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
| May 15, 2013
Schneider Electric announces Global Xperience Efficiency Events for 2013
Schneider Electric’s Xperience Efficiency series will begin with events in the United States, China, Colombia, Brazil and Russia.
| May 15, 2013
Center for Green Schools, Architecture for Humanity release new tool for green schools
The 70-page guide demystifies the processes of identifying building improvement opportunities and finance and implementation strategies.
| May 14, 2013
Paints and coatings: The latest trends in sustainability
When it comes to durability, a 50-year building design ideally should include 50-year coatings. Many building products consume substantial amounts of energy, water, and petrochemicals during manufacture, but they can make up for it in the operations phase. The same should be expected from architectural coatings.
| May 14, 2013
Advanced turbines generate 6X more energy than conventional models
US-based wind energy company SheerWind just unveiled the INVELOX – a tunnel-based wind turbine that can produce up to 600% more power than traditional wind turbines.
| May 14, 2013
Raymond Clark joins HOK’s Chicago Practice as Management Principal
HOK announced today that Raymond Clark, AIA, LEED AP, has joined its leadership team in Chicago as senior vice president and management principal.
| May 14, 2013
Easy net-zero energy buildings [infographic]
"Be a Zero Hero" infographic educates building industry professionals on ultra energy-efficient structural insulated panel construction
| May 9, 2013
10 high-efficiency plumbing fixtures
From a "no sweat" toilet to a deep-well lavatory, here's a round up of the latest high-efficiency plumbing fixtures.
| May 9, 2013
Post-tornado Greensburg, Kan., leads world in LEED-certified buildings per capita
Six years after a tornado virtually wiped out the town, Greensburg, Kan., is the world's leading community in LEED-certified buildings per capita.
| May 8, 2013
Preventable curtain wall failures - AIA/CES course
In many cases, curtain wall failures are caused by fairly simple errors that occur during the fabrication and installation process. This presentation will highlight common errors and when they typically occur.
| May 8, 2013
NBBJ appoints Tim Leberecht Chief Marketing Officer
NBBJ, a global architecture and design firm, today announced that it has appointed Tim Leberecht as its Chief Marketing Officer. Leberecht joins NBBJ from Frog Design where he led the marketing organization from 2006 to 2013 and helped transform the company into one of the world’s foremost design and innovation consultancies.