Wolf Tracking

How many times have you looked at your pay stub and thought, “How can I make the most of my paycheck?” Tackling all of the options and understanding the jargon can be confusing. In order to help employees optimize the money they make, ADP® Employer Services (ES) partnered with the American Payroll Association (APA) to educate employees through National Payroll Week.

Each year, the APA hosts National Payroll Week in honor of America’s wage earners, their companies, and the payroll professionals who ensure that America’s workers are paid accurately and on time. As a payroll and human resources outsourcing partner to thousands of organizations, National Payroll Week is one way ADP helps to support its client’s most valued resource - their employees. As a partner in this event, ADP, for the past several years, has developed a joint public relations program with the APA to support America’s workers. In 2002, ADP and the APA developed a Web site, called MyPaycheck which provides workers with information on how they can more effectively manage their income. For the past four years, Cohn & Wolfe has been charged with the task of promoting the Web site during National Payroll Week and positioning ADP and APA spokespeople as authorities on payroll issues.

The 2006 National Payroll Week campaign provided America’s workers with tips on Payroll 101: What to Know When You’re Entering the Workforce. There were two primary drivers for determining the success of this campaign.

• First, audience reach for the ANR and the VNR. The ANR posted impressions of 6,134,405 with 926 airing. As of the end of October 2006, the VNR has reached more than 3 million viewers [3,666,218] in 307 markets including Los Angeles, Philadelphia and Houston. The VNR also was shown on the Pax Network, a 24- hour cable and satellite network that delivers Pax network programming to local stations.

• The second measure of success was page hits to the MyPaycheck Web site and the National Payroll Week Web site. From August 30, 2006 to September 13, 2006, the MyPaycheck Web site attracted 17,991 visitors. For the week of September 4, 2006 (National Payroll Week), the National Payroll Week Web site received 102,909 page views [2,084,158 hits]. This is an increase of approximately 52% from National Payroll Week in 2005.