Listen, adapt

Zone 5 works with Rifton Equipment to help bring their ideas to life

In 2008, Zone 5 began working with Rifton Equipment, a company that designs and manufactures complex rehabilitation equipment for people with disabilities. Over the past four decades, Rifton has developed a network of therapists who provide ideas and advice on products that improve the lives of people with disabilities and in that time, Rifton products have built a solid reputation worldwide for their durability, thoughtful design, and adjustability.

Of the five area marketing firms on Rifton’s short list, Zone 5 was selected because, in the words of Rifton’s Creative Director, “Zone 5 was the quickest to recognize Rifton’s utterly unique story and offered the broadest array of marketing talent to match our needs.” Zone 5 was hired to perform a thorough review of the company’s marketing communications, which included dozens of interviews with staff, customers, target audiences, as well as a focus group, competitive audit and additional research of print and online materials. This research resulted in the recommendation of a new tagline and creative strategy that works at the brand level, with a product launch, or with day-to-day communications with customers.  

From this initial exercise Rifton engaged Zone 5 on several additional projects including the company’s product catalog, two product launches and product updates, to name a few. Zone 5 introduced the new tagline, “Products for life from people who care.™” in the 2009 catalog. Rifton had never fully told their story to their customers – rooted with the simple and inspired goal of helping developmentally disabled children live more active and fulfilling lives. Rifton’s own people tell the story of compassion and dedication to helping others.

Also in 2009, Zone 5 helped Rifton launch new products. Rifton had been selling their Pacer gait trainers successfully for years and after listening to their customers they expanded the product line. The Pacer enables therapists to work with individuals on weight-bearing and walking exercises. After listening to their customers, Rifton designed the Pacer XL which accommodates adults up to 275 lbs. and the Mini Pacer for children as young as nine months old. Zone 5 created brochures and direct mail, landing pages for the products and a sustained outreach effort to therapists as well as drafted press releases and secured media coverage in several trade publications on the launching of the new products.

These efforts resulted in positive product launches that helped Rifton maintain sales through a sluggish economy. Zone 5 has since expanded its service offerings to Rifton and is currently developing materials for another exciting new product launch.