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Today’s Presentation Will Highlight IRS e-file Marketing Efforts - Ongoing and Future
>2000 Filing Season and Post-Filing
Season Campaign(s) and Activities>Proposed Campaign Contents for
2001 and Beyond
IRS e-file is More Than Electronic Filing
>IRS e-file Encompasses Using>Authorized IRS e-file Providers>TeleFile>Home PC Filing
>Plus:>Federal/State e-file>Paperless Filing >Electronic Payments Options
>Past Efforts Included:>Utilizing IRS District Office Support>Informing and Educating Taxpayers via
Public Service Announcements (PSAs)
>Present Efforts Are More Sophisticated, Research-Driven and Include:>All of the Above + Paid Placement
>Ad Agency and Industry Support
Marketing Approaches Continue to Adapt
Fundamentally
2000 Campaign is “Boosting the Momentum”
>Continues to Build on GROWING Awareness/Usage of IRS e-file (30 Million)
>Focuses on Primary Motivators:>Speed of Refund, Accuracy, and
Acknowledgement>Contains Electronic Payment Messages>Continues with PSA and Expanded Paid
Advertising Placement
IRS e-file Advertising is “The Way To Go!”
PSA and Paid Television and Radio Commercials, Magazine Ads, Internet Banners, and Billboards Are All Integrated to Project a “Corporate Image” for IRS e-file.
Promotional Efforts Are Sparking “Taxpayer Double-take”
• TV and Radio Ads Catching Taxpayers’ Attention
• IRS e-file Print Ads Portraying a “New, Improved, and Friendlier IRS”
Internet Usage to Promote IRS e-file Is On the Rise
• IRS Web Site Ads Promoting e-file Are More Frequent
• IRS is Expanding Into the Internet Chat Session Realm– .COM– Talk City
IRS e-file Booth is Taking the Country By Storm
IRS e-file is Expanding it’s Presence at Technology Conferences and Trade Shows> Internet World - New York and Los Angeles>E-GOV - Washington, DC>Public Service Awareness Week - Washington, DC > Inter-American Center of Tax Administrations
Conference - Washington, DC> IRS Nationwide Tax Forums - Atlantic City, Miami,
Chicago, St. Louis, New Orleans and Las Vegas>AICPA Conference - Washington, DC
Marketing Tool Kit Continues Supporting Campaign
>Improved (and will continue) to Reflect Electronic Return Originator (ERO) Feedback
>Redesigned for “Corporate Image” and Contains:>IRS e-file/Payment Information>Q&As for Practitioners>Refund Cycle Chart
2000 Post-Filing Season Campaign Planned
Goal(s) Include Increasing Awareness and Usage of e-file Opportunities By:– Tax Practitioners– Taxpayers
Planning for 2001 and Beyond is Underway
• A Two Year IRS e-file Marketing Plan is in Development. Campaign Messages Will Reflect:– Current IRS e-file Messages– Revised Electronic Payments Messages– Federal/State e-file– Free Internet Filing and On-line Options– Expanded Paperless Filing Information
• A Federal and State e-file Marketing Partnership Plan Is Soon To Be Executed
Planning for 2001 and Beyond is Underway - Cont.
• A Two Year TeleFile Marketing Strategy is Being Finalized to:– Improve Efficiency of TeleFile Tax Package
Distribution– Expand Research Data on TeleFile Users and Non-
Users– Utilize TeleFile Tax Package to Redirect Non-Users
to Other e-file Options
• A Cooperative Marketing Effort Will Be Initiated with Industry for Free Tax Preparation AND e-file In the Near Future
Conclusion
• Research Will Continue Driving IRS e-file Promotional Efforts
• Marketing Efforts and Partnerships Will Continue to Improve and Expand
• Calendar Year Projections for 2001 e-file Volumes Are Between 38 - 41 Million
• IRS e-file Volumes for 2000 Have Already Surpassed 35 Million Returns and the e-file Filing Season Isn’t Over Yet!
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