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TurboTax SnapTax Multi-Channel Mobile Marketing

TurboTax SnapTax Multi-Channel Mobile Marketing. Brian Hovis Senior Manager, Digital Marketing and Integrated Media. Who we are. A leading provider of business and financial management solutions. Customer Focused Innovation Is In Our DNA. Intuit Mission Statement.

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TurboTax SnapTax Multi-Channel Mobile Marketing

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  1. TurboTax SnapTax Multi-Channel Mobile Marketing Brian Hovis Senior Manager, Digital Marketing and Integrated Media

  2. Who we are A leading provider of business and financial management solutions

  3. Customer Focused Innovation Is In Our DNA

  4. Intuit Mission Statement To be a premier innovative growth company that improves our customers’ financial lives so profoundly… they can’t imagine going back to the old way.

  5. Why did we do it?

  6. What is the Mobile Opportunity? Opportunity to Delight New Customers New Marketing Challenge New Technology Platform

  7. TurboTax Mobile Portfolio Prep Shop Status

  8. SnapTax Results • Far surpassed product download and usage goals • 4.5 Star Ratings (both iOS and Android) • Achieved Top 10 Ranking (overall App store) • NPS Score: 69 • 66% New Users

  9. iPad App Results • Surpassed download and product usage goals • 4 star rating • NPS: 61 • 58% New Customers

  10. Multi-Platform Marketing Approach • Objective: Leverage TurboTax’s unique tax mobile product offering to drive awareness and conversion for TurboTax • Strategy: Execute across multiple platforms to deliver on a single concept Content Creation Traditional Media High Reach Events Social / Mobile

  11. Tent Pole Event: GRAMMY’s 2011 Leveraging a single Big Bet enabled us to deliver a consistent, contextually relevant E2E experience with TurboTax SnapTax as the center piece

  12. What Worked/ What we learned • Consumers are delighted with the product experience • Scaling across multiple channels during the 1st peak (late Jan through Feb) promoting SnapTax had a halo effect on the overall TurboTax brand • Aligning many partners around One concept made the collective investment more impactful

  13. Thank you! Questions?

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