Each year, the annual PACE Awards features a “Gallery of Entries.” This gallery features all of the awardees being recognized as a part of the award ceremony. Guests of the event have the chance to select their favorite campaign and their favorite tactic for the prestigious “People’s Choice” awards.
This year, the PACE Awards ceremony and Gallery of Entries will be entirely virtual. To view each winning entry, please select from the list below. Once you’ve had a chance to review all entries, cast your vote!
Voting closes on May 13 at 12 p.m.
Campaigns
Each slide below represents one entry. The synopsis for each is displayed as the image caption.
"Know It Before You Throw It" Campaign
Community Relations, Michigan Department of Environment, Great Lakes, and Energy, Güd Marketing
In 2015, Michigan’s 15% residential recycling rate was one of the lowest in the nation (U.S. average is 34%). To address this issue, the Michigan Department of Environment, Great Lakes, and Energy launched a statewide recycling education and engagement initiative to increase both the quantity and quality of material that is recycled in Michigan. Enter, the Recycling Raccoon Squad, a six-member team of recycling ambassadors who teach residents how to recycle properly. Today, Güd Marketing has helped EGLE deliver significant advances in knowledge about recycling and improved Michiganders’ recycling behaviors based on statewide survey data, far exceeding client campaign goals.
Seasonal weight restrictions app, updated website and communication plan
Community Relations, County Road Association of Michigan
County road agencies are required to post “seasonal weight restrictions” (SWR) every spring as frost leaves the ground making roads vulnerable to cracking. One option for road agencies to post SWR is “on the website of a statewide road association of which it is a member.”
In need of modernization, CRA sought to upgrade and relaunch its SWR page as well as introduce an app. A communications plan was created for the release.
The launch of the app and updated website proved successful, with the app being downloaded 2,000 times in the first week and the website receiving 55,000 pageviews.
RELAUNCH Greater Lansing: Economic Rehabilitation Task Force
Crisis Communications, Lansing Regional Chamber of Commerce
The RELAUNCH Greater Lansing: Economic Rehabilitation Task Force was formed in early spring 2020, in conjunction with Governor Gretchen Whitmer’s MI Safe Start Plan that focused on re-engaging Michigan’s economy by a regional, phased-in approach. The initiative has brought together trusted and prominent leaders in business, government, healthcare, and education and is guided by the Ingham County Health Officer. The task force’s overall goal has been to develop a comprehensive strategy for industries within the Greater Lansing region to navigate the COVID-19 pandemic, provide necessary and timely information and regulatory updates and help reopen business safely and successfully.
Holiday booze in jeopardy
Crisis Communication, Republic National Distributing Company, Martin Waymire
The holiday season of 2019 was on its way, the biggest selling period for alcohol distributors across the country. Republic National Distributing Company found itself in crisis following a series of events, some the company’s doing, some outside the control of the company, in its transition to a state-of-the-art automated liquor distribution warehouse in the fall of 2019. Martin Waymire quickly stepped in to guide Republic through a tumultuous period, including strategy to handle thousands of customer calls, multiple state agency hearings and internal communications. Ultimately, transparency won the day and the holiday season was a success.
Michigan 2020 Census "Be Counted" Campaign
Integrated Communications, State of Michigan, Güd Marketing
A complete and accurate count of residents in the census is critical to the State of Michigan. An accurate census count determines how many seats Michigan has in Congress, and the amount of funding for critical programs such as education, health care, roads and infrastructure, and more. The 2020 census posed many unique challenges, including the outbreak of the coronavirus pandemic. Despite these hurdles, Michigan’s 2020 Census “Be Counted” campaign delivered successful results unprecedented in state history for any previous census awareness push leading to 3.6% more Michigan households self-responding in 2020 than in 2010 (71.3% vs. 67.7%).
