Article Posted Thursday September 3, 2020

Collective Voice

Celebrating the Essential Nature of Payroll

The Canadian Payroll Association Leverages Influence Marketing Strategy to Amplify the Collective Voice of Payroll Professionals and Celebrate the 26 th Annual National Payroll Week

The Canadian Payroll Association is taking a new approach to celebrating the many contributions of payroll to workers, businesses, communities and governments across Canada. Ahead of the 26 th annual National Payroll Week (September 21 – 25, 2020), the Association has launched the Powered by Payroll influence marketing campaign to amplify the voice of payroll professionals and celebrate the entire payroll community through a new online hub — .

At the centre of the hub, is the Payroll Powerhouse Contest, the search for Canada’s most dedicated advocate for payroll. Beginning on August 4 through September 25, 2020, participants can gain points by contributing to discussion forums, downloading and sharing resources, and completing a series of challenges on social media. The challenges vary in scope, including both week-long tasks for Association members to share their influence by submitting a video, and one-day challenges for participants to respond to a question. The participant with the most points will win the grand prize: an all-expenses-paid trip to the Canadian Payroll Associations 2021 Annual Conference and Trade Show in Whistler B.C.

“The Canadian Payroll Association is thrilled by the early response to our first influence marketing campaign, and excited to provide a platform for the payroll community to celebrate their contributions together,” says Peter Tzanetakis (photo), President of the Canadian Payroll Association. “The payroll function is often misunderstood, and there is no one better than the dedicated payroll professionals across Canada to illuminate the value they provide.

In addition to vying for the grand prize, participation in the Payroll Powerhouse contest is incentivized through a corporate social responsibility program benefitting the Dress for Success Canada Foundation. By engaging on and completing challenges, the payroll community is helping to raise money, the goal being $25,000 CAD, to empower Canadians to get back on payroll, particularly women who have been disproportionally impacted by COVID-19.

The campaign, which also includes public relations, social media and a digital media program, will culminate during National Payroll Week, during which the Canadian Payroll Association will host seven virtual events . Each event features a celebration of the contribution of payroll and inspiring keynote speakers — including Chris Hadfield and Chantal Petitclerc .


The Powered by Payroll campaign is supported by a number of Canadian Payroll Association community partners, including National Payroll Week Champion sponsor, ADP Canada. “ADP Canada is proud to join the Canadian Payroll Association in celebrating payroll professionals,” says Holger Kormann, President of ADP Canada. “The role of payroll has become more complex than ever and, as Canada’s largest single employer of certified payroll practitioners, with more than 1,200 ADP Associates who are certified or in the midst of completing CPA certification, National Payroll Week is a wonderful opportunity to recognize the valuable contributions of our team, our clients and the payroll community as a whole.” To bring this campaign to life, the Canadian Payroll Association worked with several key partners and sponsors. Sensei Marketing, a full-service digital marketing and technology solutions company, helped develop the influence marketing strategy and was responsible for digitizing National Payroll Week by building out the interactive and engaging website. Design support is being provided by HUME Media Inc. Cairns Oneil is managing digital media buying. And Kaiser Lachance Communications, the Association’s public relations agency, will help to share the results of the Association’s annual financial wellness survey.


Canada’s 1.5 million employers rely on payroll practitioners to ensure the timely and accurate annual payment of $1.02 trillion in wages and taxable benefits, and $345 billion in statutory remittances while complying with more than 200 federal and provincial regulatory requirements. As the authoritative source of Canadian payroll compliance knowledge, the Association promotes payroll compliance through advocacy and education. For more information on the Association, visit


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ISSN 0824-45
Copyright, 2020

Publisher: Exchange Business Communication Inc., PO Box 248, Waterloo, Ontario, Canada

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