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!