The campaign includes traditional media (TV and print), social media, and email.
With the help of its advertising agency Fallon, H&R Block in the last week has released a new commercial as well as bought full-page ads in several newspapers, emailed its customers, posted to its blog, and shared information on its Twitter feed and Facebook page.
In a second internal email obtained by PR Daily, H&R Block CEO Bill Cobb praised employees for their quick response:
“You know I am proud of our tax pros, but I am also proud of the entire H&R Block organization that has risen up to defend our brand and tax pros. From the lawyers to our CSC support teams, field leaders and marketing teams, and of course our franchisees, there is a lot of energy behind this effort to set the record straight.”
A spokesperson for H&R Block confirmed that Cobb sent the email on Jan. 29.
Last month, TurboTax unveiled two commercials that suggest H&R Block tax preparers are unqualified. In one ad, for instance, a woman shopping for clothes in a department store is helped by a store clerk who also prepared her taxes.