Case Study



Greatland is one of the country’s leading providers of W-2 and 1099 products for business, and is focused on providing guidance, products, and solutions for small to mid-size businesses and accountants.


Lambert has worked with Grand Rapids-based Greatland Corporation, a 30-year business forms supplier turned1099 and W-2 software company, since late 2008. The $30-million-plus has flown largely under the radar for years and wanted to be more aggressive about telling its story to grow market share and brand recognition.

  • Developed a two-pronged traditional and social media campaign, aimed at showcasing Greatland’s brand of expertise to the small business community while keeping the business of 1099/W-2 filings somewhat quirky, interesting and light
  • Educate audience on tax reporting and promote the need to work with trusted partners
  • Robust media relations program targeted key trade outlets and regional publications across the country
  • Secured more than 10 million media impressions for Greatland and its subsidiary in 2009 and 2010, including prominent coverage in USA Today and other key small business and accounting media
  • Integrated their PR efforts into a robust social media platform with ongoing digital content support and execution
  • In tax year 2009 (the first supported by a PR program), the company noted substantial increases in the use of both general and electronic filing products when compared to 2008. Companywide, Greatland and its subsidiaries recorded a 6.5% increase in customers purchasing W-2 and 1099 products in 2009, including wage and income reporting forms and related software
  • Greatland also noted a 14% increase in electronic filing over the previous year
  • The Greatland brand alone reported a 50% increase in new customers for tax year 2009