Maximise Impact with Seasonal Digital Signage Strategies
I discuss the importance of planning digital signage content around annual business rhythms and quarterly objectives. Strategic seasonal planning creates coherent narratives whilst reducing reactive content decisions throughout the year.
Key Takeaways
- Annual content calendars should align with business objectives and natural rhythms
- Quarterly themes can focus on safety, education, productivity, or other key priorities
- Strategic planning reduces reactive content creation and builds stronger narratives
Topics
- Content Strategy
- Business Strategy
- Project Management
Transcript
So when it comes to seasonality, this is an important thing to consider when you're putting together your annual content calendar. And we would advise really thinking long-term about this because a screen is not just for Christmas. It's a commitment, right? And there's different ways of adjusting towards that commitment. But if you think about the flow of a year inside of a business and the natural seasonality of like, when are people typically joining this company? Or what are the key times of the year where certain things are happening? We all basically understand inside of our own businesses, there is a rhythm of the year. And in each of those periods, and it could just be quarterly or monthly, you're thinking about what are the main objectives? What are the things that we're really trying to work on? Where do we want to focus our attention in this quarter? It might not necessarily be related to the season. It might be to just think in this quarter, we're going to focus primarily on our safety record. On this quarter, we're going to focus more on education and upskilling. On this quarter, it's towards the end of the financial year, we're going to have a big push for productivity. So you can build these themes amongst your kind of regular everyday content. And adding in that seasonality is going to help you build a narrative for how you're communicating to your audience over that year. It'll also give you more ideas and probably a bit less of a reactionary state in terms of how you're putting content up on those screens. So just think more about what the business is trying to respond to. And then think, how can that be applied to my screens and the campaigns we put on them at certain times of the year?