ADP BrandPrint
October 28, 2002
Objectives
Understand the elements of ADP’s brand name that are most relevant and compelling to clients
Create a unified statement of those elements –
a BrandPrint – that will serve as a blueprint
for ADP communications and brand development: advertising, public relations, collateral/packaging, direct mail, client communications
A Brand Is:
The intangible sum of
a company’s attributes:
its name, history, reputation, products,
packaging, price, the
way it’s advertised.
A brand is also defined
by consumers’ impressions of the
people who use it,
as well as their own experience.
An insightful articulation
of the brand/client relationship and the significance of the brand
in the lives of its customers:
The benefits they
expect from it
The emotional need
it satisfies
The affection customers feel toward it
The responses triggered
BrandPrint Is:
The Process
Probe clients’ attitudes
toward ADP
Brand Probe
Probe company’s perception of
client relationship
with ADP
Brand Audit
BrandPrint
Core Truths
The Method
Brand Probe
Focus groups and mini-groups with ADP clients and prospects: New York, July 31- August 5, 1997
CFO’s: Majors and Nationals
Senior HR execs: Majors and Nationals
HR/HRIT Managers: Majors/Nationals (2 Groups)
Payroll Managers: Majors and Nationals
EBS Presidents & Owners (2 Groups)
Referring Accountants
Brand Audit
Interviews with 16 senior ADP executives in corporate management, marketing and sales.
ADP Brand Probe
What benefits does the client expect from ADP and how are they currently met?
What emotions and imagery surround the client’s relationship with ADP?
Expectations and Perceptions of ADP Are Colored by Organizational Roles
Organizational
Role
Functional
Need
Personal
Involvement
Perspective
Visionary
CFO
Information
Low
How does it
affect our
business
objectives?
Delegator
Some EBS
Pres/Owners
Acc’ts
Clerical
Low
Take it away
Interpreter
Senior HR Execs
Information
High
Information shapes decisions
Detailer
Payroll Mgrs.
Some EBS Pres/Owners
HR Mgrs.
Clerical
High
Details are critical
Evaluation of ADP on Key Benefits
Seamless
Integration
“ Integrated HR/Payroll is ideal and ADP can do it but they’re not there yet.
“ It’s easy for them to come up with a vision, hard for them to implement.”
* * 1/2
Visionaries
Cost
Effective
Dependable/Trustworthy
* * 1/2
* * *
“Shrewd pricing...a little more than the others but not enough differential to warrant switching.”
“ I have all the confidence in the world in them.”
“ If my employees don’t get paid, that’s devastating...don’t know that someone else would come through the way ADP does.”
Evaluation of ADP on Key Benefits
Responsive
“ They get a ‘C’ for response.”
“ ADP salespeople don’t seem to know anything about my business.”
* 1/2
Visionaries (cont’d)
Flexible
Expert
* 1/2
* * *
“ They can’t customize.”
“ Any change in the tax laws, they know and implement.”
“ They can do anything you want on a pay stub.”
Evaluation of ADP on Key Benefits
Dependable
“ ADP has an aura...they’re known for their accuracy and professionalism.”
* * * *
Delegators
Expert
Assume
Responsibility
* * *
* * * *
“ They have people who know enough to answer questions, give advice on changes.”
“ I wish they had a tax hotline.”
“ ADP stands out in their ability to carry the weight...like you used to think about IBM”
“ They’re responsible for your employees...it’s like trusting them with your children.”
Evaluation of ADP on Key Benefits
Accurate
“ They’re like clockwork.”
* * * *
Delegators (cont’d)
Cost
Effective
* * *
“ I’ve never had a problem with them--they’re polite, accurate and reasonably priced.”
“ Whatever we pay ADP, they’re worth it. They respond within a day.”
Evaluation of ADP on Key Benefits
Flexible
“ They don’t realize that HR is different from Payroll.”
“ We had special security issues...they were inflexible.”
* 1/2
Interpreters
User-Friendly
Responsive
* 1/2
* *
“ You want to see the whole employee history on three screens...with ADP, there’s like 12...it’s too much trouble.”
“ ADP wants me to spend 5 days training on their system...it’s too much.”
“ They’re #1 in sales but not service...quick to sell, slow to respond.”
Evaluation of ADP on Key Benefits
Cost
Effective
“ Everything is extra.”
