MaineHousing

Find Your Own Happy Place

MaineHousing’s First Home Loan helps qualified Mainers purchase their first homes. The program is developed to help first-time homebuyers find a solution that fits their needs and give support to those who need it most. The campaign objectives were to reach first-time homebuyers and influencers at all points in their path to homeownership and educate them about the benefits of a First Home Loan through MaineHousing in order to increase loan applications.

MaineHousing’s First Home Loan

It’s All About Mainers

Rinck developed an aspirational, emotional campaign, by humanizing the work of the department and highlighting Mainers who have successfully used the FTHB program. We interviewed people who had participated and learned first-hand how the First Home Loan program is making their dreams a reality. We gained new insights into the importance of the program, the support that MaineHousing brings to first-time homebuyers through this unique process, and how helping someone get into a home of their own can truly be lifechanging.

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174K

Impressions

2.48%

CTR (benchmark .9%)

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588K+

Impressions

1.55%

CTR (benchmark 1.1%)

Rinck Advertising has helped us effectively reach Maine people who might benefit from our assistance using both emotional appeal and metrics in creative and innovative ways. The team really understands our mission and is able to help us market our programs and, most importantly, the difference a quality affordable home can make in someone’s life. And they are great fun to work with!

– Denise Lord, Former Senior Director of Communications and Planning, MaineHousing

Celebrating 50 Years

MaineHousing celebrated its 50th anniversary in 2019. They asked Rinck to help develop a 50th Anniversary logo and book to help celebrate this important milestone in the history of the organization by showcasing how the organization expanded over the years, continuously innovating and finding ways to help the people of Maine stay in warm, safe, affordable homes. The objective was to showcase the accomplishments of the authority as whole, starting with the moment the state legislature passed an “An Act to Create a State Housing Authority” in July of 1969 with a budget of only $68,500 and five commissioners overseeing it.

MaineHousing.org
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Helping Mainers find their way home.

The Rinck team collaborated with MaineHousing to develop a logo to symbolize the anniversary and help kick off the work in the development of a commemorative book: Helping Mainers Find Their Way Home. Rinck did online research and interviewed numerous key people to learn first-hand about the path taken over the past 50 years. This included speaking with long-time staff such as a front desk person whose main goal was to make each person walking through the front door smile, to former staff, members of the community, partners, as well as an Intern to the Governor at the time who researched the program and would later become a Congressman for the state of Maine. The book was divided into important time periods for the organization, highlighting key moments in time, statistics, and the programs that were developed to help Mainers.

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Results

The work was recognized as a success by MaineHousing staff and partners. Additionally, it was part of a winning entry for NCSHA (National Council of State Housing Agencies) Annual Award for Program Excellence.

Rinck Featured Services

Brand Development

Annual Reports/Commemorative Books

Copywriting

Documentary Video Series

Segmented Media Strategy

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