Then. Now. Always.: Cultivating Unprecedented Community Support in an Unprecedented Year
Integrated Communications, Ronald McDonald House of Mid-Michigan, Piper & Gold Public Relations
For the 2020 year-end annual appeal campaign, the Ronald McDonald House of Mid-Michigan’s goal was to build on the 20-year legacy that the organization has built in the community and celebrate all the families they have served — Then. Now. Always. Through innovative design, social media and email marketing techniques, the campaign raised $20,044.50 for the Ronald McDonald House of Mid-Michigan, well surpassing their $12,000 goal.
SET SEG Family Healthcare Center
Integrated Communications, SET SEG
SET SEG is a non-profit providing employee benefits and insurance services to Michigan public schools. In 2018, SET SEG opened the SET SEG Family Healthcare Center, a dedicated primary care facility that exclusively serves midMichigan public school employees and their families. By 2019, the healthcare center was only treating 505 patients
out of a potential 3,209. In January 2020, a nine-month integrated communications plan launched, utilizing targeted email marketing, social media, print collateral, direct mail, and in-person doctor visits. This campaign resulted in an increase in utilization by 10% at all five school districts and a total ROI of 1.25.
"Thrive from Home" Campaign
Marketing Consumer Products & Services, Build Up Michigan, Güd Marketing
In the wake of day care and preschool closings amid the COVID-19 pandemic, parents and caregivers were left juggling competing priorities as they cared for their young children without the training, tools and time to nurture learning and growth. Recognizing the devastating impact on Michigan’s youngest learners, the “Thrive from Home” campaign was aimed at helping parents and their children ages 3 through 5 by creating at-home learning tools and encouraging them to continue early education activities during the pandemic – and to recognize any developmental delays. As a result of this effort, 1,600 parents were connected with additional support to continue their early childhood learning efforts, and countless more parents connected to valuable online resources to use at home.
Storytelling to support Downtown East Lansing’s businesses
Marketing Consumer Products & Services, Storytelling to support Downtown East Lansing’s businessesDowntown East Lansing, Piper & Gold Public Relations
Piper & Gold Public Relations supported Downtown East Lansing in the launch of a COVID-19 Business
Support campaign targeted to East Lansing and Greater Lansing media, students at Michigan State
University, and residents and patrons in the East Lansing community. Piper & Gold Public Relations
executed a social media awareness and media relations campaign to promote safety in the Downtown East Lansing community with mask-wearing and social distancing, while encouraging increased business in retail stores and restaurants/bars. The campaign consisted of branded social media content in partnership with Michigan State University and specific to East Lansing, and media relations efforts/partnerships.
COVID Care Heroes
Organizational Relations, The Michigan Health and Hospital Association, Martin Waymire
COVID Care Heroes was a campaign to support the Michigan Health and Hospital Association’s member
hospital and health system staff by keeping spirits high and recognizing the tireless 24/7 work being done by member staff to save lives across the state by sharing stories of the heroic Michigan health and
hospital staff and encourage residents to support the healthcare workers in their communities. We
reached nearly 7 million Michiganders and were able to share the stories of more than 250 healthcare heroes from across the state through digital and social media.
Return to Work
Organizational Relations, Michigan State University Infrastructure Planning and Facilities
To prepare more than 600 front-line staff to return to work safely when the governor’s emergency order was scheduled to be lifted in mid-May, the Communications and Learning & Development Office at Michigan State University Infrastructure Planning and Facilities worked develop a safety training campaign for all staff members and then to reinforce the training via multiple communications channels that effectively reached front-line staff, a group that’s usually particularly hard to connect with.
Gas Safety Management
Organizational Relations, Consumers Energy
After several catastrophic natural gas explosions, the pipeline industry issued a recommendation that all pipeline companies implement an extensive framework to reduce risk and safety incidents.
A new concept to the organization, the framework deals with many areas: risk modeling, communications, organizational culture, incident investigations, etc. In 2020, we created an internal awareness campaign with three objectives: create shared meaning, spur adoption of the framework, and change how employees talk about risk. In the end, 94% said they understand the framework, 94% said they believe we need it, and 92% said the campaign was effective.
