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
Codes and Standards | May 30, 2017
Heated debate over whether Calif.’s prevailing wage requirement stymies affordable housing
There’s disagreement around how much pay regulations add to cost of projects.
Reconstruction & Renovation | May 30, 2017
Achieving deep energy retrofits in historic and modern-era buildings [AIA course]
Success in retrofit projects requires an entirely different mindset than in new construction, writes Randolph Croxton, FAIA, LEED AP, President of Croxton Collaborative Architects.
Architects | May 26, 2017
Innovations in addressing homelessness
Parks departments and designers find new approaches to ameliorate homelessness.
Architects | May 26, 2017
BIG plans: Architecture isn’t Bjarke Ingels Group’s only growth path
Kai-Uwe Bergmann, the firm’s head of global business development, says engineering and urban planning are key opportunities. And how about that Hyperloop?
Museums | May 25, 2017
The museum as workspace
Many museum staff are resistant to the idea of open offices.
| May 24, 2017
Accelerate Live! talk: Applying machine learning to building design, Daniel Davis, WeWork
Daniel Davis offers a glimpse into the world at WeWork, and how his team is rethinking workplace design with the help of machine learning tools.
| May 24, 2017
Accelerate Live! talk: Learning from Silicon Valley - Using SaaS to automate AEC, Sean Parham, Aditazz
Sean Parham shares how Aditazz is shaking up the traditional design and construction approaches by applying lessons from the tech world.
| May 24, 2017
Accelerate Live! talk: The data-driven future for AEC, Nathan Miller, Proving Ground
In this 15-minute talk at BD+C’s Accelerate Live! (May 11, 2017, Chicago), Nathan Miller presents his vision of a data-driven future for the business of design.
Architects | May 23, 2017
Queens Museum exhibit shows New York City as it could have been
The installation will showcase 200 years worth of unrealized Big Apple projects via original drawings, renderings, newly commissioned models, and 3D visualizations.
Education Facilities | May 22, 2017
Educational design taking lessons from tech firms
Recently, in educational design, we have seen a trend toward more flexible learning spaces.