Key Takeaways

• Treat screens as entertainment competing for attention in public spaces
• Provide practical, useful content like job opportunities and shift information
• Balance audience needs with company objectives using the 'broccoli and ice cream' principle

Topics

• Content Strategy
• Communications
• Digital Signage
• Employee Engagement

Transcript

So when you're thinking about your content calendar for digital signage, most comms teams will think about what the company objectives are and the information the company wants its employees and teams to see. So that is very much company objectives. However, this is a form of entertainment, and it is in a public space where people could look and do other things rather than look at the screen. So you need to earn the eyeballs. You need to think about the audience needs and what's the information that they want to see. Now, it might not necessarily just be entertainment, although, again, there's nothing wrong with that if it's in a break room, for example. But it might be information that is specifically useful to them. So examples would be more information about maybe management training or job opportunities, or how to change rotor shift schedules, or who's even running the shift. Information which is practical and useful for them to get their job done better and also to excel at the company. And then you need to balance that out with the needs of what the company wants its team to understand and see. If you get that balance right, you earn the eyeballs, and you will get your message across in a much more meaningful way. We call this internally broccoli and ice cream. So you want to eat the broccoli, you've got to give it an ice cream incentive. Some of our product team hate that analogy, but it kind of seems to land. So, you know, if you're giving out lots of broccoli, don't forget to also reward some ice cream too.