Unified Communications
With HubSpot -
Outdoor media association
Salesforce Migration
Website Design
HubSpot Training
Ongoing Support
The Outdoor Media Association (OMA) is the peak national industry body representing most of Australia’s Out-of-Home (OOH) media companies, including both traditional and digital formats.
We integrated HubSpot for the OMA as part of a digital transformation which has streamlined operations, improved analytics and enabled more personalised member engagement.
With HubSpot, OMA has centralised marketing, sales and customer service, boosting efficiency and scalability. The redesigned MOVE Outdoor website now offers a modern, user-friendly experience, resulting in consistent branding and enhanced engagement across all digital channels.
The Challenge
The Outdoor Media Association (OMA) were experiencing a challenge familiar to many organisations:
- Siloed customer and member communications
- Inefficient processes
- Lack of visibility across sales and marketing
- Lack of customer insights
- Websites across multiple platforms
- Legacy and underutilised CRM processes
OMA is the voice for Out of Home (OOH) advertising in Australia. With over 5,000 members from the leading out-of-home companies in Australia, including JCDecaux, QMA and Ooh! Media, the OMA hosts numerous events, awards, training workshops and provides resources for members and the wider advertising industry.
Working collaboratively with the OMA team, we developed a digital and CRM strategy to align teams, unify member and customer data interactions, drive efficiencies and realise opportunities for growth.
Solving Fragmented Marketing With HubSpot
The first goal of the project was to seamlessly migrate The Outdoor Media Association (OMA) CRM from Salesforce to HubSpot, followed by consolidating OMA’s two websites and numerous campaign microsites onto HubSpot’s CMS.
Post-consolidation, the redesigned MOVE Outdoor website prioritised brand consistency and simplified user navigation to enhance the overall customer experience.
A structured phased approach was employed to manage project complexities, leveraging HubSpot’s integrated marketing and CMS tools to enhance OMA’s digital marketing efficiency and website performance.
The integration has enabled:
- Personalised content delivery through dynamic audience segmentation.
- Improved member engagement via automated workflows and targeted campaigns.
- Enhanced analytics for data-driven strategy optimisation.
- Team efficiencies with shared collaboration across HubSpot.
HubSpot’s integrated CMS has established a cohesive digital ecosystem for OMA, while operational improvements include task automation, campaign personalisation and centralised data management. This migration has equipped OMA with scalable growth tools and enhanced customer experience through features like easily updatable blog, targeted pop-up forms and password-secure member portal. The outcome is streamlined operations, reduced redundancies and the enablement of data-driven decision-making across the organisation.
The migration of OMA’s disparate websites to the HubSpot platform was executed through five key phases:
- Assessment and planning
- Design and development
- Content migration
- Testing and quality assurance
- Launch and training
Website Consolidation
Following the successful Salesforce to HubSpot CRM migration, we consolidated OMA's web presence onto the HubSpot CMS, incorporating www.oma.org.au, moveoutdoor.com.au and campaign-specific sites. The consolidation posed unique challenges due to moveoutdoor.com.au's distinct branding and operational structure as a separate entity; however, the integration has ensured MOVE's unique identity within the unified digital ecosystem remains the same.
The project has yielded several benefits, including improved consistency across all digital properties and significant efficiencies in content management. HubSpot CMS's intuitive interface has simplified website updates and content modifications, decreasing reliance on specialised technical support. Centralising website management onto a single platform has reduced the time and resources required for content updates, routine maintenance, and comprehensive site oversight.
Marketing Hub Adoption
Following HubSpot CRM migration and website consolidation, we deployed HubSpot Marketing Hub for OMA to provide a centralised marketing platform. This all-in-one solution replaced fragmented software systems by integrating email campaigns, social media management, lead tracking and analytics into a unified dashboard. The platform now streamlines workflows, enhances operational efficiency, and enables seamless cross-functional collaboration between internal teams and external stakeholders.
How the HubSpot Marketing Hub has benefited OMA:
- All-in-one platform to access marketing tools
- Saves time with automation
- Efficiently helps engage members
- Simplified analytics and reporting
- Scales operations while enhancing productivity
- Provides more personalised marketing, sales, and customer service experiences at scale
Redesigning MOVE Outdoor
The new MOVE Outdoor (Measurement of Outdoor Visibility and Exposure) website was developed to launch the industry’s new measurement and data platform called MOVE 2.0. The UI/UX strategy focused on simplifying navigation and information architecture, making it easier for users to access a large volume of information through intuitive menus and clear visual hierarchy. The fresh, contemporary design leverages modern UI elements, consistent branding, and engaging animations to create a visually appealing user experience, while features like sign-up forms encourage ongoing user engagement and ensure the site remains both functional and inviting.
This final phase of the project involved simplifying and modernising the MOVE Outdoor website. The redesign has focused on creating a more user-friendly and visually appealing experience while maintaining detailed information. It has reduced text-heavy elements, added engaging animations, and incorporated features like newsletter and webinar sign-up forms to capture user contact information and encourage ongoing engagement.
Results:
The implementation of HubSpot has super-charged performance and achieved significant improvements for OMA:
- Increased member engagement - 56% uplift in member engagement
- One source of truth for cross-departmental collaboration
- 3 costly subscriptions consolidated to HubSpot
- Huge efficiency in time and resource management - 30% efficiency in head-hours
- User-friendly content management
- Managed infrastructure & security
- Advanced tools for growth such as SEO optimisation and personalisation
