2012 Recruiting Tax Pros Playbookwlinks - Copy

2012 Recruiting Tax Preparers

PlaybookResources: Tax Preparer Marketing Materials

2012 Recruiting PTIN Holders Playbook | Page 2

Presenting the Jackson Hewitt® 2012 Recruiting Tax Preparers PlaybookRecruiting quality tax preparers is critical to your business. These employees are on the front lines everyday, working with your clients, creating a bond that can help increase retention and your bottom-line year over year. What can you do to make sure you are bringing in quality tax preparers who are right for your business, who also come with a solid client following? Market directly to tax preparers who are already in the business! An easy way to reach them is using the PTIN holder list.

This Playbook will give you the tools you need to get experienced preparers interested in working for Jackson Hewitt. Use the resources within this playbook to help you each step of the way.

In this Playbook you will find:

• What’s going on at the NHQ level to support this initiative

• Planograms of exterior and interior office set-up throughout the promotion of Tax School and Preparer Recruiting

• Resources to help you with inquiries and training

• Local marking tactics to use based on your location

• A list of available marketing materials and how to use them

If you have any questions, or need additional help, contact your Field Marketing Representative.

Remember, experienced Tax Pros bring a book of business and referrals that you want! So call them and get them in, FAST! They can become your greatest asset! Plus, they are already knowledgeable about taxes so training them will be easier.

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What’s going on at the NHQ level to support this initiative?NHQ has a variety of campaigns in effect to attract and retain existing tax preparers. Here is a snapshot of what we’ve been doing:

• For the first time ever we created and sent posters in support of recruiting tax preparers. You should have received a bright yellow ‘Come Join Our Team’ window poster as well as a red and yellow ‘National Tax Preparer Recruiting Week’ window poster.

• We placed two recruiting ads; one in the National Association of Tax Professionals (NATP) quar-terly publication and one in the Tax Pro Journal (Sept./Oct. and Nov./Dec. issues).

• We placed one 1⁄2 page ad in the National Association of Enrolled Agents (NAEA) EA Journal (Sept/Oct issue).

• We emailed all current PTIN holders telling them the advantages of working for Jackson Hewitt.

• We created new pages on JacksonHewitt.com to talk to more experienced preparers in addition to the general population looking to learn a new skill and earn extra income.

• We created modules and other training materials to help tax preparers working for Jackson Hewitt prepare for the RTRP (IRS competency) test, as well as continuing education courses so they can stay up-to-date with their mandatory training.

• We developed local materials such as direct mail, local email blasts, flyers, call campaigns, and scripts to help you market to, and acquire, experienced tax preparers.

• On August 3rd, we sent all PCTR email addresses their PTIN holder list and an email template. For details on marketing to the PTIN holder list, see page 10.

Click here to view the marketing NHQ has sent out.

In addition to the marketing to experienced Tax Pros we are also marketing tax school and calling out that we are hiring over 20,000 tax pros with our National Tax Preparer Recruiting Week campaign. Refer to the Tax School Launch Playbook for more details on marketing Tax School and National Tax Preparer Recruiting Week.

If you need a custom marketing piece not included in this kit, complete and submit the online Advertising Request Form, located in the “Market Your Business” section of JHnet.

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Exterior Store Set Up

Here are some recommendations for how to best implement a mix of tax school messages.

We’ve all heard it said—you never get a second chance to make a first impression. Is the exterior of your office eye-catching? Are you displaying hard-hitting marketing messages? If you were a prospective job applicant, would you want to be a part of the Jackson Hewitt team? Hopefully the answer is a resounding, “Yes!”

Storefront Image A shows what the exterior should look like if you’re try-ing to acquire a mix of experienced tax pros and those new to the business.

Storefront Image A

Window posters are often your first contact with recruits and are vitally important in adver-tising to experienced tax pros as well as those new to the business. We’ve created exterior signage that pops, making it easier than ever to let them know we want them!

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Exterior Store Set Up

To really call attention to your location, consider using banners, yard signs, and A-frames. Yard signs can message directly to a specific target, or they can just be used as directionals, so prospective employees and clients can find you easier.

Check your leases and local ordinances. Some landlords or towns require permission to hang exte-rior banners.

Storefront Image B shows you how your messages can be used with other mediums for increased impact.

Storefront Image B

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Interior Store Set UpYou’ve got them in the door. Now what? Make sure your office has a professional and inviting appear-ance so those interested know they’ve made a good choice in coming to Jackson Hewitt. Be sure that someone is available and knowledgeable so they can talk about all of the course offerings for new-bies who want to learn taxes as well as free continu-ing education courses for experienced Tax Pros.

Your office interior should be clean and display the latest approved marketing materials. By setting up the interior of your office with informational materi-als, as well as tax school recruiting messages, you turn your office into a welcoming place for those interested. And, the more comfortable a potential tax preparer feels, the better chance you have of acquiring them.

The reception and waiting areas are the perfect place to keep your brochures or even a current press release promoting FREE continuing education credits as well as course offerings to help them prepare for the RTRP (IRS competency) test, so that students have something to read should there be a wait. It’s a good idea to have a full assortment of informational material available for the recruit.

