5/5/23

GOVERNMENT OF THE PEOPLE’S REPUBLIC OF BANGLADESH

Ministry of Finance/Internal Resources Division

National Board of Revenue

(NBR)

VAT payer Communication Strategy 2016-19

1. INTRODUCTION:

In common with many developing countries, Bangladesh faces problems in raising sufficient tax revenues to fund its economic and social development. To address this problem and to improve economic efficiency and growth, a major tax reform programme was initiated in 1991 which was centred on the introduction of a valued-added tax (VAT) to replace a range of narrowly-based consumption taxes.

As a centrepiece of the government’s Tax Modernization Plan, recently a new VAT Law was passed by the Parliament in November 2012. The new VAT Law addresses many shortcomings of the 1991 VAT, and if properly implemented and effectively administered, it has the potential to increase the VAT tax yield, broaden the tax base and contribute towards establishment of a modern and service oriented VAT administration. It provides a simpler VAT regime with fewer exemptions and is due to come into effect in July 2017.

With the introduction of a new VAT, a communications drive is needed to raise awareness and inform the VAT stakeholders and public at large about the VAT reform and potential impact of proposed changes; to inform the targeted taxpayers on the expected impact of the VAT and more importantly to increase the transparency in line with the Right to Information Act, 2009.

This communication strategy articulates an outline about external communication aspects.

This strategy is created as part of the VAT Online Project funded by the World Bank. This strategy of external communication is the basis for operational planning for the period 2016 - 2019.

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2. STRATEGIC ANALYSIS:

Tax reform efforts in Bangladesh have gained momentum over the past several years and the National Board of Revenue, under the Ministry of Finance is the agency of the government of Bangladesh to carry this forward.

The new VAT Law can only produce the intended outcomes in terms of revenue, administrative efficiency and taxpayers’ compliance if it is accompanied by an effective change management strategy for the NBR--especially with respect to the proposed modern VAT system. A change management strategy for the NBR should address three general topics relating to the change: its content, people, and process.

Content refers to what in the organization needs to change — strategy, structure, systems, technology, business processes, products, services, and/or culture. Content describes the “business solution” being designed and implemented, and typically should get the most attention from the NBR leadership.

The People component of the change strategy should include people’s emotional reactions to the change, how to address the changes in mind-set, behaviour, and culture that the future state of operations would require, how to engage the VAT staff in design and implementation of the changes, how to ensure and strengthen commitments from within the NBR, business community and political leadership, and build capacity to implement the changes.

The Process component of the change strategy sketches out a high-level roadmap to get the institution from where it is today to where it needs to go to achieve the desired results from the change. The process sets up the stage for: changes leading to the eventual success; moving the organization through the design of sound solutions, testing, and planning of those solutions; and effective implementation, all the way through to full realization--attending to all of the people and cultural issues along the way. The key to success is consciously designing the change process to handle all the content and people issues together as one effort.

3: BEHAVIOUR CHANGE GOALS

An important element of the change strategy is to devise a communication strategy to change behaviours of the taxpayers. The strategy has the following goals:

I. Taxpayers would trust the tax administration

II. Existing taxpayers will be compliant

III. Expanding the tax-net

The success of this awareness and outreach programme depends upon meeting the following nine change

behaviour goals through communication:

3.a. Persuasion steps of exposure: General people including VAT payers will be informed and

educated about the new VAT law. They will develop a clear understanding about who needs to

register, re-register, and forming a comprehensive know-how about who needs to pay how much.

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3.b. Attention: General people including VAT payers will provide enough attention to the new VAT

law and VOP, as there will be legal implications for not conforming to the new law.

3.c. Liking: General people including VAT payers will develop fondness about online VAT payment

service.

3.d. Trust: General people including VAT payers will form a trust towards the government about the

new law.

3.e. Comprehension and Related cognitions: General people including VAT payers will gradually

develop comprehensive knowledge about the new law. They will generate thoughts about the new

VAT law and procedure.

