Jackson Hewitt Tax Service Inc. is operating in 10% more Walmart stores nationwide in the 2011 tax season.
The Parsippany, N.J.-based tax service provider set up shop in 1,800 Walmart locations during 2010, the first year of its exclusive national arrangement with the retailer. This year the kiosks will be in 2,000 stores.
As Walmart's exclusive provider of in-store tax preparation services, Jackson Hewitt is undertaking an "extensive, all-inclusive" marketing campaign to reach the more than 130 million customers who visit Walmart stores in the United States on a weekly basis, as well as the 1.6 million associates working in those stores.
Leading the campaign is a national TV spot that highlights the low opening price at Jackson Hewitt locations in Walmart stores, with tax preparation as low as $38. There will also be in-store marketing ranging from signage and point-of-sale materials throughout several departments as well as advertising on Walmart's TV walls.
Online ads will appear at Walmart.com, including a co-branded Walmart/Jackson Hewitt site (www.Walmart.com/JacksonHewitt). There will also be advertising on Walmart's associate's Web site and editorial articles and advertising in the employee Walmart World magazine.
External components include direct mail, ads in Walmart's circular tab, local radio advertising, public relations and promotion within all Jackson Hewitt offices of Walmart's $3 check cashing services.
In an effort to further reach various target audiences, the company's 2011 promotional program is comprehensive and includes harder-hitting TV with a stronger message including tax preparation starting at $38, says Debra K. Dowd, senior vice president and chief marketing officer, Jackson Hewitt Tax Service Inc.
"Jackson Hewitt's commitment to delivering superior tax preparation services and customer value aligns very well with Walmart's commitment to saving people money to help them live better," Dowd tells Marketing Daily. "Additionally, both companies have a similar customer profile so the partnership works to both companies' advantage, as taxpayers can utilize both Jackson Hewitt's tax preparation services and Walmart MoneyCenters without leaving a Walmart store."
This is the first time that Jackson Hewitt is advertising the $3 check cashing service message with Walmart. The company is also expanding its signage throughout Walmart. Last year, signage was only at Jackson Hewitt's kiosks and Walmart's MoneyCenters.