Company: Thomson Reuters, New York, NY
Company Description: Thomson Reuters is the world’s leading source of intelligent information for businesses and professionals. We combine industry expertise with innovative technology to deliver critical information to leading decision makers in the financial and risk, legal, tax and accounting, intellectual property and science and media markets, powered by the world's most trusted news organization.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Branded Content Campaign of the Year

Nomination Title: Thomson Reuters ONESOURCE Taxologist Campaign

Tell the story of this nominated branded content campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

The ONESOURCE Taxologist™ campaign was launched as a result of the growing internal pressures on tax departments, in part due to regulatory complexity, growing globalization, increased scrutiny from tax authorities, and the lack of a messaging framework to speak to the issues at the crossroads of tax and technology. The idea for the campaign came after a customer persona research conducted in early 2014, which delved deep into the job roles, buying habits and behaviors of key members within the corporate tax department, which revealed an emerging breed of tax professionals in the fast-changing tax environment. We call them Taxologists™. They are the tax professionals who excel in the use of technology to maximize tax function effectiveness. They challenge the status quo by fearlessly embracing technology in order to solve problems.

Taxologists are agents of change in their fast-paced work environments. They understand that change has the potential to create exponential growth within their organizations. This campaign champions them by highlighting different ways they can impact their companies and the tax industry. Through a multi-channel approach, the Taxologist™ Campaign features targeted content designed for each stage of the customer buying cycle: Evaluation, Decision Making, and Implementation.

The campaign features the following initiatives and programs:

Taxologist Awards- The inaugural Taxologist™ Awards program premiered on November 5, 2014 at the SYNERGY 2014 ONESOURCE user conference. These illustrious awards recognize outstanding tax departments and individuals who are excelling in maximizing tax function effectiveness and driving significant value to their organization through the ONESOURCE line of offerings. Thomson Reuters ONESOURCE clients are eligible to submit and a panel of industry leaders, including both Thomson Reuters and industry experts, evaluate the entries. Award categories include: Taxologist™ of the Year, Innovative Tax Department of the Year, Excellence in Data Management, Excellence in Tax Process Transformation, Excellence in Global Collaboration, Excellence in Tax and Finance Alignment, Excellence in Tax Research.

Taxologists™ of Tomorrow- Thomson Reuters has partnered with Junior Achievement to create Taxologists™ of Tomorrow, a career exploration program. Taxologists™ of Tomorrow provides high school students with hands-on, technologically driven lessons to help them understand the role technology will play in the future workplace and the skills they will need to succeed. We conducted three events in 2014 in New York, NY and Carrollton, TX.

The Taxologist™ campaign has continued to expand to broaden the reach of the Taxologist™ name, and by extension, the ONESOURCE brand, with yet another Taxologists™ of Tomorrow event taking place in New York City earlier this year. We are also planning to expand Taxologist™ of Tomorrow program to our divisional headquarters in Eagan, MN, in November. The Taxologist campaign will also be rolled out to customers on a global scale this year to include prospects and clients in the APAC, LATAM, ANZ, and EMEA regions.

The Taxologists™ campaign spread across social platforms, our Tax and Accounting website, a large promotion at our Annual User Conference in Washington D.C., a press release, tradeshow materials, a series of videos and more. The ONESOURCE blog and user community also served as extensions of the Taxologist.com domain to disseminate content and Taxologists™ information to our clients.

Since its launch in July 2014, the Taxologist™ campaign influenced $2,381,812 in revenue for Thomson Reuters. We’ve developed a host of loyal brand advocates, especially in our Taxologist™ Awards winners, who are now motivated and equipped to preach the benefits of tax technology—namely Thomson Reuters ONESOURCE—as a premier Tax Technology partner.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

1. Education: Through the Taxologist of Tomorrow we partner with students to provide technologically driven lessons to help them understand the role of technology in the future workplace and skills they will need to succeed.
2. Empowerment: Professionals are armed with the knowledge to decide the best technology for their firms.
3. Recognition: Through the Taxologist Awards, the campaign recognizes outstanding tax departments and individuals excelling in driving significant value to their organization with ONESOURCE.
4. Improved sales: Since its launch in July 2014, the Taxologist™ campaign influenced $2,381,812 in revenue for Thomson Reuters.
5. Improved brand loyalty: Through the Taxologist Awards, a host of advocates are now equipped to preach the benefits of tax technology—namely Thomson Reuters ONESOURCE.
6. Improved metrics program: We developed a better metrics program to track the performance of this, and future campaigns.
7. Improved online buyer experience through targeted content designed for each stage of a customer's buying cycle.