Michigan Independent Citizens Redistricting Commission
Public Affairs, Michigan Department of State, Güd Marketing
In 2018, voters approved a constitutional amendment to establish the Michigan Independent Citizens Redistricting Commission (ICRC) that now has exclusive authority to adopt new legislative district boundaries based on the census. In late 2019 and through 2020, a public relations and marketing campaign was executed to achieve a high return of applications from those randomly mailed the application, build a diverse pool of applicants and create awareness and interest in applying to be on the commission. As a result of the campaign, for the first time ever a group of 13 citizens with balanced political affiliations have come together in 2021 to begin their work to make our state’s elections more fair and every Michigander’s vote more powerful.
Greenhouses Safe Reopening Plan
Public Affairs, Michigan Greenhouse Growers Council, Resch Strategies
Michigan greenhouses developed a safe, reopening plan showing how they could operate safely, requesting to reopen before the spring season was completely lost. Resch Strategies executed a public affairs campaign putting statewide pressure on state officials resulting in an announcement that greenhouses could open less than one week later and just in time for their critical spring sales season. Our efforts resulted in statewide media coverage that reached more than 100 million people. We are confident that our statewide public affairs campaign played a role in the decision to allow operation by Michigan’s greenhouse owners.
"Futures for Frontliners"
Public Service, Department of Labor and Economic Opportunity, Güd Marketing
As COVID-19 cases skyrocketed in the pandemic’s early weeks, hundreds of thousands of front-line workers risked their lives and remained at their jobs in health care and nursing home facilities, supermarkets, transportation or public safety to keep the rest of Michigan safe. In gratitude, Gov. Gretchen Whitmer in April 2020 announced, “Futures for Frontliners,” a free college tuition program for essential workers to further their education. Futures for Frontliners was the first program of its kind in the nation. The campaign promoting the new program campaign garnered 60,000 applicants in the first two weeks and in just 18 weeks had more than 120,000 applicants – nearly 10 times the original goal.
Defeat the Breach Coalition 2020 Cybersecurity Awareness Campaign
Public Service, Defeat the Breach Coalition, Truscott Rossman
The Defeat the Breach Coalition reshaped its 2020 Cybersecurity Awareness Campaign strategy in direct response to rising cybersecurity threats locally and across the globe during the pandemic. The speed with which cybercriminals adapted to take advantage of the vulnerabilities of the hundreds of thousands of employees suddenly working remotely and prey upon rising unemployment fears and overwhelmed state unemployment systems was sobering. The audience was primarily mid-Michigan businesses and their employees. A multi-dimensional research-based strategy was deployed to attain goals of increased cybersecurity awareness as well as to gain additional followers and spur engagement across DBC social channels.
I Vaccinate Campaign
Public Service, Franny Strong Foundation and the Michigan Department of Health and Human Services, Martin Waymire
I Vaccinate is a public health campaign to help Michigan parents protect their kids from vaccine preventable diseases. In recent years, Michigan’s childhood immunization rates ranked among the nation’s worst – 44th for toddlers aged 19 to 35 months. The campaign includes a parent-focused website and resources, social media communities, and television, radio, outdoor and digital advertising. When COVID-19 hit Michigan in March 2020, we pivoted quickly and early on as parents began delaying vaccinations due to stay home orders, launching a “catch up, stay current” campaign through our social and earned media channels and with social influencers, along with a comprehensive partner toolkit with campaign assets.
GRNoir Opens Jazz Club & Wine Bar in Midst of Pandemic
Shoestring Budget, GRNoir, Martin Waymire
Opening a new food and entertainment venue is always a challenge, but doing so in the middle of pandemic with its attendant restrictions is even more daunting. GRNoir owners Shatawn and Nadia Brigham were working with a marketing agency on their jazz club and wine bar’s website and social media accounts but wanted media relations assistance from Martin Waymire for the club’s opening. Working on a shoestring budget, Martin Waymire drafted and sent press releases and worked with reporters to obtain 14 articles and TV stories through the club’s soft
and grand openings.