3.f. Acquiring skills: VAT payers will acquire new skills required to use of the online VAT system.

3.g. Attitude change: General people including VAT payers’ attitude towards will be changed.

Instead of resisting the new law and its application, they will consider VAT system positively.

3.h. Cognitive integration of behaviour: The change in attitude of General people including VAT

payers will be reflected through an integration of mindset and positive behaviour towards VAT.

3.i. Encouraging others to behave similarly: General people including VAT payers will be

encouraging others including peers to address the new VAT law including the VAT online project

positively in order to increase revenue collection of the Government of Bangladesh

These goals will be achieved through a comprehensive communications programme, using a variety of media channels, covering a range of stakeholders.

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External Communication Strategy

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4. AUDIENCES

Taxpayers - Primary target group in external communication

VAT Trustee/ Chambers and other associations-FBCCI, BCI, BWCCI, CCCI etc.

Taxpayers or Public opinion makers – academia, media, civil society

4. EXTERNAL GROUPS: .TARGET AUDIENCES (SUGGESTIVE)

In order to target external audience in a better and strategic form this document defines different layers of audiences through the following terms:

4.1 VAT Payer and VAT Smart- A consumer who is paying VAT (Final Value Added Tax Payers)

Defin i tions: (a) VAT Payer: Anyone who is a consumer needs to pay VAT unless they are purchasing VAT

exempted products. (b) VAT Smart: Every consumer is not VAT Smart. VAT Smart consumers are those consumers

who are aware of their rights, apply their rights and examine further the VAT reliability of the seller. Details are given below:

Aware of their rights: A consumer knows that that he/she has the right to collect invoice and VAT Challan after purchasing taxable products.

Applies their rights: A consumer applies their right by collecting invoice and VAT challan after purchasing taxable products.

Enquires/examines further: A consumer examines further if the VAT challan includes a valid business identification number (BIN) of the seller. The VAT smart consumer knows that validity of the BIN is to be found on the NBR website

(c) VAT Trustee- Who is directly receiving money from Tax Payers( Businessman or BIN Number holder) Anyone who is selling a product and collects VAT from buyers could become a VAT Trustee if they apply the following business practices. They:

-- Register their business to collect a BIN from NBR.-- Submit VAT return on time.-- Offer VAT challan to a consumer.--Store all cash-memo.-- Use VAT rebate system responsibly.

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 In exchange of contributing into the expansion of government revenue collection, the government will honour VAT trustees. 

The approach of NBR in terms of reaching above-mentioned clusters of audiences may be justified on the following grounds:

Paying taxes is important for establishing an efficient revenue collection system;

VAT is crucial for economic growth of the country, stimulating local and national

programmes, creating new jobs and reducing poverty;

VAT will be an automated process for people including on-line VAT Trustee services.

Therefore this project is aimed at improving transparency in the VAT administration

system;

NBR views VAT Trustees as partners and clients;

NBR is at any given time ready to provide VAT Trustees with free expert opinions and taxation related advice in order to inform and educate taxpayers about their rights and obligations

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Brand Strategy

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5. EXTERNAL BRAND STRATEGY

Brand strategy is an important part of external communication as a strategic branding process establishes identity of a campaign.

5.1 OBJECTIVES OF BRAND STRATEGY:

1. To create brand/visual identity of VAT Online by facilitating massive visibility of VOP online and offline

2. To make VAT payers and VAT trustees aware about the benefits and system friendly nature of VAT online

3. To orient new generation about VAT online system

5.2 IMPLICATION OF BRAND STRATEGY: WANT PEOPLE WILL THINK

“It is safe;

It is clear, simple & easy;

It is helpful, user friendly and secured”

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6. BRAND GUIDELINE

WHY THE VOP NEEDS A BRAND GUIDELINE:

In Bangladesh VAT is among less understood issues as a study found that in Bangladesh:

About 40-50% people who are taxpayers but not involved in business are not aware of the VAT or VAT process. It is found that about 35%-40% people know the term VAT but they found VAT is a complicated process whereas about 5%-10% people know about VAT or Customs but do not possess a clear idea. A high-level of mistrust exists too as about 75-80% people think their VAT payment never goes to the government account.

