Dec 19

Sabo PR Earns Diamond Award from PRSA East Central District

Graphic with an aerial park image in the background, a diamond illustration and text that says, “Sabo PR wins PRSA East Central District Diamond Award – 2022 City of Kentwood Parks Millage Proposal Integrated Communications Campaign”

Sabo PR earned a Diamond Award for its integrated communications campaign for the 2022 City of Kentwood parks millage proposal from the Public Relations Society of America East Central District.

One of the 10 PRSA districts, the East Central District represents 16 chapters concentrated in Michigan and five surrounding states. Its Diamond Awards program recognizes “public relations brilliance” in campaigns and tactics that have successfully addressed a communication challenge with exemplary skill, creativity and resourcefulness.

There were 45 total entries submitted for the regional industry awards program. Sabo PR was one of seven diamond award winners in the campaigns category, and the only West Michigan organization to earn an award in this year’s program. The submission required a detailed account of the research, planning, execution and evaluation of the campaign.

“We’re honored to be recognized for exceptional communication work by our industry peers at this level,” said Mary Ann Sabo, president of Sabo PR. “This comprehensive campaign involved a wide range of tactics to effectively raise awareness of the proposal among a diverse community over several months.

“The Diamond Award further demonstrates our team’s ability to develop and execute expert communication to stakeholders in partnership with our clients.”

Campaign Details

Sabo PR launched the seven-month campaign with the City in January 2022 to educate residents on the park millage proposal set to appear on the August ballot. The campaign included web pages, social media, digital media, printed materials, direct mailings and more (a few examples of tactics are pictured below). The proposal was approved by 63% of the vote and was the largest parks millage amount in Michigan to pass in perpetuity during that election cycle.

Additional Accolades

The campaign previously earned “Best in Show” in the West Michigan chapter of the Public Relations Society of America’s annual PRoof Awards program and the Integrated Marketing Campaign Award from the Michigan Recreation & Park Association.

A metal park sign for Pinewood Park featuring a map and text explaining planned improvements a millage would support, if approved. The park sign was one of many tactics used in a campaign that earned Sabo PR a Diamond award.

Park sign

A roll-up banner stand with millage proposal information next to a Parks and Recreation booth at an outdoor event. The banner was one of many tactics used in the integrated communications campaign.

Roll-up banner

Digital advertisement with an aerial park image in the background, a Kentwood, Michigan logo and text that says, "On the Aug. 2 ballot: Parks, Trails & Recreation" with a "learn more" button. Digital advertising was one of many tactics used in the integrated communications campaign.

Digital advertisement

An example of a social media post spotlighting a park with current park images next to a map showing planned improvements. Accompanying text of the post points people to the website to learn more about the proposed millage. Social media one of many tactics used in a campaign that earned Sabo PR a Diamond award.

Social media post