Picnic Tax



Picnic Tax matches clients with their ideal tax professional within a curated network of top accountants throughout the country, all through a modern online platform. Picnic Tax’s innovative business model merges the best aspects of traditional DIY tax software (intuitive interface and streamlined experience) with the personal touch of working with an expert (and carefully vetted) accountant. Picnic Tax hired Trust Relations to launch the platform and elevate awareness of its network of top accountants to customers ahead of the 2020 tax season, positioning the company as a viable and trusted alternative to legacy DIY tax preparation brands.


Trust Relations recommended Picnic Tax put out an announcement about the launch of the service and another providing taxpayer tips. The agency conducted targeted media outreach to select reporters who were the best fit to tell the company’s unique story, positioning Ryan McInnis, founder and CEO of Picnic Tax, as an industry thought leader. Several media pitches leveraged the IRS’ Free File program addendum and inserted Picnic Tax as a solution that guarantees transparent pricing against competitors who were known for hiding their free filing options from lower-income Americans.

Trust Relations grew Picnic Tax’s user base significantly at the end of the 2019 tax season and heavily promoted the platform in early 2020. In just two months, Trust Relations generated several media placements for Picnic Tax in top-tier and trade outlets including: ThriveGlobal, Authority Magazine, HuffPost, Cheapism, CNBC and Accounting Today.

At its close, the campaign generated over  131,248,882 impressions.


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