"The CITGO brand [image-nocss] is a powerful and valuable asset and one which relies upon the hard work and dedication of the local jobbers-the men and women throughout America who are the face of CITGO in their own communities," said Gustavo Vel asquez, CITGO vice president supply and marketing.
The marketing plan for 2009 will be shared with CITGO marketers in a series of roundtable meetings held in 18 cities during January and February.
To fortify a strong foundation of awareness and convey core brand messaging, the company will launch a multi-platform advertising campaign in March. The campaign will consist of a combination of media vehicles from network TV to billboards to Internet ads.
CITGO research has revealed that there are specific brand truths that are unique to CITGO and are an intrinsic part of the way consumers relate to the brand. Since all CITGO stations are locally owned and operated, they are woven into the fabric of each community, providing local jobs, fueling the local economy, doing good and giving back; therefore, it has named the new campaign "The Neighborhood." It tells its "story" by taking the ad concepts into the real world and putting the spotlight on real-life CITGO marketers and retailers. "From Key West to Corpus Christi to Salisbury to Charlotte, the campaign takes viewers on a virtual road trip through several one-of-a-kind American towns, highlighting the distinctive quirks and charms that make them special," the company said.
In 2009, CITGO will tap into the power of social computing by connecting and collaborating with consumers on a topic relevant to everyone-helping those in need. Through a new website going "live" in May, consumers will be invited to post descriptions and needs for their favorite charitable activities, explaining how they benefit the community and who it helps. Visitors to the site vote on the cause of their choice, and winners will be awarded free gas and an expanded Web site profile on what they are doing for their community. The online promotion will run for three months starting just prior to Memorial Day.
For 2009, CITGO is implementing the Quarterly Growth Incentive Program to reward marketers for growing with the CITGO brand. This program joins the ranks of popular existing incentive programs such as CITGO Grow Bucks.
Another headliner in new brand programs is the update/refresh to the CITGO street image. The company recently selected a firm to assist in designing an evolution of the current brand look. A team of marketers, marketing sales force and CITGO brand development staff are working with the firm to develop the new design. Unveiling is scheduled for later this year. The new image rollout is expected to appear at CITGO locations early next year.
There also is a newly revamped mystery shop program now dubbed the Image Impact Initiative. The program has broadened the instant rewards for a "Gold" store rating to include the store manager in addition to the sales associates who already receive CITGO Gift Cards on the spot. Winning store managers will receive awards cards that enable them to shop online for appealing prizes. Another change in the program is a more extensive questionnaire that weighs various attributes according to their importance in gaining and retaining customer loyalty.
In the payment card arena, the new year starts out with the rollout of the redesigned suite of cards that debuted in the latter part of 2008. On the leaderboard for 2009 is the rollout of the CITGO Business Select tiered-rebate program, designed to entice both new and existing customers to continually increase their gallonage volume and CITGO Plus programs that focus on location-based solicitation.
CITGO joins the industry in working with its customers to assist them in becoming PCI compliant. Marketers who are working to get ahead of the game are already availing themselves of PCI consultations with CITGO payment card personnel in order to get on the PCI DSS bandwagon prior to the deadline for compliance of July 10, 2010.
Through these commitments and program innovations, CITGO said that it wants to help local marketers and retailers "to not just survive, but thrive in 2009." In doing so, these local business owners who help fuel the U.S. economy will continue to support their local communities by providing jobs, paying taxes, offering high-quality goods and services, and helping those in need.
"We know that our success is intrinsically tied to the success of our marketers and retailers," said Alan Flagg, general manager light oils marketing. "That's why we spend a lot of time talking and listening to them. They are the ones who make it happen on the street every day, and so their input and ideas are invaluable to our marketing model."
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