HR Block 2007 Annual Report Download - page 19

Download and view the complete annual report

Please find page 19 of the 2007 HR Block annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 133

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128
  • 129
  • 130
  • 131
  • 132
  • 133

17
preparation service. We migrate some tax clients in the other direction too –if they leave the retail office for
do-it-yourself digital, we work hard to help them choose TaxCut and remain with H&R Block.
Strategies to boost our segment share start with expanding market awareness of H&R Block’s digital offerings.
We’re investing through advertising, search engine strategies, and other marketing and promotion initiatives.
Two new TaxCut TVads in January 2007–both featuring our software and YouGot People theme –took first
and sixth places in an independent analysis of the 10 most-recalled ads of the month (and one of our retail
office ads took second). Continuing a heritage for innovation, H&R Block forayed into the 3-Dvirtual world of
Second Life to interact with and engage customers through cutting-edge computer technology, and we won
accolades as one of the top eight corporate sites. TaxCut Online sponsored a video contest on the popular
YouTube.com, which included the most-linked comedic video ever to appear on the Web site.
The YouGot People message for filers choosing our digital tools highlighted the “office safety net”advantage
we have over competitors through the thousands of office tax professionals available to help H&R Block digital
clients who find they need assistance.
We’re investing in innovations for the control client too. To simplify the client buying decision, we shifted
for tax season 2007from a conventional “Good...Better...Best”product lineup to one providing everyone
the premium TaxCut federal program. Clients no longer needed to choose among programs by guessing the
complexity of their tax situation. We went to market instead with easy-to-choose differences in add-on services
–mainly whether or not to purchase a bundled state tax program or e-filing capability. In addition, we further
simplified language and streamlined navigation throughout TaxCut to improve ease of use.