It is also found that for people who are involved in business who are termed as VAT Trustees about 40-50% of them are depending on a person who can understand the VAT law and how they can avoid paying their tax money to the Government. It is also found that about 40-45% people are not aware of rebates or the process. It is also found that about 50-60% people think the process of VAT collection in every month is a matter of great hassle. Finally, it is found that 70% people are thinking VAT is their money and Government is taking this money from their profit.

Against this backdrop, the VOP campaign will be required to establish a brand strategy which will not only be useful to address some of the serious concerns raised by the study in relation to tax payers and VAT trustees above but also promotes a VAT friendly attitude and environment in the country.

GENERIC GUIDELINE:

The Brand strategy therefore is required to make sure that:

All kinds of communication materials going out of VOP should be specified.

Colour and size in all print, digital and broadcast materials should be similar, coherent in presentation and specified.

Branding Tools will be designed as per the specification or rule.

Text in all communication materials is subject to change but the concept should not change.

Font and font size have to be the same.

Message should be required to be framed around four key themes that compliments above specific communication sub-objectives:

I. Information and Education: Information and education refers to the dissemination and

education of members of the public including tax payers regarding what is VAT, the new online

VAT system, new payment and accounting system, how the new law is different than the old law,

how to register, who needs to be registered and why it is important to register.

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II. Encouragement and Awareness: Refers to encouraging and making VAT payers aware of the

need to register online, and enthusing them to adopt the new system.

III. Advocacy and Influence: Refers to turning VAT payers into advocates of the new law who will

also influence peers towards welcoming the VAT online system. In this regard it is important that

documentary productions would highlight the fact that the VAT payers and end consumers are

contributing to building Bangladesh.

IV. Correction: Refers to the implications of not complying with the law.

7.1 LOGO, TAG LINE AND A CHARACTER:

7.1.A. RECOMMENDATION FOR LOGO:

VAT Online would have an individual Logo which will create an identity of the campaign to the target audience. That logo will have proper specification for colour and size adjustment. This logo will be proportionate for every background colour. This logo can be changed, but font and colour should be changed gradually. NBR has full authority to change shape and colour but after any kind of external communication they need to change strategically. Sudden change is not expected but after changing Logo NBR/VAT Online should go for 360-degree branding plan to establish the logo in the market. A 360-degree branding plan basically is about establishing a branding plan that refers to an approach that presents the identity of a campaign to all points of customer contact.

For changing logo/any partial visual design change a committee can decide. Committee member qualification will include brand expert from private sector, creative designer who can understand the colour and software, visualiser, member from NBR and 2 members from VAT Online who was involved primarily in visualizing the Logo.

Proposed Logo:

7.1.B RECOMMENDATION FOR TAG LINE:

VAT Online should have only one Tag Line/ Motivational Line. Tag line cannot be changed within 5 years. Tag line can be changed if VAT Online change their vision and mission.

Proposed tagline “We Work Together to Build Our Nation”

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7.1.C TWO CARTOON CHARACTER ENDORSEMENT:

VAT law was a very complicated process for VAT payers and VAT Trustees. For establishing new VAT Law 2012, VAT Online project will introduce two sample characters for endorsing VAT. One character will know about the VAT Law and New Online VAT Process, he or she will be VAT smart. This character will be representing new generation taxpayers

The Proposed VAT Smart character:

Another character will represent a VAT Trustee. That VAT Trustee is the real person responsible to pay VAT.

7.2. WHAT TO AVOID?

Avoid use of emotionless photography: This strategy refers to using human models who will not be seen in an emotionless photo.

Avoid device-focused images for any human story: The campaign will not put any device as the focus of a story that has appeal as a human story.

Presentation of models needs to be careful: Presentation of models in any campaign materials is required to be carefully-calculated so that any model does not take away the central focus of the communication product.

