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
BIM and Information Technology | Apr 21, 2015
Software tools shouldn't dictate the AEC process
With over 200 solutions on the market, construction software is one of the most complex and fragmented markets, writes Gensler's Mark Thole.
Cultural Facilities | Apr 20, 2015
Jean Nouvel loses court battle against Philharmonie de Paris over alleged design ‘sabotage’
Nouvel boycotted the January opening of the facility and asked for his name to be removed from all references to the work.
Contractors | Apr 20, 2015
Too many construction projects don’t meet owners’ expectations: KPMG report
Causes for delays, overruns, and underperformance include project management talent shortages, distrust between owners and contractors, and the lack of fully integrated project management systems.
High-rise Construction | Apr 17, 2015
Construction begins on Goettsch Partners-designed Nanning China Resources Center Tower
The tower's design is derived from its multiple uses, which include 170,000 sm of Class A office space, 5,000 sm of boutique retail, and a 45,000-sm luxury Shangri-La hotel.
Museums | Apr 16, 2015
SANAA and Snøhetta tie at first place for Budapest museum bid
The two firms submitted designs for the New National Gallery and Ludwig Museum, one of five planned museums to be constructed in a park just outside the urban center of Hungary’s capital.
High-rise Construction | Apr 16, 2015
Construction begins on Seattle's Tibet-inspired Potala Tower
Construction on the 41-story Potala Tower in Seattle finally kicked off following a ground-breaking ceremony seven months ago.
Architects | Apr 14, 2015
Jeanne Gang, Bjarke Ingels among participants for inaugural Chicago Architecture Biennial
Some big names include Bjarke Ingels Group and Studio Gang Architects
Sports and Recreational Facilities | Apr 13, 2015
USTA breaks ground on what will be the country’s largest tennis complex
The 63-acre facility is being positioned as a cornerstone for a sports innovation and performance district in Lake Nona, Fla., a 7,000-acre master planned community that continues to expand.
Building Team Awards | Apr 10, 2015
14 projects that push AEC teaming to the limits
From Lean construction to tri-party IPD to advanced BIM/VDC coordination, these 14 Building Teams demonstrate the power of collaboration in delivering award-winning buildings. These are the 2015 Building Team Award winners.
Building Team Awards | Apr 10, 2015
Prefab saves the day for Denver hospital
Mortenson Construction and its partners completed the 831,000-sf, $623 million Saint Joseph Hospital well before the January 1, 2015, deadline, thanks largely to their extensive use of offsite prefabrication.