Ask the Board – October 2, 2017 | JOEL ALLARD

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How can end users create a variety of compelling content for private networks without breaking the bank?”


That’s always the trick! It’s helpful to start with any marketing or messaging already created for other channels — print, online, etc. — and see what can be leveraged for the digital screen (or modified slightly, in many cases). Use any existing style or brand guides for choosing colors, fonts and logos. If your budget does not allow for hiring an agency or even full-time staff, working with a freelance motion graphics artist can be a cost-effective way to get great looking content. You may also need someone who can create HTML5-based content, depending on what CMS and player software you have.

If you can spend a bit of time with your artist (or developer) to create a ‘package’ of templates or reusable elements (backgrounds, transitions, even sound effects), you can mix and match those over time as you add your images, videos and messaging before publishing to your network. This keeps everything from feeling repetitive without needing to have things fully built from scratch every time.

About Author

Senior Business Partner, In-Store Digital
Target

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

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