Diversity in colours: If any communication material features two or more objects, that particular communication material will feature a variety of colours.

Subject of communication materials: Any human subject in communication materials of VAT online requires to be seen as active not idle.

Live captured photos will be the identity of “VAT Online” Photo.

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7.3. COLOUR CODES

LANGUAGE

Language of campaign materials should be in easy to understand English and Bangla.

DETAILS

Language used in communication materials should be taxpayer friendly;

Even though the overall campaign is about introducing new law regarding VAT, it is known that language used in explaining VAT law is complicated. Therefore, in external communication, when the new law will will be in focus, the explanation of law will use very easy to understand language.

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8. BRAND MANAGEMENT

The overall brand management for the VAT online campaign would be managed by the PIU with assistance from PMC communication consultants under strategic supervision of the Chairman of the NBR.

9. BRANDING TOOLS

Activities will be implemented in accordance with the time and resources available throughout the project duration. VAT Payer Communication Activities and Tools will be based on Three Marketing Tools,

9.1. ATL: ABOVE-THE-LINE COMMUNICATION -  WIDESPREAD BRAND-BUILDING ADVERTISING

ATL is brand building' based advertising solely. E.g. Television, Radio, Newspaper/magazine ads, Bill-Board/Digital Bill-Board, Transport Stickers, Lottery, Road Show

All of the ATL promotional methods below are very similar in intent; they only differ in advertising medium (therefore there is little point in writing different descriptions for each). As discussed above, there is no direct response element here, they are only deployed to increase brand of VAT Online awareness and goodwill.

1: TELEVISION:

Television is a popular media in Bangladesh. According to BTRC website, there are in total 28 Private TV Channels with two Government Channels — BTV and BTV world. Popular private TV channels include news and entertainment channels Ekattor Television, Shomoy TV, Independent TV, News 24, ATN News, Channel 24, Jamuna Television., Asian TV, Bangla Vision, Boishakhi, ATN, Channel I, Channel 9, Deepto, Desh TV, Machranga, Mohona, My TV, NTV, RTV, SATV.

2: RADIO:

Radio is also a popular media in Bangladesh which includes state owned Bangladesh Betar and FM radio channels. According to an estimate of BTRC, till 2013, licenses have been given to twelve organizations including state owned ‘Bangladesh Betar’ for FM radio broadcasting.

3:PRINT MEDIA:

News-paper, Magazine, Club Roasters, Poster, Banner, Leaflet etc. are the print media. These are very effective communication Tools for VAT Payers and VAT trustees.

4: OUTDOOR BRANDING:

Outdoor branding means Bill-Boards, Road Mark, Stickers, Wall painting, Traffic Police Signal Branding etc. Outdoor branding is very effective to those who are travelling outside like VAT Trustees. VAT Online can go for outdoor branding for effective communication

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5: TRANSPORT STATION BRANDING:

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1: TELEVISION

1.a: TV Documentaries and docu-drama: TV documentaries to be produced with an aim to meet objectives and message framing approaches mentioned above.

Language of Documentaries: English and Bangla with the subtitle.

SD 15.1 and single source

1.b: Animated Film Production: Animated film will identify dealing with VAT and business problem at the same time one (1) Character who knows the new IVAS Process and VAT Law, he/she will solve the problem also the best practice of business. We can use both gender for similar character.

SD 15.1

1.c: TV Scrolls: TV scrolls on various aspects of VAT online. SD 15.3

1.d: News Head and Logo Branding: TV screens to be branded by the VAT online logo for few seconds during news.

SD 15.3

1.e: TV Talk Show: Talk shows with a minimum duration of 25 minutes should be produced with an aim to meet three objectives and Four-message framing approaches mentioned above. That plan must include a balanced and rational distribution of talk shows between live talk show, recorded talks show and specific business talk shows. TV show anchor or guest will be selected by PIU.

SD 15.2

1.f: Lottery and Loyalty TV programme: Live programme will be broadcasted through four channels every year.

