Case Study

1. Introduction

Thorne Harbour Health, formerly known as the Victorian AIDS Council, is the leading LGBTIQA+ support organisation in Victoria. They are dedicated to improving the health and wellbeing of LGBTIQA+ communities, providing a range of services, including HIV prevention, counselling, and advocacy.

2. Challenges Faced

Thorne Harbour’s marketing and communications team required upskilling to effectively manage and optimise their digital marketing efforts across key platforms. Their main challenges included:

• Navigating Complex Platforms: The team needed deeper expertise in managing Facebook Ads, Google Ads, SEO, and Google Analytics 4 (GA4).
• Data Interpretation: While they had access to data, it was challenging to interpret analytics meaningfully to align with organisational goals.
• Optimising Campaign Structure: Their campaigns lacked the structure and targeting necessary for effectively reaching the right audiences.

3. Goals and Objectives

Hedgehog Marketing’s goal was to empower Thorne Harbour’s in-house marketing and communications teams by providing tailored training on:

• Effective Platform Management: Equip the team with the knowledge to manage Facebook Ads, Google Ads, SEO, and GA4.
• Audience Building and Targeting: Show the team how to build and optimise their audience segments across platforms.
• Data-Driven Decision Making: Teach them to read and interpret analytics for more informed, strategic decisions.
• Dashboard Creation: Create custom dashboards that display key metrics and provide a clear overview for internal reporting.

4. Strategy and Approach

Hedgehog Marketing delivered a series of 1-1 training sessions focused on practical, hands-on learning:

• Facebook and Google Ads Training: We guided the team through account and campaign structuring, showing them how to build relevant audiences and implement targeted campaigns aligned with their organisational objectives.
• SEO Optimisation: We provided bespoke training on SEO strategies, helping the team optimise their website content, conduct keyword research and improve organic search visibility.
• Google Analytics 4 (GA4) Setup: We trained them on the intricacies of GA4, ensuring they could interpret data effectively and use it to track campaign performance.
• Dashboard Development: Custom dashboards were built to provide real-time insights into key statistics, enabling the team to monitor their performance and generate reports for internal use.

5. Results

The impact of the training sessions was significant:

• Improved Campaign Effectiveness: Thorne Harbour’s team gained the ability to structure and optimise their Facebook and Google Ads campaigns, leading to more targeted and effective marketing efforts.
• Enhanced Data Literacy: The team is now equipped to interpret and utilise data from GA4, allowing for more strategic decision-making.
• Custom Reporting Dashboards: Hedgehog created the dashboards to provide a comprehensive overview of campaign performance and key metrics, improving their ability to report and track progress internally.

6. Client Testimonial

“Hedgehog helped my organisation revamp our Meta advertising with bespoke advice and training sessions. The team was thorough and flexible – responding directly to our specific needs. I can’t recommend Hedgehog enough for anyone looking for help with their marketing!” – Joel Parker, Communications Coordinator

7. Conclusion

Through Hedgehog Marketing’s tailored training and consulting services, Thorne Harbour’s marketing and communications team is now equipped with the knowledge and tools to manage their digital campaigns effectively. This has enabled them to better engage with their audience and align their marketing efforts with their overarching goals, all while streamlining internal reporting and analysis.