Could you share any statistics or metrics from this engagement?
We went from 18,897 tax returns in tax year 2013 – which was in 2014 – and this year, tax year 2014, we're currently at 20,483 tax returns in the state of Utah. We were able to, through our marketing efforts, see a correlation in the regions that experienced an increase in tax filing. In most of those cases, we were able to see an increase in users to our website, people who are engaging with us through social media, and there's been an overall increase in the amount of people searching for us and coming to our services.
How did Fluid Advertising perform from a project management standpoint?
We have an incredibly small budget. When you tell them, "I only have $30,000 to do this work," they didn't laugh in our faces. They said, "OK, let me put together something that can work." We ate up all of the money super quick, and they provided a lot of in-kind support to us once the money was out because they said, "We're interested in making sure that you're successful." Which is why I'm going to go back to them for a volunteer recruitment campaign, and why we'll rehire them again for our next tax campaign. To be able to work with an organization that believes in the work we're doing, and realizes that we're doing a great work but we can't pay a lot of money, and they don't treat me poorly, is a huge selling point for me.
What distinguishes Fluid Advertising from other providers?
Their team seems to be knowledgeable, and every time I've gone into their office for a meeting, they have all been present and aware. They are invited to these meetings specifically because they have something to share with me, and I find that professional and put together.
In hindsight, are there areas in which they could improve, or things you might do differently?
Yes. The work that we do is around taxes. It's not an incredibly sexy topic, and you have to have the right words. They tried hard to make sure that the Facebook posts were right, and to make sure that the wording that they used was good. They did a good job, but a lot of the information that they sent to me I had to really go through it and provide some very critical feedback, which I accepted because they don't specialize in tax help, and particularly a message around free tax preparation.
In Utah, where our politics are quite conservative, we have to figure out a way to appeal to both sides. Fluid didn't necessarily nail that on the head, but they were incredibly open to all of my suggestions and my criticisms, quite frankly. I provided them past information. I would have liked to see them not try and be creative about the verbiage and create their own stuff; I would have liked to see them just utilize what was implemented, but take a marketing spin on it.
It's something that they improved on in time. I would have these conversations with them where I provided critical feedback, and they took it. Ultimately, they made it work, and I was satisfied with it. But, we had a lot of confusion at the beginning that we didn't need to have, if they had just gone with what I had given them initially.