Miami-Dade County adds three more MarCom Awards to a growing list of creative accolades
Miami-Dade County public education campaigns have once again earned industry honors normally reserved for advertising agencies, public relations firms and production companies.
The County's "Quality Water, Quality Life" campaign won Platinum in the 2015 Marcom Awards' Integrated Marketing category; the "Hit the Club! Let's Play Golf" campaign won Gold in the same category; and the County's Instagram account won Gold in the Instagram Engagement category.
The Communications Department, in collaboration with staff at various other County departments, developed all the creative content for each winning item — taglines, ad copy, graphics, photography, video production and more. The campaigns utilized carefully selected communications channels, both traditional and new media, to convey key messages to different audiences.
Both campaigns were big successes. During the golf campaign's run from July through September 2015, golf round bookings increased 172 percent over the same period the previous year. During the water campaign’s run from June through September 2015, the Water and Sewer Department's website sessions increased nearly 13 percent, while website users increased nearly 18 percent over the same period the previous year.
Meanwhile, since its first post in September 2014, the County's Instagram account has grown to over 4,600 followers and has received more than 33,000 likes and 700 comments.
"Awards like this validate the quality of our work and affirm that our team creates content on par with what you would find at a full-service creative agency," said Inson Kim, director of the Communications Department. Kim says good packaging helps government messages break through the clutter, helping the public seek, discover and make informed decisions about the County services available to them. "These awards are a sign we're headed in the right direction."
Miami-Dade County has a good track record with MarCom, winning three awards—one Platinum and two Gold—in 2014.
According to its website, MarCom Awards is a creative competition for any individual or company involved in the concept, writing and design of print, visual, audio and web materials and programs. Entries come from corporate marketing and communication departments, advertising agencies, PR firms, design shops, production companies and freelancers.