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Agenda

• TurboTax Overview• TY13 Enhancements– Military Edition

• Benefits of TurboTax for your CU• Marketing Timing• Marketing Strategies• Next Steps

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TurboTax Overview

• Building Member Value with TurboTax– Largest online tax preparation service– Brand recognition– Available online, CD, mobile or tablet– Expert Help

• Live tax expert assistance available year round• CPAs, EAs, and Tax Attorneys with years of experience

– Rated 4/5 by consumers who switch– Special editions

• Military• Mobile App

– Offering the TurboTax discount to your members builds loyalty and retention, drives members to your website, opportunity to cross-sell products

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TurboTax Promoter Level

• Building your tax strategy with TurboTax promoter level– Discount on TurboTax services for your members

• $5 off Federal Deluxe edition• $10 off Federal Premier edition• $15 off Federal Home and Business edition

– Co-branded microsite with your CU logo on the home page and most every tax page

– Cross-sell banners on microsite to promote your products and services– Access to free marketing materials to help promote the program

• Email messaging• Newsletter articles• TurboTax banners for your website• Lobby posters and take ones

– Microsite tracking– Reporting

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Military Edition• Deluxe TurboTax product tailored especially for military service members• Special discounts on Deluxe and State editions• Explicit handling of unique military events• Enhanced interview in military vernacular and expertise in military tax issues• Credit unions that have military personnel in their membership are encouraged to market the Military

edition in addition to the standard TurboTax credit union member discount• Discount

• Military edition was a significant driver for member growth in TY12• Target credit unions assigned to client managers will be identified if they are targets for the Military

edition– Client managers should also ask the credit unions if military personnel are among their members

• Ready-to-use marketing materials will be available for credit unions– Email messaging– Banners– Messaging for newsletters, websites, social media, etc.

Grade E1 to E5 Grade E6 to E10 and Officers

• FREE Federal Deluxe Edition• FREE State Return - optional

• Discount on Federal Deluxe Edition• Discount on State Return - optional

Benefits of TurboTax for Your CU• Microsite co-branding and cross-selling opportunities

– This a great opportunity to promote CU loans and other products– Members return to your TurboTax microsite an average of 5 - 6 times per

season. • CU logo and name appears on the home page and on every tax preparation page• Cross-sell banners

– Three cross-sell banners (120 x 90 logo banner and two 200 x 200 logo banners)» Average click through rate of 3%» Early placement – Jan thru Mar

• Cross-sell CU products that members would use with their refund• Auto loans, home equity loan for home improvements, savings rates, CD

rates, IRA • 40% of the used car market is purchased between February and April

» Late placement – End of Mar – Apr 15• Cross-sell CU products that would assist CU members with paying taxes such as

credit cards, HELOC's home equity loans, special tax payment loans, etc.• IRA Link

– This link averages a 6% click through rate.

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Continuous branding and cross sell opportunities within your members TurboTax filing experience

Co-Branded Microsite and Cross Sell Opportunities

Microsite landing page

Tax preparation page

CU Logo

CU Logo

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Exit Page Cross-Selling Banners

IRA Link

Cross-Sell CU Products

CU Logo

Cross-sell banner

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Timing of TurboTax Marketing

0

5

10

15%

12/4

12/1

1

12/1

8

12/2

51/

11/

81/

151/

221/

29 2/5

2/12

2/19

2/26 3/

53/

123/

193/

26 4/2

4/9

Weekly % of Season TTO Starts

70% of TTO returns are

started by February 10th

Early, persistent, consistent marketing is the key…emphasizing peak periods.

TurboTax SuccessFour Essentials for a Successful TurboTax Campaign

1. Post TurboTax banners on your home page– Location, location, location– Ideal placement is above the fold

2. Post TurboTax banners on your Online Banking site– Log in screen– Log off screen– Account summary screen

3. Dedicated TurboTax emails to your members– Build product awareness– Build member loyalty

4. Optimize microsite co-branding and cross-selling opportunities

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Website Marketing

− Online Banking• Account Summary, My Offers, Log Off Page

OPTIMAL: 12/6 through 4/15 REQUIRED:1/12 - 2/15, 3/23-4/15

− Site Search Function• Tax Key Words, recommendations provided

OPTIMAL: 12/01 through 04/15

− Web site home page banner placements• Hero rotation on home page (position #1 or #2)

Primary season optimal dates: 12/1 thru 4/15 Primary season REQUIRED: 1/12 - 2/15, 3/23-4/15

Your Credit Union

SMART website marketing is the primary source for driving member filing

• Optimal Mail Dates 1/5/14 :TurboTax is available now 2/6/14: Get $5.00 off TurboTax Deluxe 3/6/14: Get your biggest refund fast with TurboTax 4/3/14: Time is running out – file your taxes with TurboTax now Monthly: E-Newsletters , discuss timing*Minimum of 2 emails are required for promoter level

Standalone emails can drive a 33% increase

in member filings

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Social Media and Other Strategies

Social Media Marketing• Pre-approved Tax content for your social

media campaigns• Promote your discount and link directly to

your microsite December launch – April 15

Tax Documents• Promote your discount on W2’s, and 1099’s

January

Offline Marketing• Print newsletters• In branch posters and take ones• Drive-thru give ones• On-hold messaging• ATM messaging

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Program Tracking and Reporting

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Next StepsEnrolled Credit Unions

• Update co-branding and cross-selling banners in the Partner Center

• Develop marketing strategies

• Access marketing materials from the Partner Center

• Implement marketing communications to your members beginning in January

• Launch marketing strategies

New Credit Unions• Visit the Partner Center at

LoveMyCreditUnion.org to enroll in the TurboTax program

• Develop marketing strategies and define a marketing plan to communicate the TurboTax discount to your members

• Implement co-branding and cross-selling banners for microsite

• Implement marketing strategies and market the TurboTax discount to credit union members

Questions? Contact clientsupport@cusolutionsgroup.com or by phone at 866-348-2887