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Case Studies
adp-freedom-logo

a family of brands

ADP freedom is an innovative web-based payroll and HR solution delivered by ADP UK.

From conception, The Marketing Box worked closely with the product management team to establish the brand values and unique selling points (USPs) that would differentiate the solution in a crowded market. Accordingly, the freedom brand was created, pushing the benefits of hosted solutions over client-server technologies.  Throughout the lifecycle of the product, constant monitoring of the market and customer feedback analysis has shaped the development strategy. This has made it a truly market driven brand – so often not the case in software.

The launch involved a fully integrated range of marcomms including advertising, PR, web microsites, interactive demo’s, brochures, sales tools, exhibitions and more.  New version releases are supported with micro launches and other marketing activities to generate added noise and garner new sales opportunities.

The brand was fresh, quirky and modern and made a real impact on a stale market whilst coalescing in style and tone with the corporate rebranding also managed by the M box some months earlier.

ADP freedom is now a well established market leading solution fast propelling ADP toward no.1 in the UK market in line with its worldwide status.

 

 

 

 

 

 

localising a brand

The ADP UK product management team came to the M box requesting help to launch a new Time & Attendance management solution that had been developed for the global english speaking market by ADP in North America, complete with some specified guidelines on the worldwide brand approach.

The M box worked closely with the both the US and London product management teams to create a UK brand that would project the global deployment nature of the product, but which wouldn’t alienate the culturally sensitive UK market, and would also blend with the established branded solutions it would share data with.

The use of  Amercian English as the worldwide standard provided challenges not only for the marketing communications and sales tools, but also for training materials and even terminology embedded within the product, which all had to be considered and managed.

 

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