You can also keep a sell sheet on desks so that potential employees can get a quick snapshot of all of the classes and continuing education they have available to them when they join Jackson Hewitt. This is a great piece to keep students busy while you are recording the important recruit information, such as their contact information, where they heard about Tax School, why they are interested in tak-ing a course, etc. Refer to the Learning Center to obtain your Tax School Registration Form.

Interior office set up doesn’t stop with printed marketing materials. You’ll want to update both your hold messaging and voicemail message. It’s important to present a cohesive, current image to your prospects. If you’re advertising Tax School, make sure you incorporate messaging that speaks to newbies as well as experienced preparers. You don’t want to turn recruits away before they come in!

Click here to see all of the scripts available to you for recruiting.

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Operate Your Tax School Business CenterThe Learning Group has put together a new one-stop shop for all the tools, resources, and up-to-date information you need to successfully to plan, operate, and measure your Tax School.

This valuable resource contains a Master Task List that details ALL of the operational tasks that you, or your staff, need to complete to run your Tax Schools—along with corresponding links to relevant job aids, worksheets, JHnet pages, etc.—all in one central location.

The Operate Your Tax School Business Center link can be accessed by clicking on the Business Center tab at the top of any page on JHnet. You can also access the site, from the Learning Center/Tax School menu.

NEW!

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Effective Recruiting of LeadsManaging Initial Inquiries

The goal of your Marketing campaign is to generate inquiries and interest about Jackson Hewitt (referred to as “leads”). Initial inquiries filter in via phone, email, and people walking into the office. This first phase of contact is critically important. Much like a personal interaction, how well you respond shapes the person’s impression about Jackson Hewitt.

This is why it’s so important to have your Location Settings, voicemail, and hold messages up to date when launching your recruiting campaign. You’re looking for quality preparers, so make sure when they come looking for you, you’re able to be found. Be sure to respond immediately to all inquiries that come into your office. A timely response can make the difference between an inquiry and a successful hire.

NEW!! Recruiting Tax School Students Manual & Online Module

Ensure that your staff is prepared to handle the types of questions that will be coming into your offices as a result of your marketing efforts. The Recruiting Tax School Students Manual, found in the Operate Your Tax School Business Center, provides scripts and other information to assist your staff in answering common questions from potential leads including:

• Can you tell me about the classes you hold in your offices?

• How do I register?

• Will your Tax School prepare me to take the IRS RTRP Test?

• Can I get CEs for taking the course?

• How much does it cost?

• When do your classes begin?

• Will I be hired if I take this course?

• …and much more.

This manual and corresponding online module encompasses detailed information to ensure that your staff is able to successfully convert leads into students every step of the way—from answering initial inquiries, through leveraging the tools and resources you need to follow up and measure progress.

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Selling Jackson Hewitt to Experienced Tax ProsTax Pros know the ropes, they have worked in the tax industry before, and they can be an incred-ible asset to your team. So how do you grab their attention and get them to want to work with us?

Start with the benefits.

Tax Pros will be happy to know that they can:

• Earn 10 CE credits by completing our educational sessions for those looking to prepare for and take the RTRP (IRS competency) test

• Gain access to the JH online BIT course for remediation

• Access supplemental RTRP prep materials provided by the learning group

• Access ExamMatrix FREE—as long as you’ve completed a tax return for us last year

Tell them we’re an industry leader. What does it mean when a company is an industry leader? It means we’re at the forefront of learning and educational courses to ensure our tax preparers have the highest level of training and expertise. And, it’s all FREE when you’re in our Jackson Hewitt family.

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Access your ERO reportUse the ERO report on JHnet to reach out to existing tax preparers. You can use Direct Mail to reach out to the ERO List in your market.

Market to those on the PTIN holder listOn Friday, August 3rd, your list of PTIN holders and an email template were sent to your PCTR email address. You can customize this email and send to PTIN holders.

You can choose additional marketing pieces from the Recruiting Tax Preparers marketing materials. Make sure to reach out to PTIN holders via multiple marketing channels to maximize results. REMEMBER, the more times you reach out to them the better chance you have at acquiring them as a tax preparer and winning their clients!

Join Your Local ChapterBecome a member of the National Association of Tax Preparers (NATP) and/or the National Association of Enrolled Agents (NAEA) and become involved with your local chapter. There are many things you can be doing with them now to get involved.

• Attend classes that your chapter offers• Place ads in their publications• Hold classes and host meetings • Network, network, network!

Did you know that as a member you are entitled to the following benefits?

1. Member Directory—Where potential clients can go to find a tax professional by searching a list of NATP members in their area.

2. Sorting Out Tax Software Survey Results—Get valuable information about the latest tax software packages along with honest feedback from members who have used them.

3. Tax Professional Fee Study—This members-only benefit provides valuable insight into what other tax professionals charge by regions across the country.

4. Affiliate Business Deals—NATP has partnered with various companies to help members save on the products they need the most.

