Challenge
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Novita had previously run digital campaigns for their community inclusion programs: Transition to Work and Step Up. Despite creating great content, they had no meaningful way to track the performance of the campaign. They had gaps in their data and a lack of clarity on conversions. As a result of this, they were unsure if what they were doing was having an impact and generating ROI, and what optimisations they could make to further improve their marketing effectiveness.
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Novita was doing great work but lacked the tracking infrastructure to understand campaign performance, conversion sources, and ROI, preventing them from making data-informed optimisations.
Solution
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Outta Spatial’s solution began with auditing everything to understand what was working and what wasn’t, based on the analytics. We then implemented “The 4 R’s” framework – Rerun, Reuse, Research, and Repurpose – which allowed us to quickly identify effective strategies while leveraging existing content.
A critical component was building a full-funnel Looker Studio dashboard that integrates both Salesforce CRM data and paid marketing channel data. This real-time dashboard gives visibility across the entire funnel – from ad spend, impressions, clicks, and views through to lead opportunities and their status in the CRM. We review this dashboard weekly to monitor performance trends and identify what’s working.
We established a campaign management structure with fortnightly working sessions to discuss what’s working, what’s not, and what needs to change. Additionally, monthly meetings are held to review the previous month and plan ahead.
Through this research and analysis, we identified that the School Leavers program (covering both Transition to Work and Step Up) has peaks and troughs that mirror the school year. This insight led us to launch Open Days events in June and October – similar to a university model—which have been incredibly successful, generating 100+ RSVPs per event and huge spikes in leads and opportunities. To date, we’ve run 12 events with hundreds of RSVPs.
We also discovered that 30-second storytelling video content highlighting people’s journeys through the program performs best in the in-feed placement, and that mid-year school holidays and the end-of-year period (October-December) are the highest converting times.
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We audited everything, implemented “The 4 R’s” framework, built a real-time Looker Studio dashboard integrating CRM and paid channel data, and established a regular campaign management cadence. All of which enabled us to identify key trends and launch successful Open Days events that deliver exceptional results.
”Outta Spatial have consistently delivered high-quality digital solutions that have greatly enhanced our online presence, engagement, and reporting. Their digital marketing expertise has been instrumental in setting up our first truly trackable marketing campaign.”
Outcomes
- 20:1+ ROI for the School Leavers campaign – proving meaningful impact and exceptional return on investment
- Real-time marketing dashboard that brings in CRM and paid channel data, used weekly to monitor performance trends and guide decision-making
- Campaign management structure and methodology that creates accountability and enables data-driven optimisations
- Successfully launched and ran 14 Open Days events with 100+ RSVPs each, generating significant spikes in high-quality leads and opportunities
- Clear understanding of what creative works best (30-second storytelling videos) and when to invest (mid-year and end-of-year periods)
We audited everything, implemented “The 4 R’s” framework, built a real-time Looker Studio dashboard integrating CRM and paid channel data, and established a regular campaign management cadence. All of which enabled us to identify key trends and launch successful Open Days events that deliver exceptional results.