Corporate communication content for digital signage

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Presented by David Trounstine at the first Digital Signage for Corporate Communication conference.

Corporate communication content for digital signage

  1. 1. AGENTS OF COMMUNICATION David Trounstine, Creative Director david.trounstine@mediatile.com
  2. 2. 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
  3. 3. 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
  4. 4. 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
  5. 5. AD AGENCIES IT’S WHAT THEY DO
  6. 6. AD AGENCIES IT’S WHAT THEY DO
  7. 7. AD AGENCIES IT’S WHAT THEY DO Build campaigns that become cultural icons
  8. 8. AD AGENCIES IT’S WHAT THEY DO Build campaigns that become cultural icons Create public facing messages that define a brand
  9. 9. 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”
  10. 10. 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
  11. 11. AD AGENCIES HOW IT’S DONE
  12. 12. AD AGENCIES HOW IT’S DONE Relate the brand/product to everyday life
  13. 13. AD AGENCIES HOW IT’S DONE Relate the brand/product to everyday life Explore the “nooks and crannies” of the brand
  14. 14. 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
  15. 15. 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
  16. 16. WHAT DOES THIS HAVE TO DO WITH CORP COMM?
  17. 17. DIGITAL SIGNAGE YOUR “BROADCAST NETWORK”
  18. 18. DIGITAL SIGNAGE YOUR “BROADCAST NETWORK”
  19. 19. CORPORATE COMMUNICATORS IT’S WHAT YOU DO
  20. 20. CORPORATE COMMUNICATORS IT’S WHAT YOU DO Define the company culture
  21. 21. CORPORATE COMMUNICATORS IT’S WHAT YOU DO Define the company culture Build campaigns and develop company message strategies
  22. 22. CORPORATE COMMUNICATORS IT’S WHAT YOU DO Define the company culture Build campaigns and develop company message strategies Inform, educate, and recognize employees
  23. 23. 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
  24. 24. CORPORATE COMMUNICATORS SOME CHALLENGES
  25. 25. CORPORATE COMMUNICATORS SOME CHALLENGES High demand for new and unique content
  26. 26. CORPORATE COMMUNICATORS SOME CHALLENGES High demand for new and unique content Limited technical and creative support
  27. 27. CORPORATE COMMUNICATORS SOME CHALLENGES High demand for new and unique content Limited technical and creative support Lack of interdepartmental communication
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. CORPORATE COMMUNICATORS THE “AGENCY” APPROACH
  32. 32. CORPORATE COMMUNICATORS THE “AGENCY” APPROACH Connect with your audience by creating an internal brand
  33. 33. CORPORATE COMMUNICATORS THE “AGENCY” APPROACH Connect with your audience by creating an internal brand Reinforce the company culture with icons and catch phrases
  34. 34. 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
  35. 35. 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
  36. 36. CORPORATE COMMUNICATORS 10 TIPS AND TRICKS
  37. 37. 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)
  38. 38. Use brand guides to ensure continuity from video, to print, to digital
  39. 39. Simplify, simplify, simplify! (aka K.I.S.S.)
  40. 40. Simplify, simplify, simplify! (aka K.I.S.S.)
  41. 41. Recognize your employees. Make corporate “stars” on your network!
  42. 42. Use existing materials and design schemas, but don’t just copy and paste
  43. 43. Consider color or style coding of different message types
  44. 44. Use schedules to adjust to the audience habits
  45. 45. Ask employees if your ideas are working. How else will you know before it’s too late?
  46. 46. Refresh content frequently
  47. 47. Find ways to automate where possible
  48. 48. Find ways to automate where possible
  49. 49. Plan for the future (12 to 18 months)
  50. 50. THE RESULT
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  52. 52. THE RESULT simple, cohesive and organized information
  53. 53. THE RESULT simple, cohesive and organized information
  54. 54. THE RESULT simple, cohesive and organized information
  55. 55. THE RESULT simple, cohesive and organized information
  56. 56. TOOLS OF THE TRADE NOT YOUR FATHER’S DRAFTING BOARD
  57. 57. 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
  58. 58. RESOURCES: WHERE QUESTIONS GO TO DIE, AND ANSWERS LIVE FREE OF TYRANNY.
  59. 59. RESOURCES: WHERE QUESTIONS GO TO DIE, AND ANSWERS LIVE FREE OF TYRANNY. Wikipedia - wikipedia.org Easily Searchable Peer Reviewed Loads of Detail
  60. 60. 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
  61. 61. 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
  62. 62. 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
  63. 63. 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
  64. 64. THE SUMMARY
  65. 65. THE SUMMARY Your digital signage network is your corporate TV station and you are the program director.
  66. 66. THE SUMMARY Your digital signage network is your corporate TV station and you are the program director. Build a strategy and stick with it
  67. 67. 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
  68. 68. 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
  69. 69. 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
  70. 70. 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
  71. 71. 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
  72. 72. Q&A David Trounstine, Creative Director david.trounstine@mediatile.com

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