1. United Way Tax Service
Marketing Techniques
Ben Coppolo, Priscilla Gonzalez

2. 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

3. 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.

4. 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

5. 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)

6. 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

7. 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

8. New Sample Flyer (Front)
For Free!

9. New Sample Flyer (Back)

10. Spanish Sample Flyer (Front)

11. Sample Spanish Flyer (Back)