As the world leader in payroll and human resources services, many potential small business customers incorrectly considered ADP too large to meet their needs. Adding to the confusion – this audience segment was inundated with inconsistent messaging by the Small Business Services (SBS) sales force. Our “Paid by ADP” campaign changed that, creating an authentic, consistent value proposition that resonated with small business owners and salespeople alike. The campaign featured real ADP customers and their employees, many of which were nominated by ADP SBS sales representatives, enjoying the freedom to pursue their passion – thanks to an accurately and reliably processed paycheck.
