Intuit selects OutCast to tout Quicken with younger demographic

SAN FRANCISCO: Intuit selected OutCast Communications as AOR for its Quicken Personal Finance Software, as part of its strategy to reach a younger demographic with its products.

SAN FRANCISCO: Intuit selected OutCast Communications as AOR for its Quicken Personal Finance Software, as part of its strategy to reach a younger demographic with its products.

The company selected OutCast following a competitive review because of the firm's experience in social media and reach with traditional press, said Scott Gulbransen, senior manager of corporate communications for Intuit's consumer group.

Quicken plans to target 70% of Americans that are living paycheck to paycheck to enlist in Quicken Online, its free online product that launched in October 2008, Gulbransen said. In particular, outreach will target recent college graduates looking for financial guidance.

The messaging will tap into consumers' desire to manage their money, especially given the economic uncertainty. The company plans to relaunch its blog at the end of April. The yet-to-be named site will contain content by guest bloggers from popular personal financial sites, in addition to lifestyle and personal freelance writers.

“We're not getting into the publication business, but we do want this to be a blog where people learn how to manage their finances,” Gulbransen noted.

Quicken also will continue to use its Twitter channel for customer issues; its Facebook page to conduct product demos; and “Quicken Inner Circle,” a community that lets users work with Intuit to improve the product, he said.

“We are going to engage with people where they are and invite them to engage directly with us – and not just through focus groups,” he added.

When asked if the outreach was in response to competitor Mint.com's success among young users, Gulbransen responded, “Our decision to reach out to these customers was due in part to these customers telling [us] they need something that Intuit doesn't make.”

Access Communications formerly handled Quicken as part of Intuit's small business brief. After organization restructuring last year, MS&L took over the account as part of its Turbo Tax brief. MS&L – which pitched for the Quicken business – continues to work on Intuit's Turbo Tax business, according to Gulbransen. The agency did not respond to press queries. Access continues to work on Intuit's small and corporate business.

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