Shape the Future. START HERE. Campaign : Michigan State University’s PRSSA 2020 Bateman Case Study Submission
Student Campaign, MSUPublic Relations Student Society of America
The Shape the Future. START HERE. Campaign completed by MSU’s 2020 Bateman Case Study Competition team successfully delivered valuable information to the nearby community and to those who are historically underrepresented by the census. Through partnerships with the East Lansing Complete Count Committee, City of East Lansing, East Lansing Public Library, the Associated Students of Michigan State University and university administration, the team educated MSU college students and East Lansing parents of children 0 to 4 years on the importance of completing the census.
Stay Well: Supporting mental health for Michiganders
Social Marketing, Michigan Public Health Institute, Piper & Gold Public Relations
Piper & Gold Public Relations supported the Michigan Department of Health and Human Services in partnership with Michigan Public Health Institute in the launch of the Stay Well Counseling Services to the Detroit Metro Area, specifically Wayne County and the City of Detroit. The program was designed to help people suffering from mental health effects of the COVID-19 pandemic. Piper & Gold Public Relations executed a social media advertising campaign to raise awareness and promote usage of the counseling services. The campaign consisted of a mixture of boosted posts and ads, organic content, a social media toolkit and a unique hashtag.
Calling for for College Completion Coaches
Social Marketing, Michigan College Access Network, Piper & Gold Public Relations
MCAN’s College Completion Corps places 23 AmeriCorps members on community college campuses across Michigan to help students navigate the college-going experience. Michigan College Access Network partnered with Piper & Gold to devise a communications strategy to increase awareness of the program and generate qualified candidates to fill their 2020-21 coaching positions.
Michigan Wildlife Council Microcampaigns
Social Marketing, Michigan Wildlife Council, Güd Marketing
The Michigan Wildlife Council was created to educate the public about the benefits of hunting and fishing and the essential role that sportsmen and sportswomen play in wildlife conservation. A 2019 statewide survey uncovered opportunity to focus on a variety of hunting and fishing benefits for non-hunters and non-anglers such as the activities’ economic. While the campaign’s broad awareness message focused on how hunting and fishing are the primary funders of wildlife conservation, four distinct “microcampaigns” (activated through social and digital advertising) showcased additional benefit messages in order to reach audiences who were less likely to interact with our broad awareness campaign.
Tactics
Each slide below represents one entry. The synopsis for each is displayed as the image caption.
"Know It Before You Throw It" Campaign
Community Relations, Michigan Department of Environment, Great Lakes, and Energy, Güd Marketing
In 2015, Michigan’s 15% residential recycling rate was one of the lowest in the nation (U.S. average is 34%). To address this issue, the Michigan Department of Environment, Great Lakes, and Energy launched a statewide recycling education and engagement initiative to increase both the quantity and quality of material that is recycled in Michigan. Enter, the Recycling Raccoon Squad, a six-member team of recycling ambassadors who teach residents how to recycle properly. Today, Güd Marketing has helped EGLE deliver significant advances in knowledge about recycling and improved Michiganders’ recycling behaviors based on statewide survey data, far exceeding client campaign goals.
Seasonal weight restrictions app, updated website and communication plan
Community Relations, County Road Association of Michigan
County road agencies are required to post “seasonal weight restrictions” (SWR) every spring as frost leaves the ground making roads vulnerable to cracking. One option for road agencies to post SWR is “on the website of a statewide road association of which it is a member.”
In need of modernization, CRA sought to upgrade and relaunch its SWR page as well as introduce an app. A communications plan was created for the release.
The launch of the app and updated website proved successful, with the app being downloaded 2,000 times in the first week and the website receiving 55,000 pageviews.RELAUNCH Greater Lansing: Economic Rehabilitation Task Force
Crisis Communications, Lansing Regional Chamber of Commerce
The RELAUNCH Greater Lansing: Economic Rehabilitation Task Force was formed in early spring 2020, in conjunction with Governor Gretchen Whitmer’s MI Safe Start Plan that focused on re-engaging Michigan’s economy by a regional, phased-in approach. The initiative has brought together trusted and prominent leaders in business, government, healthcare, and education and is guided by the Ingham County Health Officer. The task force’s overall goal has been to develop a comprehensive strategy for industries within the Greater Lansing region to navigate the COVID-19 pandemic, provide necessary and timely information and regulatory updates and help reopen business safely and successfully.
