St. Agnes Academy Memphis - Drivable!St. Agnes Academy Memphis - Drivable!
Best Use of Photography
Category: Best Use of Photography
Project Name: St. Agnes Academy Memphis - Drivable!
Company: St. Agnes Academy - St. Dominic School
St. Agnes Academy, a Catholic, independent PK2-12th grade school for girls in Memphis, Tennessee, launched a targeted billboard campaign to attract families from Arkansas to enroll their children in the high school. Located just across the Mississippi River, the campaign aimed to position St. Agnes as a convenient and viable educational option for families in West Memphis and Marion, Arkansas.
The campaign’s central message, Closer Than You Think!, emphasized the school’s proximity to Arkansas families. A series of rotating photographs on the billboard reinforced this theme with relatable phrases like Just a Hop, Skip, and a Jump Away! and We Made the Move ... So Can You! These visuals and messages were designed to resonate with families who already travel to Memphis for shopping, appointments, or other activities, making the idea of commuting for education feel achievable and practical.
The strategic placement of the billboard just over the bridge in Memphis ensured maximum visibility for Arkansas commuters, creating awareness among the target audience. By focusing on location and accessibility, the campaign effectively communicated that St. Agnes Academy is not only an excellent educational choice but also a convenient one for families in nearby Arkansas communities.
Why they're award winning:
Strategic placement: Billboard location targeted Arkansas families commuting to Memphis
Relatable messaging: Used familiar phrases to make commuting feel practical and achievable
Visual storytelling: Rotating photographs reinforced the theme of proximity and accessibility
Localized focus: Tailored the campaign to a specific geographic audience for maximum impact