Cannes Lions

TAX PREPARATION SERVICES

MRM PARTNERS, Minneapolis / H&R BLOCK / 2003

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Overview

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Synopsis:•Awareness of H&R Block’s online tax preparation products remained low, resulting in reduced relevance of the brand to an online audience.•Past online marketing efforts had been successful at driving site traffic (directly attributable metric), but less so at driving conversion to registered and paid clients.•Previous creative lacked a consistent look and feel with no strong connection to H&R Block brand or other marketing efforts.Objectives: The primary objective is to drive visitors to hrblock.com to learn more about their Online Tax Products and to encourage clients to register to use these products for their tax preparation. The secondary objective is to build awareness and relevance for the H&R Block brand online while featuring the product benefits.Results: Targeted, branded campaign succeeded in driving site visitors and more qualified traffic•Number of transacting clients is up 59%•Conversion rates (from registered to paid clients) increased from 17% to 42% •Lowered cost per client acquisition by 60% •Returning clients have increased 96% Target Group: Tax preparation "do-it-yourselfers" who are online users.

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