Coversheet: Campaign analysis for the Future of Tax engagement process Purpose: The following presentation was prepared by the Secretariat for the Tax Working Group as a summary of some key points and statistics from the Future of Tax public consultation process. The Group has access to the submissions but the Secretariat is analysing them and will be providing summaries and analysis. The Group intends to publicly release submissions once personal details of submitters have been redacted in accordance with the Official Information Act. a Tax Working Gmup Future of Tax Campaign 1M0rch To 30 April 2018 WHAT SUCCESS LOOKS LIKE 1. The Group is seen as independent, credible and transparent 2. True and fair consultation has occurred 3. Public appreciation of the role of tax in society is increased 4. Groups and individuals who do not normally make submissions on tax consultations do so this time 5. Members of the public who currently question the fairness of the tax system are interested in and encouraged by what the Tax Working Group is discussing. WHO MADE SUBMISSIONS? A key goal of this campaign was to receive submissions from groups and individuals who wouldn’t normally make submissions to tax consultations. Email 183 organisations made submissions through email. Examples are below. 55 of the 200 organisations we approached made submissions. ActionStation Britannia Financial Services Corporate Taxpayers Group Federation of Women's Health… Active West Coast Business NZ CPA Australia Fertiliser Association Agcarm CAANZ Craigs Investment Partners Financial Cohorts Forum (Chch) Alcohol Healthwatch Cancer Society DairyNZ Financial Markets Authority Alexander Turnbull Library … CDHB Deloitte Financial Services Council AMP Capital Child Poverty Action Group Democrats for social credit Financial Services Federation Angel Association New Zealand Christchurch East Labour … Diabetes New Zealand Fisher & Paykel Healthcare ANZ Citizens Advice Bureau ECE Services Food and Grocery Council Arthritis New Zealand CNI Iwi Holdings Limited Edgar Diabetes and Obesity Research … Foodstuffs Ashburton Alcohol and Drug … Coca Cola EMA (Northern) Forest Owners Association ASPIRE 2025, ASH NZ ... Commission for Financial Capability Environment Canterbury Forsyth Barr Assn. of Salaried Medical… Communities Against Alcohol Harm Environmental and Human Health … Frucor Suntory Better Public Media Trust Community Housing Aotearoa Environmental Defence Society Genesis BNZ Cone Marshall EY Goodman Brewers Association of NZ Contact Federated Farmers Greenpeace WHO MADE SUBMISSIONS? One of the goals of this campaign was to receive submissions from groups and individuals who wouldn’t normally make submissions to tax consultations. Website Of the 4,700 submissions made through the website, the great majority were from personal email addresses, such as gmail and hotmail. However, some submissions were made from organisational email accounts. It’s likely these were mostly individual submissions. agresearch.co.nz colourevolution.co.nz magnumimports.co.nz saatchi.co.nz airnz.co.nz coversandcanvas.co.nz multivac.co.nz scaffoldingauckland.com alliancetrucks.co.nz cresswells.co.nz ngapourihighlands.co.nz southernspars.com barfoot.co.nz beachsidecapital.co.nz driedfresh.co.nz electrix.co.nz northcanterburyglass.co.nz northlanddhb.org.nz stats.govt.nz stein.co.nz beelinesupplies.co.nz emediacreative.co.nz nz.pwc.com surf.co.nz bell-lodge.nz engineeringnz.org nzpost.co.nz tewhangai.org betterworld.nz familylawchambers.co.nz oxfam.org.nz toyota.co.nz bnz.co.nz fishingoutdoors.co.nz pacifictractors.co.nz westpac.co.nz brighttech.co.nz geocivil.kiwi.nz pggwrightson.co.nz wetafx.co.nz camelotgroup.co.nz hayleymedia.com programmed.co.nz whitestonecheese.co.nz ccc.govt.nz healthalliance.co.nz rapauratimber.co.nz winemarlborough.nz cdhb.health.nz junoinvesting.co.nz rentmaster.co.nz xero.com civilandnaval.co.nz kordia.co.nz rivertown.nz zapwall.com clarity2020.com lincolnagritech.co.nz ruapehudc.govt.nz KEY STATS – VOTES AND SUBMISSIONS 2,000* submissions via post and email, 4,700 online submissions and 15,700 votes in the online quick polls. We received What tax issues matter most to you? How much does our tax system need to change to be ready for the future? 