SD 15.3

1.g: Television Commercials (including tele-text and info graphics): TV commercials on various aspects on VAT including benefit of book keeping, rebate, cricket team importance of VAT and so forth

SD 15.3 and single source

1.h: Cricket Sponsorship/golf Sponsorship Branding For further amended TPP

2: RADIO

2.a: RJ endorsement: Radio jockey (RJ) endorsements keeping overall objectives and four message-framing approaches in mind. RJ endorsement will feature new VAT Law announcement; Quiz Competition by SMS on new VAT Law; Live Conversation about VAT Law and Benefits of New Law and System and lottery announcement for taxpayers.

SD 16.1

2.b: Radio Drama: A 1 drama for Bangladesh Betar and FM. SD 16.1

2.c: Radio advertisements: Radio commercials should be produced with an aim to meet NBR’s communication objectives and Four-message framing approaches

SD 16.1

2.d: Radio Song Broadcast: Gomvira song will be broadcast Single Source

2.e: Radio Discussion: Positive talk shows involving taxpayers, end user and NBR officials, which will be focused on the benefits of new VAT law, IVAS System and how easy to get rebate of VAT

SD 16.1

2.f: Community Radio Service: All radio products mentioned above will be disseminated through community radio service.

SD 16.1, Single Source

3: PRINT MEDIA

3.a. News Paper: Newspaper ads, on VAT online event, SD 17

Transport station means, Bus Station, Rail Station, CNG Station, Airport etc. Branding. VAT Online can use a Bill-Board for Branding purpose.

Further Explanation

TRANSPORT BRANDING:

Bus branding is very effective for external communication. VAT Online can take an initiative to branding all BRTC Bus and 300 CNG with all NBR Officials car. So transport can be a good carrier of communications.

SHOPPING MALL BRANDING:

Shopping mall is one of the vital areas for branding or promotional activities. VAT Online can promote their TVC, Info-Graphics and Docu-Drama in the shopping mall area by digital monitor. Concierge booth can be established in this area so that people can directly come to take advantage of online registration.

BANK CASH BOOTH BRANDING:

Bank cash booths are crowded areas. VAT Online can promote by stickers in cash counter and 2 X-Stand in every branch of an individual bank. They need to propose to the bank to promote their system to their customers.

GOVT. HOSPITAL BRANDING:

Government Hospitals are also crowded areas. By Cleaning Toilet and branding VAT Online would be a very effective process for exploring direct helping hand to the VAT Payers.

TABLE 9.1: ABOVE THE LINE ACTIVATION

9.2. BTL: BELOW-THE-LINE COMMUNICATION- HIGHLY TARGETED DIRECT MARKETING FOCUSED ON CONVERSIONS

This kind of marketing is the kind of marketing that targets specific groups of people. For example, a leaflet drop in a specific area, a Google Adwords campaign targeting a certain group or a direct telemarketing campaign targeting specific businesses. This kind of marketing is best for conversions and direct response. BTL is direct, response driven marketing solely.

Here are some BTL marketing ideas to consider for VAT Online:

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1. CUSTOMER CARE/CONCIERGE BOOTH

1.a. Airport-2 Smart intern will sit with a TAB (They can help how to register for online VAT)

SD 62/GD 28

1.b. Railway Station- A Smart intern will sit with a Tab (They help people to register for online VAT)

SD 62/GD28

1.c. 30 Shopping Malls in the country- 2 Smart interns will sit with TAB in Bangladesh (They can help people to register for VAT Online)

SD 62/GD 28

2. INTELLIGENCE BASED TELE-MARKETING

2.a. Target Group SMS (DCCI, MCCI, CCCI, and all chambers of commerce and associations)

Need minimum 60 lac sms for 3 years.

2.b. Customer Care call from VOP Arranged by Digicon

3. TARGETED LEAFLET DROP

This Leaflet will be distributed to different Chambers of Commerce and Associations and Business Community.

