ADP content campaign pays off

摘要

Until IT launched an integrated lead-gen campaign in October, payroll and human resources services company Automatic Data Processing had never run a digital campaign with trackable metrics.That all changed when it hired agency Stein IAS, New York, to develop an integrated campaign for its Workforce Now software product that was aimed at midsize businesses. "Prior to this campaign, ADP did not have systems in place to run a digital campaign we could trace," said Jim Fer-rauilo, head of brand management and advertising at ADP "Our previous advertising had weak calls to action, lack of visual and message match from the advertising to the website, and we were not even using landing pages."Last fall, ADP began a rollout of the fourth version of its Workforce Now human capital management software to the midmarket, which it defined as businesses with between 50 and 999 employees.