CooperKatz served as national PR agency of record to Jackson Hewitt Tax Service, the nation’s second largest U.S. tax preparation service with more than 6,000 offices across the country, from 2005 through 2013.
Our comprehensive scope of work for the brand was organized around two levels of strategic PR support: a national PR campaign to position Jackson Hewitt as a vital source of tax insights and information; and an extensive “grass roots” initiative to provide local franchisees with marketing / PR training, customizable press releases, promotional ideas, materials and a steady stream of local media interview opportunities.
Our annual activities included developing and pitching weekly press releases, tax tips and media alerts during tax season; offering national and local experts as media spokespeople; conducting media tours; and promoting specific products, services and capabilities.
Key to our national efforts is positioning the company’s Chief Tax Officer, Mark Steber, as the leading expert on what consumers need to know about taxes at any time of the year. In the 2012-2013 tax season alone, CooperKatz secured more than 90 interviews for Steber with top national news outlets, including the Associated Press, The New York Times, Reuters, TIME, Today.com, The Wall Street Journal, USA Today, U.S. News & World Report. The team also booked multiple appearances on ABC News Now, Bloomberg Radio, CNN and the FOX Business Network, as well as multiple broadcast opportunities in the #1 DMA in the country (New York City).
Complementing the national push was an extensive grassroots initiative, designed to generate local news coverage in Jackson Hewitt’s top 60 markets. The team’s efforts to position local franchisees as key media spokespeople offering tax tips to filers throughout the season generated scores of local media placements, and supported regional advertising and marketing efforts.