4. 3M Canada: at a Glance
•London
•Brockville
•Ottawa
8 •Perth
1.800 Manufacture •Toronto
Employees
Facility •Morden
Established
1951 Vast Array of • Consumer and Office Business
ISO 9001 Products • Display and Graphics Business
Registered • Electro and Communications Business
• Health Care Business
• Industrial and Transportation Business
• Safety, Security and Protection Services
Business
5. Satisfying customers
with superior quality,
value, & service
Corporate Values
Act With Honesty & Respecting Social &
Integrity Physical Environment
Providing attractive
Creating a Proud return to investors
company employees through sustained,
quality growth
9. Online Advertising
• Facebook Page & Plan
• Online Game (design it with post-it)
Below the Line
• In store displays
• Develop special edition products High
impact
Others instore
• Employee & customer events display
• Breast cancer sponsorship (CBCF)
2009
Intregated Special
Incentives
Engaging
web
Marketing to Field banners &
Representa online
Campaign tives contest
12. Goals & Demonstrate
innovation of the
Target Brand & Elevate
Top of Mind
Awareness
Audience Activate Social
Partnership with
CBCF
Optimizing Sales
Engaged with Post-
it consumer
13. Objectives of Integrated Marketing Plan 2010
Increase Sales of Post-it • Increasing overall point-of-sale display by 5%
brand • Goal: increase post-it sales
Elevate top of mind • Optimizing social media , & W.O.M
awareness for post-it brand • Goal: achieve mass attention, publication & intention
• Promote alternative use of Post-it Products by innovation and
Demonstrate Versatility of design
Post-it Brand • Goal: Increase usage frequency of Post-it Brand by 5%
• Special events for customer and employee (tour for the cure
Excite & engage Customers & Run for the cure)
& Employee • Goal: Creating engagement & sense of belonging to the
company’s program
Maximizing investment • Optimizing marketing spending to achieve broad appeal of
the brand
return
• Goal: achieve a break even (neutral spend)
14. Objectives of Integrated Marketing Communication
Drive in-store Display related
to “Do for The Cure” • Increase Post-it new sales by 10 %
Campaign
Achieve 200 contest entries • Entries Uploaded to YouTube
for “act for the cure”, 5000 • Link Shared 10.000 times
contest entries for “dance for
the cure” • Viewed 100.000 times
Garner 3000 new fans on FB,
5000 subscriber on youtube • Through the sharing link, view, or recommending
channel, & 100.000 follower the “do For The Cure” campaign
on twitter.
Develop limited edition of • in co-operation with “Glee” tv series, related to “Act for the
Glee Musical post it dispenser, cure” short musical movie contest & “dance for the cure”
flag pen. contest. Each limited edition product sold donate $. 0,5
Activate and integrate with • Donation to CBCF +/- $.15.000 from the integration with “Do
for the cure campaign”
the CBCF Partnership
16. Drive Profitable business growth :
Tactical Actions
Encourage Brand Purchase
• Revamped product, Bundling Package
(“do for the cure” series)
• Add point of sale
Optimizing Sales
• Sales representative’s Incentives & Bonus
• Optimizing cooperation with retailer
17. Strenghten post-it Brand, Connect & Create two ways
communication with consumer : Tactical Actions
Engaging Cause Related Activity
• Consumer event
• Employee event
• Cause related sponsorship
Online Promotion & Word of Mouth
• Promote “Do for the cure campaign” across
social media
• Create “Buzz” about the Brand & company
26. Reasons for Partnering
• Established
• Have more corporate
relationship
• Had relationship with
Susan G. Komen
foundation
• Many retailers also
partnering with CBCF
• Build long term
relationship with
partners
28. • Musical Short Movie Contest
• Movie Themes Related to
“Act For The Cure”
Breast cancer cause
• Movies must be uploaded to
Tactical Guidelines
“3M Do for the cure” Channel
@YouTube. Contestant must
subscribe to the channel and
share it via FB, Twitter, etc to
achieve most viewers
• Winners are from 2 Category:
Judges Pick, and Viewers
Favorite
• Prize: “win & donate” $ 2500
each
• Winners will be featured in
“Glee” special episode about
breast cancer awareness. Aired
on October 2010
29. “Dance For The Cure” • Free style dance Contest
Tactical Guidelines • Dance using one of 3M pink
products as accessories
• Dance video must be uploaded to
“3M Do for the cure” Channel
@YouTube. Contestant must
subscribe to the channel and share
it via FB, Twitter, etc to achieve
most viewers
• Winners are from 2 Category:
Judges Pick, and Viewers Favorite
• Prize: “win & donate” $ 2500 each
• Winners will be featured as dancer
team in “Glee” special episode
about breast cancer awareness.
Aired on October 2010
30. “Tour For The Cure”
Tactical Guidelines
• Free breast cancer screening
• Visiting Major Cities in Canada
• Including mobile point of sale of
donating post-it products
• Tour Bus are equiped with 3M
medical equipment products
• Consumer who participate are asked
to write a supporting message with
post-it and stick it to a banner.
• All banner will be displayed at “Ron
for the cure” event at October 2010
• Open Donation
31. “Run For The Cure” • 10 Km Run events.
• Participants using Post-it
Tactical Guidelines notes on their chest which
contain supporting message
to breast cancer cause.
• At finish line, all of the notes
are sticked to banner.
Combine with banner
gathered from “tour for the
cure” participants.
• Banner are then measured.
For each meter, 3M will
donate $1.
• Post-it point of sale are
available at event location
32. Strategy Integration: Multi Brand Level
Promote use of other 3M product in
consumer contest (rubber glove,
Health care office equipment, etc)
Dept
Use 3M products in all related event
(Graphic display, health equipment
@ tour for the cure bus, etc)
Office Electronic
Dept Dept. Add another cause: art, sports,
education, etc