4. EMAIL MARKETING

4.a. All Banking Corporate Customers Arranged by Digicon4.b. All Telephone Company Corporate Customers (e.g. Icon, Star, Teletalk, etc)

With the partnership programme

5. LOYALTY AND PARTNERSHIP PROGRAMME FOR TAXPAYERS BY HONOUR CARD

5.a. For Bangladesh Biman Ticket Planning by VOP Comms and partnership consultant

5.b. Bangladesh Biman Lounge using Planning by VOP Comms and partnership consultant

5.c. All Govt. Hospital Priority Service Booth in Cash Counter for Taxpayer Communities

Planning by VOP Comms and partnership consultant

5.b. Bangladesh Railway Ticket Priority if anyone registered for VAT Online.

Planning by VOP Comms and partnership consultant

5.c. If any company rewarded for Full Tax Payer. Their vehicle will use 10 times toll free in the road

Planning by VOP Comms and partnership consultant

5.d. If any company rewarded for Full Tax payer their employees’ kids will get the advantage of School admission and the fees.

Planning by VOP Comms and partnership consultant

5.e. For full rewarded 10 Taxpayers will get buffet dinner in a Five Star Hotel with their 10 Top employees in a trimester. (Division wise)

Planning by VOP Comms and partnership consultant

5.f. Loyalty programme with Restaurants Planning by VOP Comms and partnership consultant

5.g Partnership with Telco's Loyalties/premium programme e.g. Star, Icon etc.

Planning by VOP Comms and partnership consultant

6. SPORTS TEAM SPONSORSHIP

6.a. One premiere league sponsorship in a year Future Planning for NBR6.b. A Junior Cricket/football Team Sponsorship Future Planning for NBR6.c. Golf Club Sponsorship Future Planning for NBR

7. TRADESHOW/EXHIBITION/LOTTERY

7.a. VAT payers Lottery in a month for Public like an incentive SD 587.b. Trade Show in a Year with a big event Need Budget7.c. Exhibition in a year (Top VAT Payer Brand in the Bangladesh with outside branding)

Need Budget

8. INTERACTIVE TALK SHOW (LIKE QUESTION AND ANSWER)

8. a. In Television SD 15.28.b. Radio SD 16.18.c. Facebook Live(Every Week for 3 Hours) SD 59

9. VATPAYER ADVOCACY VISIT

Most VAT payers are afraid of VAT Officials because they are not aware of the VAT Act or the new VAT Online system. VAT Payer advocacy visit will be very effective idea for the business community and for VAT Trustees.

CUSTOMER CARE/ CONCIERGE BOOTH:

Direct customer care is a very effective process of external communication. DigiCon will provide customer service by Telephone, and also a cyber café to get easy access to internet. Another group (Interns from different universities) will go store to store and make people aware of getting registered for VAT and how to submit online VAT Returns.

INTELLIGENCE BASED TELE-MARKETING:

Tele-marketing can be operated by mobile phone operators. Collect the number of those who are not submitting their returns on time. Then call them to make them aware of VAT Trustees.

EMAIL MARKETING:

E-mail Marketing is one of the effective marketing Tools. VAT Online can send their tools like advertisements and messages by email.

LOYALTY AND PARTNERSHIP PROGRAM ME FOR VAT TRUSTEES BY HONOUR CARD:

Loyalty and Partnership programmes are one of the visionary projects for VAT Online. Honour Card idea can change peoples mind. Basically VAT Online will partner with service providers like Telephone Companies, Hotels, Restaurants, Hospitals etc. Those service providers will give discount or priority service to honour card owners.

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9.3. TTL: THROUGH-THE-LINE COMMUNICATION -  INTEGRATED ATL AND BTL MARKETING CAMPAIGNS

This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions. It might seem obvious, although not all marketing campaigns are like this - some are ATL only and some are BTL only (it would be much more common to see a BTL-only marketing campaign in practice though). This kind of marketing delivers both a wide reach and a focus on conversions. ATL methods designed to feed leads into BTL based campaigns. Further explanation is given below.

