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Agenda
• TurboTax Overview
• TY13 Enhancements
– Military Edition
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•
•
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Benefits of TurboTax for your CU
Marketing Timing
Marketing Strategies
Next Steps
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TurboTax Overview
• Building Member Value with TurboTax
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Largest online tax preparation service
Brand recognition
Available online, CD, mobile or tablet
Expert Help
• Live tax expert assistance available year round
• CPAs, EAs, and Tax Attorneys with years of experience
– Rated 4/5 by consumers who switch
– Special editions
• Military
• Mobile App
– Offering the TurboTax discount to your members builds loyalty and
retention, drives members to your website, opportunity to cross-sell
products
3
TurboTax Promoter Level
• Building your tax strategy with TurboTax promoter level
– Discount on TurboTax services for your members
• $5 off Federal Deluxe edition
• $10 off Federal Premier edition
• $15 off Federal Home and Business edition
– Co-branded microsite with your CU logo on the home page and most
every tax page
– Cross-sell banners on microsite to promote your products and services
– Access to free marketing materials to help promote the program
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•
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Email messaging
Newsletter articles
TurboTax banners for your website
Lobby posters and take ones
– Microsite tracking
– Reporting
4
Military Edition
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Deluxe TurboTax product tailored especially for military service members
Special discounts on Deluxe and State editions
Explicit handling of unique military events
Enhanced interview in military vernacular and expertise in military tax issues
Credit unions that have military personnel in their membership are encouraged to market the
Military edition in addition to the standard TurboTax credit union member discount
Discount
Grade E1 to E5
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•
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FREE Federal Deluxe Edition
FREE State Return - optional
Grade E6 to E10 and Officers
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Discount on Federal Deluxe Edition
Discount on State Return - optional
Military edition was a significant driver for member growth in TY12
Target credit unions assigned to client managers will be identified if they are targets for the
Military edition
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Client managers should also ask the credit unions if military personnel are among their members
Ready-to-use marketing materials will be available for credit unions
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Email messaging
Banners
Messaging for newsletters, websites, social media, etc.
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Benefits of TurboTax for Your CU
• Microsite co-branding and cross-selling opportunities
– This a great opportunity to promote CU loans and other products
– Members return to your TurboTax microsite an average of 5 - 6 times per
season.
• CU logo and name appears on the home page and on every tax preparation page
• Cross-sell banners
– Three cross-sell banners (120 x 90 logo banner and two 200 x 200 logo banners)
» Average click through rate of 3%
» Early placement – Jan thru Mar
• Cross-sell CU products that members would use with their refund
• Auto loans, home equity loan for home improvements, savings rates, CD
rates, IRA
• 40% of the used car market is purchased between February and April
» Late placement – End of Mar – Apr 15
• Cross-sell CU products that would assist CU members with paying taxes such as
credit cards, HELOC's home equity loans, special tax payment loans, etc.
• IRA Link
– This link averages a 6% click through rate.
Co-Branded Microsite and Cross Sell Opportunities
Microsite landing page
CU
Logo
CU Logo
Tax preparation page
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Continuous branding and cross sell opportunities within
your members TurboTax filing experience
Exit Page Cross-Selling Banners
CU
Logo
IRA Link
Cross-sell
banner
Cross-Sell CU
Products
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Timing of TurboTax Marketing
70%
of TTO returns are
started by February
10th
15%
Weekly % of Season TTO Starts
10
4/
9
4/
2
3/
26
3/
19
3/
12
3/
5
2/
26
2/
19
2/
12
2/
5
1/
29
1/
22
1/
15
1/
8
1/
1
12
/2
5
12
/1
8
12
/1
1
12
/4
0
5
Early, persistent, consistent marketing is the key…emphasizing peak
9
periods.
TurboTax Success
Four Essentials for a Successful TurboTax Campaign
1.
Post TurboTax banners on your home page
– Location, location, location
– Ideal placement is above the fold
2.
Post TurboTax banners on your Online Banking site
– Log in screen
– Log off screen
– Account summary screen
3.
Dedicated TurboTax emails to your members
– Build product awareness
– Build member loyalty
4.
Optimize microsite co-branding and cross-selling opportunities
Website Marketing
Your Credit Union
− Web site home page banner placements
• Hero rotation on home page (position #1 or #2)
 Primary season optimal dates: 12/1 thru 4/15
 Primary season REQUIRED: 1/12 - 2/15, 3/23-4/15
− Online Banking
• Account Summary, My Offers, Log Off Page
 OPTIMAL: 12/6 through 4/15
 REQUIRED:1/12 - 2/15, 3/23-4/15
− Site Search Function
• Tax Key Words, recommendations provided
 OPTIMAL: 12/01 through 04/15
SMART website marketing is the primary source for driving member filing
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Standalone emails can
drive a 33% increase
in member filings
• Optimal Mail Dates
 1/5/14 :TurboTax is available now
 2/6/14: Get $5.00 off TurboTax Deluxe
 3/6/14: Get your biggest refund fast with TurboTax
 4/3/14: Time is running out – file your taxes with TurboTax now
 Monthly: E-Newsletters , discuss timing
*Minimum of 2 emails are required for promoter level
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Social Media and Other Strategies
Social Media Marketing
• Pre-approved Tax content for your social
media campaigns
• Promote your discount and link directly to
your microsite
 December launch – April 15
Tax Documents
• Promote your discount on W2’s, and 1099’s
 January
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Offline Marketing
Print newsletters
In branch posters and take ones
Drive-thru give ones
On-hold messaging
ATM messaging
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Program Tracking and Reporting
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Next Steps
Enrolled Credit Unions
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Update co-branding and cross-selling
banners in the Partner Center
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Develop marketing strategies
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Access marketing materials from the
Partner Center
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Implement marketing communications to
your members beginning in January
Launch marketing strategies
New Credit Unions
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Visit the Partner Center at
LoveMyCreditUnion.org to enroll in the
TurboTax program
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Develop marketing strategies and define a
marketing plan to communicate the
TurboTax discount to your members
•
Implement co-branding and cross-selling
banners for microsite
•
Implement marketing strategies and
market the TurboTax discount to credit
union members
Questions? Contact clientsupport@cusolutionsgroup.com or
by phone at 866-348-2887
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