Customer Owned Banking Association

Sector-wide campaign strategy and national advocacy

Reverb delivered a multi-year PR and content strategy that amplified the voice of customer-owned banks and helped position COBA as a trusted advocate for regulatory reform.

Services

• PR strategy

• Content strategy

• Media management

• Government relations

• Crisis communications

• Content production

• Event management

• Digital and print design

The client: The Customer Owned Banking Association (COBA) is the industry association for Australia’s customer-owned banking institutions – mutual banks, credit unions and building societies.

Our work: COBA engaged Reverb to deliver a comprehensive communications and content strategy that elevated the voice of customer-owned banks across Australia. We led PR initiatives on key campaigns including the Regional Banking Inquiry, KPMG’s customer-owned sector impact, the sector-wide Scams-Safe Accord launch, and most importantly and successfully, a multi-year effort advocating for an Australian banking regulatory grid.

Our work spanned from managing impactful media launches and high-profile media events to producing COBA’s Banking with Purpose coffee table books that were presented to Ministers in Parliament House. We developed robust monthly content strategies, produced feature articles, and produced a full suite of campaign visuals, including social graphics and display ads for paid activations. Throughout, our focus remained on amplifying COBA’s advocacy, values, and member impact through compelling storytelling and targeted media relations.

The impact: Reverb’s work positioned COBA as a trusted voice in banking advocacy with a 49% increase in media coverage and a 131% boost in potential reach year-on-year. Our integrated approach helped build national awareness of the sector’s community and economic contributions while strengthening its media presence across key platforms and publications.