CASE STUDIES
ADP
Corporate Positioning for payroll giant
ADP is a global payroll and HR software provider which operates in a busy space, with many similar providers offering viewpoints on HR and workplace issues.
ADP needed to create a campaign that would cut through the noise and be differentiated within its marketplace.
Brief
We were tasked with driving PR coverage and sales enablement while repositioning ADP not only as an outsourced payroll expert, but as a thought leader of wider workforce and HR issues.
“A rare but valuable insight into how employees, rather than bosses, view productivity is provided by the payroll and human resources services outsourcer ADP, which provides an annual barometer of coal-face attitudes to a wide range of pressing employment issues.”
Virginia Matthews
Freelance journalist for The Guardian, The Times, Computer Weekly, HR Magazine, Personnel Today
Approach
ADP was perfectly positioned to create an annual, indexable campaign which explores the thoughts, hopes and fears of the workforce themselves, as opposed to their bosses.
The strategy and purpose of the integrated marketing campaign was to strengthen ADP’s brand recognition and presence across all markets. While the campaign was predominantly PR driven, marketing also played a role to achieve our desired results.
Campaign
By partnering with The ADP Research Institute® (ADPRI), we developed a whitepaper, People At Work, focused on the key trends shaping the workplace, and how businesses should react to them. During the start of the initial project, COVID hit, resulting in the production of Volume Two reflecting post pandemic findings.
Effectiveness
The 2020 report was so successful that ADP have turned it into a core piece of global content.
In 2025 the report is still driving the conversation around workplace trends, providing key media outlets with content backed up by substantial data, and providing a snapshot and viewpoint in the crowded space of workplace issues.
Collateral
