1、OgilvyOne and ADP, Inc.,In the beginning. . .,Fiscal Year 1995,FY95: The Leadership Campaign,Highlights In FY95, ADP launched the “Leadership” campaign with the objective of increasing awareness of the ADP brand name among payroll service prospects and to raise consideration when they were thinking
2、about selecting a particular service, such as payroll. The new advertising accomplished this by identifying key business issues among prospects and providing ADP solutions that corresponded to them.,FY95: The Leadership Campaign,Creative Review “It Pays to Hire Us” Vinnies Pizza & Payroll Capitol Ad
3、 Corset Ad Duplication 9 out of 10,FY97: The Faces Campaign,Creative “It Pays to Hire Us”,Vinnies Pizza and Payroll,FY97: The Faces Campaign,Creative “It Pays to Hire Us”,Capitol,FY97: The Faces Campaign,Creative “It Pays to Hire Us”,Corset,FY97: The Faces Campaign,Creative “It Pays to Hire Us”,Dupl
4、ication,FY97: The Faces Campaign,Creative “It Pays to Hire Us”,9 out of 10,Fiscal Year 1996,FY96: Maintenance and Transition,Highlights FY96 strategy focused on sustaining ADPs visibility in order to continue to build relationships with key target audiences: Primary: Heartland and Accountants (Influ
5、encers) Secondary: Major & National Accounts Majority of FY96 saw rotation of existing creative in Trade and Business Journals In latter part of FY96, ADP began to address the larger HRMS proposition for the brand,Creative Review,FY96: Maintenance and Transition,Escher,Fiscal Year 1997,FY97: The Fac
6、es Campaign,Highlights ADPs 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. As such, communications must
7、 now address the larger brand proposition that ADP has to offer as a premier provider of outsourced solutions. In FY97, the communications focus shifted to support this, and 5 print executions resulted to launch a new ad campaign.,FY97: The Faces Campaign,Creative “Focus On What Matters”,Umbrella,CS
8、S HRizon,FY97: The Faces Campaign,Creative “Focus On What Matters”,HR Perspective,Payroll Enhanced,FY97: The Faces Campaign,Creative “Focus On What Matters”,Accountants,Market Research,Spring 1994: In FY94, focus groups were conducted with 100 companies to identify key issues facing small business A
9、ND to explore the groups understanding of ADP services In FY94 as well, additional groups were conducted to test creative. The Leadership Campaign was born for FY95,Market Research,Spring 1996: In FY96, with the shift in focus to target 250 businesses, groups were conducted to determine marketplace
10、awareness of ADPs HRMS capability In FY96 as well, additional groups were conducted to test creative . . .The Faces Campaign was born for FY97,Market Research,In FY97, groups were conducted to determine 100 business receptivity to ADPs offering of ESD products Detailed findings and video tapes are a
11、vailable for all of the market research conducted,Brand Stewardship Initiative,FY97: 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.
12、 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; Identify new equities that should be built into the brand,Benefits of a Strong Brand for ADP,Sets the stage for expanded relations
13、hip with current customers. Increases receptivity to ADP products among new customers. Creates foundation for more stable share and sales. Fosters great loyalty and resistance to competitive activity.,Image of ADP Image of competitors Emotional factors in relationship with ADP Emotional significance
14、 of ADP products Triggers/Symbols of Brand Self-Image relative to ADP,Key Areas to be Probed,Rational,Emotional,+,Reasons for Brand selection Strengths/Weaknesses of ADP Strengths/Weaknesses of competitors Elasticity of ADP Brand,BrandPrint Implementation,Provides a guide with which the Agency and A
15、DP can develop and assess all marketing communications programs Helps provide consistency of communication over time Provides a reference point for any action taken by or on behalf of the Brand Provides strategic direction on how to evolve the Brand,FY98: Brand Stewardship,ADP has embarked on the first stage of this exploratory via the Agencys Brand Audit Research.,
