When companies decide to use digital media as part of their corporate communications program, they might be entering a world of technology and content that is new and confusing to them. To guide their decisions, The Marlin Company, a visual communications and digital signage provider, published a guide that outlines eight basic questions, along with some advice, about workplace digital signage:
1] Why are you doing this? The biggest mistake companies make is to focus on the technology first, when it’s far more important to define their communications objectives and desired outcomes.
2] What do you want to say? Are you using digital media to build a safe culture, or to get employees on the same page? What about improving performance, or announcing company news? Have a clear idea of what you want to tell employees.
3] Who are you talking to? Are you trying to reach everyone in the company, or just select groups? How do you convey your message to employees who don’t always work in the office? You need to consider what each employee group needs to know, and then tailor your message accordingly.
4] What’s your strategy? It’s important that your content ties back to your objectives and goals. Marlin recommends five steps: assess your current mode of communication to determine what’s working and what digital signage can replace; set up an editorial and delivery calendar; assemble a content team; identify sources that can be ongoing sources of information; and determine your review and quality control processes.
5] How do you make your content sing? Vary the content you deliver to keep it fresh. Add visuals, like photos and videos and graphics, whenever possible. Call out professional milestones, like anniversaries and birthdays. Make the content fun.
6] How do you sustain your message? Nurture sources. Stick to your editorial calendar. Add self-updating content. Keep your IT people in the loop and involved. Plan for expanding your digital messaging. And, when necessary, call on outside experts for help.
7] How will you know it’s working? Solicit feedback often, especially when you’re trying to measure the quality of your messaging, such as whether it’s leading to productivity improvements or higher employee morale.
8] What technology should you use? There are three main components in digital signage: monitors, media players, and content management software. The last is the most important, so choose what enables you to post content easily to any format, schedule posts, and manage users. Monitors, especially those that will be running 24/7, need to be commercial-grade. Determine how many you will need, what size, what image quality, what’s the surrounding environment, and who will install and maintain them. Media players are the “brains” of digital signage, and generally you’ll need one per screen.
Related Stories
Architects | Sep 24, 2018
Assembly (and rigorous planning) required: Managing the pros and cons of modular construction
While offering efficiency and flexibility, modular construction requires extensive planning and collaboration to avoid potential challenges.
Architects | Sep 19, 2018
Back it up: Parking lot trends
There are two shifts that we are seeing in parking lot planning and design – and these shifts are rooted in parking’s place at the intersection of environment, transportation, and market behavior.
Architects | Sep 14, 2018
We’ve entered the golden age of brain science. What does it mean for AEC firms?
New research from the SMPS Foundation explores the known principles and most recent research surrounding the human brain and behavioral science. The goal: to discover connections between the science and the AEC business.
Architects | Sep 6, 2018
S/L/A/M Collaborative completes merger with L.A.-based firm
The healthcare sector is one of Frank Webb Architects’ strengths.
Giants 400 | Sep 6, 2018
What's happening at 89 design firms
The latest developments at 89 of the nation's largest architecture and architecture/engineering (AE) firms.
Architects | Sep 6, 2018
Little details, big questions: Occupancy planning 101 for healthcare facilities
Transitioning into a new hospital is no easy feat and daily tasks can have a huge impact.
Architects | Aug 14, 2018
AIA takes a firmer stand on making schools safer with better design
The Institute urges the formation of a federal clearinghouse for best practices, and wants security-related design to be eligible for grants.
Architects | Aug 9, 2018
The convergence of product design and architecture
Great design is born out of simplicity, purity, timelessness, unobtrusiveness and intuitiveness.
Architects | Aug 1, 2018
Client experience as competitive advantage for AEC firms
Clients are looking for solutions to their business problems from collaborative advisors. They’ve come to expect a higher level of service and detail than what was provided in the past.
AEC Tech | Jul 24, 2018
Weidt Group’s Net Energy Optimizer now available as software as a service
The proprietary energy analysis tool is open for use by the public.