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Financial Services

DirecTax

OVERVIEW:

After several years of advertising on radio with little to show for it, DirecTax of Jacksonville, FL, was ready to try something new to both build brand awareness and generate additional tax-filing business.

STRATEGY:

Comcast Spotlight worked with DirecTax to analyze the company’s marketing needs with the goal of growing its share of business. Every detail of the advertising plan was covered, including recommending using the business owner in the commercials to help increase recognition in the local area. The result was a multi-screen campaign designed to boost overall awareness and recall, focused on the neighborhoods where prospective customers lived. The company’s television commercial was incorporated in its Xfinity.com advertising, with a direct link to DirecTax’s website, where visitors could quickly find additional information.

SUCCESS:

DirecTax’s tax preparation business grew 20% year-over-year. As a result, the company planned to repeat the campaign during the following tax preparation season.