Full Throttle Earthworks
A shared media feature extending the Full Throttle Earthworks story beyond the business's own social channels.
View feature
Trackline Group
Good at what you do?
Make sure everyone knows it.
Trackline builds the visibility, reputation, authority and marketing systems that turn great businesses into recognised industry names, and generate the opportunities to match.
Some of the best businesses are still relying on referrals, inconsistent marketing and word of mouth while lesser competitors dominate attention online.
We build the strategy that gets your business seen, talked about and remembered. Social. Search. Content. PR. Positioning.
We work with a limited number of businesses and industries. Tell us about your business and where you want to go.
Built inside a real business
The business behind the strategy.
Trackline's authority was earned inside Full Throttle Earthworks.
Before Trackline existed, Michelle Thurrowgood was building and managing the marketing function inside Full Throttle Earthworks, an operating Australian earthmoving and motocross track construction business.
The capability was already there. The experience was already there. The workmanship was already there. What was missing was enough of the right people knowing about it.
So we treated attention, content, positioning and marketing as seriously as every other part of the business.
This was happening while the business travelled, quoted work, completed projects, bought equipment, dealt with customers and managed logistics. The result was a local operator developing into a recognisable Australian brand with an audience, enquiry pipeline, national projects and media attention.
0 → 60,000+
Followers across Facebook, Instagram & TikTok
13 months
To build that audience from zero
2.9 million
Content views in a recent 28-day period
16,000+
New followers in that same 28-day period
Australia-wide
Project visibility, enquiries and opportunities
Trackline was built from that experience.
Not from standing outside a business telling an owner what they should post. From being inside the business and responsible for what happened after the attention arrived.
- Filming the work.
- Creating the content.
- Running campaigns.
- Building the brand.
- Understanding the customer.
- Improving the website.
- Managing enquiries.
- Watching what converts.
- Fixing what doesn't.
And turning attention into commercial opportunity.
Marketing isn't an extra
You wouldn't leave sales, payroll or operations to chance.
So why are you leaving your marketing there?
Established businesses routinely invest heavily into the things required to operate.
- Machinery
- Vehicles
- Staff
- Insurance
- Bookkeeping
- Software
- Administration
- Operations
But the function responsible for keeping the business visible, attracting the next customer and generating future demand is often reduced to:
"We'll post something when we get time."
You are probably excellent at what you do. The problem may simply be that not enough people know it yet. Waiting until the phone slows down before thinking about marketing leaves that problem too late.
Step 1
No attention
Step 2
Fewer enquiries
Step 3
Fewer opportunities
Step 4
Less choice
Businesses hire receptionists, bookkeepers, payroll staff and administrators because those functions keep the company moving. The person consistently creating content, visibility, brand recognition and future enquiries is also performing a commercially important role.
Your marketing deserves the same level of intention as the business it represents.
What we do
Your outsourced marketing department.
Trackline doesn't exist to fill your social media feed. We build the strategy that gets your business seen, talked about and remembered.
Depending on the engagement, Trackline can work across:
- Brand positioning
- Content strategy
- Social media strategy
- Social media management
- Content planning
- Hooks and scripting
- Filming strategy
- Content production direction
- Caption writing
- Editing direction
- Publishing strategy
- Paid advertising
- Campaign strategy
- Lead generation
- Founder and owner positioning
- Website conversion strategy
- Landing pages
- SEO direction
- Google visibility
- Lead nurture
- Marketing systems
- Offer positioning
- Campaign launches
- Reporting
- Marketing administration
- PR and media exposure
- Conversion optimisation
Social. Search. Content. PR. Positioning.
Everything works together.
We connect each channel to move a business from unknown to recognised.
Built for serious operators
Your marketing should reflect the business you've built.
Trackline works across blue-collar and service industries where capability is real, reputation matters and the right opportunities change the trajectory of the business.
- Better qualified leads
- A consistent marketing system
- Stronger brand recognition
- Social media authority
- A clear position in your market
- Visibility that supports growth
PR & media exposure
Get known beyond your own social media.
Being visible on your own platforms is one thing.
Being featured by publications, media outlets and industry platforms builds another level of credibility.
Trackline Group helps identify media-worthy angles inside a business, develop the story, create the pitch and pursue relevant PR opportunities that put the business, founder or project in front of new audiences.
- Social Media Growth
- Content Strategy
- Brand Positioning
- Lead Generation
- Authority Building
- PR & Media Exposure
What we can help with
- Finding newsworthy stories and angles within the business
- Writing media pitches and press releases
- Pitching local, regional, industry and national media where relevant
- Founder and business profile opportunities
- Project and launch publicity
- Building credibility through third-party media coverage
- Turning PR wins into content and authority assets across social media, websites and sales material
Media coverage cannot be guaranteed. Trackline provides strategic story development, outreach and pitching to relevant outlets where there is a credible opportunity.
Case study
The business was already good.
The market just needed to know about it.
Full Throttle Earthworks
Full Throttle Earthworks is the perfect example of why Trackline exists. The machine experience, capability and work ethic existed long before the audience did.
Adam Thurrowgood already had more than 25 years behind heavy vehicles and machinery. Trackline founder Michelle Thurrowgood came into the business initially with a simple goal: make sure the market knew what the business was capable of.
From virtually no digital presence, Full Throttle Earthworks grew to 60,000+ followers across platforms, strong Google visibility, a consistent pipeline of enquiries and growing media recognition.
Trackline built the brand through content strategy, audience growth, SEO, positioning, storytelling, lead generation and PR. The strategy wasn't about manufacturing an image. It was about showing the work that was already happening.
