2012

Recruiting Tax Preparers

Playbook

Resources: Tax Preparer Marketing Materials

Presenting the Jackson Hewitt

2012 Recruiting Tax Preparers Playbook

Recruiting quality tax preparers is critical to your business. These employees are on the front lines
everyday, working with your clients, creating a bond that can help increase retention and your
bottom-line year over year. What can you do to make sure you are bringing in quality tax preparers
who are right for your business, who also come with a solid client following? Market directly to tax
preparers who are already in the business! An easy way to reach them is using the PTIN holder list.
This Playbook will give you the tools you need to get experienced preparers interested in working
for Jackson Hewitt. Use the resources within this playbook to help you each step of the way.
In this Playbook you will find:
Whats going on at the NHQ level to support this initiative
P
 lanograms of exterior and interior office set-up throughout the promotion of Tax School and
Preparer Recruiting
Resources to help you with inquiries and training
Local marking tactics to use based on your location
A list of available marketing materials and how to use them
If you have any questions, or need additional help, contact your Field Marketing Representative.

Remember, experienced Tax Pros bring a book of business and referrals that you want!
So call them and get them in, FAST! They can become your greatest asset! Plus, they are
already knowledgeable about taxes so training them will be easier.

2012 Recruiting PTIN Holders Playbook

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Whats going on at the NHQ level

to support this initiative?
NHQ has a variety of campaigns in effect to attract and retain existing tax preparers. Here is a
snapshot of what weve been doing:
F or the first time ever we created and sent posters in support of recruiting tax preparers. You should
have received a bright yellow Come Join Our Team window poster as well as a red and yellow
National Tax Preparer Recruiting Week window poster.
W
 e placed two recruiting ads; one in the National Association of Tax Professionals (NATP) quarterly publication and one in the Tax Pro Journal (Sept./Oct. and Nov./Dec. issues).
W
 e placed one 12 page ad in the National Association of Enrolled Agents (NAEA) EA Journal
(Sept/Oct issue).
We emailed all current PTIN holders telling them the advantages of working for Jackson Hewitt.
W
 e created new pages on JacksonHewitt.com to talk to more experienced preparers in addition to
the general population looking to learn a new skill and earn extra income.
W
 e created modules and other training materials to help tax preparers working for Jackson Hewitt
prepare for the RTRP (IRS competency) test, as well as continuing education courses so they can stay
up-to-date with their mandatory training.
W
 e developed local materials such as direct mail, local email blasts, flyers, call campaigns, and
scripts to help you market to, and acquire, experienced tax preparers.
O
 n August 3rd, we sent all PCTR email addresses their PTIN holder list and an email template. For
details on marketing to the PTIN holder list, see page 10.
Click here to view the marketing NHQ has sent out.
In addition to the marketing to experienced Tax Pros we are also marketing tax school and calling out
that we are hiring over 20,000 tax pros with our National Tax Preparer Recruiting Week campaign.
Refer to the Tax School Launch Playbook for more details on marketing Tax School and National Tax
Preparer Recruiting Week.

If you need a custom marketing piece not included in this kit, complete and submit the online
Advertising Request Form, located in the Market Your Business section of JHnet.

2012 Recruiting PTIN Holders Playbook

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Exterior Store Set Up

Window posters are often your first contact with recruits and are vitally important in advertising to experienced tax pros as well as those new to the business. Weve created exterior
signage that pops, making it easier than ever to let them know we want them!

Here are some recommendations for how to best implement a mix of tax school messages.
Weve all heard it saidyou never get a second chance to make a first impression. Is the exterior
of your office eye-catching? Are you displaying hard-hitting marketing messages? If you were a
prospective job applicant, would you want to be a part of the Jackson Hewitt team? Hopefully the
answer is a resounding, Yes!
Storefront Image A

Storefront Image A shows what the

exterior should look like if youre trying to acquire a mix of experienced tax
pros and those new to the business.

