From a young age, this Memphis native loved to connect with her community, whether through her high school newspaper staff, performing in the theatre, or exploring her much-loved hometown. After earning a master’s degree in communications from the University of Memphis, she took on a restaurant job to help pay the bills — which introduced her to the world of marketing.
With a passion for promoting local small businesses and non-profits, Shannon began freelancing in 2015 and quickly became a go-to for social media, marketing strategy, and public relations. Her move into solo entrepreneurship proved so successful that she recently opened her own business, Campfire Collective. Meet our newest FACE of Memphis, Shannon Briggs!
Tell us about your journey from restaurant staff to owning your own business.
I started working for Huey’s in college as an expeditor and food runner and began waiting tables a year later. At the end of my first year of grad school, I figured out who did marketing for Huey’s — I think I just looked it up on their website — and sent her a cold email, saying that I wanted to learn more about marketing and would work for free as an intern for the summer. She agreed, and I was Huey’s first-ever marketing intern. At the end of the summer, they created a position for me, so I was also their first Marketing Assistant. After I graduated, I was hired full-time as their first Marketing and Events Coordinator.
As a part of my job, I networked with people who began to know me for my work in marketing. Some of them asked if I would help them on the side. My first freelance gig was for a local massage company, doing social media. From there, I grew by word of mouth.
For several years, I had my Huey’s job and my side hustle. One day, I woke up and realized I was working two full-time jobs. I was working eight hours, coming home, petting the animals, pouring a cup of coffee, then working another eight for my clients. It was not sustainable! I had to pick one.
What most attracted you to a career in marketing?
When I got the Huey’s internship, I learned that marketing is all about community, and that is what I really love. At the core, marketing is figuring out who your community is, listening to and understanding that community, and figuring out how to best serve them.
From there, what led you to decide to form Campfire Collective?
It was all just natural growth. I struck out on my own without a big business plan or ultimate life goal. My thought at the time was, I can see myself freelancing full-time; I don’t know what the future will look like, but I’m going to figure it out as I go.
As I grew my client base, I ended up with more work than I could do alone. I hired my first contractor after a year. As I brought on more clients and work, I hired more contractors to manage the workload.
It dawned on me that I was still using my name as a freelancer, but that wasn’t really true to who we were anymore. It wasn’t just me; it was a group of very talented individuals. I wanted to make sure that clients knew I had a team working with me, and I wanted the team to be recognized for their contributions.
Why the name Campfire Collective?
I wanted a name that conveys our high-quality, reliable work and friendly, warm, and collaborative relationships with clients. A campfire is also very reflective of the marketing campaigns we do. Much like a fire, it takes intentional work to get a campaign going, and it must be carefully tended to keep it blazing brightly.
What do you love most about running your own business?
Our focus is on working with small businesses and non-profits. I love meeting the inspiring people behind them and helping to get their stories out to the community. I like being able to make an impact. The work that we can do for them helps them shine in the community and stand out against bigger companies with more resources.
On a personal note, I love the flexible schedule. I’m free to be a mom, wife, and daughter, able to travel and still do meaningful work.
What has been your biggest challenge?
Learning how to be a business owner and manager of a team. When I went out on my own, I had the marketing skills and experience. I knew how to put together good client campaigns and work with people. Running a business was completely new to me. But I’ve learned as I’ve grown, and now the business side of what I do is one of my favorite things. I love the big-picture strategy, the client relationships, and the project management aspects of my job — things I couldn’t focus on without a team.
What have been your favorite projects so far?
The public relations campaign for Lost in Found’s Rites of Spring a few years ago was so much fun. Lost in Found was a newly-formed production company here in Memphis and the first to bring immersive theatre experiences to the area. Rites of Spring was their first production, launching at Ashlar Hall, formerly Prince Mongo’s Castle, and it generated a lot of media interest. All the rooms in Ashlar Hall had a theme based on Shakespeare’s work, with full-scale art, lighting, and sound. As you walked through, you could interact with actors and dancers. Every single show sold out.
More recently, I loved working on the Welcome to Memphis COVID-19 Fund. With my background in the industry, hospitality is at the core of my heart, and I knew hospitality workers would be hit very hard during the pandemic. The fund solicited donations from community and corporate partners to issue grants to local hospitality professionals. My team was responsible for promoting the fund by soliciting donations and publicizing the grants to those who needed them. Welcome to Memphis issued over $1 million in grants to furloughed hospitality workers in just under a year.
When you have visitors to Memphis, where do you take them?
I enjoy playing tour guide and creating customized itineraries for my visitors based on what they like to do. But I usually include the South Main Arts District, Overton Square, The Bar-B-Q Shop, Stax Museum, and the riverfront.
Where can we find you when you’re not working?
Hanging out with my family at Overton Park, Shelby Farms, Memphis Botanic Garden, the Zoo, and Overton Park Shell for concerts. You can find us at Memphis Tigers basketball and football games, Memphis Grizzlies games, and local festivals. We like being out and about in the community.
What’s your best piece of advice?
Do what you love. Life is too short to be doing something that doesn’t make you happy.
Aside from faith, family, and friends, what are three things you can’t live without?
Time with nature, a good cup of coffee, and my yoga practice.
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