Understanding the target audience was essential to the campaign as the headlines would immediately attract attention. I determined ‘Childcare Directors’ would be the main consumer for the campaign as they would most likely be filing taxes for the organization. Since the campaign would be displayed across LinkedIn and Facebook, the copy had to be brief and engaging to catch the viewer’s attention with a clear CTA.

By utilizing colloquial language that incorporated school related copy such as, “cross every t and dot every i” and, “make this tax season a breeze,” the campaign resulted in thousands of impressions—the highest at 5.8K likes—across both platforms.