Rifton, a manufacturer of equipment for people with special needs, asked Zone 5 to do a 360-degree review of their marketing communications. Our research included staff interviews, target audience interviews, focus groups, a competitive audit, and a review of their existing print and online materials.
Our recommendation: a new tagline and creative strategy would work at the brand level, for a product launch, or for day-to-day communications with customers.
The spirit of this new messaging was distilled into the tagline, “Products for life from people who care.” Rifton had never before told the story of how their products began, describing the love and care, guided by their faith, that goes into each piece of their equipment. Rifton’s people and faith are the differentiators between an equipment manufacturer and the next, and introducing them to their customers was an essential step in evolving their brand.
We continue to support Rifton with branding, creative and production support for their in-house marketing team.