LEWISTON, Maine – Rinck Advertising, which recently celebrated its 20th anniversary, was honored to receive six awards for two marketing campaigns that communicated important and inspiring messages during a challenging time: the MaineGeneral Health’s COVID-19 Response Campaign and the University of Southern Maine (USM) Excel Campaign.
The MaineGeneral Health COVID-19 Response Campaign’s goal in 2020 and 2021 was to remind the community as the pandemic unfolded that the hospital was there for them with a message of reassurance and security. The campaign earned impressive results from a dynamically integrated approach that incorporated numerous mediums to reach a wide audience. The campaign featured ads on social media platforms including Facebook, Instagram and YouTube, and had a click-through-rate that was 252-300 percent above the industry benchmark during various phases of the campaign. The campaign received the following awards:
“We understood how important clear communication would be for both the hospital system and the community it served during the height of the pandemic, so we worked quickly to create supportive, reassuring, and educational messaging for a phased campaign using highly-targeted digital and other traditional media,” said Rinck Senior Account Manager, Kathleen de Silva.
The agency also created University of Southern Maine’s Excel Campaign, which was honored with two awards: a 2021 Silver Davey Award for an Integrated Campaign (Promotional & Branding) and a 2021 Bronze award for Total Digital Marketing Program from the 9th annual Education Digital Marketing Awards.
The USM Excel campaign was designed for prospective students whose lives and plans may have been on hold for a year amidst the pandemic and aimed to inspire them to think about their career and take action for their future through education. The campaign had integrated social media, TV and radio, a website landing page, and display ads. In the fall 2021 semester, USM welcomed its largest class of incoming students and one of its most geographically diverse and academically accomplished cohorts in its history. This represents a 23 percent increase from 2020 and is 3 percent higher than the recent high set in 2018. The surge was driven in part by a 39 percent increase in out-of-state student enrollment, a 26 percent increase over the previous peak in 2018.
“The success of the Excel campaign is indicative of our strategic approach to identifying the needs of our target audience, identifying the right platforms for reaching them, and using these insights to develop creative messaging and content that inspires them to take action,” said Nikki Jarvais, Rinck Senior Vice President and Group Account Director.
To learn more about Rinck’s capabilities and award-winning work, visit www.RinckAdvertising.com.
About Rinck Advertising: Founded in 2001, Rinck is a nationally recognized full-service advertising agency headquartered in Maine with remote locations across the U.S. The firm provides expertise in strategic planning, brand building, creative services, media planning and buying, digital strategy & development, public relations, influencer marketing, shopper marketing and strategic content marketing. Over the last decade, Rinck has built a behavioral change practice specializing in counter-marketing, social marketing, and mass-reach health communications. Rinck represents a range of local, regional, national, and international clients in government, higher education, consumer packaged goods, restaurant service, transportation, banking, law, healthcare, non-profits and tourism. Learn more at www.rinckadvertising.com or @RinckAdvertising on Facebook and Instagram.
Public Relations Manager