Jackson Hewitt Proposal 2009 Final

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rmg-a boutique niche latin marketing agency

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Jackson Hewitt Proposal 2009 Final

  1. 1. ABOUT US Robertson Media Group is a full-service marketing firm that specializes in strategic branding and market penetration in the Urban and the Latino marketplace in the U.S. and abroad. We develop breakthrough marketing communications OUR CAPABILITIES programs and media campaigns that persuasively and effectively impact your target market. Our ideas are Marketing Communications innovative and creative. Our solutions are culturally sensitive and cutting-edge. We create strategies that not Media Planning and Placement only reach but resonate within the Latin community. Community Outreach Founded in 2005, RMG has established a solid record of Event Sponsorship success. From concept to implementation, we are your preferred source for Latin and urban marketing solutions. Event Marketing Public Relations New Media Development OUR CLIENTS Cultural Education Jackson Hewitt Tax Services Diversity Training Mrs. Winners National Franchise Spanish Language Portals Milonga Leather-Argentina Arizona’s Restaurant Translations Hairston’s Dinner Club Viral Marketing La Rumba Latin Social Club Vernon Jones For Us Senate Campaign ’08 Word of Mouth Campaigns Stan Watson For Dekalb County Ceo’08 Campaign Social Networking Obama Primary (Texas) AFLAC Coca-Cola America
  2. 2. DELIVERABLES Robertson Media Group has strategically selected the best and most cost-effective marketing resources and community outreach initiatives to promote your brand and services. We are confident that implementing an effective marketing, advertisement, community outreach, social and internet campaign will create a positive result for your business. OUR TEAM We will outline specific deliverables once all service selections are made and the proposal is accepted. Lance Robertson Director of Business BUDGET Development We are committed to offering you maximum value for minimum cost. We can offer any individual or combination of services to meet your Gabriela Lenix objectives and suit your budget. Robertson Media Group would like Director of Strategic to be your strategic marketing partner. RMG would serve as your Marketing Latin marketing and public relations company of record. Plus, our expert team of professionals will assist you with developing your Hugo Hernandez marketing strategies and determining the best solutions to achieve Director of Internet & New Media Development your goals. A La Carte services are not included and incur separate fees. Danielle Pollard Additionally, costs of advertisements, sponsorship, graphic design, Marketing Communications Director printing, travel, postage, etc. are not included in the monthly retainer. These costs will be quoted on an individual basic. You ROBERTSON MEDIA maintain complete discretion to select which additional services GROUP might be needed. For your convenience, we’ve created a few cost-effective package PHONE: bundles to save you money and maximize your marketing dollars. (404) 454-8830 Please review and select which combination of packages is best EMAIL: suited for Jackson Hewitt Tax Services. latinmarketing1@aol.com
  3. 3. SCOPE OF WORK The purpose of this proposal is to provide marketing and community outreach services to : CLIENT OBJECTIVE To market and increase brand/service awareness in Hispanic communities and areas in Metro Atlanta. Special concentration being drawn to outlets and venues that target the population(s) near the Jackson Hewitt offices in predominantly Hispanic and Latino communities. The goal of the marketing and community outreach efforts is to increase Hispanic patrons and clients to various Jackson Hewitt locations and recruit bilingual staff. TARGET DEMOGRAPHICS Select Locations 1) 3267 Buford Hwy/Atlanta 2) 1977 S. Cobb Drive / Marietta 3) 3489 Chamblee Dunwoody/Atlanta 4) 1510 South Lake Pkwy/Morrow 5) 4968 Jonesboro Rd / Forest Park
  4. 4. TARGETED MEDIA OUTLETS Royal Bus Lines is a private bus service in Atlanta, Georgia which operates on Buford Highway and Roswell Road, servicing the Perimeter Mall, and other surrounding areas. The company provides 100,000 rides monthly. All drivers speak both English and Spanish. STRATEGIC OVERVIEW 1. Develop a business lead generation program to grow market share by creating key messages and communication channels that engage with the Hispanic/Latino community 2. Develop ongoing relationships with key influencer's/organizations among national Hispanic/Latino community at the grassroots level. 3. Identify and create a customized message that will have the most resonance with targeted Hispanic group/communities. 4. Spanish and cultural translation of Jackson Hewitt marketing materials. TACTICS Our team has develop a marketing campaign to help Jackson Hewitt reach their goals, which includes the selection of a balanced mix of four key elements: a) Community Outreach b) Internet Marketing and Outdoor Advertising c) Creation Of An Authentic Latino Retail Experience Community Outreach •Key elements for 1st Quarter community outreach programs include initiatives like Feria Latina, Benito Juarez Day, Dominican Republic Independence Celebration, Live Radio Remotes, and the Jackson Hewitt sponsored Soccer Tournament. •Deliver marketing materials and organize strategic presentations between the Jackson Hewitt offices and leaders of such organizations and companies as: Mexican American Business Chamber, Georgia Hispanic Chamber of Commerce, Hispanic American Center for Economic Development, El Club de Comerciantes, Latin American association, Plaza Fiesta, Ole Mexican Foods, and more. •Develop relationships and initiatives with Hispanic Churches, stores, apartments, restaurants within a 5 mile radius of targeted stores. Internet Marketing and Outdoor Advertising •Customized email marketing to Latinos in the targeted zip codes. •Customized email marketing to targeting all the group managers of social media communities in MySpace, Hi5 and Facebook ( in the targeted zip codes) •Banners and story placements at El Club de Comerciantes, and social media communities. •Billboard Truck advertising as well as outdoor advertising on highways, major intersections near Jackson Hewitt locations, bus/train stations, and popular clubs/venues.
