Key Takeaways

• Corporate comms teams are small (5-7 people) regardless of company size
• They manage all communication channels with limited resources
• Often lack in-house design capabilities, rely on agencies
• Digital signage adoption requires content repurposing, not creation
• Automation is essential to avoid overwhelming small teams

Topics

• Communications
• Team Management
• Digital Signage
• Enterprise Solutions

Transcript

So one of the observations that I've made working over the last decade in digital signage is that almost irregardless of how big a company is, the communications team is usually centralized and very small. I've very rarely seen a communications team bigger than, say, five, seven people. And they are responsible for all communication across every channel, all across the business. So they're usually very under-resourced. They don't often have design resource in-house. They may have agencies that they can use. And they're usually flat out, trying to put everything out from whatever the C-level is asking them to do to whatever else they need to do in their content calendar. And so I find that because digital signage is normally a new communication channel for them, that one of their fears is, oh, we're already so busy, can we actually take on this challenge as well, which is a really reasonable thing for them to be worried about. And so we go out of our way to show that, actually, we can repurpose a ton of the content they're already making and just try and make it as automated as possible for them. But yeah, sometimes 100,000-person company still has a comms team of only five. And we need to remember that as an industry when we're talking about screens that communicate.