NRMA Motoring and Services

Industry: Automotive , Membership
Services: Enterprise Digital Strategy
NRMA Motoring and Services

Digital strategy to engage with members

About the Client

NRMA is a mutual organisation with 2.4 million Members in New South Wales and the Australian Capital Territory. It was established in 1920.

It provides a wide range of services to its members, including legendary roadside assistance , motoring advice, vehicle inspections, car servicing, holidays, car rental, travel insurance, international drivers licences and cruises, plus many other benefits. 

The extensive fleet of roadside assistance vehicles continue to help motorists get back on the move, – 24 hours a day, 7 days a week.

Challenge, Approach & Solution

NRMA was one of Zuni’s first clients, continuing the work the Zuni team had done with them in previous roles. NRMA were aware that they weren’t getting the most out of digital, and asked Zuni to develop a view of what was needed. The core concept of a member-centric digital presence was presented to the Group Executive Committee, and this resulted in the Zuni team assisting in the hiring of a Head of Digital at NRMA.

The Zuni team then pitched for, and won, the project to develop an overarching digital strategy for NRMA. This resulted in the website being completely redeveloped and integrated in the member databases, allowing members to “self-serve” for the first time, enabling online joining and renewing. The development was done in-house by the NRMA technical team, and Zuni provided strategic input through-out the project, from IA and card -sorting, wireframes and functional specifications, reviewing designs and page layouts, through to assisting with test scripts and roll-out strategies.

Once the site was launched, Zuni has continued in it’s role as strategic advisor to the NRMA team, both at a senior strategy level, as well as at an implementation and reporting level. We continue to be highly involved in the development of their digital strategy, working with them on a variety of projects around improving and optimising their digital approach, as well as working on new product and new business initiatives. 

Digital strategy to engage with members


  • For the 2 years since the project, all the business results have been well ahead of those modelled in the business case.
  • NRMA’s social media presence and engagement levels have radically increased, with it having one of the largest followings of any motor club in the world, and double the average engagement level for Australian businesses
  • NRMA’s engagement and ability to communicate with its members digitally has grown exponentially, delivering significant business outcomes for the organisation

Zuni’s knowledge of digital across all aspects of the space is excellent, and he has the ability to not only apply it to our business problems, but explain it to people with very limited understanding of the channel. He has a very good understanding of our membership model, and how being a member driven organisation creates different challenges and opportunities, and can apply this to our web strategies. He is very good at working with a range of diverse stakeholders and encouraging them in the same direction, creating win-win outcomes for key stakeholders

If you’re interested in speaking to Zuni about this case study and how we could help your business, please get in touch

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