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Employer Outreach Strategies

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?.

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Employer Outreach Strategies

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  1. Employer Outreach Strategies Contributions Implementation Working Group Presented by Philip Hind SuperStream Data Standards & Ecommerce Australian Taxation Office 20 February 2015

  2. 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 • Early starters get early benefits.

  3. 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. • employer segmentation to understand employer capabilities and preferences • progressive waves of adoption • many modes of engagement across multiple channels and touch-points • The ATO is ramping up engagement with employers to generate awareness and reinforce obligations. • payroll software provider strategy – covered in induction presentation • accounting, BAS, book-keeping and tax agent strategy – longstanding focus area for ATO • industry strategy – targeting focused industry segments (new focus area) • regional strategy – events in regional Australia (new focus area) • Funds also play a critical role in employers’ implementation • positive examples of educational material for employers and timely communication of SuperStream information requirements.

  4. 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.

  5. Industry segments 2015

  6. 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

  7. 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

  8. Regional locations C D E F G H B I K J L M N W O A S V P T Q R U

  9. 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 (superstreamstandards@ato.gov.au)

  10. 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

  11. 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.

  12. More information • Contact: • Eliza Taylor, Employer Onboarding • Eliza.taylor@ato.gov.au

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