Offer Analysis: Liberty uses National Shared mail and local solo mail Programs
VEHICLE A: SHARED MAIL
A national drop through Carmen’s Cupones shared mail program was distributed during the last weekend in January. It included a bilingual, four color coupon for $20 off tax preparation services and information on the benefits of filing a W-7 to get an ITIN number (see images below). Liberty Tax’s logo also appeared on the outside of the envelope. The coupon was distributed to 3 million Hispanic households in 60 markets. The CPM for the Carmen’s Cupones shared mailing was $70 dollars.
VEHICLE B: SOLO MAIL PIECE
Franchisees who participated in Liberty Tax’s Hispanic training will also deliver 5,000 solo mail pieces in their individual markets. The solo mail piece is a 6x9 postcard, four color on one side, black and white on the other. The bilingual post card offers $20 off tax preparation services, informs potential customers about the benefits of filing a W-7 and getting an ITIN number, and let’s them know that Spanish is spoken at their local Liberty Tax office.
“There are currently 1,000 Liberty offices who have taken the training and are prepared to handle Hispanic customers, so the solo mailing will go out to 50,000 households,” explains Martha O’Gorman. “Local offices determine which neighborhoods the mailings go out to.” Since the post card is being mailed out to entire neighborhoods (USPS) and not all of the households will be Spanish-speaking or Hispanic, Liberty chose to deliver their message in both English and Spanish. O’Gorman says the CPM for the solo piece was $220 dollars, which includes printing and delivery.
Although the results of Liberty’s national campaign are yet to be seen, local Liberty franchises that have implemented Borthayre’s strategies have seen their business more than double. “The first campaign I ran was for an office in Raleigh. They were doing an average of 500-600 returns per year. After the campaign they got 1800 returns—almost 80% of them were from new Hispanic customers.” Borthayre says the key to success is education at the grassroots level. Otherwise, she says that coupons and other material will be a waste of money.
Martha O’Gorman says the results of the campaigns run by local franchises are what led Liberty Tax Service to launch a large, national campaign. “Franchisees that have embraced the program are seeing an increase in foot traffic, along with an increase in Hispanic inquiries regarding the ITIN program. The campaign has also increased business during our off season business because filing for an ITIN can take place any time of year.” (Look for campaign analysis results in Portada®'s June/July/August 2006 issue).
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