Digital Signage Strategies For

Corporate Communicators

Jennifer Arani

Farmers Insurance

Production-driven Environmentsand overcoming fragmentation

Deletes email communications before

reading?

Opens communications in the preview

plane and only reads major points?

Opens communication email, follows the

story link to the full article, only to be

interrupted?

Opens communication, reads full story, and

retains all the information?

What percentage of the workforce:

Email communications are sent in limited

amounts.

Printed communications have limited

audiences when posted in break rooms.

The same communication, broken into

simple easy to remember statements, can

be played well over 100 times in just a few

days.

The secret is repetition!

Production-driven Environmentsand overcoming fragmentation

Interview the Line of Business

Determine communications priorities

Communications only

Statistics

Mixed priority messaging

Real-time communications

Develop the layouts and playlist to

support the LOB’s needs.

Content Strategy

Channel Strategy

A balanced digital signage system

strikes a balance between the

enterprise messaging and the local

business culture.

Channels to consider in your strategy

Business Channel

Facility Bulletins

Rewards and Recognition

Learning Channel

Business Channel

Leadership Messages

Business Strategy

Enterprise communications

Rewards and Recognition

Facility Bulletins

Learning Channel

Content Strategy

Rewards and Recognitions

Birthdays

Anniversaries

Promotions

Top performers

Content to Consider

Facility Bulletins

Food Venders

Community Events

Building Announcements

Local employee engagement

Club announcements

Content to Consider

Learning Channel

Tips and Tricks

QA initiatives support

Individual Development Info

Policy/Procedures Updates

Content to Consider

WOW

Why

How

Message Strategy

Ask yourself: What is the story?

What can I do to grab attention?

What graphic will help tell the story?

What title will keep them reading?

Message StrategyWOW

Consider the questions: What is this?

Why should the employee care?

How does this benefit the employee?

How does this benefit the company?

Message StrategyWHY

Address the follow thru: Does the employee…

Know where to go?

Who to talk to?

Find more information?

Where to find the complete story?

Message StrategyHOW

These simple objectives can easily be applied to all aspects of our

communications.

Return on Objectives

Did they see it? Did they remember it? Did they act on it?

Working with an active goal of achieving a higher return on these

objectives allows us to increase the efficiency of our global

communications regardless of the delivery channel.

Digital Signage Strategies For

Corporate Communicators

Jennifer Arani

Farmers Insurance