2012

National Tax School

Launch Playbook
Resources
Tax School Marketing Toolkit
National Tax Preparer Recruiting Week Toolkit
The Jackson Hewitt Learning Center
RR Donnelley Site
Pre-Recorded voice-mail messages

Presenting the Jackson Hewitt

2012 Tax School Playbook
This year Marketing, Operations and The Learning Group are providing you with
playbooks which take a deeper dive into office set up and effective execution, to help
make your marketing a success.
This playbook will assist you with the roll-out of your Tax School marketing campaign. It
provides a one-stop shop for all the tools, resources, and up-to-date information you need
to successfully plan, market, operate and measure your Tax School. In this playbook you
will find:
A calendar of events for Tax School
Resources to help you with inquiries and training
Planograms of exterior and interior office set-up throughout the promotion of Tax School
How Tos on setting up a Tax School program
Local marking tactics to use based on your location
A list of available marketing materials and how to utilize and execute them

2012 Tax School Playbook

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New Regulations, New Tax School

In our business, its impossible to overstress the importance of training, hiring, and retaining
quality tax preparers. Our tax preparers are the face of Jackson Hewitt and the direct link
with each and every client that comes into our offices. We need to ensure that our clients
experience is professional, thorough, and courteous from start to finish.
With new IRS regulations in place, competition for acquiring PTIN-holding tax preparers is
becoming fiercer. Jackson Hewitt is looking to grab the attention of top tax preparation
professionals, and have them join the Jackson Hewitt team.
To draw more attention to Jackson Hewitts Tax School Program, and drive more quality
preparers to Jackson Hewitt, NHQ will be officially announcing Tax School on July 9, 2012,
and to showcase the open positions offices across the country are looking to fill, National
Tax Preparer Recruiting Week (NTPRW) will be launched on August 13, 2012. Both of these
programs will be supported by national press releases, JacksonHewitt.com messaging, and
email blasts. Click here to view all of the items we are sending out at NHQ.

National Campaign
National Tax Preparer Recruiting Week (NTPRW)
Like last year, NTPRW has been designed to work in conjunction with the Tax School
campaign to ramp up awareness about open positions, and encourage interested applicants
to visit local offices to apply. Tap into what is being done at NHQ with your own local spin.
Generate interest at your office as well, by reaching out to your past tax preparers. With
materials ranging from choosing the way you learn taxes, to FREE books when you enroll, or
the opportunity to earn FREE continuing education credits, there is no limit to the hooks you
can use to entice those looking for work.

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.

2012 Tax School Playbook

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Important Dates

Week of June 29

July 6

July 9

Review the Playbook and

marketing materials for
Tax School.

Complete update of location

settings/voicemail and
on-hold messages.

Tax School launch.

July 11

August 11

August 1318

Franchisee/Manager
WorkshopExecuting a
Successful Tax School
in 2012.

Update location settings/

voicemail and on hold
messages with NTPRW
messaging.

National Tax Preparer

Recruiting Week.

August 19

October 31

Update location settings,

voicemail and on-hold
messages with Tax School
messaging.

Tax School launch ends.

2012 Tax School Playbook

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Exterior Store Set Up

Window posters are often your first contact with potential students and are vitally important
in advertising your tax education and career offerings. With the switch to bright yellow for
all Tax School materials and with the more specific marketing messages, so passersby are
guaranteed to take notice. It is important that you update your exterior posters this year to
generate interest and obtain quality tax preparers and instructors.
Storefront Image A
Weve all heard it saidyou
never get a second chance to
make a first impression. Is the exterior of your office eye-catching?
Are you displaying the latest approved marketing materials? If you
were a prospective student or job
applicant, would you want to be
a part of the Jackson Hewitt team?
Hopefully the answer is a resounding, Yes!
Here are some recommendations
for how to best implement the Tax
School materials on the exterior of
your offices.
Storefront Image B

Storefront Image A, shows

what the exterior should look
like if youre only promoting Tax
School.
Storefront Image B, shows what
your storefront would look like
if you combine Tax School with
other year-round offerings such
as FREE tax return review.

2012 Tax School Playbook

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Exterior Store Set Up

Storefront Image C
Storefront Image C shows you
how to promote National Tax
Preparer Recruiting Week and
compliment your post-season
and Tax School messages.