2012 Recruiting PTIN Holders Playbook

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Exterior Store Set Up

To really call attention to your location, consider using banners, yard signs, and A-frames. Yard signs
can message directly to a specific target, or they can just be used as directionals, so prospective
employees and clients can find you easier.
Check your leases and local ordinances. Some landlords or towns require permission to hang exterior banners.
Storefront Image B shows you how
your messages can be used with other
mediums for increased impact.

2012 Recruiting PTIN Holders Playbook

Storefront Image B

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Interior Store Set Up

Youve got them in the door. Now what? Make sure
your office has a professional and inviting appearance so those interested know theyve made a good
choice in coming to Jackson Hewitt. Be sure that
someone is available and knowledgeable so they
can talk about all of the course offerings for newbies who want to learn taxes as well as free continuing education courses for experienced Tax Pros.
Your office interior should be clean and display the
latest approved marketing materials. By setting up
the interior of your office with informational materials, as well as tax school recruiting messages, you
turn your office into a welcoming place for those
interested. And, the more comfortable a potential
tax preparer feels, the better chance you have of
acquiring them.
The reception and waiting areas are the perfect
place to keep your brochures or even a current
press release promoting FREE continuing education credits as well as course offerings to help them
prepare for the RTRP (IRS competency) test, so that students have something to read should there be
a wait. Its a good idea to have a full assortment of informational material available for the recruit.
You can also keep a sell sheet on desks so that potential employees can get a quick snapshot of all
of the classes and continuing education they have available to them when they join Jackson Hewitt.
This is a great piece to keep students busy while you are recording the important recruit information,
such as their contact information, where they heard about Tax School, why they are interested in taking a course, etc. Refer to the Learning Center to obtain your Tax School Registration Form.
Interior office set up doesnt stop with printed marketing materials. Youll want to update both your
hold messaging and voicemail message. Its important to present a cohesive, current image to your
prospects. If youre advertising Tax School, make sure you incorporate messaging that speaks to
newbies as well as experienced preparers. You dont want to turn recruits away before they come in!
Click here to see all of the scripts available to you for recruiting.

2012 Recruiting PTIN Holders Playbook

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NEW!
Operate Your Tax School Business Center
The Learning Group has put together a new one-stop shop for all the tools, resources, and up-todate information you need to successfully to plan, operate, and measure your Tax School.
This valuable resource contains a Master Task List that details ALL of the operational tasks that you,
or your staff, need to complete to run your Tax Schoolsalong with corresponding links to relevant
job aids, worksheets, JHnet pages, etc.all in one central location.
The Operate Your Tax School Business Center link can be accessed by clicking on the Business
Center tab at the top of any page on JHnet. You can also access the site, from the Learning Center/
Tax School menu.

2012 Recruiting PTIN Holders Playbook

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Effective Recruiting of Leads

Managing Initial Inquiries
The goal of your Marketing campaign is to generate inquiries and interest about Jackson Hewitt
(referred to as leads). Initial inquiries filter in via phone, email, and people walking into the
office. This first phase of contact is critically important. Much like a personal interaction, how well
you respond shapes the persons impression about Jackson Hewitt.
This is why its so important to have your Location Settings, voicemail, and hold messages up to
date when launching your recruiting campaign. Youre looking for quality preparers, so make sure
when they come looking for you, youre able to be found. Be sure to respond immediately to all
inquiries that come into your office. A timely response can make the difference between an inquiry
and a successful hire.
NEW!! Recruiting Tax School Students Manual & Online Module
Ensure that your staff is prepared to handle the types of questions that will be coming into your
offices as a result of your marketing efforts. The Recruiting Tax School Students Manual, found in
the Operate Your Tax School Business Center, provides scripts and other information to assist your
staff in answering common questions from potential leads including:
Can you tell me about the classes you hold in your offices?
How do I register?
Will your Tax School prepare me to take the IRS RTRP Test?
Can I get CEs for taking the course?
How much does it cost?
When do your classes begin?
Will I be hired if I take this course?
and much more.
This manual and corresponding online module encompasses detailed information to ensure that
your staff is able to successfully convert leads into students every step of the wayfrom answering
initial inquiries, through leveraging the tools and resources you need to follow up and measure
progress.