800 700 1600 618 1400 1441 567 500 1200 400 1000 What is the purpose of tax? 1008 800 447 300 318 849 1200 600 400 734 600 533 1000 200 287 Some small changes needed Major changes needed A complete overhaul 100 1116 0 800 0 No changes: Keep it as it is 200 Something else: Tell us in the comment box below Funding Retirement Business tax Protecting the environment 600 400 443 Introducing a Something else: Capital Gains Tell us in the comment box Tax on below investments which aren’t currently taxed 346 200 120 230 0 Stay in the background and collect revenue for core New Zealand services Are we taxing the right things? 1400 1200 1156 1000 Encourage Encourage Support those Something New investment in in New else: Tell us in Zealanders to some types of Zealand who the comment make better business need help box below choices. 1148 Should the tax system make housing more affordable? 1600 1400 1000 800 800 600 1463 1200 1046 600 680 400 400 200 399 244 0 200 159 0 Absolutely not A few things Unsure Most things Yes we are taxing the right things * figure includes syndicated submissions Yes, help No – it’s not make housing the more responsibility affordable of the tax system 107 Unsure 264 Yes, but I’m Yes, I have not sure how another idea: Tell us in the comment box below KEY STATS & EXAMPLES – MEDIA The Tax Working group has appeared in the media around sparking a national conversation about tax. 125 times KEY STATS & EXAMPLES – SOCIAL MEDIA Our Facebook advertising has been seen by 640,000 people generating 38,519 link clicks and our videos have had over 116,000 video views. Our most popular Facebook post has generated 4,000 clicks, 481 comments and 45 shares. There was 1,200+ comments on Facebook posts with everyday New Zealanders having a genuine debate about the future of tax . Instagram adverts have generated over 56,000 impressions throughout the campaign. Our Tweets have generated 224,70 impressions. KEY STATS – DIGITAL ADVERTISING 28.9 million impressions leading to Our digital advertising achieved around 35,000 clicks. Digital Display Impressions Clicks 26,197,356 21,321 Impressions Clicks Completed Views 2,065,443 4,746 135,035 Google AdWords Digital Radio Digital Video Impressions Clicks Completed Listens 440,391 255 426,121 Impressions Clicks 163,808 9,033 KEY STATS - RADIO Our radio adverts reached 1,745,796 people an average of 5.5 times. NZME; Mediaworks & Niu FM Networks Māori Media Network (23 iwi stations) 5,862 spots aired 1,633 spots aired Gil Neighbourly Humid Nul It?s-I; Hiriesses Ingmqunnuq II anum 0 You're SIgned oulof NeIghbaurly a 3?49?? Alla .in .I: m7 .. .- Silvorhoet Notre'mlrl YLIULCL mg: . was s- -- ?tar: Message by Tax Working Group AMI sa?er c-wrranlnes Have youlsay on the MLIE ofla: .U. l. 'Ir-?nw Ne' 'T?ll Heaene Lini'ptl nr] .ItwaIrlr. l: Home LIJL kt a lal gar 9 la) :u-zlng u-.I that curing: . -- II ma.- h; ?rearm-?mm =ar on: . . cm gory have? sun-1a Ir. ,quI localjrea- am: 1 my near your day to Jriies ui ill-J". 5' ass: ml: Buy Sell 5 Stu? ,"Jul la aFuu-II: -aIe rm rIr tax at' Fece?wwcetons -. :Is- Hus or harm. - mm a 2-. erc. In 621nm Fe may. .m - Ir to wire a reply .. More messages ?rcrr yoJr neighbours I Cleaner required I . ?l 1 I i'Jl - ddyurH.? - - Lilli1'; i'I'r-l A Musical Menagerie Ll?'iqf'lP I.. layour community sale? 'New We've tho voting tIll Friday! ~1lut?l:l .cv" -.- MAKE YOU BEST SPLIT-SECOND DECISION inn-uh. i "mun?u- Colnul til the week 0 Demon lI. Resins Butter amps-m owl, A sum-ii :elenra'lor I .. r'nla :t .- Ial?fP we l-nr (I: ry 32.029 51.369 revel Hill? .