CASE STUDY: CitizenTax.com
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.
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
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.
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:
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)
AOL Money & Finance
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.
U.S. Naval Institute
Major N.Y. City