Corporate communication content for digital signage

AGENTS OF COMMUNICATION David Trounstine, Creative Director david.trounstine@mediatile.com

WHO IS THIS GUY? MY BACKGROUND BA Computer and Video Imaging, Technical Direction 10+ years in media production (started programming at 5) Previous Experience: photo retouching, print, web/Flash development and design, television production, motion graphics, video editing & compression, 2D/3D animation... About 3 years in the Digital Signage industry Served “mom and pop” shops as well as Fortune 100 clients

THE AGENDA POP Quiz! Agencies work... how can we learn from them? Becoming a “Broadcast Network” Goals, Challenges, and Tactics for your “Broadcast Network” 10 Tips and Tricks Resource Center Q&A

AD AGENCIES IT’S WHAT THEY DO

AD AGENCIES IT’S WHAT THEY DO Build campaigns that become cultural icons

AD AGENCIES IT’S WHAT THEY DO Build campaigns that become cultural icons Create public facing messages that define a brand

AD AGENCIES IT’S WHAT THEY DO Build campaigns that become cultural icons Create public facing messages that define a brand Guide clients to “better path”

AD AGENCIES IT’S WHAT THEY DO Build campaigns that become cultural icons Create public facing messages that define a brand Guide clients to “better path” Measure success, and adapt

AD AGENCIES HOW IT’S DONE

AD AGENCIES HOW IT’S DONE Relate the brand/product to everyday life

AD AGENCIES HOW IT’S DONE Relate the brand/product to everyday life Explore the “nooks and crannies” of the brand

AD AGENCIES HOW IT’S DONE Relate the brand/product to everyday life Explore the “nooks and crannies” of the brand Study their audience and sculpt the message to them

AD AGENCIES HOW IT’S DONE Relate the brand/product to everyday life Explore the “nooks and crannies” of the brand Study their audience and sculpt the message to them Survey/Question/Poll

WHAT DOES THIS HAVE TO DO WITH CORP COMM?

DIGITAL SIGNAGE YOUR “BROADCAST NETWORK”

CORPORATE COMMUNICATORS IT’S WHAT YOU DO

CORPORATE COMMUNICATORS IT’S WHAT YOU DO Define the company culture

CORPORATE COMMUNICATORS IT’S WHAT YOU DO Define the company culture Build campaigns and develop company message strategies

CORPORATE COMMUNICATORS IT’S WHAT YOU DO Define the company culture Build campaigns and develop company message strategies Inform, educate, and recognize employees

CORPORATE COMMUNICATORS IT’S WHAT YOU DO Define the company culture Build campaigns and develop company message strategies Inform, educate, and recognize employees Coordinate internal communications and outreach

CORPORATE COMMUNICATORS SOME CHALLENGES

CORPORATE COMMUNICATORS SOME CHALLENGES High demand for new and unique content

CORPORATE COMMUNICATORS SOME CHALLENGES High demand for new and unique content Limited technical and creative support

CORPORATE COMMUNICATORS SOME CHALLENGES High demand for new and unique content Limited technical and creative support Lack of interdepartmental communication

CORPORATE COMMUNICATORS SOME CHALLENGES High demand for new and unique content Limited technical and creative support Lack of interdepartmental communication Constant need for new data

CORPORATE COMMUNICATORS SOME CHALLENGES High demand for new and unique content Limited technical and creative support Lack of interdepartmental communication Constant need for new data Inconsistent viewing habits

CORPORATE COMMUNICATORS SOME CHALLENGES High demand for new and unique content Limited technical and creative support Lack of interdepartmental communication Constant need for new data Inconsistent viewing habits Employees can be cynical

CORPORATE COMMUNICATORS THE “AGENCY” APPROACH

CORPORATE COMMUNICATORS THE “AGENCY” APPROACH Connect with your audience by creating an internal brand

CORPORATE COMMUNICATORS THE “AGENCY” APPROACH Connect with your audience by creating an internal brand Reinforce the company culture with icons and catch phrases

CORPORATE COMMUNICATORS THE “AGENCY” APPROACH Connect with your audience by creating an internal brand Reinforce the company culture with icons and catch phrases Use bold and simple messages

CORPORATE COMMUNICATORS THE “AGENCY” APPROACH Connect with your audience by creating an internal brand Reinforce the company culture with icons and catch phrases Use bold and simple messages Maintain continuity and brand standards

CORPORATE COMMUNICATORS 10 TIPS AND TRICKS

CORPORATE COMMUNICATORS 10 TIPS AND TRICKS Use brand guides to ensure continuity from video, to print, to digital Simplify, simplify, simplify Recognize your employees. Make corporate “stars” on your network! Use existing materials and design schemas: don’t just copy and paste Consider color or style coding of different message types Use schedules to adjust to the audience habits Ask employees if your ideas are working. How else will you know? Refresh content frequently Find ways to automate where possible Plan for the future (12 to 18 months)

Use brand guides to ensure continuity from video, to print, to digital

Simplify, simplify, simplify! (aka K.I.S.S.)

