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 | Mar 22, 2018
The benefits and nuances of integrated design
Achieving integrated design usually means operating under a strong relationship.
Architects | Mar 14, 2018
Becoming nature: The building design evolution meets the living building revolution
With the environmental movement, sustainability became a marker of innovation in design for the built environment.
Office Buildings | Mar 12, 2018
Sound advice on workplace design
Thoughtful design, paired with a change management program to educate staff, can both enhance connectivity and minimize distractions.
Architects | Mar 9, 2018
Designing healthier buildings: Fitwel certification system
The Fitwel certification system is relatively simple and involves registering a building on a custom scorecard.
Architects | Mar 7, 2018
Balkrishna Doshi named 2018 Pritzker Laureate
Over the course of 70 years, Doshi was instrumental in shaping the discourse of architecture throughout India, from low-cost housing for thousands to landmark projects like the Indian Institute of Management.
Architects | Mar 7, 2018
New National Building Museum exhibit explores the architecture of the Manhattan Project
The exhibit will run through March 3, 2019.
Architects | Feb 27, 2018
But first, let me take a selfie: Designing sharable moments
The concept of “selfie walls” has been around for years, but with their growing popularity they have begun to evolve and take on a life of their own.
Market Data | Feb 27, 2018
AIA small firm report: Half of employees have ownership stake in their firm
The American Institute of Architects has released its first-ever Small Firm Compensation Report.
Museums | Feb 26, 2018
*UPDATED* Design team unveils plans for the renovated and expanded Gateway Arch Museum
The goal of the project is to create closer and more robust connections between the Gateway Arch Museum and the landscape of the Jefferson National Expansion Memorial.
Architects | Feb 23, 2018
AIA elevates 152 members and two international architects to the College of Fellows
AIA Fellowship recognizes significant contributions to profession of architecture and society.