National Payroll Week 2016

Transcription

1 National Payroll Week 2016 Campaign Results Report National Payroll Week 2016 was a great success. Support from APA members and NPW sponsors, a highly visible advertising campaign, social media integration, and far-reaching media coverage resulted in excellent visibility for the entire payroll industry.

2 Build Your Brand and Reputation in the Payroll Industry Your NPW sponsorship benefits pay off all year long. NPW sponsor brands repeatedly reach APA s 21,000 payroll professional members and millions of employees through unique educational and promotional opportunities. 1. Sponsors and Partners Create Top-of-Mind Brand Awareness. NPW builds your company s brand among the business community, general public and APA members with positive, long-lasting brand exposure through dynamic national advertising on television, radio, websites, magazines, and newspapers. Examples of 2016 advertising placements include: NBC s Today Show, CNN, Fox News, NPR s Marketplace, The New York Times Magazine, and USA TODAY. Influence Key Business Decision Makers. NPW sponsorship reinforces your company s position as a leader in the payroll and finance industries, raising awareness of your services and products with business decision makers nationwide. Distinguish Yourself as an Industry Leader. NPW elevates your company s reputation within the payroll industry and related industries by demonstrating your company s commitment to the payroll community. Reach Your Audience. Sponsors connect with trade and consumer media, APA s 21,000 national members, more than 130 local chapters, and affiliated associations. See a Return on Your investment All Year Long. The campaign is the ideal way to sustain long-term visibility with your target audience. APA begins pushing the NPW campaign in January and drives media and its members to the website year-round. 2. Payroll Professionals America Works Because We re Working for America. NPW underscores the partnerships between payroll and the government, employers, and employees across America. Emphasize the Importance of Payroll Professionals. NPW highlights the significant roles that payroll professionals play in ensuring our nation s strength and prosperity. 3. America s Workforce Celebrate America s Workers. NPW celebrates the hard work by America's wage earners and the payroll professionals who pay them. It builds awareness of payrollrelated issues such as paycards, payroll-driven employee benefits, paperless payroll, and others facing businesses and employees across America. Educate America s Workforce. NPW provides tips to consumers to help them stretch their paychecks and save for retirement. The campaign also educates teens and workers about our payroll withholding system. NPW 2016 Campaign Results Report 2

3 Public Relations Success Millions of people were exposed to the NPW message through new initiatives, media coverage, and advertising on television, radio, the Internet, social media, and in print. Highlights of the 2016 campaign include: NPW on Social Media NPW social messaging garnered a total of 1,430 likes and 1,474 shared pieces of content with a total of 1,060,995 online impressions created during the week of NPW. The APA shared numerous social media posts to Facebook and Twitter promoting various aspects of the campaign, including the Getting Paid In America survey and Money Matters National Education Day. Be Like Kelly Video Campaign The three-part video series was a hit amongst the payroll audience and received over 71,000 online views and was shared on social media 857 times. The fun infographic-style video campaign was optimized for social media and followed the adventures of Kelly as she discovered various methods for getting the most out of her paycheck. The first video in the series also served as the national television commercial for the campaign. All three videos prominently featured the 2016 NPW sponsor logos. Click to watch video on split direct deposit: Click to watch video on adjusting Form W-4: Bloomberg BNA published a blog celebrating National Payroll Week on its website in early September. The article entitled, Recognizing the Bad News Bear(ER)s reached a potential audience of over 172,000. Sponsor releases Results from the NPW survey were used to create four press releases highlighting various results from the survey. Each release included at least one quote from an NPW sponsor. The four releases reached a potential audience of over 688 million readers. The Work Wanted Personal Finance Column highlighted the role workers must play in managing their paychecks effectively. The resulting article Work Wanted: Managing Paycheck is part of Worker s Job appeared in print in The Florida Times-Union and The Georgia Times-Union. The article reached more than 630,000 readers. APA reached out to the next generation of workers on Money Matters National Education Day. The September 8 event brought payroll professionals into hundreds of schools and after-school programs. Over 280 payroll professionals volunteered for this program to help spread financial literacy. NPW 2016 Campaign Results Report 3

