Marketing Campaign Tax Freedom Day (Institución Futuro), European Resources Bank Meeting, Marseille (France) 2009

Tax Freedom Day Cristina Berechet : Head of Research Ana Lorenzo : Head of Marketing and Public Relations

ABOUT US 1. INSTITUCION FUTURO – A LIBERAL THINK TANK
AWARDS – ATLAS FOUNDATION
3. MEMBER OF TAE

I . WHAT IS TAX FREEDOM DAY
II. HOW TO RAISE PUBLIC AWARENESS
III. MARKETING AND COMMUNICATION
AROUND TAX FREEDOM DAY
IV. RESULTS
INDEX

WHAT IS IT?
TFD around the world
Tax Foundation
Adam Smith Institute
Fraser Institute
Institute for Market Economics
Liberal Institute
GOAL
I. What is TFD

IV. RESULTS
INDEX

II. How to raise public awareness
PLEDGE:
A responsible use of our taxes.
Transparency, accountability and efficient management of public resources.
Civil society awareness of no free lunch.
A taxpayers and company recognition for creating wealth.
A grater participation of the civil society in public policies.
Why?
Results:
> 160 signees
>100 comments (and much more in social media)
Problems

2. PERSONAL TAX CALCULATOR http://www.diadelcontribuyente.org/en/calculadora.php

TAX FREEDOM DAY
In Spain: May 9.
Evolution of Tax Freedom Day in Spain (2002 - 2008)

IV. RESULTS
INDEX

Taxpayers’ Bull Running
Social networks: Facebook page and groups .
Public event :
a) Invitations and Balloons’ sampling: viral effect in our city.
b) Balloons’ release
c) Conference with a well-known speaker.
Public relations:
a) With media and blogs
b) With columnists and people who create opinion.
III. Marketing and Communication around Tax Freedom Day

TAXPAYERS’ BULL RUNNING

2. SOCIAL NETWORKS: Facebook page and groups .

III. Marketing and Communication around Tax Freedom Day .

3. PUBLIC EVENT :
a) Invitations and Balloons´ sampling: a viral effect in our city.

3. PUBLIC EVENT :
b) Balloons' release

3. PUBLIC EVENT :
c) Conference with a well-known speaker.

4. PUBLIC RELATIONS:
With media and blogs in order to generate news.
With columnists and people who create public opinion. To influence those who influence.
ONE PROJECT – THREE IMPACTS through the marketing campaign:
TAX FREEDOM DAY: “Spanish people stop paying taxes and start working for themselves: May 9 th”
TAXPAYERS' BULL RUNNING: “Taxpayers knocked down by the payment of taxes”
BALLOONS´ RELEASE AND WELL-KNOWN SPEAKER: “Leopoldo Abadía released the tax balloons”

IV. RESULTS
INDEX

MEDIA RESULTS
All local media talks about us: Press, TV, Radio and Internet ( Diario de Navarra, Diario de Noticias, Canal 6 Navarra, Navarra Confidencial , Popular TV, Onda Cero, SER …).
Also, the national media covered our events: the most important economic newspapers and reviews ( Expansión, Actualidad Económica ) and also liberal media ( Libertad Digital, El Imparcial, Telemadrid, Blog Salmón …) wrote about our initiatives.
Well-known columnists (like Carlos Rodríguez Braun –Onda Cero-, Carlos Salas – El Mundo- , Leopoldo Abadía – Antena 3 - , Manuel Ángel Martín – ABC -) also helped us .
IV. Results

IV. Results

IV. Results 2. WEB RESULTS: Monthly sessions since the beginning of the initiative www.diadelcontribuyente.org TOP 2008 TOP 2009 INCREASE: 70,49%!!

NUMBER OF PEOPLE ATTENDING THE EVENT:
IN 2008: 180-200… IN 2009: MORE THAN 280!
IV. Results

FUNDRAISING
IV. Results

5. LOW COST PROJECT: WE ARE IN CRISIS!
IV. Results We’ve spent 31% less than last year … and we’ve obtained better results!

For further information, please contact:
Cristina Berechet, Research: [email_address]
Ana Lorenzo , Marketing: [email_address]

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Marketing Campaign Tax Freedom Day (Institución Futuro), European Resources Bank Meeting, Marseille (France) 2009

by Ana Lorenzo on Aug 25, 2009

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Marketing Campaign Tax Freedom Day (Institución Futuro), European Resources Bank Meeting, Marseille (France) 2009 — Presentation Transcript