H&R Block needed to succeed in a crowded tax industry where it had 100% awareness but almost zero loyalty. To build effective and efficient media plans, we had to build a detailed view of our current and potential customers.
We paired GALE’s database of 275 million households with H&R Block’s first-party data to build 12 unique audience profiles – each with a custom budget and a hyper-relevant messaging. Our innovative spending plan was mapped to historical filing data and Google search trends to make sure we were visible when customers were actively shopping and ready to file.
On top of media planning and buying, GALE also manages CRM for all major lines of business including Consumer Tax, Block Advisor small business services, and Spruce – their new digital banking platform.
For Consumer Tax, timing is the key to conversion. We created personalized customer journeys based on historical filing data to deploy emails when we knew customers were in the filing mindset.
An innovative media strategy was used to promote our year-round services. To show existing customers that Block Advisor pros do more than just taxes, we used CRM to implement an upsell strategy that used behavioral data to recommend other products and services customers would be highly interested in.
We drove Spruce signups and product engagement with an integrated approach using both CRM and digital marketing. We focused on likely-to-convert audiences and existing H&R Block customers to leverage existing brand loyalty.