Holiday booze in jeopardy
Crisis Communication, Republic National Distributing Company, Martin Waymire
The holiday season of 2019 was on its way, the biggest selling period for alcohol distributors across the country. Republic National Distributing Company found itself in crisis following a series of events, some the company’s doing, some outside the control of the company, in its transition to a state-of-the-art automated liquor distribution warehouse in the fall of 2019. Martin Waymire quickly stepped in to guide Republic through a tumultuous period, including strategy to handle thousands of customer calls, multiple state agency hearings and internal communications. Ultimately, transparency won the day and the holiday season was a success.
Michigan 2020 Census "Be Counted" Campaign
Integrated Communications, State of Michigan, Güd Marketing
A complete and accurate count of residents in the census is critical to the State of Michigan. An accurate census count determines how many seats Michigan has in Congress, and the amount of funding for critical programs such as education, health care, roads and infrastructure, and more. The 2020 census posed many unique challenges, including the outbreak of the coronavirus pandemic. Despite these hurdles, Michigan’s 2020 Census “Be Counted” campaign delivered successful results unprecedented in state history for any previous census awareness push leading to 3.6% more Michigan households self-responding in 2020 than in 2010 (71.3% vs. 67.7%).
Then. Now. Always.: Cultivating Unprecedented Community Support in an Unprecedented Year
Integrated Communications, Ronald McDonald House of Mid-Michigan, Piper & Gold Public Relations
For the 2020 year-end annual appeal campaign, the Ronald McDonald House of Mid-Michigan’s goal was to build on the 20-year legacy that the organization has built in the community and celebrate all the families they have served — Then. Now. Always. Through innovative design, social media and email marketing techniques, the campaign raised $20,044.50 for the Ronald McDonald House of Mid-Michigan, well surpassing their $12,000 goal.
SET SEG Family Healthcare Center
Integrated Communications, SET SEG
SET SEG is a non-profit providing employee benefits and insurance services to Michigan public schools. In 2018, SET SEG opened the SET SEG Family Healthcare Center, a dedicated primary care facility that exclusively serves midMichigan public school employees and their families. By 2019, the healthcare center was only treating 505 patients
out of a potential 3,209. In January 2020, a nine-month integrated communications plan launched, utilizing targeted email marketing, social media, print collateral, direct mail, and in-person doctor visits. This campaign resulted in an increase in utilization by 10% at all five school districts and a total ROI of 1.25."Thrive from Home" Campaign
Marketing Consumer Products & Services, Build Up Michigan, Güd Marketing
In the wake of day care and preschool closings amid the COVID-19 pandemic, parents and caregivers were left juggling competing priorities as they cared for their young children without the training, tools and time to nurture learning and growth. Recognizing the devastating impact on Michigan’s youngest learners, the “Thrive from Home” campaign was aimed at helping parents and their children ages 3 through 5 by creating at-home learning tools and encouraging them to continue early education activities during the pandemic – and to recognize any developmental delays. As a result of this effort, 1,600 parents were connected with additional support to continue their early childhood learning efforts, and countless more parents connected to valuable online resources to use at home.
