Raising top-level brand awareness among labor, payroll and people topics
tl;dr
- ADP felt its thought leadership was not demonstrated well enough by its previous agency.
- Influence Matters developed topical and editorial content and built high-quality media relations with central and top-tier business media, the media program to regularly put ADP on the top-level features and editorial coverages.
- Result: 130 high-quality coverages in the first year, including 6 high-profile features on top business media, and a very satisfied executive team.
Professional services such as payroll outsourcing and HCM are essential fundamentals for all companies. When it comes to brand awareness building for ADP in China, the world leader in HCM solutions, telling appealing stories to the market when facing arising competition on both the business level and share of voice level from the domestic payroll service providers, was a challenge.
Additionally, the communication environment for foreign companies in China was shifting into a complicated environment with the growing support to homegrown Chinese solutions. ADP was in need of a fresh view on its positioning and angles it should cover to attract attention.
Influence Matters rebuilt a long-term high-level and high-quality driven media relations program for ADP, aiming to bring the company’s cross-market insights and experiences on not only payroll, but broader topics including the labor market, employment, working culture, and people considerations in cross-market business operations.
Through high quality media engagements reaching all types of businesses senior leadership and central government.
The team leveraged contents from ADP’s global and China focused research reports and think tank resources on various topics, strategized the angles to fit into the on-going media focus and trends on macro-economic editorials, trends in labor market and China companies’ global expansions. The team leveraged full media approaches, including newsjacking, executive interviews, story pitching, regular releases to maximize the resource and coverage results.
Over the first 12 months of rebuilding the high-level media relations through effective editorial engagements, the team delivered over 130 coverages, including 3 feature and senior executive interviews with China Daily and Caixin, 4 editorial interviews with International Business Daily, China Business Journal, and YiMagazine, and data and insights commentaries on Economic Daily, and China Business Observer. Along the media program, the team expanded media relations from central media and top-tier business media in China to reach decision makers more directly.
ADP gained a high-quality share of voice on high-level economic and labor topics during the World Economic Forum, Davos, and focus around its insights on Chinese companies’ overseas expansion, making ADP a true and trusted thought leader in China.
In the Press.
On social media.
What results look like
