Austbrokers SPT brokerage benefits from Austbrokers expertise and support
Insurance broker Austbrokers steps toe in the water to break media silence
Austbrokers Holdings Ltd is one of the top five Australian Broker networks with more than 30 years experience and over 50 brokerages across Australia. The Austbrokers network is uniquely placed to provide insurance broking services and total risk solutions for clients.
The quiet darling of the insurance sector
The company’s shares have maintained a steady 6% growth since they listed seven years ago and is well known to be a ‘darling of the sharemarket’. Despite this obvious success the company had surprisingly never invested in marketing or PR when the new CEO signed up with Taurus for a comprehensive marcomms campaign.
We had a unique challenge with the media
In its 23 years, Austbrokers had mostly been inaccessible and uninterested in speaking with the media. Keen finance journalists had been denied the opportunity to speak with management, therefore forming their own opinions and conclusions on the Austbrokers model and business that were often not entirely accurate.
“The immediate call to action and primary objective was to correct this. We engaged conversations with our media network to spread the message that Austbrokers is changing with new leadership and a new approach to communication.”
– Sharon Williams, CEO, Taurus
The first few weeks laid the groundwork for the campaign
Extensive effort was given to creating and establishing basic media collateral, introductory documents and finalising key messages and preparing the client for media interaction.
In the second month, we reached out to 10 key journalists and added a minimum of three journalists to Austbrokers sphere of influence every month. In the next five 5 months, we established familiarity and understanding with over 20 media outlets and achieved over 160 pieces of coverage in both print and online publications.
Our relationships have seen significant growth in the Austbrokers sphere of influence
Taurus then began Phase 2 – the process of establishing thought leadership in the insurance space through a powerful PR tactic – media relationship meetings.
These high-level meetings between Editors of national publications and the CEO of Austbrokers have one primary long-term goal – to establish rapport and recall with no pressure or immediate expectations of coverage.
CEO delighted with Taurus results
Working closely with the CEO, we worked on the following initiatives
- Conducted extensive research to give Austbrokers the confidence to converse with the media after years in recluse
- Focused on changing inaccurate media perception by connecting Austbrokers to a media network
- Strategic PR approach continues to create new media opportunities and strengthen Austbroker brand in a highly competitive market
Taurus secured over 160 pieces of coverage for Austbrokers including
- The Australian
- The Weekend Australian
- The Australian Financial Review
- The Sydney Morning Herald
- The Age
- Insurance Business
- Reuters
- Insurance News
- BRW
- Dynamic Business
- Ninemsn Finance News
- The Motley Fool
- MyBusiness Magazine
- Insurance Business TV
- Insurance and Risk Professional
- 4 Traders
- FN Arena
- A&NZ Institute of Insurance and Finance
What Taurus did for Austbrokers
- PR strategy and planning
- Reputation management
- Building brand awareness
- Strategic marketing counsel
- Media training
- Messaging and positioning
- Established key messages
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