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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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