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Commercial Radio & Audio Australia

As a national leader in broadcasting, CRA modernised its marketing operations with a connected, automated CRM approach. Learn how they transformed their systems to support long term strategic goals.
 

Limited visibility

CRA saw an opportunity to replace manual workarounds with a modern, connected ecosystem.

As CRA’s audience and digital programs grew, so did the complexity of managing member journeys across multiple systems. The team was committed to delivering a high quality experience for broadcasters, but fragmented data, manual imports and inconsistent workflows made this difficult.

Resolving the disconnect between the legacy website and CRM workflows:
CRA wanted to bring their core workflows, data and touchpoints into a single, reliable environment — one that allowed segmentation, automated management and clearer insight into how audiences were engaging. 

The goal was clear:
create a unified CRM and digital framework that delivered trustworthy reporting and visibility.

 

Centralised Management

Our approach focused on centralising data within HubSpot, implementing personalised automation and marketing tools. 

Audience Engagement

Through collaborative workshops with CRA’s marketing teams, we mapped how contacts entered HubSpot, how member statuses were updated and where manual steps were slowing things down.

This work led to a redesigned model tailored to CRA’s unique needs, resulting in clearer segmentation, automated reclassification and reporting that accurately reflected how audiences progressed.

Process Automation

CRA partnered with MV to remove the manual workload that had built up around quota submissions and multi-station management.

We built automated compliance journeys, structured submission pathways and a reliable dual-workflow schedule.

This removed repetitive imports, reduced bottlenecks and ensured critical compliance communications reached the right contacts on time.

Technology Solutions

We restructured CRA’s website to resolve issues affecting data quality and reporting. We improved private content access and added new properties and association labels to better manage account-based relationships.

We also introduced trackable download modules and CTAs, giving CRA reliable visibility into how members engaged with their resources.

These improvements created a cleaner, more scalable foundation that supports CRA’s ongoing digital programs without relying on manual workarounds.

 

Marketing Hub Enablement

Workshops covered the core Marketing Hub tools CRA uses — email marketing, campaign setup, tracking URLs, social publishing, lists and dashboards.

The team adopted best-practice workflows, attribution methods and reusable templates, helping them scale their marketing activity.

They also gained a clear understanding of automation and how to measure engagement. Now, CRA can build campaigns, analyse results and manage their CRM with clarity and consistency.

 

The Benefits of this project

1

Improved Efficiency

Saving time
  • Increased efficiency and productivity for each department has helped Saasyan's team save time on daily tasks and has minimised manual processes through automation.

  • Saasyan have an improved employee experience and increase in team confidence regarding the new processes.
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2

All-in-one

Unified operations
  • Saasyan now have the ability to manage HubSpot on their own, empowering them to drive ongoing growth strategies.

  • A unified approach has minimised friction and removed siloes in their departments. This has made their processes smoother for both their customers and internally. 
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3

Market Position

Improved reputation
  • The new branding and key messaging strategies has enabled Saasyan to grow and expand in their desired markets.

  • Saasyan's key messaging has helped improve their market position. This has also helped them achieve their overall goal of reaching a global audience. 
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4

Deeper Insights

Better reporting, better decisions
  • HubSpot's CRM & software suite enables Saasyan to have better reporting and data management. Saasyan now have a single source of truth which ensures they have reliable and accurate data.

  • Saasyan can make better business decisions and rely on their systems to forecast trends and monitor analytics. This also helps to support Saasyan's growth strategies long term. 
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The highlights

  1. Automated management: Workflows to reclassify contacts based on membership activity and behavioural triggers.

  2. Streamlined subscriber journeys: Automated onboarding emails for new subscribers, easily adaptable for new campaigns.

  3. Efficient task automation: Workflows for contact detail updates, marketing status management, exclusion lists and user alerts for key changes such as unsubscribes.

  4. Enhanced content tracking: Custom modules for downloadable content using HubSpot CTAs for improved reporting (view counts, click rates).

  5. Real-time performance dashboards: Configured dashboards tracking registration and content activity.
 

Commercial Radio's benefits

1

Streamlined Management

Automated operations and reduced manual work
  • Automated updates, marketing status changes and segment reclassification reduced manual admin and improved the speed and consistency of subscriber onboarding.
2

Actionable Reporting

Enhanced visibility and clarity
  • Dashboards now surface subscriber activity, content engagement and campaign performance, giving CRA clearer insight and helping spot gaps early.
3

Reduced Bottlenecks

Improved data accuracy and efficiency
  • Automation across compliance, onboarding and contact processes removed manual steps, reduced delays and improved data accuracy.
4

Improved Experiences

Enhanced stakeholder satisfaction
  • Automated subscriber journeys and simplified point of contact processes created a smoother, more consistent experience for broadcasters and members.
 

the results

 

Charlie Murdoch

Modern Visual came highly recommended and exceeded the expectation we had set for them. They took a complex challenge and request from a global based sales business, and integrated this into a high end platform that delivered results.

If you want to get get the most from Hubspot, and work with a highly intelligent team, stop looking now and call Luke and the Team at Modern Visual. Kye Bessant deserves a special mention for going above and beyond what would normally be expected to achieve and deliver an outstanding system for our business.

  • Head of Marketing | Commercial Radio & Audio (CRA)
  • Highly recommend Modern Visual.
 

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