Brand erosion, decreasing market share, and tightening budgets were making it difficult for Jackson Hewitt to capture new customers in the competitive online and in-store tax prep industry. Digital marketing had been under-utilized as a way to drive the consumer and franchise sales businesses. Jackson Hewitt’s online reputation suffered from neglect without a social strategy to address prospects and support customer needs.


Sentient was brought on as the digital agency of record for Jackson Hewitt to launch a multi-channel digital campaign to drive consumer engagement and tax returns, generate franchise leads and to improve the online reputation of the brand. The solution was comprised of:

  • New enterprise web destinations for consumer and franchise prospects to help promote the brand and the 6,000+ store locations
  • Introduction of an online tax preparation service for self-service consumers
  • Develop and launch social initiatives focused on positively impacting the brand’s online reputation
  • Comprehensive digital media strategy focusing on both national and local opportunities to drive in-store and online tax returns


  • Measurably drove* offline and online tax preparation through digital media, as well as social and online destinations with a 3:1 ROI demonstrated YoY
  • 20-30% performance improvements YoY for 5+ years
  • Introduced the #1 cost effective channel for driving franchise leads and sales
  • Social efforts drove a significant volume of positive buzz in social channels and Page 1 results for branded searches

*Data points reflect indicators of success for the brand. Specific ROI performance metrics are confidential.

3:1 ROI
Demonstrated YoY
Improvements YoY for 5+ Years

All case studies

Breathes new life into COPD treatment with a strikingly original new campaign.
Total product overhaul: brand strategy and messaging platform, user interface for the medical device, a website and a multi-event conference booth.
Genomic Health
Gorgeous videos, website, journal ads, and social assets
Rebrand and refresh of the brand personality to communicate that this company is always willing to go incredible lengths to help patients.
Lupin Pharmaceutical
Unbranded website: Fun, informational web experience for both patients and doctors complete with self-assessment tests, patient stories, and downloadable resources.
DTC and HCP ad campaigns. Transformed the website into a procedure-focused experience, developed a comprehensive brand strategy and messaging platforms, and produced collateral.
Rigorous research and analytics-driven insights fueled creation, expanded the overall reach, and improved patient engagement
Analytics-driven everything: laser-targeted messaging, PR & events made this unbranded awareness campaign a huge success
New branding, positioning, website, and lead gen content. Earned PR and events rounded out this impactful work.
A multichannel pharma campaign (including website refresh) driven to educate HCPs.
Combining a bit of philosophy and marketing math to create an evaluation model that delivered big social savings.
Cardinal Health
Cardinal Health Inventory Management Solutions’ ultimate goal was to control 25% of cath lab volume by the end of 2017
Right analytics + right creative = behavior-shaping ideas in this direct to consumer (DTC) pharma campaign. Agency: Twist Mktg
See how we helped assert market position through creative positioning and integrated campaign execution.
True integrated marketing, with the right blend of analytics, strategy, creative and engagement driving a total rebrand.
Influencer identification executed in real-time at an event with Marvel artists. Spoiler alert: we built share of voice like a superhero would (if we could hire them).
See the sweet surprise our analytics uncovered, which led to building and growing the fan base for Reese's Peanut Butter Cups across all of its social channels.
Live events are exciting, but without strategic, well-executed live amplification, ROI can be hard to find. See how we helped HP trend on Twitter and YouTube.
Jackson Hewitt
Online and offline are powerful together. We used online to drive offline positive ROI at 6,000+ store locations.
Analytics showed us relevant press to target, through which we got 6 million quality earned media impressions. See how...
Set a new brand record for Crystal Geyser's new tea, thanks to our influencer-based launch.
Promoting a blockbuster movie is a big deal, so our paid social campaign was A/B tested against Universal's current one. We slayed it.
Total product overhaul: brand strategy and messaging platform, user interface for the medical device, a website and a multi-event conference booth.
A deep competitive analysis helped Visa understand its upcoming opportunities and threats.