ADP BrandPrint PPT模板.ppt

ADP BrandPrint,October 28, 2002,Objectives,Understand the elements of ADPs 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 companys attributes: its name, history, reputation, products, packaging, price, the way its 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 companys 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 CFOs: 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 clients 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 Accts,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,Seamless Integration,“ Integrated HR/Payroll is ideal and ADP can do it but theyre not there yet. “ Its easy for them to come up with a vision, hard for them to implement.”,Evaluation of ADP on Key Benefits,* * 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 dont get paid, thats devastating.dont know that someone else would come through the way ADP does.”,Responsive,“ They get a C for response.” “ ADP salespeople dont seem to know anything about my business.”,Evaluation of ADP on Key Benefits,* 1/2,Visionaries (contd),Flexible,Expert,* 1/2,* * *,“ They cant customize.”,“ Any change in the tax laws, they know and implement.” “ They can do anything you want on a pay stub.”,Dependable,“ ADP has an aura.theyre known for their accuracy and professionalism.”,Evaluation of ADP on Key Benefits,* * * *,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” “ Theyre responsible for your employees.its like trusting them with your children.”,Accurate,“ Theyre like clockwork.”,Evaluation of ADP on Key Benefits,* * * *,Delegators (contd),Cost Effective,* * *,“ Ive never had a problem with them-theyre polite, accurate and reasonably priced.” “ Whatever we pay ADP, theyre worth it. They respond within a day.”,Flexible,“ They dont realize that HR is different from Payroll.” “ We had special security issues.they were inflexible.”,Evaluation of ADP on Key Benefits,* 1/2,Interpreters,User-Friendly,Responsive,* 1/2,* *,“ You want to see the whole employee history on three screens.with ADP, theres like 12.its too much trouble.” “ ADP wants me to spend 5 days training on their system.its too much.”,“ Theyre #1 in sales but not service.quick to sell, slow to respond.”,Cost Effective,“ Everything is extra.”,Evaluation of ADP on Key Benefits,* 1/2,Interpreters (contd),Expert,* * 1/2,“ They do payroll and you certainly dont want to mess around with peoples money but for HRMS they have to present themselves differently.” “ Theyre playing catch-up in HR .Theyre not at all innovative.”,Responsive,“ They pay more attention to acquiring customers than serving them.” “ You talk to 10 different people, get 10 different answers.”,Evaluation of ADP on Key Benefits,* 1/2,Detailers,Accurate,Dependable,* * 1/2,* * *,“ Theyre not accurate and they think theyre always right.” “ This is one area where nothing ever goes wrong. I would not switch.”,“ If you are going to trust anyone, its probably ADP.”,Fast,“Theyre slow to respond.”,Evaluation of ADP on Key Benefits,* 1/2,Detailers (contd),Cost-Effective,* *,“ Theyre too expensive.”,Strongest ADP Brand Descriptions,Payroll, Payroll, Payroll “ They have a payroll monopoly.theyre not perfect but theyre the best game in town.” “ The worlds biggest payroll service.” “ They are the Microsoft of payroll” Stable, Established, Safe “ Theyve been around for 48 years and never a down year.” “ Our records will be there tomorrow.” Leader Organization “ Theyre #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: e.g., 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,Cant change,Rigid, inflexible,Unexciting,Unexciting,Down-to-earth, ,ADP Metaphors (Clients),People,Cars,Animals,Other,George Bush: Conservative, respected, smart, couldnt adapt,Lincoln Town Car: Big, old school, top-of-the-line,Lion: King, respected, aggressive hunter,The Invisible Man: Dont need to see it to know its 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, dont 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,4.1,4.3,3.4,4.2,4.5,4.0,4.0,4.4,3.6,4.1,4.5,4.0,3.8,3.9,3.1,3.1,3.3,2.7,Company You Can Trust,Conduct Business in a Caring Way,ADP,4.3,3.6,PeopleSoft,4.1,3.7,EDS,4.1,3.4,SAP,4.0,3.3,Paychex,3.9,3.4,Ceridan,3.1,3.0,Based on a 6-point scale where 6= describes completely and 1= does not describe at all,To Be Strengthened,Empathetic/ Client-oriented Smart Technology-Savvy Important/Essential Dynamic, Able to change,Key Brand Qualities,Strongly Associated with ADP,Dependable/ Responsible Stable and Solid Knowledgeable about taxes, legislation, compensation Accurate Pragmatic,ADP Internal Brand Audit,Understand companys 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: Worlds 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: Heres 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 (contd.),ADP has an insiders knowledge of legislation and economic factors that affect the workplace: Expertise ADP adapts to changes in the economy, client needs and technology: Dynamic ADP shoul