Campaign Tracking call off

This will be bid for through the HMRC/DWP Research Framework. The purpose of this call-off contract is to appoint one agency to carry out the campaign evaluation of HMRC's Self Assessment and Tax Credits renewals campaigns, for the duration of the contract.

HM Revenue & Customs (HMRC) runs several paid-for marketing campaigns every year, to inform customers of their obligations and entitlements. One of the requirements of running a paid-for marketing campaign is that it is evaluated.

Two of the highest profile government campaigns are the Self-Assessment (SA) campaign which encourages SA taxpayers to file their Tax Returns and pay before the 31 January deadline, and the Tax Credits Renewals campaign which reminds customers to renew their Tax Credit claims early and before the deadline.

The purpose of this call-off contract is to appoint one agency to carry out the campaign evaluation of these two campaigns, for the duration of the contract. There may also be the need to use the call-off contract to evaluate other marketing campaigns which are launched during this period however, these have not yet been determined and will depend on the requirements of the Department.