Global Tax Management

Global Tax Management (GTM), the largest tax firm in the Mid-Atlantic region, was preparing to launch a new technology designed to improve the efficiency and effectiveness of tax preparation. GTM had little experience launching a technology solution in a services-dominated market, but wanted to differentiate itself in a crowded space with this new offering. The company engaged Barbadora INK early in 2015 and we developed a public relations plan that would be both effective and economical. For the year leading up to the product launch, Barbadora INK helped educate this market about the advantages of a new cloud tax technology solution, focusing on the top industry trade publications.

In addition to more than half a dozen other article placements, Barbadora INK pitched, placed and wrote three 2000+ word feature articles for Tax Notes, and developed a social media campaign designed to promote these resources. GTM built off of these well-written articles for shorter blogs and email campaigns. By the time GTM was ready to launch its new solution, most of the target market was already well aware of the advantages, making introductory conversations for the sales team dramatically easier.

Capturing Milestones

GTM was also celebrating its 20-Year Anniversary that year, and Barbadora INK developed a plan to leverage this milestone. The capstone was a feature article in The Philadelphia Inquirer, which is the largest newspaper in the company’s target market, and another in the Philadelphia Business Journal.