Titel | Ryan Brown - Paid by ADP |
Agentur | Nelson Schmidt Inc. |
Kampagne | Paid by ADP |
Werbende | ADP |
Marke | ADP |
Posted | Mai 2022 |
Story | Finding the human side of technology. |
Philosophie | ADP is a well-known market leader in payroll processing software and services. But to small businesses, this giant company felt too complex and expensive to serve their individual needs. ADP’s impersonal and overly corporate marketing made matters worse. Especially since our research found that “payroll” had a more emotional meaning to small business owners, giving them personal pride in rewarding employees with accurate and timely paychecks. |
Problem | To reposition the ADP master brand among small business owners, we had to make the software more meaningful to them. This meant making it about people rather than technology. Our Paid by ADP campaign captured the primary emotional benefit of using ADP’s payroll processing technology by capturing the real people who benefit from it. Working with the field sales team to nominate small businesses, we chose 20 people to tell their own stories about what their paychecks really mean to them. |
Ergebnis | Response from the field sales team – who were skeptical of corporate marketing – was incredible. They nominated a huge number of customers for inclusion in the campaign and adopted the materials and tools in their field marketing. This helped the overall campaign result in a 15% increase in sales leads as well as measured improvement in conversion rates and projected life cycle revenue per customer. |
Medientyp | Zeitschriftenanzeige |