2. Who is RIESTER?
• 20+ year-old communications firm
(purchased Harris & Love in 2004)
• 4 offices (Phoenix, Los Angeles,
Salt Lake City, Albuquerque)
• 100+ employees
3. RIESTER Services
• Research & Strategic Branding
• Digital / Interactive Marketing
• Multicultural Marketing
• Public Relations
• Creative Development & Production
• Media Planning & Buying
4. ®
RIESTER Brand Activism
How to turn consumers into believers by
creating brand purpose
• Identify emerging societal values
• Link brand to values
• Drive consumer connection/association
• Generate sustainable & quantifiable brand
momentum
5. Brand Activism Process
How do we do it? The 4 BA’s.
• Brand Assessment: Determining the state of the
brand/product
• Brand Aspiration: Exploring the brand/product
potential
• Brand Activation: Bringing the brand/product to life
• Brand Analytics: Determining campaign
performance for the brand/product
6. Our Clients
• Partial list:
• Alta Ski Area • McDonald’s
• Aramark • MidFirst Bank
• Arizona Office of Tourism • PacifiCorp (Rocky
• California Department of Mountain Power)
Conservation • Park County Tourism
• Casino Arizona (WY)
• Clark Planetarium • Pfizer
• Gold’s Gym • Scottsdale Convention
• Hormel Foods & Visitors Bureau
• Idahoan • Talking Stick Resort
• La Victoria • Utah State Fair
7. Putting it together:
• Clark Planetarium
• Park County (WY)
• Rocky Mountain Power
• Utah State Fair
9. Clark Planetarium
• Assessment – Educators, Community,
• What specific entities should be targeted for outreach?
• Aspiration
• Become an educational leader within the community
• Present programs that inspire wonder in learning about space
and science.
• Activation
• Creative Strategy – Launch his/her mind, Raiser his/her
trajectory.
• Targeted media – TV, educational publications, website
12. Park County Travel Council
• Assessment – Families, Empty Nesters, Outdoor Enthusiasts
• Who are they?
• What do they want? What is their travel behavior?
• Aspiration
• Bring Buffalo Bill “back to life”
• Stay two nights in Cody, WY
• Activation
• Targeted media and message
• Unique creative – print, web banners, TV
• Analytics
• Web traffic increased 129%; page views increased 38%
• East entrance to Yellowstone NP up 6%
• Rodeo attendance up 20%
15. Rocky Mountain Power
• Assessment – Customers in RMP service areas (UT, WY, ID)
• Consumer study on use and image of utility companies
• Aspiration
• Demonstrate how RMP is a member of the community
• Increase awareness about RMP’s initiatives for innovation and
energy efficiency
• Save on energy costs
• Activation
• Creative Strategy – “Lets turn the answers on.” and “wattsmart”
programs
• Targeted media
• Alternative use of creative/messaging – :15 bookends
16. Rocky Mountain Power
• Analytics
o 66% customers recall seeing, hearing, or reading a form of
advertisement or communication
o 34% of ad aware customers have a more favorable opinion of RMP
o 42% of customers recall “Let’s turn the answers on.” tagline
o The top three most frequently recalled messages are energy efficiency
programs, using energy wisely, and renewable or alternative energy
o 30% of RMP customers have taken action based on the advertisements
or communications they’ve seen:
o The three most frequently mentioned actions taken, mentioned by
one in five or more, are: purchased/switched to energy efficient
appliances/lights, shutting off lights/appliances when not in use, and
becoming more aware of power usage
19. Utah State Fair
• Assessment – Utah residents, primarily Wasatch Front
• Who is the audience?
• Why do people go to the state fair?
• Aspiration
• Avoid the “make fun of ourselves” mentality
• Keep ads clean and concise
• Activation
• Creative Strategy – “It’s all here at the Utah State Fair.”
• Targeted media, simple messaging
• Alternative use of creative/messaging – :15 bookends
• Analytics
• Increased ticket sales/attendance
• Increased website traffic and online ticket sales
