Jackson Hewitt Proposal 2009 Final

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

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

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

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.

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
Mexican Restaurant

PACKAGE VALUE: $10,400-$12,80 – 45 day campaign

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
Mexican Restaurant
• 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 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.

Jackson Hewitt Proposal 2009 Final

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Jackson Hewitt Proposal 2009 Final