 OVERVIEW
EITC is the largest federal cash assistance program for low-income, working taxpayers and helps to lift more families out of poverty than any other government program. Our public relations outreach goals were to increase awareness of EITC and UWSN’s “Earn It Keep It Save It” collaboration on a local level in order to increase the number of eligible individuals claiming and receiving EITC.
TACTICS
· Utilize key actions, events related to EITC to increase likelihood of media placements
· Identify human interest stories to keep messaging going during tax season “down times”
· Identify campaign milestones and communicate them when appropriate
· Focus efforts on three main local audiences
o Low-income individuals
o Current business partners/organizations and potential partners
o Potential volunteers
RESULTS
We were able to maintain consistent presence in the media during the “tax season” with various media placements and interviews. United Way of Southern Nevada, through its “Earn It Keep It Save It” collaborative, was responsible for more than $5 million in local tax refunds this season. From January through April 2009, “Earn It Keep It Save It” provided complimentary tax preparation to 4,229 working individuals or families making under $42,000 per year, and the refunds resulting from this service went directly into the pockets of southern Nevadans. Through a combined effort of our public and community relations outreach, United Way’s statistics were up 57% compared to the previous year’s numbers.
KEY PLACEMENTS
Las Vegas Review-Journal, Las Vegas Sun, KLAS TV, KVBC TV, KTNV TV, KVVU TV, KINC TV , The Home News, The View News, Las Vegas Israelite, The View News
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