Case Studies

Traditionally a payroll and benefits provider, ADP has evolved into a full-service consultative partner to clients in financial services. But the market's understanding has not kept pace with the company's more expansive capabilities.

To change perception and grow, ADP wanted to be recognized as a thoughtleader in the accounting, employee benefits, and wealth management industries. We delivered the rich data and insights, as well as the content and platforms to connect directly with the leaders and innovators they most needed to reach.

For the Accounting audience, we minded a decade of proprietary data, generated key insights into critical topics for the industry. Armed with these inputs, ADP engaged the community through Build a Better Firm, a co-branded hub we created to offer leaders live-stream content, relevant tools, and insights to advance their business.

For the Employee Benefits community, we undertook original research into Open Enrollment Readiness, giving ADP the ability to leverage this data into multiple touchpoints, including a six-part podcast series, an online webinar, and fact sheets. And finally, in weath management, leaders in this community could benefits from ADP's thoughtleadership through whitepapers and other IP, as well as their sponsorship of our Retirement Confidence Index—a must-read industry benchmark.

The net result? Valuable content ensured the identification of prospects primed with ADP's thoughtleadership and, with our best-in-class tracking, ADP could see the impact on key brand metrics that showed a shift in perception to match their evolving business.

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