Storytelling to support Downtown East Lansing’s businesses
Marketing Consumer Products & Services, Storytelling to support Downtown East Lansing’s businessesDowntown East Lansing, Piper & Gold Public Relations
Piper & Gold Public Relations supported Downtown East Lansing in the launch of a COVID-19 Business
Support campaign targeted to East Lansing and Greater Lansing media, students at Michigan State
University, and residents and patrons in the East Lansing community. Piper & Gold Public Relations
executed a social media awareness and media relations campaign to promote safety in the Downtown East Lansing community with mask-wearing and social distancing, while encouraging increased business in retail stores and restaurants/bars. The campaign consisted of branded social media content in partnership with Michigan State University and specific to East Lansing, and media relations efforts/partnerships.COVID Care Heroes
Organizational Relations, The Michigan Health and Hospital Association, Martin Waymire
COVID Care Heroes was a campaign to support the Michigan Health and Hospital Association’s member
hospital and health system staff by keeping spirits high and recognizing the tireless 24/7 work being done by member staff to save lives across the state by sharing stories of the heroic Michigan health and
hospital staff and encourage residents to support the healthcare workers in their communities. We
reached nearly 7 million Michiganders and were able to share the stories of more than 250 healthcare heroes from across the state through digital and social media.Return to Work
Organizational Relations, Michigan State University Infrastructure Planning and Facilities
To prepare more than 600 front-line staff to return to work safely when the governor’s emergency order was scheduled to be lifted in mid-May, the Communications and Learning & Development Office at Michigan State University Infrastructure Planning and Facilities worked develop a safety training campaign for all staff members and then to reinforce the training via multiple communications channels that effectively reached front-line staff, a group that’s usually particularly hard to connect with.
Gas Safety Management
Organizational Relations, Consumers Energy
After several catastrophic natural gas explosions, the pipeline industry issued a recommendation that all pipeline companies implement an extensive framework to reduce risk and safety incidents.
A new concept to the organization, the framework deals with many areas: risk modeling, communications, organizational culture, incident investigations, etc. In 2020, we created an internal awareness campaign with three objectives: create shared meaning, spur adoption of the framework, and change how employees talk about risk. In the end, 94% said they understand the framework, 94% said they believe we need it, and 92% said the campaign was effective.Michigan Independent Citizens Redistricting Commission
Public Affairs, Michigan Department of State, Güd Marketing
In 2018, voters approved a constitutional amendment to establish the Michigan Independent Citizens Redistricting Commission (ICRC) that now has exclusive authority to adopt new legislative district boundaries based on the census. In late 2019 and through 2020, a public relations and marketing campaign was executed to achieve a high return of applications from those randomly mailed the application, build a diverse pool of applicants and create awareness and interest in applying to be on the commission. As a result of the campaign, for the first time ever a group of 13 citizens with balanced political affiliations have come together in 2021 to begin their work to make our state’s elections more fair and every Michigander’s vote more powerful.
Greenhouses Safe Reopening Plan
Public Affairs, Michigan Greenhouse Growers Council, Resch Strategies
Michigan greenhouses developed a safe, reopening plan showing how they could operate safely, requesting to reopen before the spring season was completely lost. Resch Strategies executed a public affairs campaign putting statewide pressure on state officials resulting in an announcement that greenhouses could open less than one week later and just in time for their critical spring sales season. Our efforts resulted in statewide media coverage that reached more than 100 million people. We are confident that our statewide public affairs campaign played a role in the decision to allow operation by Michigan’s greenhouse owners.
"Futures for Frontliners"
Public Service, Department of Labor and Economic Opportunity, Güd Marketing
As COVID-19 cases skyrocketed in the pandemic’s early weeks, hundreds of thousands of front-line workers risked their lives and remained at their jobs in health care and nursing home facilities, supermarkets, transportation or public safety to keep the rest of Michigan safe. In gratitude, Gov. Gretchen Whitmer in April 2020 announced, “Futures for Frontliners,” a free college tuition program for essential workers to further their education. Futures for Frontliners was the first program of its kind in the nation. The campaign promoting the new program campaign garnered 60,000 applicants in the first two weeks and in just 18 weeks had more than 120,000 applicants – nearly 10 times the original goal.