* 1/2
Interpreters (cont’d)
Expert
* * 1/2
“ They do payroll and you certainly don’t want to mess around with people’s money but for HRMS they have to present themselves differently.”
“ They’re playing catch-up in HR ...They’re not at all innovative.”
Evaluation of ADP on Key Benefits
Responsive
“ They pay more attention to acquiring customers than serving them.”
“ You talk to 10 different people, get 10 different answers.”
* 1/2
Detailers
Accurate
Dependable
* * 1/2
* * *
“ They’re not accurate and they think they’re always right.”
“ This is one area where nothing ever goes wrong... I would not switch.”
“ If you are going to trust anyone, it’s probably ADP.”
Evaluation of ADP on Key Benefits
Fast
“They’re slow to respond.”
* 1/2
Detailers (cont’d)
Cost-Effective
* *
“ They’re too expensive.”
Strongest ADP Brand Descriptions
Payroll, Payroll, Payroll
“ They have a payroll monopoly...they’re not perfect but they’re the best game in town.”
“ The world’s biggest payroll service.”
“ They are the Microsoft of payroll”
Stable, Established, Safe
“ They’ve been around for 48 years and never a down year.”
“ Our records will be there tomorrow.”
Leader Organization
“ They’re #1 at what they do”
“ A leader organization...has its act together”
Additional Characteristics of Relationship with Brand
The nature of payroll makes ADP invisible when it is running smoothly so ADP often is most top-of-mind among dissatisfied clients.
There is very low awareness of individual product names. To most clients these are known by company name and function: ., ADP payroll, ADP HR, ADP timeclock, etc.
ADP is viewed as late in incorporating new technologies into product lines and not having the kinks worked out when it does.
If ADP were a person, they would be...
Visionaries
Delegators
Interpreters
Detailers
Male
Male
Male
Male
Conservative
Conservative
Establishment
– – – – –
Middle-Aged, Grey
– – – – –
– – – – –
Old, antiquated
Dependable
Dependable
Dependable
– – – – –
Talker, Promise Maker
Delegators
Interpreters
Sweet talking salesman
Confident
Quietly Arrogant
Arrogant
Arrogant
– – – – –
Intelligent/keen mind
– – – – –
Shrewd
Leader
Leader
Leader
– – – – –
– – – – –
Analytic
Multi-talented
– – – – –
– – – – –
Fixed, unchanging
Can’t change
Rigid, inflexible
Unexciting
Unexciting
Down-to-earth
– – – – –
ADP Metaphors (Clients)
People
Cars
Animals
Other
George Bush:
Conservative, respected, smart, couldn’t adapt
Lincoln Town Car:
Big, old school,
top-of-the-line
Lion:
King, respected, aggressive hunter
The Invisible Man:
Don’t need to see it to know it’s working
Queen Elizabeth II:
Respected, valued, outdated, wealthy
Ford Taurus:
Popular, affordable, nothing exciting
Elephant:
Big, lumbering, powerful, unchanging
Church of England:
Play by our rules
Volvo:
Quality, safe,
costs a little more
Bear:
Big, slumbering, don’t cross it
ADP Land:
Safe, symmetrical, dictatorship, no one gets excited
Workhorse:
Carries the load,
not glamorous
Company Perceptions:
Fortune Magazine Subscribers
Adds Value
High Quality
Products
Innovation
Company You Can Trust
Conduct
Business
in a
Caring Way
ADP
PeopleSoft
EDS
SAP
Paychex
Ceridan
Based on a 6-point scale where 6= describes completely and 1= does not describe at all
Key Brand Qualities
To Be Strengthened
Empathetic/
Client-oriented
Smart
Technology-Savvy
Important/Essential
Dynamic, Able to change
Strongly Associated with ADP
Dependable/
Responsible
Stable and Solid
Knowledgeable about taxes, legislation, compensation
Accurate
Pragmatic
ADP Internal Brand Audit
Understand company’s perspective on what brand symbolizes to clients
Identify potential gaps between what the company wants the brand to represent and how the client actually feels about it
Strongest Benefits of the ADP Brand
Market Leader/Reputation
ADP invented outsourced payroll
Dominant marketshare in all payroll services markets
Largest installed base of HRMS
More companies choose ADP: World’s largest provider of payroll services and human resource information systems
Strongest Benefits of the ADP Brand
Stability/Longevity/Established
48 years: long-term player
Longest consecutive record of double-digit earnings growth in history of NYSE.
