Transcript Employer outreach strategies - Software developers homepage

Employer Outreach Strategies
Contributions Implementation Working Group
Presented by Philip Hind
SuperStream Data Standards & Ecommerce
Australian Taxation Office
20 February 2015
Employers – are they SuperStream ready?
 Employers need to get ready for SuperStream – key message underlying the
ATO’s marketing campaign over the past year.
 Medium and large employers were obliged to start sending SuperStream
contributions from 1 July 2014 (flexibility up until 30 June 2015).
 The window for preparing for and/or implementing SuperStream is closing fast.
Messaging is beginning to shift towards this emphasis.
 Small employers are being encouraged to get ready now as they are due to
start sending SuperStream contributions from 1 July 2015
–
Super Stream
Early starters get early benefits.
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Employer strategies
 No one-size-fits-all approach due to diversity in the employer segment.
 A multi-faceted strategy is needed to get employer ‘on-boarding’ right.
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employer segmentation to understand employer capabilities and preferences
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progressive waves of adoption
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many modes of engagement across multiple channels and touch-points
 The ATO is ramping up engagement with employers to generate awareness and
reinforce obligations.
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payroll software provider strategy – covered in induction presentation
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accounting, BAS, book-keeping and tax agent strategy – longstanding focus area for ATO
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industry strategy – targeting focused industry segments (new focus area)
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regional strategy – events in regional Australia (new focus area)
 Funds also play a critical role in employers’ implementation
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positive examples of educational material for employers and timely communication of
SuperStream information requirements.
Super Stream
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Key industry partnerships
 Around 25 key industry segments have been selected covering over
75% of the employer population (see next slide).
 Top down advocacy and ATO-industry partnerships will make a positive
impact on adoption rates by employers.
 The impact of SuperStream messages via a ‘trusted’ industry source will
be increased.
 The ATO is working closely with industry segment bodies to:
- drive communication activities through these channels
- tailor communications around industry-specific demographics
- identify gaps/opportunities for new types of engagement
- track take-up within different industry/size cohorts.
Super Stream
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Industry segments
Industry segment
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2
3
4
5
6
7
8
9
10
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12
13
14
15
16
17
18
19
20
21
22
23
24
25
Building & Employment Services
Farming (livestock and crops)
Fruit, Veg & Floriade
Accommodation, Pubs & Clubs
Cafes and Restaurants, Catering & Take-away
Banking & Finance / Insurance & Super
Housing construction
Trades
Education & Training
GPs, Dental and Specialists
Hospitals, Clinics, Aged Care, Accommodation & Allied
Information Media, Telecommunications & Advertising
Manufacturing - general
Metals & Engineering
Hairdressing and Beauty Services
Accounting & Legal
Consulting (Management & IT)
Engineering & Technical Services
Automotive & Repair
Food & Grocery
Other specialist & boutique
Pharmacy & Cosmetics
Property Operators and Real Estate Services
Bus & Taxi
Road Freight
Total employers
Super Stream
Small employers
15,750
37,023
8,027
10,325
36,359
28,876
23,487
73,042
12,016
35,789
9,844
10,035
21,874
13,851
15,496
22,910
36,405
25,415
29,724
19,231
34,438
3,897
22,024
2,832
22,480
571,150
Medium /large Total employers
employers
4,671
1,388
1,654
5,476
8,072
2,873
1,145
3,919
4,624
1,853
5,238
2015 1,810
4,512
3,262
566
1,606
2,493
2,431
2,846
3,714
3,018
1,669
2,255
365
2,011
73,471
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20,421
38,411
9,681
15,801
44,431
31,749
24,632
76,961
16,640
37,642
15,082
11,845
26,386
17,113
16,062
24,516
38,898
27,846
32,570
22,945
37,456
5,566
24,279
3,197
24,491
644,621
Key industry partnerships - progress
 The ATO has met with 13 (out of 25) industry representative bodies.
 Focus areas (industry-specific):
- face-to-face contact to lay groundwork
- develop networks
- raise awareness
- tailored options (and solution providers) for implementing
SuperStream
- marketing and communications support
- ongoing contact
 Priority work before 30 June 2015
- continue engagement activities to get ‘awareness’ and ‘get ready’
messages out
- build broader range of case studies, include more tailored material
Super Stream
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Regional strategy
 Targeting significant country regional centres throughout Australia to
generate awareness of SuperStream among small employers and
drive connections with key intermediaries/solution providers.
 Focus areas (region-specific):
- build relationships with key leverage points including local chambers
of commerce, media and opinion leaders
- raise awareness amongst employers and intermediaries
- marketing and communications support
- ‘virtual strategy’ for remote regions
- ongoing contact/follow through/tracking
 Priority work before 30 June 2015
- host or co-host regional events (from March 2015)
- a strong marketing campaign will promote our SuperStream regional
visits and offer post-event support
Super Stream
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Region
Regional locations
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K
L
A
W
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T
R
U
Super Stream
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O
V
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M
P
Q
Focal Point
A
Bunbury Area
WA
B
Geraldton & Hinterland
WA
7,019
Geraldton
C
Northern Australia
NT
3,445
Darwin
D
Cairns Area
QLD
9,309
Cairns
E
Townsville Area
QLD
7,401
Townsville
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Fitzroy
QLD
7,025
Rockhampton
QLD
8,806
Bundaberg
G Wide Bay
C
Employers
6,020
Bunbury
H
Sunshine Coast
QLD
13,718
Maroochydore
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Toowoomba/Darling Downs
QLD
10,923
Toowoomba
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Richmond-Tweed
NSW
8,399
Lismore
K
New England & North-west
NSW
8,401
Tamworth
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Dubbo & Far West
NSW
8,667
Dubbo
M NSW Mid North Coast
NSW
6,587
Pt Macquarie
Hunter Valley
NSW
18,848
O NSW Central West
NSW
8,667
Bathurst
12,120
Albury
N
P
Albury-Wodonga
NSW/VIC
Newcastle
Q Gippsland
VIC
9,388
Sale
R
Ballarat Area
VIC
5,363
Ballarat
S
Mildura & North-east
VIC
7,500
Mildura
T
Warnambool & South-west
VIC
6,128
Warnambool
U
Northern Tasmania
TAS
8,830
Launceston
V
Mt Gambier & South-east
SA
8,221
Mt Gambier
W Barossa-Yorke-Mid North
SA
4,855
Pt Pirie
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Status
Regional events – timeframe
 First event in NSW Central West (Bathurst) on 6 March 2015.
- face-to-face session hosted by the ATO
- aimed at raising awareness tax / BAS agents, book-keepers and local
employers
- supported by the local chamber of commerce
- media interviews (local newspaper and ABC radio)
 Events calendar is being finalised – more information on our website (in March)
- Mount Gambier, SA
- Albury, NSW
- Launceston, Tasmania
 Yes, you can you get involved…
- do you know a ‘local champion’?
- email us your ideas / thoughts ([email protected])
Super Stream
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What do we expect from you?
 Assist us in preparing employers for the changes
 Ensure that your solutions are SuperStream ready
 Information for employers is timely and accessible
 Integration with ATO activities
Super Stream
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Wrap up
 Challenging program of work to get the employer segment ready.
 Comprehensives strategies in place to ensure employers understand and
become SuperStream compliant.
 Should see significant progress made in 2015.
Super Stream
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More information
Contact:
Eliza Taylor, Employer Onboarding
[email protected]
Super Stream
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