CLIENT
California Franchise Tax Board

OBJECTIVE
Raise awareness of the Tax Amnesty program within a limited timeframe in order to raise $672 million for the state.

TARGET
Tax payers; English and Hispanic

MEDIA
Radio and Television in English and Hispanic

CAMPAIGN :
Tax Amnesty Marketing Campaign 2005
The Tax Amnesty program provided a limited time chance for taxpayers who owed past due income, franchise, sales, or use taxes to pay what they owed with interest, but free of penalties and the risk of criminal prosecution. This applied to taxpayers who did not file tax returns, understated their taxes on previously filed returns, or failed to pay taxes previously assessed for tax years 2002 and earlier. The program was expected to raise $672 million for the state by the end of 2004-2005.

To promote this opportunity Media Solutions planned, negotiated, and implemented a radio and television campaign in English and Spanish Language. This media ran throughout the State of California. 

DOLLAR VALUE OF CONTRACT
$2.2 Million

CAMPAIGN RESULTS
Raised $4.5 billion for the state exceeding goals by +670%

WHAT SUCCESS DID MEDIA SOLUTIONS ACHIEVE FOR THIS CAMPAIGN
Media Solutions negotiated rates so significantly below market value, enabling us to fund an entire extra week of TV and Radio activity across California.

“Our campaign was so successful that it brought in almost seven times as much as originally hoped for”.

“The Amnesty program exceeded all estimates, bringing in more than $4.5 billion in total revenue”

Tax Amnesty Marketing Campaign 2005,
Executive Summary, California Franchise Tax Board, pg 9