- The machines.
- The builds.
- The skill.
- The decision making.
- The process.
- The people.
- The finished result.
- The story behind the business.
As the audience grew, so did recognition, enquiries, media interest and opportunity.
The goal was never simply to get followers. The goal was to make Full Throttle Earthworks one of the most recognisable names in its space.
Read the detailed case study- 0 → 60,000+ followers
- Australia-wide projects
- Millions of content views
- Media coverage
- Organic enquiries
- Recognised brand
That's the opportunity Trackline looks for. A business that is already genuinely good at what it does but has not yet built the visibility to match.
Media features
Featured & recognised
We don't just talk about authority. We build it.
Behind the results
Marketing is work.
We want you to see what that actually looks like.
Trackline isn't interested in appearing busy. We care about doing the work that makes the business more visible, more recognisable and easier to buy from.
Do it yourself
The Trackline Toolbox
Practical marketing tools built for people running real businesses.
No fluff. No endless theory. No 27-hour program you never finish.
The Trackline Toolbox gives business owners practical resources they can open, use and implement.
100 hooks for blue-collar businesses
Curiosity, proof, authority, problem, story and conversion hooks built specifically for service and operator-led businesses.
The business owner's filming guide
What to film while you're already on the job so you stop getting to Friday and realising you've captured nothing.
30 days of content
A practical month of content ideas designed to create visibility, trust and enquiries.
The authority content pack
Content prompts designed to demonstrate expertise without constantly telling people how good you are.
The local business content system
A practical system for turning the work you already do into content that attracts your local market.
The lead-generating caption pack
Caption structures and CTAs designed to move an audience from watching to enquiring.
The reels shot list
A repeatable list of footage every service business should be capturing.
The social media audit workbook
Audit your profiles, positioning, content, CTAs and customer journey.
The DIY marketing manager kit
A complete operating system for businesses managing their own marketing internally.
The 90-day visibility plan
A structured three-month marketing roadmap for businesses ready to become more visible.
Coming soon / Express your interest
Operator → Owner™
Build your name before you build your fleet.
A Trackline Group offer for machine operators who are good at what they do and know that one day they want to own their own gear.
The idea is simple: you don't have to wait until you own a machine to start building the marketing asset behind your future business.
While you're gaining experience operating someone else's machinery, you can also be building your own name, reputation, audience and digital footprint.
Learn how to document your expertise, create content people actually want to follow, build authority around your name and start creating an audience that compounds over time.
So if the day comes that you put your own name on the side of a machine, you're not starting your marketing from zero. You've already been building it.
This offer is based on the real marketing system Michelle built behind Full Throttle Earthworks, turning the expertise of an experienced machine operator into a recognised brand, growing its platforms to 60,000+ followers and building a consistent pipeline around the business.
Fit matters
Trackline isn't for every business.
And that's intentional.
Trackline may be a great fit if:
- You already deliver genuinely good work.
- You want more qualified opportunities.
- You want to become known in your market.
- You've grown primarily through referrals but know that isn't a complete growth strategy.
- Your marketing doesn't reflect the quality of your business.
- You want consistent content rather than random posting.
- You're prepared to invest in growth.
- You understand that attention and trust compound.
- You're willing to show the work.
- You want to build a brand, not just generate this month's leads.
- You value long-term positioning.
- You want marketing connected to commercial outcomes.
Trackline probably isn't for you if:
- You're looking for the cheapest person to post on Facebook.
- You want three generic Canva graphics a week.
- You think followers alone equal business success.
- You want marketing to compensate for poor service.
- You aren't willing to capture any content from the business.
- You expect instant results without consistency.
- You want every business to use exactly the same strategy.
- You're looking for a social media babysitter.
We work with businesses worth talking about. Our job is to make sure the right people hear about them.
Michelle Thurrowgood
Built by someone who does the work.
Michelle Thurrowgood
Founder, Trackline Group
Michelle's work spans business marketing, social media management, content production, short-form video, advertising, brand building, media relations, lead generation and the systems that connect attention to enquiries.
Much of her work has traditionally happened behind the scenes, building visibility for other businesses and people rather than becoming the face herself.
That experience eventually became deeply embedded inside Full Throttle Earthworks, where marketing wasn't treated as a separate department sitting outside the business. It became part of the operation.
Content was captured while the work happened. Stories were found inside everyday jobs. Campaigns were built around actual customer problems. Enquiries, quote follow-up and CRM processes were managed alongside the content. Attention became an asset, and marketing became a serious business function rather than an occasional activity.
"I became obsessed with one question: why are incredibly capable businesses being beaten online by businesses that simply understand how to get attention?"
Trackline exists to close that gap.
Michelle works best with businesses where there is already something real to amplify:
- Real expertise.
- Real work.
- Real results.
- Real capability.
Trackline doesn't manufacture authority. We expose the authority that was already there.
More about MichelleThe best business doesn't automatically win.
The business people know, remember and trust has the advantage.
Being excellent at what you do matters. But if nobody knows you exist, your capability can only take you so far.
Visibility creates familiarity. Familiarity creates trust. Trust creates opportunity.
Trackline builds the system that helps make that happen.
Common questions
Ready?
Good at what you do? Make sure everyone knows it.
If you've already built a strong business but know your marketing, visibility or brand isn't keeping up with the quality of the work, tell us about it.
We work with a limited number of businesses and industries so we can become properly involved in the work. Tell us where the business is now, where you want it to go and what you believe is standing in the way.
ApplicationStep 1 of 5