In the spring of 2014, CAPS worked closely with the Alabama Department of Revenue to promote their Direct Deposit program for taxpayers filing their 2013 taxes. In a move away from the costly process of issuing paper checks, ADOR encouraged all eligible taxpayers to request their refund in the form of electronic bank deposit.
The main goal of the campaign was to tout the benefits of receiving a tax refund via direct deposit.
To this end, we coordinated and executed the following activities:
- custom logo and branding development
- webpage design
- production and placement of ads: radio, television, and digital
The campaign was targeted to specific demographics including unbanked and underbanked households with median income less than $20K, non-native English speaking households, and individuals who received paper checks in previous years.