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New Book Assists Tax Preparation Offices in Overcoming Hurdles to Serving Hispanics

Article Editor: Carly Zander

'Marketing to Hispanics: A Comprehensive Guide for Tax Preparation Offices' is an in-depth approach including staffing, PR, marketing and culture

RALEIGH, NC - November 29, 2004 /Send2Press Newswire/ -- Out of the 39.9 million Hispanics currently in the United States, an estimated half of those adults are foreign born. For many immigrants, American systems can be confusing and overwhelming. Most are actually unaware that they can and should file taxes. Some of these immigrants work in the U.S. illegally and assume that they are not eligible to file. Others rely on word of mouth to assist them in navigating the confusing process. Language is often a barrier in getting assistance with tax related questions and answers.

Unfortunately, tax preparation offices often lack bilingual staffing, detailed knowledge of ITIN filing, and have trouble with issues pertaining to multiple names or invalid social security numbers. These hurdles have led to an incredibly underserved Hispanic market. Blaire Borthayre is a consultant in the field of Hispanic marketing and author of the recently released "Marketing to Hispanics: A Comprehensive Guide for Tax Preparation Offices" from TRC Publishing. The book is an in-depth approach that includes staffing, public relations, marketing and culture.

Ms. Borthayre also works as a volunteer advocate in the Hispanic community and researched the tax preparation industry for two years before writing the book.

"Standard tax preparation advertising does not address concerns of foreign born Hispanics even when the information is translated into Spanish," says Ms. Borthayre. "What is a W-2? Can I file at any time of the year? Can I claim my family that lives in Mexico? Why should I file?" are all common questions. According to Borthayre, many tax preparation companies have been caught off guard by the tremendous surge in the Hispanic population and have unanswered questions about how to handle issues uncommon to the American born consumer.

Apparently, some of the bigger companies agree. HandR Block, Jackson Hewitt and Liberty Tax Service have all purchased the book and hired Ms. Borthayre to speak and train about the topics covered.

According to Margie West, Senior Director of Marketing for Jackson Hewitt: "With Blaire Borthayre's vast and personal knowledge of the Hispanic culture, she empowers her audience with enthusiasm and passion. Her book has enabled us to expand our Hispanic client base and gain insight into a whole new sector of our business."

Liberty Tax Service has opened a Hispanic Services Division based entirely on the concepts in the book. Danny Hewitt, Director of Franchise Marketing for Liberty Tax Service says "This book is a must have for tax preparation offices. We provide a copy to every franchise owner along with a compliance checklist. We are very committed as a company to effectively serving the Hispanic community in a holistic way."

"Marketing to the Hispanic Community: A Comprehensive Guide for Tax Preparation Offices" (ISBN 0-9761957-0-4, 215pp, $89) is available at: www.trainingresourceclinic.com

Organization Website: www.trainingresourceclinic.com
Source of News: Training Resource Clinic / TRC Publishing

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