The brief
Honner has enjoyed a trusted and successful partnership with NAB for over a decade.
Working in lockstep with NAB’s busy marketing, senior leadership and corporate affairs teams, Honner was appointed to provide strategic multi-channel communications support for NAB’s Broker Distribution business (as well as other business lines across the bank).
Elevate NAB’s position as the ‘bank behind the broker’ in Australia’s competitive and dynamic lending market with our specialised industry insight and media expertise.
This program encompasses strategic communication advice, multi-media content strategy and execution, event and awards support and an extensive PR program targeting Australian mortgage brokers.
What we did
Fully integrated media campaigns: Worked seamlessly with NAB’s senior strategic marketing leads, media buying and creative agencies to drive a vast sponsored content and earned media program.
Compelling content and thought leadership: Shaped the narrative of new and engaging content platforms such as NAB’s dedicated broker webinar Forward View, and NAB’s Market Megatrends research report, developed in collaboration with CoreLogic.
Broker advocacy and education: Advised and executed content for NAB owned channels and advocacy platforms including regular digital and in-person industry events, video updates, awards support, LinkedIn and direct to broker communications.
Maximising value from sponsorships and events: Developed timely messaging, keynote speeches and multi-media content assets to support NAB’s extensive sponsorship and partnership commitments.
Brand building through strategic PR and content: Actively worked on a PR and content strategy that has helped to elevate NAB’s brand positioning within the Australian mortgage broking community.
Client outcomes
Honner has contributed to positive positioning in numerous high-profile media interviews, articles, in person and online events and podcast appearances, regularly and proactively reinforcing NAB’s commitment to the broker channel.
NAB’s Forward View continues to achieve strong engagement: following the November 2022 event, the number of brokers actively writing business with NAB increased by 28.6% and registrations continue to increase YoY.
NAB’s inaugural Market Megatrends research paper achieved over 1,500 downloads, and a range of proactive earned media articles, with an average reach of 109,000. Honner played an integral role in shaping the narrative and supporting a targeted launch event with 30+ attendees (covering media and industry stakeholders).
Helped to support an 80% uplift in followers to NAB Broker’s LinkedIn page over a 12-month period.
Honner produces an average of 500+ content assets for NAB Broker Distribution each year – more than 90% of all articles are of positive sentiment.
“I have worked closely with the Honner team for over ten years and our relationship continues to go from strength to strength. They are results- oriented and true experts in their field. Importantly for me, they are good, authentic people – I know I can always have open conversations and rely on them for support, fresh energy and inspiration.”