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Client Success Story · Content Service
Outdoor freestanding displays, large indoor screens and a full LED wall across three Dundalk sites — with the content calendar behind them run by our own studio, week in and week out.
Three sites, four screen formats, and a content operation that runs to a calendar rather than to whoever remembers.
The estate
The screens went in once. The content goes in every week.
Sites
Screen formats
Months of planned content
Studio running it all
The content calendar
Most digital signage does not fail because the hardware breaks. It fails because six months later nobody has changed what is on it.
A screen showing last winter’s promotion is worse than no screen at all. It tells every regular customer that nobody is looking after the place, and it trains them to stop reading the board — which means the next promotion, the one that actually matters, does not land either.
So the arrangement here is not a handover. Our studio runs the content calendar: what goes up, when it changes, which site it applies to and what comes down to make room for it. Seasonal changes, new products, deals, price updates and the day-to-day menu are planned in advance rather than assembled in a hurry on a Monday morning.
That is the part of the job we get asked back for. The screens were bought once; the content service is the reason the relationship keeps running.
Three sites
All three within a few minutes of our own workshop, which is why content changes get checked in person rather than guessed at.
Custom Coffee Express sits on the EK Fuels forecourt — sister brands sharing a site, which means the screens have to serve two offers without either one getting in the other’s way.
What went in
Each screen is doing something different, at a different distance, for a different decision.
Facing the forecourt, carrying deals and the menu to people who have pulled in for something else and have not yet decided about coffee.
Coffee and food, sized and laid out to read from the door and from the back of the queue rather than from directly underneath.
Its own large screen, scheduled separately, because ice cream sells on completely different days to a flat white.
At the EK Fuels forecourt — the big canvas, doing the work of attracting attention from the road before anyone has turned in.
Scheduled content
The most useful thing a screen can do is show the right thing at the right time without anybody being asked.
Content across all three sites is scheduled rather than posted. The ice cream screen has its own schedule, because its trade is seasonal and weather-led in a way the coffee offer is not. The coffee and food boards run their own patterns through the day, and deals appear and expire on the dates they were planned for.
Nobody on site has to remember to take a promotion down. Nothing sits up past the week it was meant for. It works because it was planned, and it keeps working because somebody is still planning it.
The detail
What the content arrangement covers, in practice.
Ahead of time, not reactive. Seasonal changes, product launches and promotions are placed on a calendar so the screens are never scrambling to catch up with the shop.
Designed once, reused properly. New content drops into an established frame, so everything looks like the brand rather than like whoever made it.
Not everything applies everywhere. Freestanding displays are at Custom Coffee Express; the LED is at EK Fuels. Content is targeted to the screen it suits.
Seasonal and weather-led. Handled as its own schedule rather than squeezed into the coffee rotation, because it sells on different days.
Freestanding, forecourt-facing. Specified for outdoor brightness and Irish weather rather than adapted from an indoor unit.
Minutes from our workshop. A content change can be looked at on site, and a fault is a short drive rather than a diary entry.
On site
Photographs from Custom Coffee Express, Dublin Road and Carrickmacross Road.
The result
The measure of a content service is whether the screens are still right a year later.
These boards are current because keeping them current is somebody’s job rather than an intention. The calendar is planned, the artwork is built to a standard, and the schedule takes content down as reliably as it puts it up.
That is why the relationship has grown from screens into the content service, and why the same arrangement now runs across all three sites.
“A short line from Custom Coffee or EK Fuels about the screens or the content.”
Name, role — Custom Coffee / EK FuelsMore like this
Same problem, different counters.
That is the part we do. Tell us what you sell and how it changes through the year, and we will show you what a content calendar looks like for your sites.