Non Profit

Sovereign Hill

Achievements

1

custom built marketing analytics dashboard - KLIQmetrics™

13:1

ROI for every dollar spent on Google Ads & Google Grants campaigns

35%

average CTR on Google Grants (Minimum CTR of 5% required to maintain funding)

21%

average CTR on Google Search Ads (Industry average 4.6%)

48x

increase in website visitors, via search ads over 12 months

85%

of all visitors from search ads were new visitors to the website

Overview

Striking Gold for Australian Tourism & Non Profit Icon

Sovereign Hill is an iconic part of the Victorian cultural tourism industry, a living museum sharing the history of the 1850s gold rush in Ballarat. Its immersive historical experiences teach visitors of all ages about the mining boom and life on the diggings. Sovereign Hill has been named Australia’s best ‘Major Tourist Attraction’ four times and welcomes 450,000 visitors annually, sharing this chapter of Victoria’s unique history with guests from across the globe.

We worked with this not-for-profit organisation to increase brand awareness and visits to the museum, strategically strengthening its presence as a major figure in the regional tourism economy for Ballarat and regional Victoria.


Approach

Modern Digital Marketing for a Historical Not-for-Profit Organisation

After working closely with Sovereign Hill to understand their business goals, pain points and challenges, we developed a data-focused digital marketing strategy to increase overall website traffic and improve quality of website visitors. We also utilised KLIQmetrics™, our highly customised marketing analytics dashboard, to capture previously unavailable data and provide valuable insights to the leadership team.

Our data-led approach allowed us to continually refine our strategy to increase ticket sales by specifically creating digital advertising campaigns for distinct target segments – local communities, families in regional towns, interstate and international tourists, schools and MICE (meeting, incentives, conferences, exhibitions). Overall, these efforts contributed over 200,000 new visits to the website.


Maximising the Success of Google Ads Grants

Google Ads Grants is a powerful resource available to non-profit organisations like Sovereign Hill – providing a $US10,000 grant to run ads on Google Search engine. The program is conditional, based on the organisation’s ability to meet strict criteria, such as maintaining a click through rate (CTR) greater than 5%. We have been able to run successful campaigns promoting Sovereign Hill’s various verticals, attracting an average CTR of 35% and an return on investment (ROI) of 11:1 per dollar spent.


Contextual Advertising to Increase Ticket Sales and Drive Visitation

Promoting seasonal campaigns has been a prominent strategy in our work driving ticket sales and attraction visitation with this tourism icon. We worked with Sovereign Hill to develop microsites for their special programming – Winter Wonderlights, Autumn Series, Spring Series, Summer Series, Aura & Heritage Harvest Festival – and created highly targeted funnels through paid campaigns on search, display and YouTube. We provided reliable and fast ongoing website support and campaign management to fortify our joint efforts. This approach contributed to nearly 200,000 first-time website visitors via search ads, over a 12 month period.


Optimised Local SEO to Put Regional Tourism on the Map

We improved Sovereign Hill’s visibility on organic search through a continuous process of website audits and SEO optimisations. By following local SEO best practices such as optimising Google My Business and Google Maps, we improved Sovereign Hill’s search engine visibility to increase organic traffic from searches performed by people in areas around the Ballarat region.

Testimonial

full
Digital Power Hour

Want free personalised expert marketing insights about your business?

Digital Power Hour – our free, no-nonsense assessment helps you discover untapped opportunities for growth and benchmark yourself against competitors. In just 5-10 minutes, gain insights and actionable recommendations. As a bonus, we’ll schedule a call to personally walk you through our findings and offer strategic guidance. Terms and conditions apply.*

  • Identify gaps and opportunities
  • Benchmark against your competitors
  • Receive tailored recommendations

full