DIGITAL COMMUNICATION/MARKETING:

Nowadays Facebook, LinkedIn, Google, Youtube, Twitter are international and national and are popular media for advertising. Now people are very much connected to mobile phone, TAB and computer. Most of the people are using smart phones to communicate with people. They are using Facebook messenger, Facebook Live Google Hangout, Google Plus, You-tube Channels, Linkendin Business Page, Twitter, Instagram etc. For age group 18-45, digital communication is a more useful tool to reach actual VAT Payers. By reaching this area VAT Online can provide awareness to the people.

CALL CENTRE/CONTACT CENTRE:

Direct call centres are a very effective means of creating trust with people. Digicon is providing this service. VAT Online has already decided to get 16555 number for a call centre.

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EDUCATIONAL INSTITUTIONAL LEARNING/NEW CERTIFICATION FOR VAT ADVISORS/MATH S INTRODUCE IN BCS EXAM AND OTHER NATIONAL EXAM:

VAT is one of the critical areas for learning by VAT Payers. VAT Payers won’t understand properly because they are not habitual readers of law or legal terms. So VAT online will create some Maths for class 5-10 and execute it by Primary and Secondary Education Ministry. For social science/business management/Economics/Maths VAT Online will create 2/3 chapters for Classes 5-10. These chapters will describe life-related issues. The overall objective of this practice is to create a whole new generation of Bangladeshis who will be VAT informed.

MEDIA MONITORING BY PR AGENCY:

Media Monitoring is also an important issue for the project. It is a useful and widely used mechanism to track negative and positive news and create proper communication material. It is also a useful practice to devise a risk management plan.

SIX MONTHS INTERN RECRUITMENT AND EXECUTING SMART REGISTRATION:

“VAT Online” will recruit 50 interns from different universities with six months’ contracts. They will be trained for Online VAT registration, on the new VAT Law, on Return submission and on the process of rebate. A service provider agency will take care of these interns but their training and supervision will be operated by VOP. VOP will provide smart TAB which will help them to register physically. They will complement the target based service.

With this tool VOP will be able to post 50 field workers and brand promoters in visible areas such as Shopping malls and Business Centres. There will be 25 concierge booths spread over the country. This bunch of young will represent the smartness of the VAT Online system. VAT Online will design their attire.

QUIZ COMPITITION/DEBATE ABOUT VAT AND VAT LAW:

VOP will organise quiz competitions about VAT Law to reach multiple levels of audiences but most generically those who are based in various educational institutes. These competitions may take place through inter district competition, school, College quiz competition or debate about VAT and VAT Law.

SCHOLARSHIP/SPONSORSHIP PROGRAM ME:

“VAT Online” may consider sponsoring school scholarship programmes or sports teams such as Women’s Foot Ball Teams, Junior Cricket Teams. Scholarship programmes can be organised as needed.

HONOUR CARD PROGRAMME AND PARTNERSHIP LOYALTY PROGRAMME:

This is a visionary programme for VOP. Most VAT Payers are not aware about what facilities they are receiving from the state in return for their tax payment. Honour cards will provide them with a sense of appreciation by the state. This honour card may provide different offers. This card will be valid for 1 year.

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This card will be received by 100% VAT Trustees. A VAT Payer can be eligible to get this honour card when he/she will submit 12 returns against his/her BIN Number.

In this regard, VOP will make partnerships with targeted organizations. Such partnerships will involve services like, air ticket discounts and priority service, using of airport lounges, train ticket priority service. hospital discounts, hotel and restaurant discounts. A team will operate this partnership programme. This partnership will continue after implementation of the project.

ART COMPETITION PROGRAMME:

3D art competition programmes can help to visualise our dream country and new thought of country. BUET and other engineering institutes can organise this programme to reflect the dreams of the New Generation.

PRESS RELEASE AND COLUMN WRITING ABOUT VAT LAW:

Event press release, regular column writing about VAT Law.

