Challenge: Transform perceptions by building a thought-leadership program.

According to ADP’s research, most small to mid-sized businesses have come to view ADP as the 800-lb gorilla in the room. To combat these negative perceptions, we developed a thought-leadership program geared towards small businesses called “Beyond the Startup”. The idea is to give these organizations useful information for running a business – from HR, to ACA regulations, to talent management. We developed a website to house a variety of content for users to engage with, including video, ebooks, infographics, and white papers. To drive traffic to our microsite, we partnered with Entrepreneur Magazine, Crain's Business, and iHeart Radio. The result was a portal for small business leaders to utilize and drive their business forward.