4 NPW in Times Square NPW was promoted in Times Square on the giant Reuters video billboard on the Monday of NPW to kick-off the week s festivities. The highly visible billboard proudly displayed the 2016 NPW artwork and encouraged consumers to recognize their payroll professionals. NPW on TV San Antonio morning shows SA Living, Nine, and Great Day SA interviewed the APA s Public Relations and Social Media Specialist, Brandy Gaskins and Director of Public Relations, Video and Chapter Relations, Mark Coindreau, respectively. All three interviews were aired live and posted on their websites. These interviews reached more than 638,000 viewers when shared online. Click to view SA Living interview Click to view Great Day SA interview Click to view Nine interview Advertising Campaign Success Sponsors received brand exposure across multiple media platforms in the 2016 NPW advertising campaign, reaching more than 57.1 million through print, television, and online advertising. TV advertising Sponsors gained significant exposure from a professionally produced national NPW television commercial, which aired during NBC s The Today Show, CNN, the Fox Business Network, and Fox News Network. The commercial was also shared across the APA s various social media channels. The 30-second commercial, which prominently featured the NPW sponsor logos, reached an estimated 17.1 million viewers TV commercial Click here to watch the 2016 NPW commercial NPW 2016 Campaign Results Report 4

5 Radio advertising NPW reached out to radio listeners as a sponsor of the popular Marketplace broadcast on National Public Radio. The leading radio business program directed listeners to visit the National Payroll Week website, reaching an audience of nearly 3 million listeners. Online advertising Ads driving web users to take the Getting Paid In America survey were on leading industry and consumer websites. The ads received more than 29 million impressions over the duration of the ad campaign. All survey participants were automatically exposed to sponsor logos after taking the online survey. Website Dates Run Impressions Google Network Aug./Sept ,447,078 Facebook Aug./Sept ,243,485 PaycheckCity.com May-Sept ,829,093 JOA.com Aug./Sept ,185 YouTube Sept ,970 Total online advertising: 29,836,811 Print advertising The 2016 print advertising campaign reached 7.3 million readers through leading industry, business, and consumer publications including: The New York Times Magazine, USA TODAY, and Journal of Accountancy. NPW Sponsor Logo Impressions by Publication Publication Dates Run Circulation The New York Times Magazine Sept. 4, ,579,166 USA TODAY Sept. 6 & 8, ,407,220 Journal of Accountancy Sept ,411 Total print advertising: 7,312,797 NPW 2016 Campaign Results Report 5

6 2016 NPW Industry Print Ad NPW 2016 Campaign Results Report 6

7 2016 Consumer Print Ad NPW 2016 Campaign Results Report 7

8 NPW Gets Major Corporate Support The NPW Supporter program successfully delivered the NPW message to companies nationwide in Nationally known non-payroll companies like General Motors, 2015 World Series Champions, the Kansas City Royals, Shell Oil, Roku, and T-Mobile, among others, were actively involved in spreading the National Payroll Week message to their employees. All together, 73 top companies volunteered to become NPW Supporters by posting links to the NPW survey and recognizing their payroll professionals. NPW Website Success High website traffic provided strong reach for sponsor logos, with each sponsor receiving 758,731 logo impressions during May- September, and 202,043 sponsor logo impressions during the week of NPW alone. Company logos are prominently displayed on the NPW website and the NPW web store page. They are visible on every page visited throughout the website. APA actively promotes the NPW website year-round as a consumer and business resource for payrollrelated information. The NPW survey is housed on SurveyMonkey.com and available in several locations on the NPW website. NPW Sponsor logos were highly visible as participants took the survey. Each of the 27,087 survey participants were exposed to NPW Sponsor logos upon completing the survey. Once again the site proved to be very popular with 202,043 page views during NPW week, September 5-9, alone and 758,731 page views from May-September. Total Page Views for September 5-9, 2016 Monday, September 5 3,909 Tuesday, September 6 63,361 Wednesday, September 7 57,955 Thursday, September 8 44,009 Friday, September 9 32,809 Total Page Views, Sept ,043 NPW 2016 Campaign Results Report 8

9 Payroll Industry ROI In addition to significant exposure to the general public, National Payroll Week Sponsorship generates an enormous return on investment and awareness for sponsors in the highly specialized payroll market. The 21,000 members of the American Payroll Association and other payroll industry insiders are exposed to NPW Sponsors by: An acknowledgement for each sponsor in the January issue of PAYTECH magazine. Linked corporate logo from the NPW website, which hosted 758,731 page views from May through September Participation in media releases following the Getting Paid In America survey. Sponsor acknowledgement during a general session of the annual Congress. Sponsor logos on the NPW commemorative poster, which was distributed to every APA member and all sponsors. Corporate logo on select NPW merchandise, advertised on the NPW website, on-site at Congress and in PAYTECH magazine and sold to thousands of payroll and finance professionals throughout the year. For Platinum Sponsors, a one-time mailing opportunity to the entire APA membership. Inclusion in the commemorative NPW video, shown at APA s annual Congress, business meetings, APA local chapter meetings, and conferences across the country. Inclusion in PAYTECH s Celebrate NPW guide, mailed to 21,000 payroll professionals and more than 131 APA chapters throughout the country. National Payroll Week artwork for you to include on all of your promotional, advertising, or sales literature. A framed citation presented to your company s chief executive recognizing your company s sponsorship and support of the payroll industry. Conclusion The NPW campaign was a big success. The campaign s penetration is evident from the more than 27,000 participants in the 2016 NPW survey, the more than 57.1 million reached during the highly visible advertising campaign, coverage by major media, and significant traffic to the NPW website. NPW sponsors see consistently high exposure, and their efforts are highly appreciated by the APA and its 21,000 members. NPW Sponsors contributions are extremely visible to the core audience of payroll, accounts payable, and finance professionals. Sponsor efforts are recognized regularly in PAYTECH magazine, at APA s Congress, in member blasts, and throughout the APA and NPW websites and social media channels. In addition, the NPW message is heard across the country in print, online, on TV and radio, and on corporate intranets. NPW s success is made possible by creative public relations campaigns, far-reaching advertising efforts, and significant grassroots outreach from the APA and its members. NPW 2016 Campaign Results Report 9

