ADP electronic payment effort targets employees

Each year, ADP Employer Services, one of the largest outsourced payroll and human resources service providers, teams up with the American Payroll Association to educate employees and employers about how to better manage income.

Each year, ADP Employer Services, one of the largest outsourced payroll and human resources service providers, teams up with the American Payroll Association to educate employees and employers about how to better manage income.

This year, the company sought to further extend its b-to-b brand to consumers by helping explain the options employees have for getting paid.

"Some people fear electronic payment options," adds Terry Corallo, ADP director of PR and advertising. "We saw this as a great opportunity to educate them."

STRATEGY
Cohn & Wolfe recommended creating a VNR and an ANR to inform employees of their payment options. "Employees waste three days depositing paychecks," says Julie Conrad, senior account supervisor with C&W. "We wanted people to know that their employers might be offering direct deposit and payroll cards."

TACTICS
C&W worked with MultiVu to create a 90-second VNR with information about the merits of direct deposit and payroll debit cards. The VNR included industry experts and "people on the street" discussing why they use electronic payment options, and directed viewers to a special Web site for more information. C&W and MultiVu created a similar ANR.

Both were released the Friday before Labor Day, a typically slow news period, one in which news stations are more likely to use prepackaged segments.

RESULTS
The VNR garnered a viewership of 4.1 million, up from 3.1 million in 2004. The ANR was heard on 966 stations, up from 653 in 2004. The larger audience led to a spike in traffic to the MyPaycheck Web site - traffic in September was up 120% compared with the monthly average.

FUTURE
ADP and C&W are planning to emulate many of the factors of this year's success, including talking about electronic payment options from more of a consumer angle and less as a b-to-b service for
employers.


PR TEAM: ADP Employer Services (Roseland, NJ) and Cohn & Wolfe (New York)

CAMPAIGN: Show Me the Money

DURATION: July to September 2005

BUDGET: $56,500

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