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The Plan
- Establishing sub-projects
- Collaboration with stakeholders
- Establishing onboarding training
Establishing sub-projects
- The project was split into 4 major sub-projects:
- Developing a public-facing website based on designs put together featuring the new brand.
- Development of a 'Search & Attendance' tool that would allow users to find, register for and attend sessions run by playgroups, all managed internally and run through Hubspot.
- Setup of a dedicated CRM to manage parent, child, member, organiser and group data, and marketing software to help communicate with all of the above.
- Development of private member-only portal sub-sites accessible via Hubspot's registration tools.
Collaboration with stakeholders
- The first step was to sit with Play Matters and external contractors to plan the new site structure and requirements.
- Additionally, the process for the creation of various custom objects through different aspects of the site needed to be planned and accounted for. Collaborating with the developers of the CompanyOS system, we ensured the requisite information was captured and utilised.
- Together, several complex systems were drawn up in Miro to create the Member's journey to purchase and activate memberships.
- Significant time was spent in pre-planning and strategy to ensure that the development went smoothly and on track.
Establishing onboarding training
- Neighbourhood planned out onboarding and training required to give Play Matters the knowledge to leverage their new system.
- The new system involved not only understanding a new website, but a new CRM, new marketing tools and new processes for the management of it all.
The Strategy
- Developing the CRM with custom objects
- Nine detailed onboarding workshops
- Constructing 110 individual pages
- Granular reporting on objects
- Memberships
- Nurturing customer relationships through automation
- Optimising established processes
Developing the CRM with custom objects
- Neighbourhood constructed the CRM to work in unison with the marketing software that stored users' data. Together, the system uses 10 different Custom Objects (CO) in addition to Contacts, Deals, Products and Tickets, each with unique associations.
- The attendance system Neighbourhood built allows a website visitor to search for a Playgroup (CO) based on Suburb (CO). Results displayed are based on the proximity of the searched suburb, aiding the end-user to make a more informed decision.
- Selecting a result opens a dynamically generated page that uses the Playgroup to populate important information like group details and location. Supporting a push for smoother resource deliverability, this dynamic page gives additional visibility on upcoming Sessions (CO) associated with the selected Playgroup.
- If users registering for their searched Playgroup have attended one previously, a simple sign-up form is displayed that creates an Attendee (CO) in the backend. If they have not previously attended a group, they are served a detailed form to enter the guardian and child's details, 'Children' and 'Family' Custom Objects.
- Throughout all of this project, significant reporting and tracking takes place to ensure that the group facilitator can see RSVP and attendance numbers.
Nine detailed onboarding workshops
- With the backend established, we began onboarding and training workshops to equip Play Matters with the knowledge on utilising HubSpot, consisting of 15 hours spread across 9 sessions.
- Sessions included;
- Hubspot CRM and Basics
- Marketing Hub
- Marketing Automation
- Sales Hub
- Sales Automation
- CMS & Service Hub
- Reporting
- Recaps and refresher sessions to ensure nothing important was forgotten
Constructing 110 individual pages
- Using HubSpot CMS, Neighbourhood fleshed out over 110 individual web pages between the public-facing site and the private sub-sites.
- Many of our pages utilised dynamic tools linked to Custom Objects to show dynamic information, offering a more personalised UI. Internally, this was used to display information for management of groups and data. Externally, it shows unique information to users relevant to a custom object such as a playgroup.
- The result? Instead of manually updating upwards of 700 Playgroup-specific landing pages, we were able to code a single page that could dynamically display the content associated with any playgroup.
Granular reporting on objects
- Multiple detailed reports were build to cover all unique custom objects in use, often in comparison and conjunction with secondary objects. Some of the reporting created so far include;
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- Detailed demographic reporting on parents, children and families
- Performance reporting on Playgroups and sessions
- Attendance reporting on attendees and the associated contacts
- Marketing performance reporting across segments
- Pipeline reporting that tracks group and contact membership
Memberships
- As Play Matters offers multiple types of memberships to facilitators and attendees, Neighbourhood established processes that allow users to enter essential data, and purchase their membership through Shopify.
- Through automation, this sends an invoice and updates the CRM so their application can be managed and membership activated.
- Memberships are also maintained through extensive automations that set, update and remove start dates and expiry dates. These get as complex as setting an expiry date based on the date that a families youngest child will turn 6.
Nurturing customer relationships through automation
- Neighbourhood assisted in the implementation of marketing and data automation to aid in nurturing Play Matter's communication and relationship with users.
- This involved significant segmentation via lists to get accurate groups of members, the development of email templates and workflows to deliver those emails.
- Automations are used to communicate regarding upcoming sessions, membership updates, application information and more.
Optimising established processes
- The new system has required a myriad of new management processes, including utilising deal pipelines to manage renewals and the associated reminders for affiliate groups.
- Building on top of a refreshed foundation, we did an overhaul of the search tool to improve speed and reliability.
- New processes were planned and implemented to allow for the capture of 'Working with Children Check' credentials from facilitators and volunteers.
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