Integrated Marketing Communications

According to American Marketing Association, integrated marketing communications is a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service. or organisation are relevant to that person and consistent overt time.
The objective of the IMC for Post It is reminding customers, and their own employees that everything starts with 3M innovation and connecting ideas.
Campaign - The Devil Wears Prada.
Objective - Add impact and emotion to the boring world of stationery and paper supplies.
Aim - To drive the sales of Post It notes and appeal to a mainly female audience.
Method - Used a standard formula of gift with reward.
Result -

1. A response rate of 8%. 
2. 48% of applicants applied more than once. 
3. Sales were up 27% Quarter on Quarter.
4. 3M was seen as cool and fashionable.

Campaign - Project runway Canada.

Objectives - 

1. Engaging target customers.
2. Send consumers to the retailers.
3. Demonstrate the innovation of the brand and elevate top of min awareness.
4. Activate the partnership with the Canadian Breast Cancer Foundation beyond product contribution.
5. Increase the brand spend from 3% of sales to 10% of sales over period of 5 years.

Budget - A budget of $410000.

Target audience -

1.  Women between the ages of 25 and 54. 
2. Women who were heavy stationery product users.
3. Married women with children and leading very busy lives.

Integrated Marketing Communication plan - 

1. A national public relations campaign.
2. Online advertising.
3. A facebook page and plan.
4. An online game.
5. A consumer contest.
6. Employee and customer events.
7. Activation of Post It's breast cancer sponsorship.
8. In store displays.