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Get Your Billion Back with Block
By: Cindy Wendland
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H&R Block says Americans are leaving about a billion dollars left behind on their tax returns when they do their own taxes. That amounts to about $500 per seat in professional football stadiums across the country. They claim to find money for 1 out of 5 people, about $460 on average. The numbers sound good.

One commercial shows a vendor putting $500 on the seats of a sports stadium, equivalent to what people are leaving behind on their taxes. Another commercial shows stacks of money on pallets aboard an ocean liner and the money being pushed off into the ocean. More money being left behind. The high numbers and the visuals of money sitting there capture attention.

H&R Block has streamlined their name and in the commercials is referred to as Block. This is more solid and less lawyer/accountant like. The trademark bowtie of Richard the spokesperson remains and appears in the commercials and in the graphics. Both good choices in ways to make the brand more relevant today.

HRblock.com highlights their “Get Your Billion Back” story. They offer weird billion-dollar facts that are actually quite interesting and make for great social media posts. The website effectively tells a story step by step. One of the most interesting pieces of the Block story is their blog, BlockTalk. Many times it seems that company social media teams (those invisible creatures who post on Facebook, Twitter, and YouTube) are nameless and faceless. Block puts out a video to introduce you to the social media team, effectively building trust as you hear from real people.

H&R Block has a short time to capture the majority of their customers: from now until April 15. Their updated branding and strong message that you could be missing out if you don’t get your share back will definitely help.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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