After speaking directly to customers for 4 years in the Contact Center, it’s so cool to be in a department that creates the media — print, TV, web, merchandising — that speaks directly to them. I never knew how much effort and teamwork went into what I had previously perceived as a simple ad, and I now have a whole new respect for the creative process.
— Greg, brand communications specialist
Q: What is the difference between marketing and communications?
A: Garmin separates the product, pricing and channel distribution aspects of “marketing” from the promotional and creative aspects of “communications.” The two disciplines work closely together under one roof, but communications is allowed to focus its energy on educating and motivating target audiences through an extensive collection of messaging capabilities.
Q: What applications does the creative department use for most of its work?
A: The creative team does most of their work using InDesign, Adobe Photoshop, Adobe Illustrator, and many have knowledge of Dreamweaver and Flash. PC and Mac skills are required.
Q: What business functions are housed in the Communications Department?
A: Digital and traditional creative services, video production, web user experience (UX), media buying and planning, public relations, events management, sponsorship marketing, merchandising, co-op advertising, brand/strategy management, corporate communication and print production.
Q: Does Garmin outsource the creative department?
A: No, all creative work is done in house.
Q: How is Garmin’s communications department similar/different than an agency?
A: Garmin has employed an “agency structure” in developing our in-house capabilities, and almost all of the common agency positions exist within our department. The greatest difference; however, is that agency and client alike are housed under the same roof, and are all dedicated to building the same brand. That creates a great deal of momentum as everyone is pulling in the same direction.
Q: How is Garmin”s communications department different than other in-house departments?
A: Unlike most in-house communications departments, Garmin’s in-house team looks more like an agency. We have almost all of the people you would expect to find at an agency including: art director, copywriter, print production, traffic, media, PR and even a function similar to account service. In addition to traditional agency personnel, we also have video staff who can handle productions, ranging from simple YouTube “tips,” to a full-blown national television production — we even have a full Dolby-Digital audio editing suite and sound engineer on staff.
While most in-house teams focus on corporate communications and product literature while leaving the branding and paid media to an agency — at Garmin, we handle all forms of media and communication within our MarComm group.
Q: What role does user experience play in Garmin’s communications?
A: User experience (UX) is an important role that has been integrated into several areas of Garmin’s business. The web UX team is based in Communications to foster close collaboration with our web designers and web content specialists and to ensure we’re delivering a consistent, intuitive experience to our customers across all of our web properties.
Q: What is the working environment like within Communications?
A: The environment is a casual, open work environment that fosters teamwork, collaboration and creativity.
More questions? See our list of general FAQs