When looking to expand its customer base, Intuit, a financial software maker, tapped into the nearly 10 million Americans that are aspiring to one day start their own businesses. The company decided to market its QuickBooks franchise as a way for Americans to turn that dream into a reality, and enlisted Access Communications, to help make it happen.
Strategy
Intuit developed a campaign to drive consumers to download its Simple Start products through its Web site, IWillJustStart.com. It also wanted to ...