United Way Tax Service

Marketing TechniquesBen Coppolo, Priscilla Gonzalez

Target Segment

Income under $60,000 per year

Focus on families earning less then $25,000 per year

Single income families

Families with dependents

Assisted living families

English as a secondary language- expand our customer base

to the Spanish speaking population

Target Markets

Current Market – Bartow, Fort Meade, Lakeland, Mulberry,

Winter Haven

Suggest reducing your market and focus on one target market

Lakeland – largest population, most locations

Lakeland Boys and Girls Club, Lakeland Library, Sleepy Hill

Elementary, Combee Elementary, and Crystal Lake Elementary.

Assessing The Locations

Lakeland Boys and Girls Club

North - $54,000

Central - $34,000

East - $33,000 to $43,000

Lakeland Library $12,000 to $26,000

Sleepy Hill - $54,000

Combee - $35,000

Crystal Lake - $26,000 to $41,000

Website

http://www.city-data.com/income/income-

Lakeland-Florida.html

Communication Methods

Magnets ($0.23 to $0.67 per )

English and Spanish

Website (Free)

Promotions

Links

Social Media (Free)

Facebook, Twitter, Instagram

Lakeland First Friday Event and Farmers Market ($100)

Advertise the Incentives

Child Care

Professional volunteers

Experienced tax preparers

Visa Gift Incentive

$10-$25 gift card for first 10 people to come

Extended hours

Mon – Fri: 2 am to 10 pm

Open first two Saturdays of the month: 8 am to noon

By Appointments

Post Tax Season Changes

Free Tax Prep

Negative connotation

New Name:

United Way Tax Solutions

My Tax Solutions

Look critically at locations

If successful, increase the locations

Partner with some financial service companies

Chase, Primerica, Fidelity, Mid Florida

New Sample Flyer (Front)

For Free!

New Sample Flyer (Back)

Spanish Sample Flyer (Front)

Sample Spanish Flyer (Back)