Louisiana Department of Revenue
Tax Amnesty Program
Copywriting | Design | Media Planning | TV | Outdoor | Radio | Public Relations
The Challenge
In an effort to address shortfalls in the State budget, the Louisiana Department of Revenue needed to implement a three-year Tax Amnesty Program to give businesses and individuals the opportunity to settle outstanding tax issues with the state, while receiving a discount on both penalties and interest owed. LDR engaged our team to lead the public relations and advertising efforts to raise awareness and meet goals outlined by the Louisiana Legislature.
The Solution
Using the theme “A Fresh Start,” we created a comprehensive statewide advertising campaign that promoted the ability of taxpayers to bring delinquent tax accounts up to date by clearing unpaid tax bills and filing overdue state tax returns. The campaign included television, outdoor, radio and digital, and encouraged the target audience to visit the website and begin the process. In the final days, the campaign shifted to a countdown approach to create a sense of urgency to file.
The effort also included public relations to further drive awareness. In addition to developing the strategy, FC was tasked with engaging media, scheduling, crafting messages and traveling with the Department of Revenue Secretary for media interviews.
The Results
FC successfully secured statewide news coverage, including 15 on-camera interviews or appearances on news programs, five radio interviews and two editorial board meetings. In addition to television and radio coverage, FC’s efforts resulted in interviews with major print publications including The Advocate, Times Picayune and Associated Press.
The Department of Revenue and the Legislature originally set a goal of collecting $200 million from delinquent tax payers. As a result of increased awareness, the Department of Revenue more than doubled its goal. "A Fresh Start” resulted in the participation of more than 52,000 delinquent tax payers and the collection of $428.5 million.
2
Editorial Board Meetings
5
Radio Interviews
15
On-Camera Interviews or Appearances on News Programs
428
Million Dollars Collected from 52,000 Delinquent Tax Payers