Tab

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1. DIGITAL MARKETING

1.a. Website SD 69

1.b. Google(Payable advertisement) SD 69

Google Page SD 69

Google Plus SD 69

Google Advertise SD 69

1.c. Youtube(payable advertisement) SD 69

Youtube Channel SD 69

Youtube management SD 69

1.d. Linkendin(Payable account) SD 69

Linkendin Company Open SD 69

Linkendin account open SD 69

1.e. Facebook Page (Payable Account), Management & Content Develop

SD 69

1.f. News Portal Advertisement, Management & Content Develop

SD 69

1.g. Twitter Payable advertisement, Management & Content Develop

SD 69

1. H. Apps for Mobile Phone, Ipad, android SD 46

2. CALL CENTRE/CONTACT CENTRE

2.a. Call Centre in every VAT Office for 24/7 service Digi-Con

3. EDUCATIONAL INSTITUTION LEARNING

3.a. Including the meaning of VAT and related words in primary education

Planning by PIU and Comms consultant

3.b. Including a chapter on benefits of VAT in Higher Secondary Schools.

Planning by PIU and Comms consultant

3.c. Disseminate VAT Bulletins to all schools Planning by PIU and Comms consultant

3.d. Introduce Maths in BCS, National Exam and Basic Exams Planning by PIU and Comms consultant

3.e. Introduce certification course for Professionals Planning by PIU and Comms consultant

4. MEDIA MONITORING BY PR AGENCY

4.a. All kind of Positive and Negative news collection Need Budget

4.b. With all positive news and logic make a documentary and make a live show

Need Budget

4. c. Research and Communication material development for taxpayers

Need Budget

5. SIX MONTHS INTERN RECRUITMENT FROM DIFFERENT UNIVERSITIES FOR CONTINUING THE CALL CENTRE AND CUSTOMER SERVICE;

(A bunch of young people will know about the NBR and VAT Law who are not connected directly with Government institutions) -

10. Monitoring and Evaluation

10.1 MONITORING

Regular monitoring and evaluation are important to determine to what extent objectives have been fulfilled.

One of the key evaluation activities is monitoring and analysis of media articles.

I. Monitoring media articles – monitoring media articles/TV news (press clipping, TV news footage) is a useful tool for evaluating operations and communication activities.

II. Evaluation of other activities – evaluation of direct communication with target audiences can be conducted by evaluating various parameters for a particular communication channel (see table).

COMMUNICATION CHANNEL POSSIBLE PARAMETERS

Website Number of hits

Workshops Number of conducted seminars/workshops, number of visitors/participants,

IEC/BCC Materials Number of publications and number of people who receive them

Information Centre Number of calls received

Social Media Number of LIKES, SHARES, TWEETS

Internet Number of files shared

Depending on the type of campaign you launch, there will be different ways of measuring its success, as follows:

10.2. EVALUATION PROCESS

MEASURING AN ABOVE-THE-LINE MARKETING CAMPAIGN

As a strict ATL campaign is designed to reach a wide audience with brand building type content, these are the types of measurements it will take, for example:

- Frequency (number of times members of target audience see your ads)

- Reach (total number of people that see your ads)

- Number of impressions (how many times your ads have been displayed across various mediums)

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MEASURING A BELOW-THE-LINE MARKETING CAMPAIGN

As a BTL campaign is much more targeted in nature, it will be able to measure the following types of events, for example:

- Conversion rates - from your websites/blog/direct mail campaigns/discount offers, etc.

- Click through rates (CTR) - from digital ads

- Open rates - emails/marketing automation campaigns

- Website/blog/landing page visits

- Followers and subscribers - on your blog, email lists and social media profiles, etc.

MEASURING A THROUGH-THE-LINE MARKETING CAMPAIGN

TTL campaigns provide a mix of both ATL and BTL elements and therefore the measurement of such campaigns would be made up of both measurement options above.

TIMELINE

2016-2018 (Gantt chart will be prepared later in consultation with others)

BUDGET

TPP: 15.1,15.2,15.3,15.4, 16.1,16.2, 17.1, 17.2, 17.3, GD-10 etc.

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