21 neighborhood branches had record high attendance
Surpassed the average industry click-through rate by 63%
Grew Facebook followers by 48% in 6 months
4.1 Million social media ad impressions in 6 months
3 national marketing awards
Repositioning and driving attendance for a major urban library
What Works Studio developed and executed a 6-month brand campaign for the Enoch Pratt Free Library with the primary goal of increasing library attendance and usage of library programs and services. Secondary goals included positioning the library as a modern, forward-thinking institution and educating the public to their extensive catalog of services.
Due to the success of the campaign, the Enoch Pratt Free Library continues to work closely with us for social media marketing, podcast production, and merchandise design.
Research + Strategy
Our engagement included a research phase that utilized focus groups and an online survey to better understand the Baltimore City residents who could potentially benefit the most from free services and programs provided by Enoch Pratt Free Library.
The breadth of services offered, potentially viable audience segments, and the geographic footprint of the library network require widely varied marketing messaging in order to connect people to services that appeal to their needs and preferences, and proximity to their nearest branch. For these reasons, this strategy focuses primarily on dynamic digital distribution for marketing activities, complemented by a unique live event.
Using the information gleaned from the research phase, we developed a campaign blueprint that included paid social media advertising, email acquisition and list segmentation, a hashtag campaign, and a live event.
We developed the Free To Bmore campaign slogan and a distinctive duotone visual identity for the campaign that was designed to be minimal and direct in order to clearly stand out and differentiate from other social media content.
Social Media Advertising
We designed a multi-pronged campaign that included social media advertising that positions The Pratt as a forward-thinking, modern institution while educating audiences about services and new hours.
During the first 6-month campaign, The Pratt earned 4,199,241 impressions during the social media marketing campaign. The campaign reached 621,427 people in Baltimore City and touched each of those people an average of 6.75 times. The campaign creative drove 58,137 link clicks and helped increase Facebook followers by 48%. During the 6-month campaign, we collected 8,474 email addresses from Baltimore City residents who wanted to learn more about The Pratt’s programs, services, and collections. During the Free To Bmore Campaign, our average click-through rate for ads with the primary objective of clicks was 1.476%, surpassing the average industry click-through rate by 63%. Upon completion of the first campaign, we launched another year-long campaign that is currently underway.