10 National Payroll Week 2017 Plans are already being made for an even more successful campaign for NPW 2017, September 4-8. The NPW website will remain a top destination for paycheck-related information as APA consistently expands the site with consumer-related educational information and features of the NPW website will continue to expand. Sponsor logos will continue to receive prominent placement on the website and Diamond and Platinum sponsors will again be allowed to post promotional literature as PDF documents for 2017, as an added incentive to support National Payroll Week. All National Payroll Week 2017 sponsors will receive the following: Linked corporate logo from which hosted 758,731 page views from May through September Corporate logo on select NPW merchandise, advertised in PAYTECH magazine and sold to thousands of payroll and finance professionals throughout the year. Recognition in the NPW 2017 TV and print ads shown in major national magazines, newspapers and major TV networks. Participation in media releases following the NPW 2017 Survey which reach an audience of over 688 million readers in Exposure in the NPW commemorative video, shown at APA s Congress, business meetings, APA local chapter meetings, and conferences across the country. National Payroll Week artwork for you to include on all of your promotional, advertising, or sales literature. Sponsor name listed in the NPW article in the August issue of the APA e-magazine, PAYTECHonline. Inclusion in PAYTECH s Celebrate NPW guide, mailed to more than 21,000 payroll departments and more than 130 chapters throughout the country. Recognition in PAYTECH s NPW preview issues and wrap-up issue with a reach of more than 21, 000 readers per issue. Acknowledgment at the APA s Congress during the special NPW general session. Recognition in the APA Congress Exhibit Hall with an NPW banner above your booth, indicating sponsorship level. Corporate logo on the National Payroll Week commemorative poster, delivered to more than 21,000 payroll professionals in America s leading companies. A handsome, framed citation presented to your company s chief executive recognizing your company s sponsorship and support of the payroll industry. 200 complimentary copies of the commemorative NPW poster. NPW 2016 Campaign Results Report 10

11 In addition to the benefits received by all NPW sponsors listed above, Gold Sponsors receive the following: Logo exposure for the entire campaign below Diamond and Platinum Sponsors, and Media Partners. Corporate logo featured on all NPW advertisements placed in national magazines, and newspapers. Gold Sponsor logos are smaller and placed below Platinum Sponsor and Media Partner logos. Half page acknowledgement in the NPW commemorative issue of PAYTECH magazine in January 2018, delivered to more than 21,000 payroll and finance professionals throughout the country. Opportunity to post a one-page company/product brochure as a PDF on from May through September 2017 (file size limit: 250k). After Platinum-level Sponsors, preferential booth selection at the payroll industry s largest annual convention, the APA Congress. In addition to the benefits received by all NPW sponsors listed above, Platinum Sponsors receive the following: Preferential booth selection at the payroll industry s largest annual convention, the APA Congress. Your choice between a one-time usage of APA s membership mailing list (approximately 21,000 members) or 12-question trendline survey OR a sponsored content piece (up to four pages) as a feature story included in PAYTECH written by the APA and featuring only your company s SMEs and customers. Opportunity to comment on the Getting Paid In America survey results and be included in the nationally distributed survey results press releases. Partnership with APA s public relations department your company will have the opportunity to post a press release with a quote from APA s Executive Director about a newsworthy payroll issue (copy must be approved by APA before distribution; distribution and fees are the responsibility of the sponsor). Corporate logo prominently featured on all NPW advertisements placed in national magazines and newspapers (for those who contract by February 1, 2017). Full page acknowledgement in the NPW commemorative issue of PAYTECH magazine in January 2018, delivered to more than 21,000 payroll and finance professionals throughout the country. Opportunity to post a two-page company/product brochure as a PDF linked from from May through September 2017 (file size limit: 500k). NPW 2016 Campaign Results Report 11