has expanded at an extraordinary rate since
it was founded in 1989. In 2002, the company made the decision to completely re-brand
with a new advertising campaign to generate awareness. One key aim was ensuring
the new brand was presented consistently across the world through its many offices
and distribution channels. To this end, the Marcomms team quickly realised that
they would benefit from an on-line software tool to help co-ordinate the process
of creating all new collateral, disseminating the results to users globally and
then managing the production of future marketing materials. This type of solution
has since become known as Marketing Resource Management (MRM).
The approach
Citrix have been key in the development of the solution. As a rapidly expanding global organisation with over 800 internal and external (partner/agency) users,
their feedback and needs are the result of true “live” daily situations,
and many of the enhancements made since then are now standard functionality. Although
our clients come from many different areas of business, their marketing departments
share a number of core needs and practices, and this allows enhancements to be
shared between clients, thus reducing the cost.
The Solution
As part of the re-branding exercise, Citrix started working with be
the brand experience to implement a customised MRM solution to enable
the storage, distribution and controlled partner access to key Citrix
marketing materials. In addition, Citrix run and track all marketing
projects which result in the creation of a new piece of collateral or
campaign through the solution – thus using it to manage the “end to
end” process.
Since OneBrand* (Citrix’s name for their solution) went live 3 years
ago, it has become central to their business relationships and they way
they carry out their marketing both in the USA and across the world. The
number of products has quadrupled and total marketing staff more than
doubled, but the Marcomms team is the same size. Put simply, they are
able to do more as a result of their MRM solution.
In 2004, Citrix moved to a process whereby their agencies are also
empowered to run projects using OneBrand — completing the loop and
maximising the efficiency gains of self–service access and further
increasing brand control/consistency.
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What does the client say?
“Initially I saw this as a way of processing projects that concluded with an asset that would then become
available in the Asset Store… now I see it more as a centralised
place where you can get assets, distribute assets, create assets through
the Projects Module and also inform users about marketing activities. It
seems to have come full circle to become a full service site.”
Wilma Lubbock – Senior Manager, Marketing Communications and Branding, Citrix Systems Inc.
Key Benefits and Features
- Managing the consistent presentation of Citrix’s brand through a rapid program of global expansion
- Consistent global brand presentation
- Instant visibility of what brand and marketing materials are being created worldwide
- All marketing materials stored in one place with easy, self service access
- Efficient management of creation of materials – linking users and agencies
- Ability to manage significantly more projects without extra resource
- Functionality developed and enhanced as new needs arise