奥美-OgilvyOne and ADP, Inc

FY’96: Maintenance and Transition
Highlights FY’96 strategy focused on sustaining ADP’s visibility
in order to continue to build relationships with key target audiences: – Primary: Heartland and Accountants (Influencers) – Secondary: Major & National Accounts Majority of FY’96 saw rotation of existing creative in Trade and Business Journals In latter part of FY’96, ADP began to address the larger HRMS proposition for the brand
FY’97: The Faces Campaign
Creative – “Focus On What Matters”
Umbrella
CSS HRizon
FY’97: The Faces Campaign
Creative – “Focus On What Matters”
HR Perspective
Market Research
Spring 1996: In FY’96, with the shift in focus to target >250
businesses, groups were conducted to determine marketplace awareness of ADP’s HRMS capability In FY’96 as well, additional groups were conducted to test creative . . .The Faces Campaign was born for FY’97
– Identify new equities that should be built into the brand
Benefits of a Strong Brand for ADP
Sets the stage for expanded relationship with current customers.
companies to identify key issues facing small business AND to explore the group’s understanding of ADP services In FY’94 as well, additional groups were conducted to test creative... The Leadership Campaign was born for FY’95
ADP has embarked on the first stage of this exploratory via the Agency’s Brand Audit Research.
Key Areas to be Probed
Rational
+
Emotional
Reasons for Brand selection
Strengths/Weaknesses of ADP
Strengths/Weaknesses of competitors
Elasticity of ADP Brand
FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
Duplication
FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
9 out of 10
Fiscal Year 1996
Market Research
In FY’97, groups were conducted to determine <100 business receptivity to ADP’s offering of ESD products
Detailed findings and video tapes are available for all of the market research conducted
FY’96: Maintenance and Transition
Creative Review
Escher
Fiscal Year 1997
FY’97: The Faces Campaign
Highlights
ADP’s Employer Services business structure is now fully aligned into distinct operating divisions (Emerging Business Services; Major Accounts; National Accounts; Electronic Services Division) that as a whole deliver comprehensive business solutions.
Provides a reference point for any action taken by or on behalf of the Brand
Provides strategic direction on how to evolve the Brand
FY’98: Brand Stewardship
In order to explore what the larger brand equity truly is, we must first:
– Understand which elements of the current brand equity ADP finds value in preserving over time;
Payre Faces Campaign
Creative – “Focus On What Matters”
Accountants
Market Research
Spring 1994: In FY’94, focus groups were conducted with <100
BrandPrint Implementation
Provides a guide with which the Agency and ADP can develop and assess all marketing communications programs
Helps provide consistency of communication over time
As such, communications must now address the larger brand proposition that ADP has to offer as a premier provider of outsourced solutions.
In FY’97, the communications focus shifted to support this, and 5 print executions resulted to launch a new ad campaign.
The new advertising accomplished this by identifying key business issues among prospects and providing ADP solutions that corresponded to them.
FY’95: The Leadership Campaign
Brand Stewardship Initiative
FY’97: Brand Stewardship
As we move into the future, the challenge is for ADP to develop a communications platform that will enable the individual business units to contribute meaningfully to the overall brand proposition.
Vinnie’s Pizza and Payroll
FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
Capitol
FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
Corset
Increases receptivity to ADP products among new customers.
Creates foundation for more stable share and sales.
Fosters great loyalty and resistance to competitive activity.
Creative Review – “It Pays to Hire Us” Vinnie’s Pizza & Payroll Capitol Ad Corset Ad Duplication 9 out of 10
FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
Image of ADP
Image of competitors