The Declaration for Payroll

Payroll professionals understand the importance of payroll, yet as an organization, we regularly hear from our members that their business leaders don’t get it. They haven’t bought into the importance of payroll. To help, we wanted to create a program that targeted business leaders to educate them on all that goes into payroll professionalism and ask them to declare their support.

Stylescape

Solution

The National Payroll Institute created "The Declaration for Payroll," outlining eight core principles—Accuracy, Timeliness, Transparency, Security, Equity, Compliance, Disclosure, and Professionalism—to guide businesses' payroll processes, aiming to raise payroll processing standards by encouraging business leaders to commit to these principles. To promote this initiative, the Institute, with its media buyers, developed a comprehensive strategy that included creating a visual identity (wordmark, colour palette, typography, design systems, and stylescape), launching a dedicated website with a registry for signatories, providing a toolkit for businesses, running a social media campaign, implementing online display ads and videos, and leveraging traditional advertising through TV spots, elevator screens, and strategic placements in airports and newspapers like the Globe and Mail and Financial Post.

Wordmark - English

Wordmark - French

Wordmarks in English and French

Creatives for traditional media

The Globe and Mail - May 4th 2023

The Globe and Mail - May 11th 2023

The National Post - May 16th 2023

The National Post - May 24th 2023

The Globe and Mail

Results

The campaign achieved remarkable success, surpassing expectations on multiple fronts. With an impressive 18.4 million impressions, we met and exceeded our initial projection by a significant 10 million, effectively elevating awareness for the National Payroll Institute. The heightened visibility led to acquiring over 338 signatories to the Declaration from businesses such as Capital One, LCBO, Canada Basketball, Hello Fresh and Lilly. Additionally, our efforts contributed to a notable influx of approximately 150,000 net new users to the Institute’s corporate website, marking a substantial 17% increase in user engagement. This overall success reflects the campaign’s effectiveness and resonance across various channels.

Creatives for digital media

Video Storyboard

Campaign Video

15 Secs videos

Key Message: How can you attract TOP TALENT?

Key Message: Show employees you care

Key Message: Win the Hearts of Workers

Key Message: Be an employer of choice

Website Mockup

VIEW LIVE WEBSITE

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