Due North Takes Best of Show in PRSA Awards

Due North Marketing Communications, Inc. received best of show honors in the annual PRoof Awards competition of the West Michigan chapter of the Public Relations Society of America. The special recognition followed a gold award for the winning project, a large-format post card mailing that was instrumental in a successful millage issue for the Mackinac Straits Hospital and Health Center. The awards were presented at the Press Club of Grand Rapids.

“We’re very pleased with the awards,” said Due North president Ruth Steele Walker. “We’re especially happy that the judges recognized the results this project produced for our clients.”

MSH had lost its operating millage in a November, 2004 election. Providing nearly $900,000 annual revenue that is vital to its continued operations, the millage issue went back on the ballot for a May, 2005 vote. Another rejection meant the loss of many services, the end of plans for a new hospital, and a 50-mile drive for local residents who needed hospital care. The hospital’s consultant, The Haveman Group, engaged Due North for the millage campaign.

The comprehensive campaign produced unprecedented results, said MSH CEO Rod Nelson. “We received 80 percent of the vote, which is by far the highest margin we’ve ever had,” Nelson said. “We even won in areas that had never supported the millage before. Due North was very effective.” With a renewed appreciation for its importance, the community is now working towards a new $30 million hospital facility.

Judges highlighted the project’s graphic design, strategy, and use of data from previous votes to focus on issues important to the community.

Conceived and written by Due North, the large card mailer was created by Nate Pegman Design of Grand Rapids. It was printed by the St. Ignace News and mailed by BitSystems of Traverse City.

“It was a team effort,” said Walker. “We appreciate all the communications professionals who touched this project with their expertise and hard work.”