WelcomePAC
Overview
WelcomePAC is a political action committee championing center-left moderate candidates, policies and principles. What the New York Times calls "a centrist insurgency,” the Welcome Party’s goal is to engage voters across the political spectrum, prioritizing diverse voices and pragmatic solutions set on a primary goal: reshaping and strengthening democracy.
Challenge
Build a Media Engine to Drive Subscription and Donor Engagement with their center-left online political audience and readership; a sustaining revenue-driving cultural and financial ecosystem that services the organization’s mission, principles and partners.
Outputs
Content Creation
Audience Development
Messaging frameworks
Subscription Management
Marketing Tech Stack and Dashboard
Donation Conversion management and tracking
Visual and verbal design systems
Custom audience research development
Media Planning, Buying, Optimization
Tech Stack creation and deployment
Refined CX/UX of key donor flows (via ActBlue)
Results
- Audience Growth: added +7k subscribers
- Fundraising: Increased donor growth by over 50%
- Improved Engagement: Delivered 7.4% ave CTR on messaging, CPM < $6.00 in high traffic pre-election media climate
- Messaging: Developed, deployed, measured and optimized more than 300 creative variants to understand mechanisms of action and engagement that drive subscription and donor engagement
Role — A Parlance Media Lab Project
Brand strategy
GTM / Planning, Buying Optimization
Creative direction
Content development
Public affairs insight