Tax School materials can be displayed beginning July 9, 2012. If you are promoting
a free tax return review or other year-round services, make sure you include that in
addition to Tax School messages. Remember, any potential Tax School student is also
a potential client!
Starting August 12, 2012, replace a Tax School poster of your choice with a NTPRW
poster. If you choose to extend your tax preparer recruiting program, you have the
option of leaving this poster in place longer than August 18, 2012.

2012 Tax School Playbook

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Exterior Store Set Up

Storefront Image D
If you really want to call
attention to your location
(which you do!) consider
using banners, yard signs,
and A-frames. Yard signs can
promote Tax School, NTPRW,
or they can just be used as
directionals, so prospective
students, employees and
clients can find you easier.
(Check your leases and local
ordinances. Some landlords
or towns require permission to
hang exterior banners.)
Storefront Image D shows
you how your Tax School
messages can be used with
other mediums for increased
impact.

2012 Tax School Playbook

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Interior Store Set Up

Youve got them in the door. Now what?
Make them feel that they are in a professional
setting and that they made a smart choice
by considering Jackson Hewitt Tax School.
Be sure to have someone greet each student
as they walk in the door, even if its with a
simple, Hello, we will be with you shortly.
Please have a seat.
Your office interior should be clean and
display the latest approved marketing materials for the Tax School/off season (just like
the exterior). If youre expecting students/
job applicants to have to wait, have something for them to domagazines or brochures to read, or live TV for them to watch.
Interior presentation starts with the reception
desk, so make sure the space is uncluttered,
welcoming, and professional.
The reception and waiting areas are the perfect place to keep your brochures or even a current press release promoting Tax School or recruitment opportunities available, so that students
have something to read should there be a wait. Its a good idea to have a full assortment of Tax
School and recruitment brochures available for the student/job applicant.
You can also keep a brochure on desks so that potential students have something to read while
you are recording the important information collected from your lead such as their contact
information, where they heard about Tax School, why they are interested in taking a course, etc.
Refer to the Learning Center to obtain your Tax School Registration Form.
Interior office set up doesnt stop with printed marketing materials. Youll want to update both
your hold messaging and voicemail message. Its important to present a cohesive, current image
to your prospects. If youre advertising Tax School, they are likely calling to get information, so
your outgoing messages should acknowledge that.
On-hold messages can be set up to deliver multiple messages if you are participating in more
than one campaign at a time. For example, Tax School, NTPRW, and IRS notices. No matter
why they are calling, let taxpayers know that Jackson Hewitt can help them.
Click here to see all of the scripts available to you for Tax School.
2012 Tax School Playbook

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NEW! Operate Your Tax School Business Center

A lot goes into implementing effective Tax School classes. The 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 Schoolsalong 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.

2012 Tax School Playbook

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Effective Recruiting of Tax School Leads

Managing Initial Inquiries
The goal of your Tax School Marketing campaign is to generate inquiries and interest about Tax
School (referred to as leads). Initial inquiries about Tax School filter in via phone, email, and
even people walking into the office. This first phase of contact is critically important. Much like a
personal interaction, how well you respond shapes the persons impression about Tax School.
This is why its so important to have your Location Settings, voicemail, and hold messages up to
date when launching your Tax School campaign. Youre looking for quality preparers, so make
sure when they come looking for you, youre able to be found. Regardless of when your Tax
School classes are scheduled to begin, 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 registration.

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 wayfrom
answering initial inquiries, through leveraging the tools and resources you need to follow up
and measure progress.

2012 Tax School Playbook

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Acquiring the Right Tax Preparers

Generating leads for Tax School is important, but hiring the right tax preparers is critical to
the success of your business. Tax preparers are on the front lines with your clients, trusted
with their most confidential information, to help clients get what they expect from their tax
return. Thats why it is important to find the right candidates for all your locations. These
arent necessarily the same preparers, since storefronts and kiosks require different types
of skills and personalities.
All Tax Preparers
Look for the following qualifications from each Tax School student when you are
looking to hire for your storefront offices:
Has a good understanding of tax laws
Demonstrates ability to work in a fast-paced environment
Conveys a professional image
Coachable
Has basic knowledge of computer functions and software
Good communication, interpersonal, and customer service skills
Can work both independently and in a team environment
Maintains a positive attitude
Has the ability to engage clients
Is reliable
Tax Preparers Unique to Walmart
Walmart shoppers may not necessarily be in Walmart to have their taxes prepared.
Tax preparers staffing kiosks should be able to engage passing shoppers in conversation,
and convince them to come back for tax prep. Look for the following qualifications from
each Tax School student when you are looking to hire for your Walmart kiosks:
Has a good understanding of tax laws
Is a people-person with a positive attitude
Enjoys the retail environmentcan work independently
Understands and embraces the Walmart culture
Conveys a professional image
Is proactive and outgoing

