Intuit's Just Start Campaign
With a focus on customer acquisition, Intuit's Just Start campaign energized people to start or rally behind others who aspire to start their own business. The campaign engaged new and aspiring entrepreneurs, Intuit QuickBooks, TurboTax and Quicken customers and bloggers to support people in taking the next steps to Just Start. Seventy-two percent of Americans dream of starting their own business. Intuit's Just Start campaign was designed to spark a wave of change and ignite a nationwide entrepreneurial revolution by inspiring, empowering and guiding Americans to achieve this dream. Four million small businesses use Intuit's QuickBooks. Many aspiring and new entrepreneurs -- Intuit's prospective customers -- are unaware of the need for financial software. Along with providing inspiration and guidance, the Just Start campaign was created to educate people on the importance of financial management and distribute copies of Intuit's free entry-level QuickBooks Simple Start accounting software. Intuit, working with its PR and marketing agencies, Access Communications and Grow Marketing, developed the Just Start campaign with multiple, integrated components that facilitated participant and customer-driven word of mouth. These included a series of in-market Just Start events at major commuter hubs, a national online contest to win a $50,000 small business grant and a variety of online communities. The Just Start campaign was successful in establishing Intuit/QuickBooks as a small business advocate and driving new users to the QuickBooks franchise. The campaign met and in many cases surpassed measurable business objectives for the campaign:
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