Liberty Tax Service is always seeking new ways to promote their services including traditional methods such as direct mail advertising or more innovative dancing Statue of Liberty sign spinners standing on busy intersections. Looking to further increase their reach towards the Hispanic community, they decided to expand even more into traditional advertising markets through a free, educational newspaper providing general tax information with their contact information at the end. Breaking into this new market, however, was not as simple as other traditional advertising campaigns.
While Liberty Tax Service wanted to expand their advertising further into print media, they lacked a distribution system and did not have the budget or time needed to create a new circulation plan requiring extensive research to be successful. With tax season coming up, they wanted to find a quick way to get their newspaper to the people.
At a convention in New York, a Liberty Tax Service representative met one of our EC Hispanic Media representatives and began discussing their campaign plans. Having heard their distribution dilemma and wanting to help them empower the Hispanic community, we were able to describe our award-winning print media distribution systems in the Los Angeles Metropolitan area and make a deal that utilized our circulation system to distribute 75,000 copies of their paper throughout Los Angeles.
The campaign was such a success that Liberty Tax Service wanted to expand the campaign. The following year, they renewed their order, expanded into 11 new markets, and increased their number of papers printed from 75,000 to 406,500!