Brand Image: Does it meet clients’ needs?Susan McNew

The Situation

In 1998, Ceridian had a moderate advertising budget and complete collateral system.

In 1999 & 2000, Ceridian went dark with all advertising and began a shift to a new internally developed collateral system.

In 2002, Ceridian hired a new Sr. VP of Marketing.

The Ceridian Brand Image

New logo. New collateral system. Small advertising budget.

New brand designed to increase curb appeal and generate greater awareness.

The Opportunity

Connect customers with Ceridian’s unique value.

Promise better future for our customers. Establish context for Ceridian business

activities. Create motivated, focused employee culture. Separate Ceridian from the competition.

The Research Question

Does Ceridian’s brand image appeal to human resource professionals’ needs?

Methodology

Began with focus group of clients. Helped test the current brand image and

define questions for survey instrument. Phone survey to 774 clients and prospects

Immediate need for results Ability to gather verbatim comments

Phone Survey

15 – 20 minutes to complete $1,000 cash drawing Dun & Bradstreet database Ceridian’s sponsorship was not disclosed 3 weeks to complete

Survey Says All questions focused on one of the following

areas: How they currently perceive the various human

resource vendors. What vendor attributes are critical to meet the

requirements and needs of their company’s benefits, payroll and human resources departments.

How/where they receive their information about new products and solutions.

Demographics about their company.

Key Findings – Provider Positions% Aware of Provider on Aided Basis

Reported awareness by percentage.

ADP achieved the highest level of awareness.

Ceridian follows ADP at the next level of awareness.

Two other providers achieved awareness nearly as high as Ceridian; PeopleSoft and PayChex.

Fewer than one-fifth of the respondent companies are aware of ProBusiness, life care or ComPsych.

4

7

13

34

44

43

49

75ADP

Ceridian

PeopleSoft

PayChex

Magellan

ProBusiness

Life Care

ComPsych

Provider – most likely considered

1

5

4.5

6

13ADP

Ceridian

PeopleSoft

PayChex

ProBusiness

Base: 774 Total Respondents

Other ProvidersLess than 1%

ADP achieved the highest level of consideration.

Ceridian follows ADP at the next level of consideration. Lower awareness is behind

Ceridian’s lower consideration level in this study.

PeopleSoft and PayChex achieved consideration just below Ceridian but ahead of the other providers.

No other provider gained consideration among more than 1% of the respondent firms.

Key Findings – Provider Positions Ceridian is more successful

among the larger segments on the key market penetration measures.

Ceridian’s awareness and consideration are particularly low among Small company prospects.

ADP’s penetration levels are strong across all of these company size segments, especially Large Midsize firms (351-1000 employees).

CERIDIAN SUCCESS RATES:

Small[195]

Small Midsize

[181]

Large Midsize

[170]

Large[143]

Total[689]

Awareness 19 45 53 60 43

Consideration 2 6 8 10 6

Considered & Aware

8 12 16 16 14

ADP SUCCESS RATES:

Awareness 61 77 81 78 74

Current Use 22 33 45 28 32

Consideration 14 13 12 12 13

Considered & Aware

23 17 15 15 18

Key Findings – Ceridian

Good

FairExcellent

Poor Very GoodExcellent

Good

PoorFair

Very Good

As expected, the overall rating for Ceridian among customers is much more positive than among Ceridian’s non-customers.

Just slightly more than one-third (36%) of the non-customers gave Ceridian a highly positive rating compared to nearly six-tenths (58%) of current customers.

“Good” (the middle rating point) is the most frequent overall rating of Ceridian among non-customers compared to “Very Good” among customers.

Ceridian Non-Customers (n=198) Ceridian Customers (n=84)

47%

30%6%

14% 4%

46%

12%4%

29%

10%

Key Findings – Perceptions

0 10 20 30 40 50 60 70 80

Overall

Data Secure

Better Comply

New Tech

Access Tech

User Training

Reporting & Analysis

Web Self-Service

Customer Support

Full Range

Noncustomers Customers

Top 2 Ratings of Ceridian – Customers vs. Non-Customers

As expected, Ceridian’s customers were more likely to give Ceridian positive ratings on every attribute.

Very large customer-to-noncustomer differences were found for …

Overall Rating Data Secure/Private

Notable differences were also detected for …

Web Self-service model Customer Support

Key Findings – Perceptions

0 10 20 30 40 50 60 70 80

Integrated

Quality & Reliable

Frees HR

Easy to Use

Flexible

Fulfill Quickly

ROI

Lower Costs

Inexpensive

Noncustomers Customers

Top 2 Ratings of Ceridian – Customers vs. Non-Customers Other attributes with very large

Ceridian customer-to-noncustomer differences:

Integrated Solutions Very Flexible

Customers were also more positive than non-customers for …

Quality and Reliable Frees HR Easy to Use ROI Relatively Inexpensive

Fulfill Quickly was the only attribute where customers are not more positive than non-customers.

Next steps

Ceridian now understands its position in the market.

Increasing Ceridian’s brand awareness has received management level attention.

The survey will be repeated in 2003.

Questions?