"Being able to track the impact of our PR is so valuable to us that it pays for the money we spend with Vocus."

Challenge:

Solution:

Before becoming a client of Vocus, the Liberty Tax PR team was suffering a frustration common to many PR professions: the difficulty of calculating the return the company was getting on its PR efforts.

Liberty Tax Service became a Vocus customer and is now one of Vocus' most involved and in-depth users.

A day's Vocus activity at Liberty Tax Service starts with extensive news monitoring. The company scores hundreds of thousands of media hits a year, thanks to activities including Liberty's annual "Up All Night" Slumber Party™, where staff work around the clock in the final days before tax deadline, as well as to their widely-recognized Statue of Liberty-costumed street wavers. Once the monitoring reports are generated, the team uses Vocus Analytics to quantify the impact of their coverage.

"We need to see the relationship between our media attention and the development of our business," says Martha. "In tax season, we use Vocus to quantify our results every single day, and we do it once a month during the off-season. We also use the software to see how we're stacking up against our competitors."

Benefits:

Vocus has delivered the thing we were most interested in," says Martha O'Gorman. It quantifies what all of our activity means in terms of ROI, and shows us that it makes sense for us to invest in the people and resources to beef up our PR activity. Being able to track the impact of our PR is so valuable to us that it pays for the money we spend with Vocus. It shows us what it would cost in media dollars to get the exposure we're getting through PR."

"Then, there's all the other stuff that goes with it. The fact that we can look at what our competitors are doing and how we stack up against them – that's a benefit. We've only been in business 12 years, but we've been able to rival our competitors through unique marketing techniques and PR which - partly thanks to Vocus – we're really good at.