ADP BrandPrint PPT模板

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1、ADPBrandPrintOctober28,2002ObjectivesUnderstandtheelementsofADP’sbrandnamethataremostrelevantandcompellingtoclientsCreateaunifiedstatementofthoseelements–aBrandPrint–thatwillserveasablueprintforADPcommunicationsandbranddevelopment:advertising,publicrelations,collateral/packaging,directmail,c

2、lientcommunicationsABrandIs:Theintangiblesumofacompany’sattributes:itsname,history,reputation,products,packaging,price,thewayit’sadvertised.Abrandisalsodefinedbyconsumers’impressionsofthepeoplewhouseit,aswellastheirownexperience.Aninsightfularticulationofthebrand/clientrelationshipand

3、thesignificanceofthebrandinthelivesofitscustomers:ThebenefitstheyexpectfromitTheemotionalneeditsatisfiesTheaffectioncustomersfeeltowarditTheresponsestriggeredBrandPrintIs:TheProcessProbeclients’attitudestowardADPBrandProbeProbecompany’sperceptionofclientrelationshipwithADPBrandAuditBrand

4、PrintCoreTruthsTheMethodBrandProbeFocusgroupsandmini-groupswithADPclientsandprospects:NewYork,July31-August5,1997CFO’s:MajorsandNationalsSeniorHRexecs:MajorsandNationalsHR/HRITManagers:Majors/Nationals(2Groups)PayrollManagers:MajorsandNationalsEBSPresidents&Owners(2Groups)ReferringAccountantsB

5、randAuditInterviewswith16seniorADPexecutivesincorporatemanagement,marketingandsales.ADPBrandProbeWhatbenefitsdoestheclientexpectfromADPandhowaretheycurrentlymet?Whatemotionsandimagerysurroundtheclient’srelationshipwithADP?ExpectationsandPerceptionsofADPAreColoredbyOrganizationalRolesOrganizati

6、onalRoleFunctionalNeedPersonalInvolvementPerspectiveVisionaryCFOInformationLowHowdoesitaffectourbusinessobjectives?DelegatorSomeEBSPres/OwnersAcc’tsClericalLowTakeitawayInterpreterSeniorHRExecsInformationHighInformationshapesdecisionsDetailerPayrollMgrs.SomeEBSPres/OwnersHRMgrs.Cleri

7、calHighDetailsarecriticalSeamlessIntegration“IntegratedHR/PayrollisidealandADPcandoitbutthey’renotthereyet.“It’seasyforthemtocomeupwithavision,hardforthemtoimplement.”EvaluationofADPonKeyBenefits**1/2VisionariesCostEffectiveDependable