February 12, 2006 (Moorestown, NJ) CPAs are working around the clock during tax time, and don’t want to be disturbed. Yet, CPAs are meeting many of their small business customers, who after a year of imperfect records management and hassle, often find they need to outsource payroll and employee benefit functions. In fact, accountants are responsible for leading approximately 35% of those small businesses to payroll service companies for assistance.
PAI Group, Inc., through their PayChoice brand, have crafted an unusual campaign called “Do Not Disturb” aimed at underscoring to the CPA community that they are here to help those small businesses at this opportune, albeit stressful time. Their sales force is visiting CPA offices across the nation, hanging “Do Not Disturb” signs on doors which offer the chance to win prizes if the accountant answers key questions about the payroll company’s offerings. Another message is clear; PayChoice offers accountants a valuable resource for their small business customers.
According to Director of Marketing, Curt Raffi, the underlying message is disarming and fun, but lets accountants know the payroll company is here to help. Raffi toyed with the idea years previously, but was never was able to offer the concept with a national footprint.
“It’s a tough challenge. When CPAs are most harried, they represent a significant opportunity to payroll service and employee benefits providers. Yet, accountants often have limited bandwidth, and have become less responsive to traditional marketing touches, necessitating resourcefulness from payroll companies. We want to show we understand what they are going through, while leveraging some humorous tools.” said Raffi.
The campaign is being launched in all PayChoice markets on February 23, and ends April 14, 2006.
PAI Group, Inc. is comprised of: Payroll Associates, LLC (www.encorepayroll.com) providing integrated payroll, HR, tax filing and time & attendance products for nearly 300 payroll, PEO, and accounting organizations serving 100,000 employers nationwide; as well as PAI Services, LLC (www.paychoice.com) delivering payroll, tax-filing, benefits, and HR services to small and mid-sized businesses through the PayChoice brand.
