New Jersey Tax Amnesty Case Study
Brushfire set out to create a breakthrough campaign for Tax Amnesty that improved compliance, brought non-filers to the tax rolls and raised much-needed revenue. In doing so, we achieved unparalleled success and shattered all existing records.
- New Jersey was facing enormous financial challenges and $1.2 billion deficit.
- Worsening national economic crisis.
- Changed world since the last NJ Tax Amnesty program was administered:
- Dramatic changes in media and news consumption.
- High taxpayer stress and financial strain.
- Confusing messages about taxes, debt and finances permeate the media.
- A new state law is enacted for a Tax Amnesty program:
- Allows no penalties and less interest on back taxes for a limited
43-day period.
- Allows no penalties and less interest on back taxes for a limited
- Brushfire develops insight-driven strategic campaign highlighting the value of Amnesty to the taxpayer.
- Unlike past punitive efforts, the campaign is designed to "throw them a lifeline."
- It lets individuals, small businesses and corporations know that settling tax debt during Tax Amnesty is truly in their best interest.
- Ubiquitous mass media and publicity effort creates awareness, educates, and drives immediate action:
- Traditional and non-traditional media blankets the state and reaches national and global audiences.
- Speaking engagements and interactive features ensure message is heard and understood.
- A complementary second plan targets the community of professionals who assist taxpayers with compliance.
The 2009 NJ Tax Amnesty program is the most successful program ever in the history of Tax Amnesty programs for any state.
- Generates a staggering $729 million (original goal was $100 million).
- Generates over 100,000 transactions.
- Brings hundreds of previously non-registered taxpayers to the tax rolls.
- Generates over 117,000 calls to the hotline.
- Results in 92% of transactions being completed online.
- ROI of nearly 330%!