5. Member Get A Member Campaign—Recommend other members to NATP and earn gift cards and even a FREE membership

6. Volunteer Opportunities—Share your expertise with other members by volunteering.

7. e-Learning Course Access—Mastering an Exam. Whether it’s the RTRP (IRS competency) exam, the EA exam, or any other exam you’re studying for, you will get some great tools and tips to help you/your team pass!

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PromotionsIf you’d like to offer additional selling points to capture experienced Tax Pros, consider offering one or more of the following to increase the draw of your program:

• Offer FREE CEs: Experienced preparers are looking for ways to grow as well as keep up-to-date with their education requirements. That’s why marketing this to them is extremely valuable.

• Hold FREE RTRP test prep seminars: Capture experienced tax pros by marketing what means the most to them and taking the RTRP test is one of them. Hold seminars in a few locations at varying times so you can appeal to more.

• Create a referral program: Referrals are a great way to get more quality tax preparers. Typically if you are in the business, you know others in the business, so if you get a great oppor-tunity, you’ll WANT to share! You may even want to offer a referral bonus for those who refer and that referred person is hired.

• Host a job fair: Check in with your local colleges and business associations to find out how you can be a part of any fairs they may be holding for tax preparers or those in the industry.

Contact your Field Marketing representative for help in creating or executing any of these promo-tions.

Finding Neighborhood Tax Pros Leads To communicate effectively in your neighborhood, it’s important to first look at what type of area you are operating in, where your targets live, work, and play. The following segments suggest how to market in your particular location.

Urban DriveThese offices are in areas that receive a high amount of drive-by traffic, where you only have a few seconds to grab people’s attention. These offices benefit from marketing via the following:

• Using Out-of-Home (OOH) marketing including billboards, and banners on your office’s exterior are a great way to deliver your message to a large audience.

• In addition to OOH, focus on neighboring businesses, such as laundromats, coffee shops, diners, etc. You typically can post a message on their bulletin boards or leave a business card or flyer/brochure on their counter. You can also post hiring messages at local colleges if one is near you.

• Bulletin boards at your local grocery stores are also a great way to reach a large volume of prospective students or job applicants each day.

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Urban WalkingThese offices operate in large cities like New York. They receive a lot of foot traffic passing by, in addition to cars. These locations are much easier for someone to make a spur-of-the-moment decision as they are passing by, since they are on foot.

• Use OOH marketing including billboards, bus shelters, and phone booth ads. Also make sure your office exterior has posters and banners as it’s a great attention grabber as potential students or job seekers walk by.

• Employ street teams. Have them hand out flyers, buckslips, and other promotional and information pieces! With the abundance of foot traffic in and around your office, it’s a great way to connect directly with your target audience.

• The “Urban Walking” areas are another great place to work with neighboring businesses, including local food stores and bodegas.

SuburbanThese offices are in areas such as strip malls, and stand-alone buildings in a small town with medium traffic in, and around, the location. If you’re in this type of location, you really need to spend some time figuring out where your targets shop, eat, and play, so you can market in and around those particular places.

• Start with where people are going. We know that everyone needs to get gas and go food shopping. Post your message on a yard sign at the gas station. If you are in close proximity to the gas station, you can even put directionals to get them to your office to enroll or apply.

• Post a flyer with tear-offs on the bulletin board at grocery stores. Make sure to update the flyer each week with a new message to keep things current.

• Banners on the exterior of your office work great too. They are more visible from a distance and work well in strip malls.

RuralThese offices are in stand-alone buildings, in areas where there isn’t much foot or driving traffic. In these areas, you need to focus on where your audience visits so you can place your marketing message there.

• Gas stations work well in rural areas. Ask for permission to place yard signs at the gas station. It is a great way to reach a large audience.

• Go to your local mini marts. Ask to put messages inside and outside of the store. Also leave cards/brochures at the counter for people to take.

• Your local places of worship are a great way to reach community members, as are your local schools.

• Does your town have a newspaper? Why not place a weekly ad talking about what your office is up to and promoting your education and job opportunities?

View all of the available marketing materials in the PTIN Marketing Materials kit.

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Hispanic CommunityIf you’re located in an area with a heavy Hispanic population, it’s a good idea to target experienced Tax Pros who are bilingual. Having a bilingual preparer on staff is a great benefit to your organization in these areas.

Click here to access the list of bilingual marketing materials available.

So, there you have it! Are you ready to go out and start

promoting? We hope so! Acquiring quality tax preparers AND

their book of business is more critical than ever, so let’s

make sure Jackson Hewitt is synonymous with fantastic

preparers, exceptional training, and excellent customer

service.

Download and track your progress using the Tax School Checklist.

If you have additional questions, reach out to your OD, FSM, or Field Marketing Manager.

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Important Dates

January 1 January 22

Pre-season messaging marketed

August 6

National Email Campaign To PTIN Holders Launches

Week of Aug 13 Sept/Oct

NHQ launches National Tax Preparer Recruiting

Week.

Tax School being conducted.

E-filing begins

November 1

Early marketing begins