--.I- -. Elm Exdusive offer Food that warms I ?gured you mIght be feelIng the cold tonIght, so to get some heat back Into your Cheers Baby gear Books Budding 8 renovation HI Tasha Remember how the Labour Party. ClothIng 8? fashion Working Group to ?gure out how I well, that working group, I for our opInIons on ?ve key quest: mIght seem boring but. the truth Is, mos 0 us ave pre' Computers You can dIgItaliy subscribe to Healthy Food Gun/e and pay just $1 for your first month? 5 access to thousands of delIc: ous reCIpes and expert artIcles. only so HAVE YOUR Feedback SAY HERE Residential r, I realestate.co.nz Residential 560 Listings Save Search Commercial Rural Business Show more options Property pro?le Offices Agents HAVE YOUR SAY HERE Business farmIng 8 industry rong ee Ings about who should pay what, and how that should be used and distrIbuted. For Instance, do you thInk fru.t and vegetables should be GST free7 And what do you thInk of the Idea of mono sugary drinks? These are just a couple of the Ideas you can make comments on for consrderauon by the Tax WorkIng Group. If you 're Interested for the reVIey. by this Tax Working Group are to examine further Improvements In the structure, fairness and balance of the system'. It?ll be fascInatIng to see what they recommend' .The Terms of Reference In alicategories Markets?? "m Antiques 8. coilectaoles Gamlng Health 8. beauty Home 8. living Jewellery 8. watches Mobile phones Muslc 8. instruments Browse ElectronIcs 8. photography Sell - My Trade Me Community Register LogIn Watchlist Favourites Cart Pets 8. animals Spons Toys 8. models Last chance Services Stores View all categones ?2 Wellington switches to eco- friendly streetlights ,.tI. I Larger signs erected In new sex walker EDD. II iv- lrr?.? i n'IrI WW . .I'r 31mm manna; mpoose an Alpine! uunlu- \wnrm .I.. "Fri: - w? anmII gul?uvlnr?ndly Finance What does the future of tax look like to you? The Tax Working Group has identi?ed ?ve key questions for New Zealanders to consi on the future of tax. Have your say today. News .l-.F3 French Could Trump?s Executive Order Banning ?Petro' Transactio Lead to Backdoor Regulations? President Donald Trump?s executive order banning US residents from engaging in transactions related to Venezuela?s "Petro" could give the France's most anglophone president on a mission to push 'oI. 3 KEY STATS – Te Ao Māori We held 13 hui across New Zealand and have 4 more to come. We sent 30 tailored letters to Māori organisations inviting them to participate and Sir Michael Cullen was interviewed for The Hui and Radio Waatea. Hui held to date: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. Presentation to Iwi Chairs at Waitangi (1 February) Chair of the Māori Accountants Association (12 March) Māori CFO network (23 March) Deloitte, (23 March) Te Wānanga (23 March) KPMG, (26 March) Various iwi entities at the Māori Fisheries conference (28 March) Hui with members of the Pou Tāhua (29 March) FOMA small group (9 April) MEDAB (11 April) Te Au Rangahu and Te Au Pakiri hui in Palmerston North (Massey) (12 April) Hui with Ngahiwi and the Pou Tāhua (19 April) Waikato Māori Business Network (19 April) Te Au Rangahu and Te Au Pakiri hui in Palmerston North The Tax and Te Ao Māori fact sheet was sent to 30 Māori organisations. KEY STATS – WEBSITE 65,000 different visitors to taxworkinggroup.govt.nz of 2 minutes viewing 4 webpages each. spent an average What webpages they visited: How they found the website: Have your say on the future of tax Homepage What does the future of tax look like to you? Directly entering url, 18271 Search Engine (Google), 4265 Digital Advertising, 26462 Are we taxing the right things? What tax issues matter most to you? Can tax make housing more affordable? Paid Search (Google Adwords), 9784 What is the purpose of tax? Future of Tax: Submissions Background Paper Social Media, 24503 How to make a submission Referral from other website e.g. media, NGO, 3273 Email referral, 220 Thank you for your submission 0 10000 20000 30000 40000 50000 60000 No. of visitors Web page hits When they visited the website: 4000 2000 0 14/03/2018 21/03/2018 28/03/2018 4/04/2018 11/04/2018 18/04/2018 25/04/2018