This year, TriNet, a leading provider of full-service Human Resources (HR) solutions for small and medium-size businesses (SMBs), expanded its business strategy to include the new EnrichTM product line, HRIS (human resource information system), and R&D tax credit services through acquisitions of TriNet Zenefits and Clarus R+D.
In a crowded market with over 900 U.S. organizations offering HR products, TriNet differentiated itself with a unique focus on the human element.
Small business owners face significant challenges in HR management, such as administering payroll, accessing quality benefits and staying compliant with regulations. TriNet aimed to leverage its distinctive brand identity to raise awareness and facilitate growth, with unaided awareness growing by 800% and aided awareness by 75% in the past five years.
The goal was to communicate the company’s offerings more effectively, emphasizing a vision of growth for its customers.
TriNet’s strategy centered on redefining the HR category by highlighting the humanity of its customers’ diverse employees. The campaign celebrated these individuals through candid photos by renowned photographer Annie Leibovitz.
Targeting SMB leaders and a broader audience post-acquisitions, the campaign spanned TV, radio, digital, social media and out-of-home, including a Grand Central Station takeover. The new logo, a result of extensive research, symbolized momentum, approachability, trust and client partnership.
TriNet successfully increased brand engagement with TV spots reaching 57 million impressions on major networks and outdoor advertising reaching 733 million impressions in key cities. Radio spots on SiriusXM’s News & Sports channels achieved 269 million impressions.
The digital presence, including takeovers of The New York Times, Inc. and Entrepreneur, contributed to double-digit growth in website traffic and record-high impressions and engagement on social media within the first five weeks. TV spots achieved an impressive 7x frequency based on the ad buy and available ratings data.