Zia Record Exchange

Problem:
Zia Record Exchange is an estimated two months from closing the doors on its six
Arizona stores. Marketing functions have no bottom line responsibility and customer based is
at an all time low. Morale among employees is very low and customer service is very poor.

Action:
We researched and learned that Zia had become successful by fostering an image as
a cultural leader and advocate for promotion of the local music scene. Advertising was targeted
at restoring its prior image with a focus on the tag line “Zia the last real record store.”
Employees were educated on the company’s mission and clear expectations were set for how
they were going to deliver on the company’s promise to its customers. Where ever possible
stages were installed in the stores and local and national acts were invited to perform for free.
The product lines were broaden to include movies and lifestyle oriented products.

Results:
Zia is once again a leader in the music community, bands often play their first
gigs at Zia and Zia assists many local bands in getting their first label contracts. Three new
Zia locations are added over three plus years and sales go from $8,500,000 to $18,000,000
annually. All of this occurs while competition locally and nationally are failing. Zia is now
the dominant player in the music communities in which it operates. Zia is now a place the
people of all ages go to experience a retail store that is both at the forefront of culture but
firmly rooted in how business was done in the past.

Problem:
The Arabian Horse Association of Arizona has been holding and annual horse since the mid 1950's and relies on ticket sales to give money to local charities. I was contract by AHAA to increase spectator attendance from a lack luster 140,000 to something that would enable them to become better donors to their charities and to provide them with great prestige in the local community.

Action:
We developed an integrated marketing program using print and broadcast advertising along with a robust public relations push. The strategic focus was on children and how competing with Arabian horses improved their character and helped them become successful adults. The charities were asked to provide assistance and new promotional activities resulted.

Results:
Our efforts resulted in the "Scottsdale Show" attracting large crowds back to what had become a stagnant event. Annual attendance went from 140,000 to a record breaking 255,000 over a five-year period. The prestige of the Arabian Horse Association of Arizona is at an all time high. They recently won the coveted Sterling Award as the most outstanding non-profit organization in the city of Scottsdale.

Problem:
The Alliance Groups, a non-profit organization of city and county managers who worked cooperatively to share innovative programs and best practices among its members was at a crisis point. Many in the community viewed it as out dated and ineffective. The organization is full of well meaning bureaucrats that tend to accomplish little.

Action :
We initiated a branding process to bring the divergent parties into agreement on how the organization would function in the future. This resulted in a complete restructuring of the organization with alliances between ASU and ICMA and the newly form Alliance for Innovation. A new Identity was developed for the organization to reflect the revitalized commitment of leading local government into the future through tested innovations and out-of-the-box thinking.

Results :
The Alliance for Innovation has now moved into new offices within ASU's College of Public Programs. No longer making recommendations on programs without validations or support, they now have the backing of rigorous academic due diligence to assure members that test programs have in fact delivered on what was promised. The new identity and organization is now poised to truly make a difference in the everyday lives of everyone as local government has an organization that can steward true innovation and transition it into functional programs at the local level.

Owens, Harkey & Associates isn't the type of company that goes out looking for accolades. When it happens out of the blue it is something of note. Each of the past two years we have been honored as one of the top small advertising agencies by Arizona Business Magazine. We are quickly climbing the charts and are now just one step away from #1. It must mean something about the quality of our work and our dedication to our clients' success.