Putting Measured Impact™ Into Practice Applying the Framework to My Own Sponsorship

As someone who helps credit unions turn passive logos into active member experiences, I believe in walking the sponsorship talk. When The Sponsorship Company became a sponsor at the Marketing Association of Credit Unions (MAC) Conference, I decided to put my Measured Impact™ KPI Framework to the test on my own sponsorship.

The sponsorship package included:

• Logo recognition on event signage and the MAC website

• The opportunity to include a branded notebook to Attendees as the Official Notebook Sponsor

• Access to the MAC attendee email list

• 15 Second Pitch to MAC Attendees

At first glance, these benefits fall under traditional visibility metrics such as brand exposure, logo placement, and attendee reach. Using my framework, I wanted to evaluate how these assets could create more than impressions. I wanted measurable impact.

1. Visibility: Building Awareness for a New Brand

As a new company, visibility and brand awareness were top priorities. The notebook placement offered something tangible, an everyday item that would live beyond the event. Rather than simply printing a logo, we turned the notebook into an experience through the #NotedForImpact Challenge, inviting attendees to share what they learned or loved about MAC for a chance to give back.

This activation transformed a standard logo placement into a conversation piece. Every shared post will increase visibility and reinforce what The Sponsorship Company stands for: purposeful partnerships that make an impact.

2. Engagement: Turning Exposure Into Action

The challenge also created a direct engagement metric supported by a multi-channel marketing approach. We wanted to ensure the activation reached attendees before, during, and after the conference, creating multiple touchpoints for interaction and awareness.

To do this, we promoted the #NotedForImpact Challenge through several coordinated marketing channels:

• LinkedIn: Shared a dedicated post introducing the challenge and inviting attendees to participate by sharing what they learned or loved about the conference. This created organic visibility and encouraged peer engagement.

• Email Marketing: Sent a pre event email follow-up email to all MAC attendees using the event list, outlining how to participate and reinforcing the purpose-driven aspect of the challenge.

• Website Promotion: Featured a pop-up banner on The Sponsorship Company website, linking directly to the campaign details for visitors who wanted to learn more or join in.

• Conference App: Posted within the MAC event app to engage attendees in real time while they were on-site and actively networking.

This layered approach helped drive consistent visibility and kept the challenge top of mind throughout the event. Each interaction—whether a post, comment, or share—extended our reach and highlighted the creativity and purpose that credit union marketers bring to their communities.

By tracking engagement across social media, email performance, and website analytics, I will be able to quantify participation and social reach, transforming what could have been a simple logo placement into a dynamic, measurable campaign.

3. Purpose: Impact Beyond the Logo

The heart of this activation was purpose. From the start, I wanted to ensure this sponsorship did more than build visibility. It needed to represent what The Sponsorship Company stands for, which is creating meaningful partnerships that make a difference.

For every post shared in the #NotedForImpact Challenge, The Sponsorship Company will donate $2 to the winning credit union’s foundation or nonprofit of choice. This simple but intentional giveback turned engagement into impact, transforming every social post into a small act of community support.

The purpose element also encouraged attendees to think differently about their own sponsorships. Instead of viewing visibility and giving back as separate goals, this campaign demonstrated how both can coexist in one activation. Each credit union that participated was not only amplifying what they learned from MAC but also contributing to a greater cause that directly benefited the credit union movement.

This approach reflects what I call “ROI with Heart” within my framework. It connects the measurable aspects of marketing such as engagement, impressions, and reach with the mission-driven outcomes that credit unions value most, including community investment and member well-being.

It was not just about being seen; it was about being aligned. By connecting engagement to purpose, this sponsorship reflected the same values we encourage credit unions to model. When strategy meets heart, even a small activation can create meaningful and measurable change.

4. Measurement: The Real ROI

Measurement is where the story comes full circle. Using the Measured Impact™ KPI Framework, I am able to track both traditional marketing metrics and the deeper, purpose-driven outcomes that defined success for this activation.

By the end of the campaign, we will be able to measure:

• Reach and Visibility: The number of attendees who received and used the branded notebook, impressions from event signage and website logo placement, and the overall visibility generated by the multi-channel promotion.

• Engagement: The volume of posts, mentions, and social reach generated through the #NotedForImpact Challenge, as well as interactions from email campaigns, website traffic, and engagement within the MAC conference app.

• Community Impact: The total dollars donated to support credit union foundations and nonprofits, along with the ripple effect of attendees sharing their own stories of impact.

• Brand Perception: Positive feedback from attendees who connected with The Sponsorship Company’s purpose-driven approach, new partnership inquiries that came directly from the activation, and an increase in brand recognition among credit union marketers.

Each metric tied back to one of the key pillars in the framework: visibility, engagement, purpose, and measurable growth. Together, they told a complete story of performance and alignment.

Initial results indicate exactly what I hoped to demonstrate: the sponsorship was not only visible but valuable. It sparked connection, deepened awareness, and produced tangible data that aligns with both brand and mission goals. Further analysis is ongoing, but the outlook is promising.

The Takeaway

Sponsorships are not about where your logo appears. They are about the story it tells and the impact it creates. Applying the Measured Impact™ KPI Framework to my own partnership allowed me to experience firsthand what I teach every day.

When strategy, storytelling, and purpose work together, visibility becomes value. That is the real return on investment, not just impressions but meaningful influence.

Every sponsorship can tell a story, let’s make sure yours speaks to impact. Connect with me to explore how the Measured Impact™ Framework can elevate your next partnership.