TAX SERVICES / EARLY SEASON BOOKING GROWTH
H&R BLOCK AUSTRALIA (LOCAL FRANCHISE CAMPAIGN)
Local franchise office increasing early tax-season appointments
through early-bird campaigns, SMS reminders,
and mobile-first booking optimisation.
📌 Client Snapshot
- Industry: Tax Preparation Services
- Model: Local franchise within national brand
- Focus: Individual tax return appointments
- Goal: Increase early-season bookings
- Clients often waiting until deadline
- Seasonal traffic spikes difficult to manage
- Low online booking adoption
- Need smoother workload distribution
🚧 Challenges & 🧠 Strategy
Challenges
- Late-season rush overwhelming staff
- Online appointment system underused
- Heavy dependence on walk-ins
- Marketing focused only during peak period
Strategy
- Launch early-bird tax booking campaign
- Activate SMS reminders to existing database
- Run Google Ads for appointment-intent searches
- Create simple mobile-first booking page
⚙️ Execution
Early-bird tax booking promotional campaign launched
SMS reminder activation to previous clients
Google Ads targeting “tax return appointment” and “tax agent near me open”
Simplified mobile booking page introduced
SMS reminder activation to previous clients
Google Ads targeting “tax return appointment” and “tax agent near me open”
Simplified mobile booking page introduced
📈 Results (3 Months Pre-Season)
Early bookings: +58%
Online appointment share: +44%
Cost per booking: AUD $14
Peak workload: Smoothly distributed
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