Rueckert Advertising Earns Back-To-Back PRSA
Empire Award Honors:
Latest Accolade Recognizes Firm for Social Media Effort that Increased Run's 2009 Participation By 19 Percent
ALBANY, NY (November 23, 2009) — For the second year running, Rueckert Advertising & Public Relations' work on behalf of the Freihofer's Run for Women took first place in the Public Relations Society of America Capital Region Chapter's annual Empire Awards.
Entered in the social media category, the full-service agency was honored for its creative use of social media, which led the prestigious all-women's road race to draw 4,029 competitors — the largest field in its 31-year history and a 19 percent increase over the previous year's total registrants.
In partnership with local social media firm blue.0, the agency created a Run for Women Twitter page (@freihofersrun), which allowed organizers to drive viewers to the event's Web site to read complete stories, press releases and up-to-the-minute race news. A Facebook group and events page were also developed, enabling 430 members to stay abreast of the latest race news, as well as to communicate directly with one another.
Further, a new Freihofer's Run for Women blog (http://blog.freihofersrun.com) — featuring news, video interviews with event staff and runners, elite athlete updates, women's health and fitness news, media stories about the race, and general running news — was also introduced. In addition, YouTube was used to promote various aspects of the race through video.
"Social media is enabling us to connect with our customers on a more personal level," said Rueckert Advertising President Dean A. Rueckert. "With such a strong running community in the Capital Region and with so many Freihofer's Run for Women participants blogging about their training, races and interests, we are hoping to parlay our social media expertise into an even bigger turnout for 2010."
Last year, Rueckert Advertising won top honors in the Empire Award's "Integrated Campaign" category for its comprehensive public relations program for the 2008 edition of the race. That campaign earned more than $1.8 worth of earned media for the 5 km event - a 218 percent increase over the previous year's media coverage ($564,657).
In 2005, the agency was recognized by the MarCom International Creative Awards and in 2004 Rueckert Advertising was a finalist in the American Marketing Association's (Capital Region Chapter) "Mark of Excellence " awards. The year before that, Rueckert Advertising's strategy, tactics and results for the 5 km race were featured in PR Week, the trade journal that covers the PR business in the United States, Europe and Asia.
Chris Bowcutt, founder, blue.0 and Edward Parham,
director of public relations, Rueckert Advertising.