EAST LANSING, MI: King Media has been honored with a Platinum Award in the Integrated Marketing Campaign category at the 2025 MarCom Awards for its Good Jobs for Good People recruitment campaign for the Michigan Department of Corrections (MDOC) — a statewide effort to reshape perceptions and inspire pride in public service careers.
Faced with one of its toughest challenges — a severe labor shortage and long-standing misconceptions about correctional work — King Media worked to reintroduce corrections careers to the public through a human-centered, purpose-driven message: “Good Jobs for Good People.”
A Holistic, Human Approach to Recruitment
Rather than relying solely on traditional recruitment tactics, Good Jobs for Good People elevated the image of Michigan’s corrections professionals through authentic storytelling and real employee representation. Broadcast, print, radio, outdoor billboards, and digital content all came together under one cohesive message: correctional professionals are mentors, protectors, and role models who serve their communities with integrity and compassion.
The campaign’s tone emphasized respect, purpose, and opportunity, helping prospective applicants see themselves in the role and rediscover pride in public service. This integrated, multimedia approach resonated across Michigan — and the results were clear.
The Good Jobs for Good People campaign demonstrated that when storytelling, strategy, and purpose align, public perception can shift — and real recruitment results follow. Its overall impact resulted in over 222.6 million impressions across all channels, underscoring the campaign’s broad reach and sustained influence.
“Recruitment isn’t just about filling positions — it’s about restoring pride and visibility to the people who do the work,” said Coleen King, President and Owner of King Media. “With this campaign, our goal was to humanize corrections careers and reflect the dignity, purpose, and community impact that MDOC professionals bring to their roles every day. When people can see themselves in the work, perceptions change — and so do outcomes.”
About the MarCom Awards
The MarCom Awards is an international competition established in 2004, dedicated to honoring excellence in marketing and communication while recognizing the creativity, hard work, and generosity of industry professionals. Administered by the Association of Marketing and Communication Professionals (AMCP), MarCom has evolved into one of the largest and most respected creative competitions in the world. Each year, about 7,000 print and digital entries are submitted from dozens of countries.
For more information about the MarCom Awards, visit marcomawards.com.
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For more information, please contact King Media at 517.333.2048
