Job: To introduce and market a new product for Automatic Data Processing, Inc., a leading corporate payroll services company, targeted to small businesses.
Agency: The Push Group, based in Fairfax
Theme: “Fast, Easy, Secure, Affordable”
The Concept: This is a different focus for ADP, which typically manages payroll services for medium and large companies. But the company saw it as a “natural progression” to release an online product for smaller businesses, Push Group President Scott Stephens said.
The new online payroll product, called RUN, was released in July. It is a web-based program that small business owners can use to manage their own payroll accounts and fill out tax forms automatically.
“Small businesses don’t want to stay small,” Stephens said, and this product allows clients to grow with ADP, possibly adopting other ADP services in the future.
The Plan: ADP and The Push Group had a concepting session at the beginning of the year. The Web site was the first focus, and it was clear that a “corporate look and feel” wasn’t the way to go, Stephens said. The Web site has bright colors that “make things pop”, attractive visuals of a runner, a flash demo of the product, and a post-it note with “I have a hundred other things to think about — payroll isn’t one of them,” to convey the busy schedules of small business owners and the convenience of the product.
The Push Group designed the packaging for a CD-ROM with information about the product that was mailed to small businesses, and created several power point presentations for internal use and sales purposes. Since most people start on the Web searching for products or services, as Stephens pointed out, search engine optimization techniques were a critical part of the product launch.
What’s Next: The Push Group is continues to work with ADP on other marketing materials for RUN, and is planning a marketing campaign for another ADP product for accountants.
Creative Team: Eric Oberg, creative director; Alexis Gentle, designer; Min Kim, designer; and Scott Leonard, interactive developer.
Background: The Push Group was founded in 2001 by Danny Taglienti, chief executive officer, and Eric Oberg, creative director. Clients include men’s clothing designer Arnold Brant, Saks Fifth Avenue, the Ritz Carlton, Washington-based Tiny Jewel Box, the Postal Regulatory Commission, the national marathon for the Greater Washington Sports Alliance and the Fairfax County Economic Development Authority.
