May 23, 2012 12:31 ET

TriNet's Unconventional National Advertising Campaign Showcases Start-Ups Destined to Fail

There Is More Than Meets the Eye With the Innovative Campaign That Uses Storefronts, Billboards and Banners to Highlight That HR Shouldn't Be an Afterthought When Launching a Successful Start-Up

SAN LEANDRO, CA--(Marketwire - May 23, 2012) - TriNet, a trusted provider of on-demand HR services to small businesses and entrepreneurs, has just launched a new multi-faceted "faux start-up" advertising campaign in cities across the country. The unconventional campaign showcases start-ups destined to fail and highlights why HR shouldn't be just an afterthought when launching a successful start-up.

The campaign features empty storefronts and billboards in cities across the United States in regions with vibrant entrepreneurial communities. The storefronts and billboards include "faux start-up" branding and business signage for LinkedOut, a spoof on the popular networking site that gives users the opportunity to "connect with people who fired them," and Critter, a social networking site that claims to connect "Your pets, 140 characters at a time," making each appear as if the business were real.

Pedestrians and drivers intrigued by these "start-ups" can check them out online, where they will get a "double-take" when the site quickly transitions from landing pages that highlight the silly business idea, to messaging explaining that while some start-ups such as LinkedOut and Critter are destined for failure, others just need a little help along the way to succeed: an HR partner like TriNet.

"In my opinion, this is the most creative and assertive advertising campaign TriNet has ever done," said Burton M. Goldfield, CEO at TriNet. "We determined that a great way to cut through the clutter and increase visibility as a trusted advisor and leader in on-demand HR services was to create a series of edgy and unconventional advertising messages designed to grab attention. This campaign focuses on why HR should be more than an afterthought, and that while some start-ups will fail no matter what, others can thrive with a little HR help from us."

Storefronts and billboards for the "faux start-ups" LinkedOut and Critter now appear in the following major cities:

  • Critter
    • Denver, CO
      • Storefront: 1400 Market St.
      • Billboard: Park Ave. and Broadway
    • Palo Alto, CA
      • Billboards: Highway101 S/O Hillsdale Blvd. and Highway101 at Whipple Ave.
  • LinkedOut
    • Atlanta, GA
      • Storefront: 800 Peachtree Blvd.
      • Billboard: Peachtree Blvd.
    • Austin, TX
      • Storefront: 506 Congress St.
      • Billboard: Congress Ave.
    • San Francisco, CA
      • Storefront: 575 4th Street
      • Billboard: 2nd & Harrison Street

In addition to the outdoor media components, the campaign includes interactive banner ads in online national media including GigaOm, Mashable, TechCrunch, and Venture Beat. The banners feature a message for the "faux start-ups" at first and then, after a few seconds, resolve with TriNet messaging. When users click through the banners, they are sent to a more detailed landing page explaining the benefits of TriNet for start-up companies.

Boulder-based advertising agency TDA®_Boulder designed the campaign. Other components of the multifaceted advertising campaign include promotions via Twitter, and branded messaging and displays in start-up incubators in each of the key cities.

About TriNet
TriNet is a trusted partner to small businesses, providing critical HR-related services on an outsourced basis. TriNet's solutions help contain costs, minimize employer-related risks, and relieve administrative burden to keep an entrepreneur's focus on their core business functions. From employee benefits service and payroll processing to high-level human capital consulting, TriNet's PEO expertise is integrated with every facet of a client's business. TriNet specializes in serving fast-moving companies in fields such as technology and financial services, who recognize that top-quality employees are the most critical competitive asset. For more information, please visit

TriNet, Ambitions Realized and the TriNet logo are registered trademarks of TriNet. All other trademarks, service marks, registered trademarks, or registered service marks are the property of their respective owners.

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