Today’s Presentation Will Highlight IRS e-file Marketing Efforts - Ongoing and Future >2000 Filing Season and Post-Filing Season Campaign(s) and Activities >Proposed Campaign Contents for 2001 and Beyond

IRS e-file is More Than Electronic Filing >IRS e-file Encompasses Using >Authorized IRS e-file Providers >TeleFile >Home PC Filing >Plus: >Federal/State e-file >Paperless Filing >Electronic Payments Options

>Past Efforts Included: >Utilizing IRS District Office Support >Informing and Educating Taxpayers via Public Service Announcements (PSAs) >Present Efforts Are More Sophisticated, Research-Driven and Include: >All of the Above + Paid Placement >Ad Agency and Industry Support Marketing Approaches Continue to Adapt Fundamentally

2000 Campaign is “Boosting the Momentum” >Continues to Build on GROWING Awareness/Usage of IRS e-file (30 Million) >Focuses on Primary Motivators: >Speed of Refund, Accuracy, and Acknowledgement >Contains Electronic Payment Messages >Continues with PSA and Expanded Paid Advertising Placement

IRS e-file Advertising is “The Way To Go!” PSA and Paid Television and Radio Commercials, Magazine Ads, Internet Banners, and Billboards Are All Integrated to Project a “Corporate Image” for IRS e-file.

Promotional Efforts Are Sparking “Taxpayer Double-take” TV and Radio Ads Catching Taxpayers’ Attention IRS e-file Print Ads Portraying a “New, Improved, and Friendlier IRS”

Internet Usage to Promote IRS e-file Is On the Rise IRS Web Site Ads Promoting e-file Are More Frequent IRS is Expanding Into the Internet Chat Session Realm –.COM –Talk City

IRS e-file Booth is Taking the Country By Storm IRS e-file is Expanding it’s Presence at Technology Conferences and Trade Shows >Internet World - New York and Los Angeles >E-GOV - Washington, DC >Public Service Awareness Week - Washington, DC >Inter-American Center of Tax Administrations Conference - Washington, DC >IRS Nationwide Tax Forums - Atlantic City, Miami, Chicago, St. Louis, New Orleans and Las Vegas >AICPA Conference - Washington, DC

Marketing Tool Kit Continues Supporting Campaign >Improved (and will continue) to Reflect Electronic Return Originator (ERO) Feedback >Redesigned for “Corporate Image” and Contains: >IRS e-file/Payment Information >Q&As for Practitioners >Refund Cycle Chart

2000 Post-Filing Season Campaign Planned Goal(s) Include Increasing Awareness and Usage of e-file Opportunities By: –Tax Practitioners –Taxpayers

Planning for 2001 and Beyond is Underway A Two Year IRS e-file Marketing Plan is in Development. Campaign Messages Will Reflect: –Current IRS e-file Messages –Revised Electronic Payments Messages –Federal/State e-file –Free Internet Filing and On-line Options –Expanded Paperless Filing Information A Federal and State e-file Marketing Partnership Plan Is Soon To Be Executed

Planning for 2001 and Beyond is Underway - Cont. A Two Year TeleFile Marketing Strategy is Being Finalized to: –Improve Efficiency of TeleFile Tax Package Distribution –Expand Research Data on TeleFile Users and Non-Users –Utilize TeleFile Tax Package to Redirect Non- Users to Other e-file Options A Cooperative Marketing Effort Will Be Initiated with Industry for Free Tax Preparation AND e-file In the Near Future

Conclusion Research Will Continue Driving IRS e-file Promotional Efforts Marketing Efforts and Partnerships Will Continue to Improve and Expand Calendar Year Projections for 2001 e-file Volumes Are Between Million IRS e-file Volumes for 2000 Have Already Surpassed 35 Million Returns and the e-file Filing Season Isn’t Over Yet!