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Milk Processing Plant Upgrades from DIY Digital Signage, Enhances Visual Communication Strategy
Visual communication has always been an important workplace
communication tool at the Dairy Farmers of America (DFA) location in Fort Morgan, Colorado. Even going back 4-5 years, employees at this 24/7/365 milk processing plant were accustomed
to seeing looping PowerPoint presentations on an old computer
monitor in their break room. But this DIY setup “was very limited and basic,” notes DFA Quality Assurance Manager Tony Rosso. A dedicated Digital Signage (DS) platform was needed. The
new system needed to have the following:
 Compatibility with more programs, not just PowerPoint
 Video-ready (Accepts multiple formats & video from the web)
 Scheduling (Calendar-based start/stop to keep content fresh)
The Marlin Company’s patented Electronic Communication Station technology delivered exactly what Tony and his team at DFA
needed. Marlin’s cloud-based Content Management System
(CMS) is able to automatically convert everything from Word
docs and Excel files to PDFs, and more— even Tony’s familiar
PowerPoints. The video capabilities have allowed DFA to reach
and engage workers in the most effective way possible, and it’s
all scheduled with ease so that content is always fresh and on
point.
Maximizing the Power of Video Examples
Safety is always top-of-mind at DFA. But as Tony points out, the
way a safety message is delivered makes all the difference. “If I
tell experienced workers to be safe as they’re coming in to
punch the clock, they’ll look at me as if to say ‘Go pound sand!’”
Tony exclaims. “But if they have a video example of one of their
peers (on the Marlin screen) providing real examples… It’s unbiased. It’s at their level.”
Tony Rosso, Quality Assurance Manager, Fort Morgan location,
stands by his Marlin Electronic Communication Station.
Quick Facts:
Dairy Farmers of America (DFA) is a leading milk marketing
cooperative with more than 15,000 members.
Location:
Fort Morgan, Colorado
Type of Business:
Milk processing/Distribution
No. of Employees at Location:
40
Dispelling Rumors, Commenting on News Items
When DFA workers see something in the mainstream media or
social networks related to the dairy industry, they’re left wondering about the facts and if their own facility is affected. This is
where the Marlin screen helps. Tony is able to quickly upload
Tony also uses video to enhance DFA’s monthly corporate safety
photos or videos to set the record straight.
topics. He’ll take those topics and place them into a PowerPoint
Whether it’s a story in the news about an outbreak of Mad Cow
for upload. Then he’ll find a relevant video on the Internet and
disease overseas or a Salmonella contamination in another
use it to ‘bookend’ or position the corporate messaging. This
state, the Marlin system makes it easy to distribute the facts
helps workers see it from a different angle. It’s no longer just a
quickly, and in a format that is just as visually powerful as the
safety message from corporate. The video provides the ‘why’
evening news. For late-breaking stories, it’s even possible to
factor. It has more meaning that way. Marlin’s product makes
this easy by first enabling the use of multiple sources of content. upload and schedule content remotely so that clarifications and
additional information can be available on the Marlin screen no
Then you can schedule and position that content any way you
want so that certain pieces are enhanced through their pairing. matter what shift is on the clock.
(over)
ployee a form of recognition. It makes the employee feel great,
and that employee will help spread the word about the posted
content. This further legitimizes the screen as a valued method
for communication.
Did You Get the Email?
As with many facilities where there are production and warehouse workers, email simply can’t serve as the primary form of
communication. Emails to management must trickle down to
It doesn’t matter if it’s a safety video someone found on
those who are “in the trenches,” says Tony. This is why Tony
always puts important items like procedural changes into a Pow- YouTube, a PDF with pictures and instructions about a process,
erPoint that is then scheduled for rotation on the Marlin screen. or some photos they snapped around the facility. The fact is that
employee-contributed content has a tendency to create excite“Hopefully, the information would have already gotten to line
ment and engagement. The automatic file conversion technoloworkers through a number of sources,” Tony adds. But he also
gy provided by The Marlin Compainserts content so it’s not just a repeat of
what’s in the email. When there’s change
“...the Marlin screen allows you ny simply makes it easy for Tony to
use all those suggestions and not
that’s being pushed down through email, his
to bond with a coworker, and worry about file formats.
Marlin screens are always available to further convey the concepts and offer appropriate positioning.
now those guys are working
better and they’re happier, and
more productive.”
Employee feedback lets Tony know
the system is working, plus it plays
an important role in helping to
It’s Not All About Work
bring in a lot more suggested con-Vince Mooney, Plant Manager
When DFA had a company picnic, they were
tent. “Even if it’s just as simple as
sure to put up pictures of the outing. “It
someone asking where a video came from… that means they
gives everyone a chance to connect,” says Tony. They’re remind- were engaged and they remembered the message,” says Tony.
ed that the “guy or gal next to you is more than just a number or That gets the conversation going about what else can be added.
body. It just connects everyone a bit more.”
Sometimes it’s as simple as a quote they want to contribute.
Vince Mooney, Plant Manager at the DFA Fort Morgan location, Tony thinks back to a recent piece of content that was included
in their Marlin subscription. It was a quote that read, “Act like
sees value in using the Marlin screen for more than just workyour people matter and they will.” This resonated, and now everelated messages. “There are some companies where they’re
ryone wants to contribute their own quotes. “That’s awesome!
just ‘push, push, push,’” he points out. “But the Marlin screen
That’s what I like to see!” Tony exclaims.
allows you to bond with a coworker, and now those guys are
working better and they’re happier, and more productive.”
The Future
Multiple Contributors, Multiple Rewards
Tony admits that he’s just beginning to scratch the surface of
what The Marlin Company’s digital signage platform can accomContent creation doesn’t have to rest on one person’s shoulders. In fact, employees at the Fort Morgan location are free to plish. But it’s clear that DFA’s robust visual communication system is making a difference. “It really hits home,” Tony says as he
suggest all kinds of pieces they feel should be posted to the
Marlin screen. And as it turns out, this open invitation has made thinks of a recent safe driving video that was displayed on his
a positive impact at DFA. Tony explains that when these employ- Marlin screen. “It’s just that little extra reminder. Hopefully,
when I get in the car, that message will stick.”
ee-suggested items are displayed, it’s as if he’s giving that em-
About The Marlin Company
The Marlin Company has been leading innovation in visual communication since 1913. Our patented technology (US Patents:
7,743,112; 7,765,273; 8,516,527; and 8,826,168 B2) and forward-thinking leadership secure Marlin’s place as a pioneer in digital
signage and workplace communication. Our national team of local sales representatives is always
available to help you develop the most effective digital signage communication plan for your organization. For more information, please visit www.themarlincompany.com.
The Marlin Company, 10 Research Parkway, Wallingford, CT 06492-5901
P: (800) 344-5901 / E: [email protected]