Recognize your employees. Make corporate “stars” on your network!

Use existing materials and design schemas, but don’t just copy and paste

Consider color or style coding of different message types

Use schedules to adjust to the audience habits

Ask employees if your ideas are working. How else will you know before it’s too late?

Refresh content frequently

Find ways to automate where possible

Plan for the future (12 to 18 months)

THE RESULT

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THE RESULT simple, cohesive and organized information

TOOLS OF THE TRADE NOT YOUR FATHER’S DRAFTING BOARD

TOOLS OF THE TRADE NOT YOUR FATHER’S DRAFTING BOARD PhotoShop/AfterEffects/Flash Flypaper/SlideRocket/Etc. Steep learning curve New to the market Requires “power users” Easy to use Turnaround times can be slow Based on Flash Incredible Potential Output May not flexible enough PowerPoint/Keynote muvee/iMovie Industry familiarity, Easy to use Fast, simple deployment Templates to reduce ambiguity Easy to create event updates Highly flexible Picture = 1,000 words Not always supported

RESOURCES: WHERE QUESTIONS GO TO DIE, AND ANSWERS LIVE FREE OF TYRANNY.

RESOURCES: WHERE QUESTIONS GO TO DIE, AND ANSWERS LIVE FREE OF TYRANNY. Wikipedia - wikipedia.org Easily Searchable Peer Reviewed Loads of Detail

RESOURCES: WHERE QUESTIONS GO TO DIE, AND ANSWERS LIVE FREE OF TYRANNY. Wikipedia - wikipedia.org Easily Searchable Peer Reviewed Loads of Detail CreativeCOW - creativecow.net Hundreds of Tutorials Tons of Tips and Tricks Friendly Community

RESOURCES: WHERE QUESTIONS GO TO DIE, AND ANSWERS LIVE FREE OF TYRANNY. Wikipedia - wikipedia.org stock.xchng - sxc.hu Easily Searchable Large Selection Peer Reviewed Mostly Free Loads of Detail High Quality Images CreativeCOW - creativecow.net Hundreds of Tutorials Tons of Tips and Tricks Friendly Community

RESOURCES: WHERE QUESTIONS GO TO DIE, AND ANSWERS LIVE FREE OF TYRANNY. Wikipedia - wikipedia.org stock.xchng - sxc.hu Easily Searchable Large Selection Peer Reviewed Mostly Free Loads of Detail High Quality Images CreativeCOW - creativecow.net iStockPhoto - istockphoto.com Hundreds of Tutorials Massive Selection of Content Tons of Tips and Tricks Images, Video, Artwork, Animation... Friendly Community Generally Inexpensive

RESOURCES: WHERE QUESTIONS GO TO DIE, AND ANSWERS LIVE FREE OF TYRANNY. Wikipedia - wikipedia.org stock.xchng - sxc.hu Easily Searchable Large Selection Peer Reviewed Mostly Free Loads of Detail High Quality Images CreativeCOW - creativecow.net iStockPhoto - istockphoto.com Hundreds of Tutorials Massive Selection of Content Tons of Tips and Tricks Images, Video, Artwork, Animation... Friendly Community Generally Inexpensive blog.mediatile.com/blog/design-demystified

THE SUMMARY

THE SUMMARY Your digital signage network is your corporate TV station and you are the program director.

THE SUMMARY Your digital signage network is your corporate TV station and you are the program director. Build a strategy and stick with it

THE SUMMARY Your digital signage network is your corporate TV station and you are the program director. Build a strategy and stick with it Edit messages to be very simple... clutter will kill

THE SUMMARY Your digital signage network is your corporate TV station and you are the program director. Build a strategy and stick with it Edit messages to be very simple... clutter will kill Repurpose assets and materials to reduce work load

THE SUMMARY Your digital signage network is your corporate TV station and you are the program director. Build a strategy and stick with it Edit messages to be very simple... clutter will kill Repurpose assets and materials to reduce work load Find the right tool for the job

THE SUMMARY Your digital signage network is your corporate TV station and you are the program director. Build a strategy and stick with it Edit messages to be very simple... clutter will kill Repurpose assets and materials to reduce work load Find the right tool for the job Measure your success and make changes to the strategy

THE SUMMARY Your digital signage network is your corporate TV station and you are the program director. Build a strategy and stick with it Edit messages to be very simple... clutter will kill Repurpose assets and materials to reduce work load Find the right tool for the job Measure your success and make changes to the strategy Engage, inform, and recognize your employees

Q&A David Trounstine, Creative Director david.trounstine@mediatile.com

Corporate communication content for digital signage

by MediaTile Digital Signage on Aug 27, 2010

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Corporate communication content for digital signage — Presentation Transcript