最新版adp brandprint绝对实用.pptVIP

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, theway 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 Process 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 Evaluation of ADP on Key Benefits Evaluation of ADP on Key Benefits Evaluation of ADP on Key Benefits Evaluation of ADP on Key Benefits Evaluation of ADP on Key Benefits Evaluation of ADP on Key Benefits Evaluation of ADP on Key Benefits Evaluation of ADP on Key Benefits 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 a