CHALLENGE:
Jackson Hewitt hired us to reverse the trend of sales reductions of 10+% per year for each of the previous 5 tax seasons. They thought they just needed to win at their Walmart pop-up stores.
SOLUTION:
We found they needed to win more by immediately evaluating their customer base and found three underperforming segments. African American, Hispanic and Age 18-24, all of which were under addressed in previous campaigns. Looking at their business as a whole no one would have identified these segments, but when we performed an analysis by market, and in many cases by individual retail location, combining the findings by market, region and ultimately nationally we found opportunity that had been ignored by their previous large media agency. To that end, media consumption analyses were created individually by market, with corresponding media plans created and implemented, and 34 individual markets were identified as key growth areas requiring extended media support.
While the core of the campaign was TV (national and local), Radio (local), and Digital, we identified World Wrestling Entertainment as an ideal media partner for Jackson Hewitt given its strong audience compositions relative to the client’s customer profile. Instead of simply purchasing schedules on WWE’s weekly television programs via their cable network carriers, we created a direct relationship with the WWE as the official sponsor of The Royal Rumble, which is one of their signature PPV events. This sponsorship included extensive media support, on-site promotional videos/arena signage/hospitality packages at the Royal Rumble, and in-store activations. We also added out-of-home advertising in key Walmart markets surrounding specific stores using Gas station TV, traditional static units, and digital ooh.
RESULTS:
Sales were up in the first year after 5 years of sales declines. Additionally, we beat the prior agency’s national TV pricing by 6% while down-aging the demo to a more difficult buying target.