DRIVING DEMAND AND NURTURING LEADS WITH CONTENT
A More Human Workplace | ADP Canada
– THE CHALLENGE –
How does a legacy payroll company shift market perception so they can offer more strategic products and services in human capital? Competitors and non traditional consultants started to encroach into the payroll business and ADP responded by innovating with value-added solutions. Our challenge was to work with ADP to create content that could be used throughout the customer journey to shift perceptions, build awareness, and generate interest for their new “Human Capital Management” solutions.
– OUR APPROACH –
Led strategic content planning and the creation of multi-media content for HR leaders to support the national launch of a new ADP service. Content tactics included videos, ebooks, online quizzes, white papers, articles and social media posts.
– RESULTS –
Created market leading content resources that were used to generate and nurture leads and support sales conversations. Content was so highly valued that ADP USA leveraged Canadian built materials for their own audiences.