2012 Recruiting PTIN Holders Playbook

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Selling Jackson Hewitt to Experienced Tax Pros

Tax Pros know the ropes, they have worked in the tax industry before, and they can be an incredible asset to your team. So how do you grab their attention and get them to want to work with us?
Start with the benefits.
Tax Pros will be happy to know that they can:
E
 arn 10 CE credits by completing our educational sessions for those looking to prepare
for and take the RTRP (IRS competency) test
Gain access to the JH online BIT course for remediation
Access supplemental RTRP prep materials provided by the learning group
Access ExamMatrix FREEas long as youve completed a tax return for us last year
Tell them were an industry leader. What does it mean when a company is an industry leader? It
means were at the forefront of learning and educational courses to ensure our tax preparers have
the highest level of training and expertise. And, its all FREE when youre in our Jackson Hewitt
family.

2012 Recruiting PTIN Holders Playbook

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Access your ERO report

Use the ERO report on JHnet to reach out to existing tax preparers. You can use Direct Mail to
reach out to the ERO List in your market.

Market to those on the PTIN holder list

On Friday, August 3rd, your list of PTIN holders and an email template were sent to your PCTR email
address. You can customize this email and send to PTIN holders.
You can choose additional marketing pieces from the Recruiting Tax Preparers marketing
materials. Make sure to reach out to PTIN holders via multiple marketing channels to maximize
results. REMEMBER, the more times you reach out to them the better chance you have at acquiring
them as a tax preparer and winning their clients!

Join Your Local Chapter

Become a member of the National Association of Tax Preparers (NATP) and/or the National
Association of Enrolled Agents (NAEA) and become involved with your local chapter. There are
many things you can be doing with them now to get involved.
Attend classes that your chapter offers
Place ads in their publications
Hold classes and host meetings
Network, network, network!
Did you know that as a member you are entitled to the following benefits?
1. M
 ember DirectoryWhere potential clients can go to find a tax professional by searching a list
of NATP members in their area.
2. S orting Out Tax Software Survey ResultsGet valuable information about the latest tax software
packages along with honest feedback from members who have used them.
3. T ax Professional Fee StudyThis members-only benefit provides valuable insight into what other
tax professionals charge by regions across the country.
4. A
 ffiliate Business DealsNATP has partnered with various companies to help members save on
the products they need the most.
5. M
 ember Get A Member CampaignRecommend other members to NATP and earn gift cards and
even a FREE membership
6. V
 olunteer OpportunitiesShare your expertise with other members by volunteering.
7. e
 -Learning Course AccessMastering an Exam. Whether its the RTRP (IRS competency) exam,
the EA exam, or any other exam youre studying for, you will get some great tools and tips to
help you/your team pass!
2012 Recruiting PTIN Holders Playbook

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Promotions

If youd like to offer additional selling points to capture experienced Tax Pros, consider offering
one or more of the following to increase the draw of your program:
O
 ffer FREE CEs: Experienced preparers are looking for ways to grow as well as keep up-to-date
with their education requirements. Thats why marketing this to them is extremely valuable.
H
 old FREE RTRP test prep seminars: Capture experienced tax pros by marketing what means the
most to them and taking the RTRP test is one of them. Hold seminars in a few locations at varying
times so you can appeal to more.
C
 reate a referral program: Referrals are a great way to get more quality tax preparers.
Typically if you are in the business, you know others in the business, so if you get a great opportunity, youll WANT to share! You may even want to offer a referral bonus for those who refer
and that referred person is hired.
H
 ost a job fair: Check in with your local colleges and business associations to find out how you
can be a part of any fairs they may be holding for tax preparers or those in the industry.
Contact your Field Marketing representative for help in creating or executing any of these promotions.