Low-risk choice: You can never go wrong choosing ADP
Strongest Benefits of the ADP Brand
Quality/Breadth of Products
All size companies
Service and software
World class payroll products--tax deposit/reporting, time and attendance
Best-of-breed HR information systems and services: benefits, 401K, unemployment compensation, employee verification, employee leasing
Comprehensive outsourcing solutions
Strongest Benefits of the ADP Brand
Dependable/Reliable/Accurate
Clients trust ADP with critical financial and employee applications
Stand by clients under extreme circumstances:the payroll must go through.
Expertise
ADP has encountered every kind of small and large payroll and HR issue.
ADP has resources dedicated to understanding tax, compensation and benefits administration policies and laws – they are specialists
Brand Benefits to be Strengthened
Delivery of World Class Service
More consistent, knowledgeable handling
of clients
Faster Time to Market with Better Technology
Adapt to paradigm shifts faster
Build user-friendly solutions that require less training and support.
Customer Options
Feature sets, technology and attitude that says
“I understand your need: Here’s what we
can do.”
Description of the Brand (Internal)
Least Descriptive
Most Descriptive
Customer-Oriented
Leading Edge
Technically Advanced
Flexible
Fast
Slow
Bureaucratic
Efficient
Conservative
Hardworking
Rigid
Sincere
Expert
Large
Competent
Credible
Dependable
Established
Safe
Imagery Associated with ADP (Internal)
Companies
Spokespeople
Cars
Animals
UTILITIES:
Invisible, necessary, steady, taken for granted
DAN RATHERS:
Thoughtful, reliable,
hardworking, not exciting, aging
VOLVO:
Conservative, safe, more mileage, not sexy, slightly premium
LION:
King, aggressive, territorial, work in teams
AT&T:
Large marketshare, guerrilla competitor, aging, dull, no one gets excited
TOM BROKAW:
Integrity, straightforward, competent, aging
FORD TAURUS:
Big marketshare, sensible, easy to service, stodgy
ELEPHANT:
Big, slow, hard to move, old-looking
UPS:
Basic, dependable service, not known for innovative service, dull, brown
LINCOLN TOWN CAR:
Big, comfortable,
not fast, reliable
WORKHORSE/OX:
Carry weight, slow, get the job done,
not pretty
Aspirational Imagery (Internal)
Spokesperson: Colin Powell.
Intelligence, integrity, credible, low-key dynamism, new face on a rigid, unpopular institution.
Company: Fed Ex.
Innovative use of technology to improve service, customer-oriented, high profile for a dull business.
Core Brand Truths
The applications ADP addresses with its outsourcing and software solutions are at the core of a business: Essential
ADP is trusted with the most important assets of
a company – its people and money – and time after time, it delivers: Dependable/Trustworthy/Consistent
ADP is in the business of employing technology
to support people in a specific function, not in technology for its own sake: Pragmatic Technology
Core Brand Truths (cont’d.)
ADP has an insider’s knowledge of legislation
and economic factors that affect the workplace: Expertise
ADP adapts to changes in the economy, client needs and technology: Dynamic
ADP shoulders the responsibility of fundamental business administration so your company can concentrate on what will make you successful: Freedom
ADP BrandPrint
ADP is the Heart of your business,
a quiet vital presence that directs the flow of your company’s lifeblood –
its people and money –
without ever missing a beat.
Attuned to the rhythms of your business, ADP smartly combines knowledge and technology to create systems that anticipate future change yet deliver in real time.
ADP BrandPrint
ADP applies big picture thinking
to the smallest details.
Endlessly vigilant.
Imcomparably experienced.
Unfailingly supportive.
ADP provides
the freedom for business to excel.
Appendix: Internal ADP Interviewees
Art Weinbach: President and CEO
Gary Butler: President, Employer Services
George Stoeckert: President, Majors
Bud Angelus: President, EBS
Tim Lamb: President, Nationals
Ron Clarke: President, ESD
Paul Golden, VP, Marketing ESD
Jeff Katz: VP, Marketing, Majors
Brad Smith: VP, Marketing, EBS
Tim Clarke: VP, Marketing, Nationals
Internal Audit (cont’d)
Zena Brand: VP, Marketing, Employer Services
Jay Rising: VP, Sales, Nationals
Russ Deloach: VP, Sales, Majors
Debbie Barron: VP, Market Research
Russ Fradin: VP, Business Development
Ray Marlinga: VP, General Manager, Tax Services
