Issues
Jackson Hewitt is the nation's second largest tax preparation service and one of the country's fastest growing franchise businesses. Yet even with 1,000 franchisees in more than 4,200 locations, Jackson Hewitt did not have media recognition equal to long established industry leader H&R block.

Challenge
Jackson Hewitt selected Ogilvy PR as its agency in mid-January 2003, when the tax season was already in high gear—and so were the competition's PR campaigns. The 2003 tax season also coincided with proposed legislation concerning marketing practices and the protection of sensitive customer data by tax preparers. An additional challenge was the fact that Ogilvy PR would have to function as Jackson Hewitt's de facto head of corporate communications during the maternity leave of the company's top PR executive.

Insight
Tax preparation at Jackson Hewitt (and its competitors) is all about reaching consumers and building confidence in the brand. The key to doing this quickly would lie in the capabilities of the client's tax research department.

Strategy
Working with staff in tax research, Ogilvy PR identified the leading consumer tax issues, using their guidance to prepare timely press releases and pitches for personal finance media.

Campaign
•	Ogilvy PR developed a series of easy to understand tips for the media on how taxpayers can maximize available credits and deductions
•	Advance position statements and Q&As on dominant issues were prepared in association with the client's legal counsel for rapid response to media inquiries
•	Ogilvy PR served as direct liaison with franchisees and branch managers in the field to provide research and to coach on handling media opportunities
Results
•	Ogilvy PR secured broadcast coverage on CNBC, CNNfn, CNN, CNN en Español, USA Radio Network and on more than 50 local television news outlets
•	Print coverage was gained in USA Today, San Francisco Chronicle, Miami Herald, Detroit Free Press, Denver Post and Indianapolis Star, as well as through the Associated Press.