2012 Tax School Playbook

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Acquiring the Right Tax Preparers

Research shows that top performing preparers ranked above average in:
Initiativetakes on job responsibilities without being told to do so, and volunteers for
new job challenges and responsibilities
S
 ocial Orientationshows preference for working with others and developing personal
connections
Comfortable being seen and heard
Reliable and resourceful
Comfortable working in a small space
Click here to view the Staffing your Walmart location course in the Learning Center
for more details.

2012 Tax School Playbook

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Location Settings
Are you open? Then let everyone know!
As a consumer, nothing is more frustrating than being given inaccurate information. Be sure
to update Location Settings on JHnet to reflect your latest hours of operation and promotions.
If an office is closed, note one of your nearby locations where they can reach you.
Below youll find an easy step-by-step guide on how to update your office information.

Step 2: Click the

JH.com tab and
click EDI T.

Step 1: In the
Location Settings
eService, click YES
for Tax School
Note: all updates take 24 hours before showing up on JacksonHewitt.com.

Step 3: Update each section .

Make sure you reference
any discounts or specials
in the promotions section .
Once you have updated
this section , click SAVE.
2012 Tax School Playbook

Step 4: Confirm
all your changes
before exiting out.

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Promotions
If youd like to offer additional promotions to expand your Tax School offering, consider
offering one or more of the following to increase the draw of your program:
F ree books: In a tough economy, paying for Tax School books can be expensive.
Offer free books for those who join your Tax School..
F ree Information Seminar: Want to get more interest in your Tax School? Hold a free
information seminar so that those interested in attending Tax School can learn more.
The Operate Your Tax School Business Center contains a host of materials that you
can use to conduct Free Information Seminar(s) in your operations.
R
 efer-a-student: Need more registrants? Offer your current students FREE tuition if they
refer-a-friend who joins your Tax School.

Finding Leads for Tax School in

Your Neighborhood
To communicate effectively in your neighborhood, its 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 Drive
These offices are in areas that receive a high amount of drive-by traffic, where you only
have a few seconds to grab peoples attention. These offices benefit from marketing via the
following:
U
 sing Out-Of-Home (OOH) marketing including billboards, and banners on your offices
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.
B
 ulletin boards at your local grocery stores are also a great way to reach a large volume
of prospective students or job applicants each day.
Urban Walking
These offices operate in large, inner 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 spurof-the-moment decision as they are passing by, since they are on foot.
U
 se OOH marketing including billboards, bus shelters, and phone booth ads. Also make
sure your office exterior has posters and banners as its a great attention grabber as
potential students or job seekers walk by.
2012 Tax School Playbook

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E
 mploy 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, its a
great way to connect directly with your target audience.
T he Urban Walking areas are another great place to work with neighboring businesses,
including local food stores and bodegas.
Suburban
These 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 youre 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.
S
 tart 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.
P
 ost 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.
B
 anners on the exterior of your office work great too. They are more visible from a
distance and work well in strip malls.
Rural
These offices are in stand-alone buildings, in areas where there isnt 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.
G
 as 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.
G
 o 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 Tax School toolkit and NTPRW toolkit.

2012 Tax School Playbook

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Events
Job Fairs
What better way to get in front of large groups of people looking for work than at job fairs?
Check in with your local colleges, business associations, and unemployment offices to find
out how you can be a part of any fairs they may be holding.

Hispanic
If youre located in an area with a heavy Hispanic population, its a good idea to run
bilingual Tax School courses. Having a bilingual preparer on staff is a great benefit to your
organization in these areas. Some ways to reach prospective spanish-speaking students are:
Bilingual Recruiting Brochure
Bilingual Poster
Classified Ads
Refer to the Tax School marketing toolkit for a view of all the materials available to you.

So, there you have it! Are you ready to go out and start promoting?
We hope so. Tax School and National Tax Preparer Recruiting Week
are more critical than ever, so lets make sure Jackson Hewitt is
synonymous with fantastic preparers and excellent customer service.

Download and track your progress using the Tax School Checklist.

If you have additional questions, reach out to your Operations Director, FSM, or
Field Marketing Associate.

2012 Tax School Playbook

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