Armed with a solid team of analysts and experts, Sovos, a global software company that provides tax compliance and information reporting solutions, wanted to elevate its thought leadership and executive visibility in media to reach its target enterprise and banking personas. When Sovos enlisted ARPR as its agency of record in June 2016, the software leader had identified subject matter experts (SMEs) for three of its main product lines – sales and use tax compliance, tax information reporting and Latin American e-invoicing and reporting compliance. Each of these executive SMEs are well-versed in the latest rules and requirements; but more importantly, each executive can speak to regulatory trends on a global scale – and how new requirements specifically impact business operations in the retail, manufacturing and financial services industries. ARPR’s immediate challenge was determining an approach that would provide the most value to Sovos in engaging its varied audiences with the vast amount of thought leadership topics to pursue.
ARPR’s strategy to increase executive visibility in front of retail, manufacturing and financial services audiences depended on a regular cadence of contributed bylined articles in trade publications and timely news stories surrounding the latest tax news updates. After thorough media training with each SME, we leveraged Matt Walsh, indirect tax principal at Sovos, in tax and retail trade media outreach, offering interviews and contributed content covering proposed sales taxation bills and specific tips for online retailers to prepare for changing tax requirements. We also targeted manufacturing trade publications about President Trump’s proposed tax reform, offering insights from Matt on the implications of import and export tax changes and the potential impact on global supply chains. Leveraging Sovos executives’ thought leadership on Latin American and global compliance topics was more challenging, as U.S. media was heavily focused on President Trump’s election and proposals at the time, making them less eager to cover international tax news. Since Sovos serves large financial institutions impacted by global tax information reporting challenges, ARPR pursued tax and shared services industry publications that had a large international footprint, offering contributed content from Steve Sprague, general manager, Latin America at Sovos, and Paul Banker, general manager, tax information reporting, on regional-specific compliance challenges and reporting topics.
Throughout the year, ARPR successfully secured two or more thought leadership media placements each month in various trade outlets, covering the tax and shared services, retail, manufacturing and banking industries. By strategically outlining specific topics in advance, ARPR ensured Sovos executives were gaining visibility in front of each of its core industry targets throughout the year. We also monitored legislation updates closely and capitalized on timely news stories by quickly pitching Sovos thought leaders to weigh in on the latest tax and regulatory changes. The results of our strategic media outreach and thought leadership content support earned Sovos and its SMEs major credibility in its target verticals, with multiple earned placements in Bloomberg BNA, Total Retail, Multichannel Merchant, Tax Notes International, Global Payroll, EEI Platform and SpendMatters – as well as stories in Website Magazine, Supply & Demand Chain Executive, Manufacturing Today, Manufacturing Business Technology, ABA Banking Compliance, CPA Practice Advisor and Accounting Today.