‘Moving Memphis Forward’ Advertising Campaign

About Project

Campaign Overview:
Forward Memphis is a financial empowerment initiative whose mission is to provide emergency financial assistance to historically marginalized communities targeted by predatory lending practices in the Memphis area. The primary goal of this 4-month advertising campaign was to build brand awareness of predatory loan alternatives in Memphis and attain 300 applicants per quarter among low and moderate-income families in Memphis while increasing exposure to potential clients.

Campaign Strategy:
The strategy began with comprehensive research to identify the communities in Memphis most severely affected by predatory lending practices. Armed with this knowledge, the KQ team crafted a multi-channeled advertising campaign to raise awareness among Memphis's low-income and middle-class individuals.

Key Strategy Components:
Targeted Advertising: We executed precision-targeted advertising across digital platforms, local media outlets, and community resources to ensure our message reached those most needed. These ads highlighted the dangers of predatory loans and the benefits of our Freedom Fund program.
Educational Content: We provided informative and engaging content through newsletters, social media, and speaking engagements. This content empowered potential applicants with knowledge about their financial options, fostering informed decision-making.
Community Engagement: We actively engaged with local community organizations, churches, and leaders to build trust and facilitate access to our program. Face-to-face interactions helped us better understand the unique needs of Memphis residents. We promoted ads in English and Spanish to ensure we reached all audiences trapped in predatory loans.

Campaign Outcomes:
Our advertising campaign yielded impressive results, demonstrating the positive impact of our efforts:

Advertising Campaign: Nearly 400,000 impressions.
Pre-Qualified Applicants: By the end of the campaign, we received a remarkable 800 pre-qualified applicants, a testament to the effectiveness of our awareness-building efforts.
15% Conversion Rate: We achieved an impressive 15% conversion rate, signifying that a significant portion of those engaged with our campaign successfully transitioned from being aware to taking action by applying for the Freedom Fund program.
Media Placements: We surpassed our objective, landing 11 media placements by the end of the quarter.
Speaking Engagements: We landed one speaking engagement.
Social Media: Increased social media engagement by an average of 29.3%.