With a $60,000 grant from Read Charlotte, the library targeted five pocket areas of the city where Active Reading was most needed to address low reading rates and low Active Reading workshop attendance. Advertising and promotion tactics focused on those areas, and also reached throughout the county. The campaign included five billboard locations, 20 bus tails, four emails to active cardholders, two print ads in Charlotte Parent, digital ads in the library's emails and website and geofencing throughout the county.

One goal introduced Active Reading to audiences via digital advertising. With Charlotte Area Transportation Services (CATS), a location-based digital marketing tool, the geofencing sent messages to smartphone users in a defined geographic area. The library targeted 19 library locations and 15 kid-friendly locations in Mecklenburg County. The geofencing included digital ad placements with trackable links and verified total library walk-ins by campaign, ratio of library walk-ins to clicks and exposures to the message.

Overall, the program recorded reached 8 million viewers. Geofencing performance was excellent with a .56% CTR, and 3,512 direct clicks. Performance was 326% higher than the industry vertical, and tracked more than 418 unique verified walk-ins and 839 total walk-ins. The overall reach for geofencing was 681 thousand. These results combined with more than 7 million viewers from the billboard, bus and print advertising, as well as the 5,000 trackable links to the website and over 5,400 social media engagements to engage the community.