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As the new kid on the block in the competitive benefits delivery market, CitiStreet needed to differentiate and explain its philosophy about technology, leadership and innovation both internally and to its clients. CitiStreet retained the services of Minelli, Inc. to define their position in this billion-dollar marketplace.
As with any company with robust technology, CitiStreet’s offerings constantly evolved and continuously improved, making it a challenge for parties within the company to stay abreast of new developments. CitiStreet needed to make a statement about what it stood for, how it differed from its competition, and why it was the best choice.
Minelli recognized CitiStreet’s unique approach to technology development and the focal point of their philosophy emerged – purposeful innovation. Minelli developed a storyline based on this idea that not only changed how CitiStreet talked about itself, but also completely revitalized the way they used technology to present their capabilities. The story became the foundation for their interactive presentation management system for marketing, sales and account management use. The format provided another proof point for how and why CitiStreet developed and implemented technology.
The presentation management system was comprised of several interchangeable chapters that could be arranged according to the needs and interests of a particular audience. With on-site management and customization capabilities, the system proved to be both scalable and appropriate for many uses. Despite fluctuations in the financial markets, the story continues to be an integral part of the CitiStreet vision.
CitiStreet saw over 2,200 new accounts added in first year of operation and achieved annual growth rates of 10-12% over the next five years. In addition, the company was ranked first by an independent source for overall performance in global total benefits administration, specifically noting innovative approach to technology and customization.