Memphis Public Libraries
The “Start Here” awareness campaign was created to shift perception of the Memphis Public Libraries from a passive resource to an active participant in Memphis’ culture.
Through a combination of guerrilla marketing, print, interactive, social media, and environmental design, the 18 Memphis Public Libraries were repositioned and united as vital community centers throughout the city.
The Readbox pop-up guerilla component was developed as an unexpected and engaging way to reinforce the relevance and currency of the Memphis Public Libraries.
It was revealed through a photo posted to the Memphis Pubic Libraries’ Facebook page, reaching more than 270,000 people.
The photo was shared by more than 1,700 people and garnered more than 11,000 reactions and comments, leading to an engagement rate that was 2593.7% higher than the average engagement rate for Facebook posts across any industry.
The Start Here video shorts campaign was a series of web and broadcast videos highlighting prominent Memphians who were also members of the Memphis Public Libraries.
The videos were created using the videography/photography studio within the main library branch, further reinforcing the many resources that the Memphis Public Libraries have to offer.