Case Study: Citrix Systems 2003 Online Annual Review
Ask an IT Director or CIO of a Fortune 500 company or major government agency about access infrastructure software and he or she will likely know about Citrix.
Based in Ft. Lauderdale, Fla., Citrix Systems is the global leader in access infrastructure solutions and the most trusted name in secure access for enterprises and individuals. Nearly 50 million people in more than 120,000 organizations around the world use Citrix every day to enable them to access any application from any location over any network using any device.
Citrix Systems approached see see eye for the second year in a row about producing an online annual review for investors, analysts, customers, employees and other key stakeholders. This year, Citrix wanted to find a way to clearly communicate its thesis that a successful business or enterprise strategy depends on having a well-articulated access strategy – and that Citrix is the only enterprise software company that is 100% focused on access. Further, Citrix wanted to emphasize the pervasive need for information access in today's global society – and that practically no business, civic, education, government or healthcare transaction today can be successfully executed without it.
Our Solution: Let the CEO Tell the Story
Citrix President and CEO Mark Templeton is rapidly becoming well known in the IT industry as the spokesman for information access. Citrix challenged see see eye to portray him in an authoritative manner, as well as position Citrix in its 2003 online review as the company uniquely positioned to deliver an effective solution.
Working in tandem with Citrix's in-house marketing team, see see eye employed a number of creative elements to accomplish Citrix's objectives, including:
- Beginning the online review with a 4-minute video clip of CEO Mark Templeton delivering his message to stakeholders. Mark's message, which was accompanied by charts, animated graphics and other visual support, laid out Citrix's information access thesis and unique value proposition in a straightforward manner.
- Employing the new look and identity to emphasize Citrix's market position. Citrix launched a new brand identity in the fall of 2003 and wanted to feature these graphics and the line "people depend on access for everything they do" in the online review. see see eye used these graphic elements and brought the company's message to life by featuring a brief animated intro showing people in a wide variety of common business, education and civic activities accessing information.
- Featuring case studies of how Citrix aligns information access solutions to business strategy. During the CEO's video message – and elsewhere in the site – viewers can click to read more about how Citrix helped worldwide customers like Maritz Travel, HES Amsterdam, India's Indraprastha Apollo medical complex and others achieve their business goals using Citrix software.
Tight teamwork between Citrix and see see eye on the video shoot, design, copywriting, foreign language translations and complex programming helped maintain an accelerated schedule. The result? An online annual review that delivers the traditional CEO Letter and narrative content with exceptional clarity using a fresh and dynamic approach.
To view, go to www.onlineannuals.com/citrix
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