CASE STUDY:
Sleeves up memphis

Conclusion Statement for Independent research paper

Over the course of this project, Leadership Memphis was successful in building a COVID-19 vaccination campaign that penetrated into the targeted areas of Shelby County with a message that appeared to positively influence COVID-19 vaccinations. Through evidence-based finetuning of their marketing strategy (e.g., the use of trusted local community leaders to convey vaccine messaging, the addition of additional Spanish Social Influencer ads, and increased focus on social media marketing), they effectively expanded their original campaign to broaden their reach and positively affect COVID vaccination decisions.

case study

Morris Marketing Group was proud to have garnered over $60,000 in earned media for MLK Days of Service for Leadership Memphis and Volunteer Memphis.

opportunity

There was a high rate of hesitancy to take Covid-19 vaccinations among people of lower income and people of color in in Shelby County in 2021.

Morris Marketing Group worked with Leadership Memphis in conjunction with the Shelby County Health Department, local healthcare providers, community and governmental partners, and media outlets to address the vaccine hesitancy in Shelby County among communities of color.

goal

Increase awareness of Covid-19 and vaccine efficacy through a multi-channel messaging campaign focused on 9 zip codes in Shelby County, Tennessee.

approach

Create a multi-channel marketing campaign utilizing local community and social media influencers that resonates well with the target market in 9 specific zip codes in Shelby County.

target market

Primarily Black and Hispanic people between the ages of 24 and 40 with an average median household income of $28,000 living in the following zip codes:

38106

38107

38114

38115

38118

38126

38127

38128

campaign creative

Theme/logo

The theme for the campaign was Sleeves Up. The logo utilized a black, brown, or white arm interchangeably to form the L in the word Sleeves. The arm was posed in the traditional bent/flexing position connoting strength. The arm also displayed a band-aid on the upper arm to signify a recent shot or vaccination. Under the treatment we would include descriptors for West Tennessee, Shelby County, or specific neighborhoods within the targeted 9 zip codes.