Transcript IRS e-file
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 Marketing Approaches Continue to Adapt Fundamentally > 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 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 NonUsers 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!