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
| Jun 23, 2014
Gehry's 'glass sail' cultural center for Foundation Louis Vuitton set to open in October
Comissioned by Bernard Arnault, American legendary architect Frank Gehry's newest structure in Paris for Foundation Louis Vuitton will house eleven galleries and an auditorium for performing arts.
| Jun 23, 2014
Power of IPD: Is integrated project delivery truly a transformative delivery model?
Now that many of the first-generation IPD projects have been completed, CBRE Healthcare's Tim McCurley and Stephen Powell ponder the lessons learned and pros and cons of the industry's newest delivery model.
| Jun 23, 2014
Lilker Associates launches Lighting Group; David Cyr announced as Director
New division rounds out building systems services offerings for the Manhattan-based consulting firm.
| Jun 23, 2014
Berlin House of One will accommodate Muslims, Jews, and Christians
The building will rise on the ruins of a 13th-century Christian church that was damaged during WWII and eventually demolished.
| Jun 22, 2014
5 ways to improve your firm’s branding efforts
Establishing, conveying, and maintaining a powerful brand is a critical component of an AEC firm’s marketing strategy. Here are five strategies to make a greater impact with your firm’s branding efforts.
Sponsored | | Jun 22, 2014
JW Marriott Indianapolis redefines city’s skyline
The 34-story JW Marriott is both the largest and tallest hotel in Indianapolis. One of the most prestigious hotels in the city, the JW Marriott has hosted celebrities and NFL teams alike.
| Jun 20, 2014
HOK releases proposal for Obama Library and Museum Campus
Proposal would locate the library in Chicago's historic Bronzeville neighborhood, aiming for urban revitalization as well as Living Building certification.
| Jun 20, 2014
Sterling Bay pulled on board for Chicago Old Main Post Office project
Sterling Bay Cos. and Bill Davies' International Property Developers North America partner up for a $500 million restoration of Chicago's Old Main Post Office
| Jun 20, 2014
First look: Hive-like 'Learning Hub' to be built in Singapore
In a competition to design a "Learning Hub" for students at Nanyang University in Singapore, London-based firm Heatherwick studio has won with a rounded, hive-like design.
| Jun 20, 2014
U.S. Energy Information Administration releases preliminary Commercial Buildings Energy Consumption Survey results
Federal survey project shows that commercial-building floorspace has grown 22% since 2003; energy-use data will be released in Spring 2015.