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Scotchprint Graphics
The Brand that Builds Your Brand
An integrated marketing communications program to build a brand
Communicating To Support the Brand
Announce brand expansion to key internal and external audiences
Advertising
Direct mail
Public relations
Merchandise the results
Advertising
Objective
Build top-of-mind awareness for the expanded Scotchprint Graphics brand.
Audiences (2 distinct targets):
- 3Ms Scotchprint Graphics Authorized
Manufacturers
- Graphic Influencers/Specifiers and End Users
Main Message:
Scotchprint Graphics is the brand that builds your brand.
C:\WINNT\Profiles\us215314\Desktop\images for morris pres\WallSt.jungle3.jpg
Jungle Ad
postcards-2E 13210053US215314 B51ED579:Direct Mail Pieces sent to Channel Partners
big picture spread-version 2C 13210053US215314 B51ED579:...3Ms 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 markets going to start covering new territory-and 3M plans to draw that map.
H:\Betty's Projects\Scotchprint-presentation\gif files\Sign Article-final.gifTrade Media Coverage
This is some of the trade media coverage we received about the Scotchprint Graphics brand extension
Using Our Brand To Build
Our Brand
San Francisco BART Station Objective:Utilize a special event to demonstrate the capabilities of Scotchprint Graphics.Attract interest from end-users and media
Build a case study to promote to channel partners and customers
It lead to Station Domination -- with Scotchprint Graphics taking over the Powell Street Bay Area Rapid Transit (BART) station during the month of August.
H:\Station Domination\station_domination_panorama.jpgPanorama view of the Powell Street Station after graphics were installed.
E:\Archive\Girlscloseup.jpg
Merchandising the Event
Graphic installation and rider reaction were filmed
CDs were distributed to US sales reps and international subsidiaries
Nike in Korea adopted the 3M program as a guerilla marketing campaign to support the World Cup in Seoul
E:\Nike in Korea\NIKE2.jpgSeoul Subway Station Before Graphic Installation
E:\Nike in Korea\Dsc01309.jpgSeoul Subway Station after Graphic Installation
Where Were Going
Applying brand efforts to other winning strategies to create synergy, including:
Extranet for channel partner customers
Packaging
Global brand identity standards
E-business leadership
Strategic alliances
Sales focus on end users
H:\e-business\extranet prototype.jpgNew Extranet Prototype
H:\Brand Trademark\Scotchprint Graphics brand mark\Box
front.jpg
New Brand Mark Used on Packaging
2143Page 1.bmp 000031D2WIP/1 - Billable B4780CF1:Iidentith Standards
Brand Identity Guidelines
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