Finding Neighborhood Tax Pros Leads

To communicate effectively in your neighborhood, its important to first look at what type of area
you are operating in, where your targets live, work, and play. The following segments suggest how
to market in your particular location.
Urban Drive
These offices are in areas that receive a high amount of drive-by traffic, where you only have a few
seconds to grab peoples attention. These offices benefit from marketing via the following:
U
 sing Out-of-Home (OOH) marketing including billboards, and banners on your offices exterior
are a great way to deliver your message to a large audience.
In addition to OOH, focus on neighboring businesses, such as laundromats, coffee shops, diners,
etc. You typically can post a message on their bulletin boards or leave a business card or flyer/
brochure on their counter. You can also post hiring messages at local colleges if one is near you.
B
 ulletin boards at your local grocery stores are also a great way to reach a large volume of
prospective students or job applicants each day.

2012 Recruiting PTIN Holders Playbook

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Urban Walking
These offices operate in large cities like New York. They receive a lot of foot traffic passing by,
in addition to cars. These locations are much easier for someone to make a spur-of-the-moment
decision as they are passing by, since they are on foot.
U
 se OOH marketing including billboards, bus shelters, and phone booth ads. Also make sure
your office exterior has posters and banners as its a great attention grabber as potential
students or job seekers walk by.
E
 mploy street teams. Have them hand out flyers, buckslips, and other promotional and
information pieces! With the abundance of foot traffic in and around your office, its a great way
to connect directly with your target audience.
T he Urban Walking areas are another great place to work with neighboring businesses,
including local food stores and bodegas.
Suburban
These offices are in areas such as strip malls, and stand-alone buildings in a small town with medium
traffic in, and around, the location. If youre in this type of location, you really need to spend some
time figuring out where your targets shop, eat, and play, so you can market in and around those
particular places.
S
 tart with where people are going. We know that everyone needs to get gas and go food
shopping. Post your message on a yard sign at the gas station. If you are in close proximity to the
gas station, you can even put directionals to get them to your office to enroll or apply.
P
 ost a flyer with tear-offs on the bulletin board at grocery stores. Make sure to update the flyer
each week with a new message to keep things current.
B
 anners on the exterior of your office work great too. They are more visible from a distance and
work well in strip malls.
Rural
These offices are in stand-alone buildings, in areas where there isnt much foot or driving traffic.
In these areas, you need to focus on where your audience visits so you can place your marketing
message there.
G
 as stations work well in rural areas. Ask for permission to place yard signs at the gas station. It
is a great way to reach a large audience.
G
 o to your local mini marts. Ask to put messages inside and outside of the store. Also leave
cards/brochures at the counter for people to take.
Your

local places of worship are a great way to reach community members, as are your local
schools.
D
 oes your town have a newspaper? Why not place a weekly ad talking about what your office is
up to and promoting your education and job opportunities?
View all of the available marketing materials in the PTIN Marketing Materials kit.
2012 Recruiting PTIN Holders Playbook

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Hispanic Community

If youre located in an area with a heavy Hispanic population, its a good idea to target
experienced Tax Pros who are bilingual. Having a bilingual preparer on staff is a great benefit to
your organization in these areas.
Click here to access the list of bilingual marketing materials available.

So, there you have it! Are you ready to go out and start

promoting? We hope so! Acquiring quality tax preparers AND

their book of business is more critical than ever, so lets
make sure Jackson Hewitt is synonymous with fantastic
preparers, exceptional training, and excellent customer
service.

Download and track your progress using the Tax School Checklist.
If you have additional questions, reach out to your OD, FSM, or Field Marketing Manager.

2012 Recruiting PTIN Holders Playbook

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Important Dates
August 6

Week of Aug 13

Sept/Oct

National Email Campaign

To PTIN Holders Launches

NHQ launches National

Tax Preparer Recruiting
Week.

Tax School
being conducted.

November 1

January 1

January 22

Early marketing begins

Pre-season messaging
marketed

E-filing begins

2012 Recruiting PTIN Holders Playbook

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