Free (and subscriber-based) communities are everywhere right now.
But the difference between a thriving group and one that members forget about comes down to one thing: solving your audience’s problems at every stage of their journey.
In this case study, I’ll walk you through how we built and sustained a high-performing community for HarperCollins Publishing, giving their most engaged readers a space to connect while driving measurable revenue for the brand.
Project Overview
The Problem: HarperCollins had a strong event-driven funnel that brought in thousands of new readers. What they didn’t have was a way to keep those registrants connected and continue the conversation after the event ended.
Our Solution: Build an owned community where readers could connect with each other, access resources, and engage directly with the brand.
Breaking It Down
Building a community isn’t about slapping a group together and hoping for the best. It requires structure, strategy, and ongoing care. Here’s how we did it:
Step 1 – Research Competitor Communities
We studied what worked (and what didn’t) across similar communities, from features to content cadence.
Step 2 – Set Goals and OKRs
We aligned around clear goals: revenue within 90 and 180 days, active vs. inactive users, engagement rates, and member retention.
Step 3 – Build a Community Outline
We mapped out promotions, educational content, challenges, and resources designed to make the group truly valuable for members.
Step 4 – Create a Project Timeline
The workload was divided between internal team members and outsourced creatives (like video and design).
Step 5 – Curate the Community
We uploaded and organized content in a format members could easily engage with: 8 mini-courses, 3 challenges, and 11 larger courses.
Step 6 – Launch the Community
Within 90 days of launch, we welcomed 9k members and generated $5k in revenue even though this wasn’t a Facebook group. Members created brand-new accounts to participate.
Step 7 – Maintain the Community
After launch, we focused on consistency: sharing fresh content, releasing new challenges, and hosting live events with industry leaders. Revenue doubled month over month, with projections pointing toward a six-figure stream by year’s end.
The Impact
This community transformed HarperCollins’ customer relationships and bottom line:
- Owned a Community Space — 25k+ members joined without reliance on social platforms
- Engaged Customers — 20% active engagement within 30 days
- Increased Site Traffic — 10k+ sessions driven to key pages
- Conversions + Revenue — 5k opt-ins, 1k purchases, $15k in revenue
The big lesson? Communities work when they’re built with intention and maintained with care. When you focus on solving real problems and providing ongoing value, you get both engagement and results.
Want a Thriving Community like this?
Your audience is waiting for a place to connect and your brand is missing out if you’re not the one creating it.
That’s why I created my Community Stewardship service:
- Done-for-you strategy and setup for brand-owned groups
- Content plans and activations that keep members coming back
- Ongoing moderation and engagement that builds trust and loyalty
- Clear reporting so you can measure growth and ROI
Because the right community isn’t just a “nice to have.” It’s a long-term growth channel and I’d love to help you build it: Learn more about Community Stewardship
