We all grew up with 3M overhead projectors in the classroom. Determined to remain the industry leader, 3M’s Mobile Integrated Services Division (MISD) called JHA/Steel to help maintain their dominance in the K-12 education sector. MISD needed a fresh new brand and campaign introducing administrators and teachers to their groundbreaking projection innovations for classroom use.
We deployed a dual-prong approach. Our ‘push’ strategy consisted of a comprehensive set of digital and print marketing materials distributed throughout 3M’s extensive, well-connected sales channel. A complimentary ‘pull’ strategy targeting school district decision-makers included ads in industry publications, e-newsletters, and direct mail along with colorful feature / benefit collateral and compelling ‘product in action’ videos. The campaign effectively positioned 3M as a leader in interactive projection technology, enriching the teaching and visual learning experience in thousands of classrooms across the country.