Sam's Club opened over 50 new and relocated stores within a year. Some of the stores were opened or reopened in economically depressed areas. Each opening focused on unique demographics from the city where the opening was taking place. The campaign adapted to each location and created unique messaging to reach new target moms. In one location, the focus was “struggling moms,” a stark contrast to the company’s core target of “affluent moms.” To reach this type of mom, alternative media channels were used like laundromats, check-cashing storefronts, key community partnerships and public transportation. This particular location achieved 230% of its membership goal prior to the day of the grand opening.