Complete Payroll Processing

Industry: Financial Services

Background: CPP has offered a wide variety of high-quality services from payroll and tax preparation to insurance and human resources for over 25 years by consistently delivering proven value, premier services and trusted solutions. And they are committed to providing even higher levels of performance in the future through a highly responsive, world-class organization that fully supports every customer's needs. The success of Complete Payroll Processing is based on its integrity, its commitment to clients and employees, and on its quality performance. What has evolved from this strategy is a company that now employs dozens of professionals, with operational headquarters in Perry - just 30 minutes south of Rochester, NY - and local sales offices in a growing number of New York State cities including Rochester, NY. CPP meets the needs of a broad client base in over 24 states with companies and organizations employing from 1-10,000. And CPP has earned SAS-70 Type II compliancy - an industry leading designation that is unmatched by any other competitor.

Its previous website, shown below, performed required operational functions well, but the site failed to create any meaningful positioning of the Company. Additionally, the 10-year old site had become a liability in new sales efforts because the web sales and marketing messages were not complementary to real world sales requirements.

                                        

Objectives:

  • Create a brand positioning that would elevate Complete Payroll Processing into an industry leadership position
  • Develop a site that would express and reinforce the Company’s brand
  • Establish industry leadership in several major product/service segments that extended the Company’s core capabilities
  • Create awareness and visibility nationwide
  • Provide portal access for client employers and their employees
  • Create positive customer experience with easy-to-find site content
  • Repeat and reinforce its local marketing programs

Firepower Results:

  • Integrated marketing strategy and tactical plan
  • Website version 1.0 launched March 2007
  • Sales collateral support launched April 2007
  • Sales powerpoint support  2007
  • Increased web inquiries
  • Positive prospect and customer feedback to date
  • Significantly increased visitor/prospect opt-in data
  • Increased KPIs in all marketing metrics
 
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