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1、OgilvyOneandADP,Inc.,In the beginning.,Fiscal Year 1995,FY95:The Leadership Campaign,HighlightsIn 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 about select
2、ing 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&PayrollCapitol AdCorset AdDuplication
3、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”,Duplication,FY97:The Faces Campaign
4、,Creative“It Pays to Hire Us”,9 out of 10,Fiscal Year 1996,FY96:Maintenance and Transition,HighlightsFY96 strategy focused on sustaining ADPs visibility in order to continue to build relationships with key target audiences:Primary:Heartland and Accountants(Influencers)Secondary:Major&National Accoun
5、tsMajority of FY96 saw rotation of existing creative in Trade and Business JournalsIn 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 Faces Campaign,HighlightsADPs Employer Services bu
6、siness 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
7、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,CSS HRizon,FY97:The Faces Campaign,Creative“Focus On What Matt
8、ers”,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 AND to explore the groups understanding of ADP servicesIn FY94 as w
9、ell,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 awareness of ADPs HRMS capabilityIn FY96 as well,additional groups were
10、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 productsDetailed findings and video tapes are available for all of the market research conducted,Brand Stewardship Initiative,FY
11、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
12、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 relationship with current customers.Increases receptivity to ADP products among new customers.Cr
13、eates foundation for more stable share and sales.Fosters great loyalty and resistance to competitive activity.,Image of ADPImage of competitorsEmotional factors in relationship with ADPEmotional significance of ADP productsTriggers/Symbolsof BrandSelf-Image relativeto ADP,Key Areas to be Probed,Rati
14、onal,Emotional,+,Reasons for Brand selection Strengths/Weaknessesof ADPStrengths/Weaknessesof competitorsElasticity of ADP Brand,BrandPrint Implementation,Provides a guide with which the Agency and ADP can develop and assess all marketing communications programsHelps provide consistency of communication over timeProvides a reference point for any action taken by or on behalf of the BrandProvides 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.,
