Employee Handbook Template Campaign
Owned soup-to-nuts integrated campaign management for a high-performing Employee Handbook template campaign, using a practical HR need to drive engagement and generate nearly $3M in attributed pipeline.
Attributed pipeline
Challenge
Many prospects are not ready for a direct product conversation but are actively looking for help with HR documentation and compliance. The campaign needed to use a practical resource to build trust and capture demand without relying on generic promotional messaging.
Approach
The campaign used the Employee Handbook Template as a genuine buyer resource — positioning TriNet as the partner that makes HR documentation easier, not just as a vendor selling services.
Strategy
- Developed messaging that connected the template asset to a real buyer problem.
- Targeted HR professionals and SMB decision-makers most likely to need the resource.
- Designed a CTA structure that moved from asset engagement to Sales follow-up readiness.
- Partnered with Paid Social team to extend reach beyond the existing database.
Execution
- 01Owned campaign strategy, messaging, audience targeting, email, ad copy, and production coordination.
- 02Wrote and produced campaign ads; collaborated with Creative on final design.
- 03Partnered with Paid Social team to run media amplification.
- 04Built reporting to track asset engagement, lead generation, and pipeline attribution.
- 05Aligned the campaign to broader lifecycle and demand generation programs.
Metrics reflect available campaign reporting, attributed pipeline, influenced opportunities, revenue influence, and closed-won reporting tied to each program. Attribution models and scope vary by campaign.