2. OgilvyOne and ADP, Inc.

3. In the beginning. . .

4. Fiscal Year 1995

5. FY’95: The Leadership Campaign
Highlights
In FY’95, 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 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.

6. FY’95: The Leadership Campaign
Creative Review – “It Pays to Hire Us”
Vinnie’s Pizza & Payroll
Capitol Ad
Corset Ad
Duplication
9 out of 10

7. FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
Vinnie’s Pizza and Payroll

8. FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
Capitol

9. FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
Corset

10. FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
Duplication

11. FY’97: The Faces Campaign
Creative – “It Pays to Hire Us”
9 out of 10

12. Fiscal Year 1996

13. 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

14. FY’96: Maintenance and Transition
Creative Review
Escher

15. Fiscal Year 1997

16. 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.
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.

17. FY’97: The Faces Campaign
Creative – “Focus On What Matters”
Umbrella
CSS HRizon

18. FY’97: The Faces Campaign
Creative – “Focus On What Matters”
HR Perspective
Payroll Enhanced

19. FY’97: The Faces Campaign
Creative – “Focus On What Matters”
Accountants

20. Market Research Spring 1994:
In FY’94, focus groups were conducted with <100 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

21. 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

22. 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

23. Brand Stewardship Initiative

24. 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.
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

25. Benefits of a Strong Brand for ADP
Sets the stage for expanded relationship 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.

26. Key Areas to be Probed + Rational Emotional
Reasons for Brand selection
Strengths/Weaknesses of ADP
Strengths/Weaknesses of competitors
Elasticity of ADP Brand
Image of ADP
Image of competitors
Emotional factors in relationship with ADP
Emotional significance of ADP products
Triggers/Symbols of Brand
Self-Image relative to ADP

27. 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
Provides a reference point for any action taken by or on behalf of the Brand
Provides strategic direction on how to evolve the Brand

28. FY’98: Brand Stewardship
ADP has embarked on the first stage of this exploratory via the Agency’s Brand Audit Research.