Art Direction, Concepts & Graphic Design: Anne-Marie Byrd
Concepts, Copy & Creative: Paul Altavena, Erin Crowley, Eric Tretton
Numbers:
January - 355 Postcards sent
April - 407 Magazines sent
July - 195 puzzles sent to top tier leads
Creative Idea: Wanting to lighten things up my team chose Games as a theme for this year. From Nostalgic to modern, we are 'playing' with ideas that will be memorable for the recipient and keep ConnectPay in their mind as an option for the future.
Creative Idea: Wanting to lighten things up my team chose Games as a theme for this year. From Nostalgic to modern, we are 'playing' with ideas that will be memorable for the recipient and keep ConnectPay in their mind as an option for the future.
Background: ConnectPay Payroll Services acquires smaller payroll businesses as part of their growth strategy. Unlike larger brand name payroll companies that purchase clients as units and close offices, ConnectPay typically retains the company's staff and is invested in client retention, which benefits the seller as well.
Communication task: We wanted to send a series of mailings to drip consistently on ConnectPay's top acquisition targets to promote awareness that ConnectPay purchases businesses like theirs. These were sent to a select group of about 400 payroll bureau business owners, typically ranging in age from 40 - 65. The idea of this year long campaign is to continue awareness of ConnectPay as a serial acquirer of small payroll bureaus, with a focus on customer service and retaining employees.
The Payroll Game Postcard (above)
January 2023
January 2023
A play off of the show "The Dating Game," the choice here is made simple. ConnectPay's signature "Green" is clearly the best choice here, stepping forward in front of Red and Blue - which also happen to be the main brand colors for our largest competitors. With ConnectPay offering more options for sellers - to stay involved or retire and to keep employees serving the same clients - than the competitors do.
Payroll Trends Faux Magazine With Flow Chart Quiz
April 2023
April 2023
A folded 9" x 6" postcard was sent to the same list of business owners. This faux magazine cover was personalized to the recipient on the front cover. The cover also features a photo and testimonial of an actual seller who continued to work for the company.
Inside featured a flow chart quiz designed to lead a conscientious business owner to the conclusion that ConnectPay could be the right buyer for their business when the time comes.
The red square "RUN" is the only negative end point that leads away from ConnectPay. The trail to it includes traits that ConnectPay does not look for in a seller.
The red color also references a main competitor, ADP, and their small business payroll platform called ADP RUN.
Inside featured a flow chart quiz designed to lead a conscientious business owner to the conclusion that ConnectPay could be the right buyer for their business when the time comes.
The red square "RUN" is the only negative end point that leads away from ConnectPay. The trail to it includes traits that ConnectPay does not look for in a seller.
The red color also references a main competitor, ADP, and their small business payroll platform called ADP RUN.
Custom Jigsaw Puzzle Mailer
July 2023
July 2023
Continuing the game theme, a puzzle was next, to be used both as a direct mailer and also as a attendee gift at the Independent Payroll Providers Association (IPPA) Owners meeting in September of 2023.
On the backdrop of a beautiful ocean view (it's hard to take vacation when you run a small payroll business and the checks have to go out every week!) colorful signs point to different destinations - some of which are photoshopped to list locations of ConnectPay's major offices.
This puzzle was accompanied by a small postcard with contact information and the message:
"What’s the missing piece in your business succession plan? Complete our puzzle to find out!
Then, schedule a call with me.
I’d love to learn about where you are and your thoughts about the future."
Then, schedule a call with me.
I’d love to learn about where you are and your thoughts about the future."