  5. 5. Creation Of An Authentic Latino Retail Experience •Improve Hispanic customer retention and referrals by working with Jackson Hewitt to create a Latino ambiance in the stores. Our team efforts will include cultural sensitivity training to Jackson Hewitt staff and new hires. •Improve the look and feel inside the locations with a combination of low cost nostalgic items, music selection and decoration celebrating the Latino culture. PROPOSED PACKAGES PACKAGE A • 5000 bilingual and/or Spanish language handbills Identify and manage one marketing event/booth in either the Latino consumer, community, and/or business sector e.g., Feria Latina, Dominican Republic Independence Day, etc. • Design and distribute email blast to local Latino database (10,000 impressions) • Create banner/signage for marketing event • 11x17 Custom Designed Indoor Advertisement(s) in top Latin Clubs. Advertising term two months. Locations: 1) La Rumba -# 1 Latin club in metro Atlanta 2)El Nora Nora-#1 Hispanic club in metro 3)El Chaparral - #1 Latin/Hispanic gay club 4) El Matador - Popular Mexican Restaurant • 100 street posters printed in Spanish to be strategically posted at major interstate exits, intersections, and venues PACKAGE COST: $9,500 PACKAGE VALUE: $6,700-$7,500 – 30 day campaign PACKAGE B • 10,000 bilingual and/or Spanish language handbills • Manage 2-3 marketing events in the Latino consumer, business, and local community e.g., Jackson Hewitt Soccer Tournament, Feria Latina, Dominican Republic Independence Day, etc. • Design and distribute 2-3 email blasts to promote events (20,000 impressions) • Email marketing to 20 local Latino social media groups at Facebook. MySpace and Hi5 • Identify strategic Latino community outreach programs and sponsorship opportunities for brand placement • Create banner/signage for marketing events and select Latino promotional team; professional field marketing team available at each event • 11x17 Custom Designed Indoor Advertisement(s) in top Latin Clubs. Advertising term two months. Locations: 1) La Rumba -# 1 Latin club in metro Atlanta 2)El Nora Nora-#1 Hispanic club in metro 3)El Chaparral - #1 Latin/Hispanic gay club 4) El Matador - Popular Mexican Restaurant • 100 street posters printed in Spanish to be strategically posted at major interstate exits, intersections, and venues PACKAGE COST: $15,500 PACKAGE VALUE: $10,400-$12,80 – 45 day campaign
  6. 6. PACKAGE C • Manage 4-6 marketing events in the Latino consumer, business, and local community e.g., Jackson Hewitt Soccer Tournament, Feria Latina, Dominican Republic Independence Day, etc. • 20,000 bilingual and/or Spanish language handbills • Email marketing to 20 local Latino social media groups at Facebook. MySpace and Hi5 • Create banner/signage for marketing events and select Latino promotional team; professional field marketing team available at each event • 11x17 Custom Designed Indoor Advertisement(s) in top Latin Clubs. Advertising term two months. Locations: 1) La Rumba -# 1 Latin club in metro Atlanta 2)El Nora Nora-#1 Hispanic club in metro 3)El Chaparral - #1 Latin/Hispanic gay club 4) El Matador - Popular Mexican Restaurant • 100 street posters printed in Spanish to be strategically posted at major interstate exits, intersections, and venues • Strategic presentations between the Jackson Hewitt offices and leaders of such organizations and companies as: Mexican American Business Chamber, Georgia Hispanic Chamber of Commerce, Hispanic American Center for Economic Development, El Club de Comerciantes, Latin American association, Plaza Fiesta, Ole Mexican Foods, Diaz Foods, Mrs. Winners National Franchise, The Clifton School, and other businesses. • Develop relationships and initiatives with Hispanic Churches, stores, apartments, restaurants within a 5 mile radius of targeted stores. • Design and distribute 6-8 email blasts to promote events (50,000 impressions) • Create banner/signage for marketing events • Select Latino promotional team; team available at 4-6 events • Creation of an authentic Latino retail experience; Improve the look and feel inside the locations with a combination of low cost nostalgic items, music selection and decoration celebrating the Latino culture. • Cultural sensitivity training and customized multicultural employee handbook for Jackson Hewitt staff and new hires. PACKAGE COST: $21,500 PACKAGE VALUE: $16,250-$18,700 – 60 Day Campaign PROJECT START: January/February 2009 ADDITIONAL DETAILS: A deposit is required before any specific advice and/or services are rendered. All packages are negotiable. Monthly payment options are available. CLOSING To take advantage of this great offer, contact Lance Robertson at (404) 454-8830 or email us latinmarketing1@aol.com. Feel free to contact us with any questions. Thank you for your consideration and we look forward to serving your media and marketing needs.

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