A deep dive into the strategic planning, creative execution, and performance outcomes behind our paid partnership with Community Impact.
Goal: Increase new memberships and drive product openings by reaching highly engaged local audiences through trusted, community-focused media channels.
My Role and Responsibilities: Coordinated the media buy for the Community Impact Partnership campaign, managing pricing, placements, timelines, and partner communication across print, newsletter, and advertorial channels. Oversaw campaign assets and conducted post-placement analysis reviews to evaluate performance, inform optimizations, and guide ongoing campaign strategy.
Objective: Collaborate with cross-functional teams to integrate the Community Impact Partnership into campaigns and support shared growth objectives.
Audience: Our target audience consisted of affluent individuals aged 45-65, earning $100K and above annually. They have a strong preference for luxury items and value high-quality, premium services. This demographic seeks financial solutions that complement their lifestyle, offering convenience, and exclusivity, and personalized support.
Channels:
- Print Ads
- Advertorials
- Newsletter Ads
Results:
Community Impact delivered strong, cost-efficient reach and brand visibility across print, digital, email, and direct mail throughout 2025. The program leaned heavily into upper-funnel awareness, prioritizing impressions, readership, and frequency over direct response.
- Total Print Mailboxes: 2.37M
- Total Print Readership: 3.73M
- Avg. Cost per Reader: $0.022 (highly efficient for local mass reach)
- Total Digital Impressions: 1.86M
- Email Avg. Open Rate:38% (well above industry benchmarks)
Creative:
Kathryn Dudley 
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