>>>>> CASE STUDY: CitizenTax.com Challenge: CitizenTax.com, an easy-to-use, IRS-approved tax software program, wanted to expand its visibility in time for the 2007 tax season and reach out to both new and existing audiences.  With just four months to create and implement a strategic program designed to help the Arkansas- based company gain visibility, and with so many larger organizations vying for attention -- including more established tax solutions such as TurboTax and TaxCuts -- there was no time to waste.  In addition, this was CitizenTax.com’s first time working with a public relations firm, so The Boreland Group’s first and foremost need was to educate the client on the process and guide them through it to ensure a positive outcome. Strategy:  The Boreland Group (TBG) put together a three-pronged strategy that:   Highlighted the user-friendliness of CitizenTax.com’s IRS-approved program Built “first-thought” thinking that assisted in lead generation and use of the service Positioned J. Gregg Rollins, the owner and president of CitizenTax.com, as an industry expert The implementation was done primarily through an aggressive, proactive media relations program that engaged national and regional broadcast, print and online press through original story- pitching (working primarily one-on-one with reporters), a continuous review of media calendars for appropriate placements, a use of insider public relations tools, such as the ProfNet lead system, and press release generation.  Since CitizenTax.com was under the radar at the start of the public relations campaign, a persistent effort to get in touch with media was employed, combined with the dissemination of three targeted tax advice-related press releases utilized to garner radio and television placements, along with print-based hits. Results: The goals of the public relations program were successfully met with a saturation program that reached millions of Americans via a variety of media outlets with fresh and engaging material that educated them to CitizenTax.com and encouraged them to use the company for their tax needs.  The following placements represent a sampling of the hits secured: CNN Radio – six interviews heard on CNN’s 1,500 U.S. affiliate stations (here’s one: https://citizentax.com/media/CNN2008-1.mp3) CBS Radio Network – multiple airings on regional U.S. affiliates KMJ Radio (Westwood One Radio Network affiliate in Fresno, California) FoxBusiness.com – two placements KHBS-TV (ABC Network affiliate in Fort Smith, Arkansas) Forbes.com SmartMoney.com Yahoo Finance Philadelphia Enquirer AOL Money & Finance CNBC.com Reuters.com Website Design by The Site Station Photography By Jill Lotenberg The Boreland Group is a public relations firm in NY that creates and implements performance-driven public relations programs that deliver results. Jacky Teplitzky CitizenTax.com U.S. Naval Institute (USNI) Snug Harbor Major N.Y. City Luxury Marketing Group  Cancer Support Community  #1 Cancer Support Community  #2