3M

Category
Multimedia, Packaging, Print Collateral
About This Project

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.