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 | Feb 5, 2018
Little names new Corporate President and COO
International architecture and design firm Little has appointed Carolyn Rickard-Brideau as its new Corporate President, and Charles Todd as its Chief Operating Officer.
Architects | Feb 1, 2018
How to generate architecture leads
One of the first steps to increasing leads for your design firm is to acknowledge that all leads are not equal, writes Hinge’s Karl Feldman.
Healthcare Facilities | Feb 1, 2018
Early supplier engagement provides exceptional project outcomes
Efficient supply chains enable companies to be more competitive in the marketplace.
Industry Research | Jan 30, 2018
AIA’s Kermit Baker: Five signs of an impending upturn in construction spending
Tax reform implications and rebuilding from natural disasters are among the reasons AIA’s Chief Economist is optimistic for 2018 and 2019.
Market Data | Jan 30, 2018
AIA Consensus Forecast: 4.0% growth for nonresidential construction spending in 2018
The commercial office and retail sectors will lead the way in 2018, with a strong bounce back for education and healthcare.
Architects | Jan 29, 2018
14 marketing resolutions AEC firms should make in 2018
As we close out the first month of the New Year, AEC firms have made (and are still making) plans for where and how to spend their marketing time and budgets in 2018.
Education Facilities | Jan 29, 2018
My day as a kindergartner
The idea of a kindergarten-only school presents both challenges and opportunities in regards to the design.
AEC Tech | Jan 29, 2018
thyssenkrupp tests self-driving robot for ‘last mile’ delivery of elevator parts
“With driverless delivery robots, we could fill a gap and get spare parts from our warehouses to the jobsite faster,” said thyssenkrupp SVP Ivo Siebers.
Architects | Jan 26, 2018
Stephen Ayers, FAIA, honored with the 2018 AIA Thomas Jefferson Award
The award honors significant contributions to public architecture.
Architects | Jan 26, 2018
Recipients for the 2018 Collaborative Achievement Award selected
The recipients will be honored at the AIA Conference on Architecture 2018 in New York City.