奥美ADP BrandPrint003.ppt

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1、ADP BrandPrint,October 28,2002,Objectives,Understand the elements of ADPs brand name that are most relevant and compelling to clientsCreate a unified statement of those elements a BrandPrint that will serve as a blueprint for ADP communications and brand development:advertising,public relations,coll

2、ateral/packaging,direct mail,client communications,A Brand Is:,The intangible sum of a companys attributes:its name,history,reputation,products,packaging,price,theway its advertised.A brand is also defined by consumers impressions of the people who use it,as well as their own experience.,An insightf

3、ul articulation of the brand/client relationship and the significance of the brand in the lives of its customers:,The benefits they expect from itThe emotional need it satisfiesThe affection customers feel toward itThe responses triggered,BrandPrint Is:,The Process,Probe clients attitudestoward ADP,

4、Brand Probe,Probe companys perception of client relationship with ADP,Brand Audit,BrandPrint,Core Truths,The Method,Brand ProbeFocus groups and mini-groups with ADP clients and prospects:New York,July 31-August 5,1997CFOs:Majors and NationalsSenior HR execs:Majors and Nationals HR/HRIT Managers:Majo

5、rs/Nationals(2 Groups)Payroll Managers:Majors and NationalsEBS Presidents&Owners(2 Groups)Referring AccountantsBrand AuditInterviews 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

6、?What emotions and imagery surround the clients relationship with ADP?,Expectations and Perceptions of ADP Are Colored by Organizational Roles,OrganizationalRole,FunctionalNeed,PersonalInvolvement,Perspective,Visionary,CFO,Information,Low,How does itaffect ourbusinessobjectives?,Delegator,Some EBSPr

7、es/OwnersAccts,Clerical,Low,Take it away,Interpreter,Senior HR Execs,Information,High,Information shapes decisions,Detailer,Payroll Mgrs.Some EBS Pres/OwnersHR Mgrs.,Clerical,High,Details are critical,SeamlessIntegration,“Integrated HR/Payroll is ideal and ADP can do it but theyre not there yet.“Its

8、 easy for them to come up with a vision,hard for them to implement.”,Evaluation of ADP on Key Benefits,*1/2,Visionaries,CostEffective,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

9、 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,Exper

10、t,*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

11、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 cloc

12、kwork.”,Evaluation of ADP on Key Benefits,*,Delegators(contd),CostEffective,*,“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 speci

13、al 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

14、.”,“Theyre#1 in sales but not service.quick to sell,slow to respond.”,CostEffective,“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 themselve

15、s 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 n

16、ot 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.”,St

17、rongest 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

18、 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.T

19、here 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 per

20、son,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,Arroga

21、nt,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-o

22、f-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

23、,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 QualityProducts,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,

24、3.8,3.9,3.1,3.1,3.3,2.7,Company You Can Trust,ConductBusinessin 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-orientedSmartT

25、echnology-SavvyImportant/EssentialDynamic,Able to change,Key Brand Qualities,Strongly Associated with ADP,Dependable/ResponsibleStable and SolidKnowledgeable about taxes,legislation,compensationAccuratePragmatic,ADP Internal Brand Audit,Understand companys perspective on what brand symbolizes to cli

26、entsIdentify 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/ReputationADP invented outsourced payrollDominant marketshare in all payroll services marketsLargest installed base of HRMSMo

27、re companies choose ADP:Worlds largest provider of payroll services and human resource information systems,Strongest Benefits of the ADP Brand,Stability/Longevity/Established48 years:long-term playerLongest consecutive record of double-digit earnings growth in history of NYSE.Low-risk choice:You can

28、 never go wrong choosing ADP,Strongest Benefits of the ADP Brand,Quality/Breadth of ProductsAll size companiesService and softwareWorld class payroll products-tax deposit/reporting,time and attendanceBest-of-breed HR information systems and services:benefits,401K,unemployment compensation,employee v

29、erification,employee leasingComprehensive outsourcing solutions,Strongest Benefits of the ADP Brand,Dependable/Reliable/AccurateClients trust ADP with critical financial and employee applicationsStand by clients under extreme circumstances:the payroll must go through.ExpertiseADP has encountered eve

30、ry 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 ServiceMore consistent,knowledgeable handling of clientsFaster Ti

31、me to Market with Better TechnologyAdapt to paradigm shifts fasterBuild user-friendly solutions that require less training and support.Customer OptionsFeature sets,technology and attitude that says“I understand your need:Heres what we can do.”,Description of the Brand(Internal),Least Descriptive,Mos

32、t Descriptive,Customer-OrientedLeading EdgeTechnically AdvancedFlexibleFast,SlowBureaucraticEfficient,ConservativeHardworkingRigidSincere,ExpertLargeCompetentCredible,DependableEstablishedSafe,Imagery Associated with ADP(Internal),Companies,Spokespeople,Cars,Animals,UTILITIES:Invisible,necessary,ste

33、ady,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,straightf

34、orward,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,no

35、t 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 applic

36、ations ADP addresses with its outsourcing and software solutions are at the core of a business:EssentialADP is trusted with the most important assets of a company its people and money and time after time,it delivers:Dependable/Trustworthy/ConsistentADP is in the business of employing technology to s

37、upport 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:ExpertiseADP adapts to changes in the economy,client needs and technology:DynamicADP shou

38、lders 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 companys lifeblood its people and money without ever missing

39、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 suppo

40、rtive.ADP providesthe freedom for business to excel.,Appendix:Internal ADP Interviewees,Art Weinbach:President and CEOGary Butler:President,Employer ServicesGeorge Stoeckert:President,MajorsBud Angelus:President,EBSTim Lamb:President,NationalsRon Clarke:President,ESDPaul Golden,VP,Marketing ESDJeff

41、Katz:VP,Marketing,MajorsBrad Smith:VP,Marketing,EBSTim Clarke:VP,Marketing,Nationals,Internal Audit(contd),Zena Brand:VP,Marketing,Employer ServicesJay Rising:VP,Sales,NationalsRuss Deloach:VP,Sales,MajorsDebbie Barron:VP,Market ResearchRuss Fradin:VP,Business DevelopmentRay Marlinga:VP,General Manager,Tax Services,青苹果出品 必属精品http:/,囊括2007-2010几十G地产策划资料/企业管理人力资源全套/品牌策划资料/行业分析报告/PPT模板等。,