Defeat the Breach Coalition 2020 Cybersecurity Awareness Campaign
Public Service, Defeat the Breach Coalition, Truscott Rossman
The Defeat the Breach Coalition reshaped its 2020 Cybersecurity Awareness Campaign strategy in direct response to rising cybersecurity threats locally and across the globe during the pandemic. The speed with which cybercriminals adapted to take advantage of the vulnerabilities of the hundreds of thousands of employees suddenly working remotely and prey upon rising unemployment fears and overwhelmed state unemployment systems was sobering. The audience was primarily mid-Michigan businesses and their employees. A multi-dimensional research-based strategy was deployed to attain goals of increased cybersecurity awareness as well as to gain additional followers and spur engagement across DBC social channels.
I Vaccinate Campaign
Public Service, Franny Strong Foundation and the Michigan Department of Health and Human Services, Martin Waymire
I Vaccinate is a public health campaign to help Michigan parents protect their kids from vaccine preventable diseases. In recent years, Michigan’s childhood immunization rates ranked among the nation’s worst – 44th for toddlers aged 19 to 35 months. The campaign includes a parent-focused website and resources, social media communities, and television, radio, outdoor and digital advertising. When COVID-19 hit Michigan in March 2020, we pivoted quickly and early on as parents began delaying vaccinations due to stay home orders, launching a “catch up, stay current” campaign through our social and earned media channels and with social influencers, along with a comprehensive partner toolkit with campaign assets.
GRNoir Opens Jazz Club & Wine Bar in Midst of Pandemic
Shoestring Budget, GRNoir, Martin Waymire
Opening a new food and entertainment venue is always a challenge, but doing so in the middle of pandemic with its attendant restrictions is even more daunting. GRNoir owners Shatawn and Nadia Brigham were working with a marketing agency on their jazz club and wine bar’s website and social media accounts but wanted media relations assistance from Martin Waymire for the club’s opening. Working on a shoestring budget, Martin Waymire drafted and sent press releases and worked with reporters to obtain 14 articles and TV stories through the club’s soft
and grand openings.Shape the Future. START HERE. Campaign : Michigan State University’s PRSSA 2020 Bateman Case Study Submission
Student Campaign, MSUPublic Relations Student Society of America
The Shape the Future. START HERE. Campaign completed by MSU’s 2020 Bateman Case Study Competition team successfully delivered valuable information to the nearby community and to those who are historically underrepresented by the census. Through partnerships with the East Lansing Complete Count Committee, City of East Lansing, East Lansing Public Library, the Associated Students of Michigan State University and university administration, the team educated MSU college students and East Lansing parents of children 0 to 4 years on the importance of completing the census.
Stay Well: Supporting mental health for Michiganders
Social Marketing, Michigan Public Health Institute, Piper & Gold Public Relations
Piper & Gold Public Relations supported the Michigan Department of Health and Human Services in partnership with Michigan Public Health Institute in the launch of the Stay Well Counseling Services to the Detroit Metro Area, specifically Wayne County and the City of Detroit. The program was designed to help people suffering from mental health effects of the COVID-19 pandemic. Piper & Gold Public Relations executed a social media advertising campaign to raise awareness and promote usage of the counseling services. The campaign consisted of a mixture of boosted posts and ads, organic content, a social media toolkit and a unique hashtag.
Calling for for College Completion Coaches
Social Marketing, Michigan College Access Network, Piper & Gold Public Relations
MCAN’s College Completion Corps places 23 AmeriCorps members on community college campuses across Michigan to help students navigate the college-going experience. Michigan College Access Network partnered with Piper & Gold to devise a communications strategy to increase awareness of the program and generate qualified candidates to fill their 2020-21 coaching positions.
Michigan Wildlife Council Microcampaigns
Social Marketing, Michigan Wildlife Council, Güd Marketing
The Michigan Wildlife Council was created to educate the public about the benefits of hunting and fishing and the essential role that sportsmen and sportswomen play in wildlife conservation. A 2019 statewide survey uncovered opportunity to focus on a variety of hunting and fishing benefits for non-hunters and non-anglers such as the activities’ economic. While the campaign’s broad awareness message focused on how hunting and fishing are the primary funders of wildlife conservation, four distinct “microcampaigns” (activated through social and digital advertising) showcased additional benefit messages in order to reach audiences who were less likely to interact with our broad awareness campaign.
