CRM + Communications Strategy
As data standards tightened, NBN risked losing contact with over a million people who had signed up for a single, one-off update. Once that moment passed, most had little reason to stay.
We used the re-opt-in as a chance to reset the relationship, focusing on why people signed up in the first place: timely, local information about connectivity. The result was a preference centre strategy that made staying connected feel useful, clear, and on their terms.
We used re-subscription as a moment to look forward, not back. By inviting people to stay connected to the future of connectivity, the relationship shifted from a single update to an ongoing, opt-in exchange, where people could decide how closely they wanted to follow changes, upgrades, and developments shaping their digital lives.
The approach was grounded in a simple insight: people still want to know what’s happening to connectivity in their area. While the initial rollout may be over, NBN’s role as national infrastructure gives it an ongoing reason to stay relevant.
I worked closely with the strategic director to shape the core insight, audience framing, and overall proposition.
This involved running desk research across culture, category, and consumer behaviour, and translating it into clear direction for messaging and experience design, with a focus on relevance, trust, and giving people control.