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Integrated Marketing Communications Campaign for Scotchprint Graphics

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  • This is some of the trade media coverage we received about the Scotchprint® Graphics brand extension
  • It lead to Station Domination -- with Scotchprint® Graphics taking over the Powell Street Bay Area Rapid Transit (BART) station during the month of August.
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    1. 1. Scotchprint® Graphics The Brand that Builds Your Brand An integrated marketing communications program to build a brand
    2. 2. Communicating To Support the Brand <ul><li>Announce brand expansion to key internal and external audiences </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Merchandise the results </li></ul></ul>
    3. 3. Advertising <ul><li>Objective </li></ul><ul><li>Build top-of-mind awareness for the expanded Scotchprint ® Graphics brand. </li></ul><ul><li>Audiences (2 distinct targets): - 3M’s Scotchprint ® Graphics Authorized Manufacturers - Graphic Influencers/Specifiers and End Users </li></ul><ul><li>Main Message: Scotchprint ® Graphics is the brand that builds your brand. </li></ul>
    4. 4. C:WINNTProfilesus215314Desktopimages for morris presWallSt.jungle3.jpg
    5. 5. “Jungle” Ad
    6. 6. postcards-2E 13210053US215314 B51ED579: Direct Mail Pieces sent to Channel Partners
    7. 7. big picture spread-version 2C 13210053US215314 B51ED579: “ ... 3M’s new ‘Brand That Builds Your Brand’ campaign is intended to attract new customers to 3M-authorized manufacturers of Scotchprint graphics .” “ ... Count on seeing 3M taking Scotchprint beyond its current producer and customer base in the next few years. The outdoor market’s going to start covering new territory-and 3M plans to draw that map .” H:Betty's ProjectsScotchprint-presentationgif filesSign Article-final.gif Trade Media Coverage
    8. 8. Using Our Brand To Build Our Brand San Francisco BART Station Objective: Utilize a special event to demonstrate the capabilities of Scotchprint ® Graphics. <ul><ul><li>Attract interest from end-users and media </li></ul></ul><ul><ul><li>Build a case study to promote to channel partners and customers </li></ul></ul>
    9. 9. H:Station Dominationstation_domination_panorama.jpg Panorama view of the Powell Street Station after graphics were installed.
    10. 10. E:ArchiveGirlscloseup.jpg
    11. 11. Merchandising the Event <ul><li>Graphic installation and rider reaction were filmed </li></ul><ul><li>CDs were distributed to US sales reps and international subsidiaries </li></ul><ul><li>Nike in Korea adopted the 3M program as a guerilla marketing campaign to support the World Cup in Seoul </li></ul>
    12. 12. E:Nike in KoreaNIKE2.jpg Seoul Subway Station Before Graphic Installation
    13. 13. E:Nike in KoreaDsc01309.jpg Seoul Subway Station after Graphic Installation
    14. 14. Where We’re Going <ul><li>Applying brand efforts to other winning strategies to create synergy, including: </li></ul><ul><ul><li>Extranet for channel partner customers </li></ul></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Global brand identity standards </li></ul></ul><ul><ul><li>E-business leadership </li></ul></ul><ul><ul><li>Strategic alliances </li></ul></ul><ul><ul><li>Sales focus on end users </li></ul></ul>
    15. 15. H:e-businessextranet prototype.jpg New Extranet Prototype
    16. 16. H:Brand TrademarkScotchprint Graphics brand markBox front.jpg New Brand Mark Used on Packaging
    17. 17. 2143Page 1.bmp 000031D2WIP/1 - Billable B4780CF1: I identith Standards Brand Identity Guidelines