With more than 65,000 customers, Intuit ProConnect ProSeries is the #1 software of choice by tax professionals. It is one of 3 professional tax solutions Intuit offers, each designed to meet a unique part of the tax professional market.
A segment of the target audience for this product consists of an elite type of tax professional – the Enrolled Agent. Enrolled Agents have been awarded the highest credential awarded by the IRS, yet most people outside of the tax industry have never heard of this designation. This fact often leaves them feeling a bit misunderstood and disgruntled.
Intuit wanted to acknowledge their exceptional credentials and offer a special bundle specifically designed to benefit this target group. They wanted an empathetic direct mail piece to communicate that they understood the frustration and lack of acknowledgement that Enrolled Agents feel, and then quickly turn the message to the positive by rewarding them with the special bundle offer.
We created a uniquely die cut sleeve to wrap around the bundle offer brochure. The outer sleeve acknowledges that Enrolled Agents can sometimes feel “Invisible”, but when the brochure is pulled from the sleeve, it reveals that to Intuit, Enrolled Agents skills are clearly “Visible”. The clever design engaged recipients to actually open and read the bundle offer, and it received an extraordinary lead response rate of .50% which outpaced the standard response rate by 4X.