ADP BrandPrint October 28, 2002 Objectives Understand the elements of ADP’s brand name that are most relevant and compelling to clients Create a unified statement of those elements – a BrandPrint – that will serve as a blueprint for ADP communications and brand development: advertising, public relations, collateral/packaging, direct mail, client communications A Brand Is: The intangible sum of a company’s attributes:its name, history, reputation, products,packaging, price, theway it’s advertised. A brand is also defined by consumers’ impressions of the people who use it, as well as their own experience. An insightful articulation of the brand/client relationship and the significance of the brand in the lives of its customers: The benefits they expect from it The emotional need it satisfies The affection customers feel toward it The responses triggered BrandPrint Is: The Process Probe clients’ attitudestoward ADP Brand Probe Probe company’s perception of client relationship with ADP Brand Audit BrandPrint Core Truths The Method Brand Probe Focus groups and mini-groups with ADP clients and prospects: New York, July 31- August 5, 1997 CFO’s: Majors and Nationals Senior HR execs: Majors and Nationals HR/HRIT Managers: Majors/Nationals (2 Groups) Payroll Managers: Majors and Nationals EBS Presidents & Owners (2 Groups) Referring Accountants Brand Audit Interviews with 16 senior ADP executives in corporate management, marketing and sales. ADP Brand Probe What benefits does the client expect from ADP and how are they currently met? What emotions and imagery surround the client’s relationship with ADP? Expectations and Perceptions of ADP Are Colored by Organizational Roles OrganizationalRole FunctionalNeed PersonalInvolvement Perspective Visionary CFO Information Low How does itaffect ourbusinessobjectives? Delegator Some EBSPres/OwnersAcc’ts Clerical Low Take it away Interpreter Senior HR Execs Information High Information shapes decisions Detailer Payroll Mgrs.Some EBS Pres/OwnersHR Mgrs. Clerical High Details are critical SeamlessIntegration “ Integrated HR/Payroll is ideal and ADP can do it but they’re not there yet. “ It’s easy for them to come up with a vision, hard for them to implement.” Evaluation of ADP on Key Benefits * * 1/2 Visionaries CostEffective Dependable/Trustworthy * * 1/2 * * * “Shrewd pricing...a little more than the others but not enough differential to warrant switching.” “ I have all the confidence in the world in them.” “ If my employees don’t get paid, that’s devastating...don’t know that someone else would come through the way ADP does.”