Bootcamp support software causes Windows 10 error

I recently purchased an iMac from Apple online. I used bootcamp to partition the drive and install Windows 10. I had a number of problems with the keyboard and mouse and discovered that the bootcamp support software was not installed for some reason. I followed directions found here for downloading the bootcamp support software:

If you don't see some features of your Mac in Windows - Apple Support

Next I installed the software on Windows 10 and rebooted when asked to do so. Upon reboot Windows shows the "Automatic Repair" screen and complains that my "PC did not start correctly". I am allowed to Restart or go into Advanced Options. Restarting seems to eventually get me back to a working state, but without the bootcamp support software it seems.

This is consistently reproduceable. I've gone through the same steps 3 or 4 times now and always get the same result.

How can I get the right drivers installed under Windows 10 so that my mouse and keyboard behave properly? How can I install the bootcamp support software so that I have a tray icon which can be used to boot back into OSX?