NATP is an association that represents and supports tax professionals. One of the main objectives of the tax association is educating their members on the ever-changing tax laws through books they sold. NATP also needs to offer support for tax preparers’ daily needs since many are sole proprietors and don’t have access to large corporate resources. The TAXStore was the answer for both. When I started, NATP only had a catalog that members received twice a year. Using the same budget, I had to expand the reach of those two catalogs by effectively creating a unique sub-brand called the TAXStore. I worked with the marketing team over the course of two years refining the timing of smaller, more focused catalogs, as well as introducing other print and digital material that expanded the reach of the TAXStore to NATP members and non-members. The results were year-to-year double digit percentage growth.