ADP’s primary audience for this campaign includes owners and HR decision-makers at midsized businesses (those with 50-1,000 employees). Additionally, campaign assets targeted ADP’s sales force.
In September 2014, ADP®, a leading global provider of Human Capital Management (HCM) solutions, partnered with Edelman on an integrated content program to help ADP show up differently in new places—from C-suite emails to visual content on social platforms. Starting with two studies from ADP Research Institute (ADPRI), ADP opened a new chapter in its thought leadership program.
ADPRI’s research anchored two white papers. ADP and Edelman approached the papers journalistically, using writers and designers with experience in print, digital and social editorial. The research could be presented as long-form pieces and as animated gifs, SlideShare decks, blog posts and graphics of all shapes and sizes. This created opportunities for ADP to join conversations on every platform about human capital management. To help amplify this content and promote downloads of assets, ADP and Edelman brokered an editorial partnership with Quartz, a publication whose audience aligns with ADP's clientele.
