Excuse Me, Which Way to Cost-Effective Directional Signage?

The Challenge

Business as Usual
For years, a large medical education agency had turned to Creative Media Works to produce about two dozen 7-foot tall retractable banners as information and directional signs for a major client event. And every year, we produced several extra banners—most of which were never used. Why? While these fabric banners add a real presence and touch of class to any event, they cannot be neatly fitted with Velcro or other “stick-ons” as is traditionally done with hard-backed signage. This meant the banners had to be printed with the correct directional information long before the event started.

And, there’s the problem. As any meeting planner knows, no matter how accurately the meeting venue is surveyed—things “adjust” on-site. Meeting rooms are reassigned…hotels renovate…sessions reschedule. Having a few extra signs around provided the flexibility to handle these eventualities.

Business as Unusual
Our challenge: cut cost and eliminate these “just in case” banners, lessen the pre-planning required and provide a more versatile system that could be changed quickly on-site.

Our Approach

Listen
At CMW, we began the way we always do—by asking questions. What type of traditional directional signage did the client like best? How often would arrows and callouts need to be changed (or reused)? What level of mechanical ability did the people setting up the banners possess?

Learn
Next, we turned to our fabric suppliers and ink manufacturers to find which materials would best adhere to the fabric—yet be easy to install and still come away cleanly. After much testing, a suitable adhesive was found that would fix a thin encapsulated arrow to the fabric and remove without leaving a residue or disturbing the graphic. There was only one minor downside—after removing the stick-on, it was generally not reusable. Still, it was a good solution that met the client’s need. But, we knew we could do better.

Innovate
At CMW, we had often created directional boards with magnetic arrows and a second magnet embedded under the graphic to hold the arrow. Obviously we could not put magnets into thin banner fabric, but we wondered…was there some way to use the same concept?

Indeed there was. We created matching arrows—one white to match (and blend in with) the back of the banner) and one in color (to stand out on the face of the banner). Each arrow was lined with magnetic tape and joined to the other with the banner material sandwiched in the middle. This produced a highly visible three-dimensional arrow that provided an extra pop, ease of set-up, and limitless re-usability. The backer arrow provided not only an “invisible” magnetic surface to stick to, but added a rigidity that kept the banner and arrow from sagging as would occur with Velcro.

To gain even more durability and efficiency, specific color arrows can be mounted to thin foam core for single meeting use—or if a common color is used year after year, they can be produced on Sintra (a highly durable PVC material) and used indefinitely just as the retractable banner stands are. Other stick-ons for breakouts, meals and special events can also be quickly produced, then added and removed as needed. The possibilities are nearly limitless.

The Client’s Results

The client loved it. The meeting planners loved it. The account rep and project coordinator loved it, too. (With shorter turnarounds, greater versatility and measurable long-term cost savings, who wouldn’t love it?) Most important, this seemingly small project provides insight to CMW’s philosophy of never stopping in our search for creative, cost-effective solutions for our clients.

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