Case Study: Leadership Memphis boosts COVID-19 vaccination awareness with Morris Marketing Group

Leadership Memphis drives COVID-19 vaccine outreach across 9 Shelby County zip codes with Morris Marketing Group

Morris Marketing Group partnered with Leadership Memphis to address a high rate of COVID-19 vaccine hesitancy among lower-income communities of color in Shelby County. Their challenge was to increase awareness of the virus and vaccine efficacy within nine specific zip codes that had a predominantly Black and Hispanic demographic.

The solution involved creating a multi-channel marketing campaign named "Sleeves Up," which utilized trusted local community leaders and social media influencers, Spanish-language ads, geotargeting, billboards, and event marketing. Morris Marketing Group's evidence-based approach successfully broadened the campaign's reach and positively influenced vaccination decisions. The vendor also garnered over $60,000 in earned media for the initiative.

Leadership Memphis