Tax season is upon us and so are the advertising and marketing campaigns of the companies that want to prepare our returns.
This season, Jackson Hewitt, working with agency 22squared, is coordinating all advertising and marketing elements — TV, print, point-of-sale and multiple social channels — in an attempt to be heard above the roar of the significantly larger media spend of competitor H & R Block.
In this conversation, Jackson Hewitt’s Director of Interactive and Social Media David Koroghlian and Chris Tuff, SVP/Director of Earned and Emerging Media at 22squared, reveal how they have achieved success that has, according to the companies, exceeded their expectations.
The campaign includes TV advertisements tied into a “Digital Dance-Off” Facebook contest, along with paid ads on Facebook. New campaign elements are introduced using platform prioritization with the objective of having each aspect reinforcing the others.
Koroghlian and Tuff talk about the specifics of this campaign and reveal some of its social media growth metrics. They also share their thoughts about platform integration, setting expectations for social media initiatives and brand/agency collaboration.
Rapidly growing a Facebook fan base and increasing word-of-mouth mentions on channels such as Twitter is an accomplishment. Advertising and marketing strategies to leverage these gains for long term engagement and conversion are essential.
More on Jackson Hewitt’s 2012 Marketing & Advertising Campaign
- Advertising: Jackson Hewitt Turns Tax Time Into Party Time (nytimes.com)
- Jackson Hewitt recruits mobile to simplify filing taxes (nfcdata.com)
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