Citizens Financial Group, Inc. is a $132 billion commercial bank holding company. It is headquartered in Providence, R.I., and, through its subsidiaries, has more than 1,500 branches, approximately 3,900 ATMs and more than 20,900 colleagues. Its two bank subsidiaries are RBS Citizens, N.A. and Citizens Bank of Pennsylvania. They operate a 12-state branch network under the Citizens Bank brand in Connecticut, Delaware, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island and Vermont, and the Charter One brand in Illinois, Michigan and Ohio. CFG has non-branch retail and commercial offices in more than 30 states. CFG is owned by RBS (The Royal Bank of Scotland Group plc). CFG’s website is www.citizensbank.com.

Client:

Citizens Financial Group

Practices:

Financial Services

Expertise:

Public Relations,Corporate Communications

Our Work

Rasky Baerlein has partnered with CFG since 2003; collaborating with Citizens’ in-house team to develop integrated communications programs to support the Bank’s marketing and branding efforts in Massachusetts and throughout the CFG footprint.

RBSC has helped to develop and execute creative public relations and corporate communications programs, including a successful small business initiative that helped create and foster Citizens’ relationship with small business and entrepreneurs. RBSC worked with Citizens to create and promote the ‘Citizens Bank Small Business Pulse Survey,’ which provided the Bank with insightful information on regional economic growth issues, a deeper understanding of the changing dynamics of the small business sector and the evolving needs of the small business owner. In addition to a series of surveys, RBSC developed a performance recognition program, small business-focused forums and events, and generated significant earned media coverage in local and regional outlets to support the successful initiative.

More recently, RBSC and Citizens were recognized as finalists for a PR News Platinum Award for an innovative media campaign promoting Citizens’ Green$ense program.