Enoch Pratt Free Library

We helped reposition Enoch Pratt Free Library as a modern, community-centered institution driving record attendance, expanding awareness across 21 branches, and producing an award-winning podcast that deepened public engagement.

Enoch Pratt Free Library partnered with What Works Studio to expand its reach, strengthen public perception, and drive measurable growth across all twenty-one neighborhood branches. The library had a powerful mission and extensive community resources, yet public awareness of its programs did not match the scale of what it offered. What Works Studio was engaged to design and execute multi-channel campaigns that would increase attendance, elevate the brand, and showcase Pratt as a modern and essential civic institution.

Our initial engagement began with research that included focus groups and an online survey to better understand the residents who would benefit most from the library’s programs and services. These insights informed the Free To Bmore identity, slogan, and visual system, which became the foundation for a unified communications strategy across digital, social, email, video, and out-of-home channels.

We designed and implemented integrated campaigns that positioned the library as forward-thinking and community-centered. Paid social media, programmatic advertising, and email marketing were paired with a citywide hashtag initiative and a dedicated microsite that aggregated user stories. Social audiences were encouraged to share personal experiences using the #atthepratt tag, which we later transformed into branded social content and in-branch signage to reinforce community participation.

To amplify the library’s civic leadership, What Works Studio developed the Free To Bmore Podcast, an award-winning series featuring conversations on innovation, leadership, and social impact. Guests included Freeman Hrabowski, Erricka Bridgeford, Chris Wilson, D. Watkins, John Waters, Barbara Mikulski, and others whose voices reflect the heart of Baltimore. What Works Studio continues to produce the podcast nearly ten years later.

When the library made the historic decision to eliminate overdue fines, we helped turn the announcement into a community celebration rather than a traditional press conference. Our team designed a custom mural for the occasion, managed event production, sourced vendors and talent, and created promotional content to drive public attendance. The block party became a defining moment for the institution and reinforced its commitment to access and equity.

Campaigns produced by What Works Studio drove millions of impressions, record attendance across branches, and a surge in new card holders. The library received national recognition, including three prestigious John Cotton Dana Awards. As their Agency of Record since 2018, What Works Studio continues to develop integrated campaigns, manage digital advertising, and support the library’s growth across the entire region.

Key Outcomes

• Record high attendance across twenty-one neighborhood branches

• Print circulation increased by nearly 49%

• eMaterial circulation increased by 116%

• Three John Cotton Dana Awards from the American Library Association

• Facebook followers grew by 48 percent in six months

• 4.1 million social media ad impressions in six months

• Developed a custom mural and produced a community event for the fine-free launch

• Free To Bmore Podcast won multiple awards including “Best Conversation”

• FY23 reached the highest circulation in twelve years

• FY23 recorded the highest number of new card holders in seven years

• August 2023 saw a record number of active card holders

• Collected 8,474 new email addresses during the initial campaign

• Average ad click-through rate exceeded industry benchmarks by 63%