Digital Signage Solutions

The issue of IABC's Communication World came in earlier this week and I finally had a chance to flip through it. Thanks to some awful clip art (ladders to nowhere), Steve Crescenzo's "Take it from the top" article caught my eye.

(I'll talk to Steve another time about the lame clip art. I hate it so much I added it the post. Oh the irony of talking about creative communications and using boring cliche clip art.)

But back to Steve's article. In it, he outlines his Strategy Ladder, a 5-rung guide for corporate communication pros to make sure they are linking creativity to business strategy.

1. Business objective
2. Communication objective
3. Key messages
4. Creative content
5. Measurement

Inside many corporation, creativity can be a challenge and is often beaten down over time. But I have found that digital signage (or any new corporate communication technology) can be a great tool to help revive or resuscitate your creative juices.

Steve's point with the five rungs is that if you can't successfully answer any of the five "rungs," then you need to take a step back and see if what you are communicating is worth it.

At least worth more than lame clip art.