For many marketers, particularly in B2B, PR is what you do when something bad happens. But as ADP Canada found, PR is also a great way to build brand awareness.
The company is best known as a payroll solution provider, but it also offers many human resources services. “We wanted to reposition our brand,” says Elizabeth Williams, former director of brand and communications, ADP Canada. “We had done a lot of traditional marketing and it was sort of working, but in awareness surveys people said they were having trouble getting off the payroll script.”
Williams will share how ADP repositioned itself as an authority on the Canadian workforce at B2B LeadsCon’s Connect to Convert, Aug. 21-23 in New York.
