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
| Feb 17, 2013
Suffolk University’s $62 million academic building gets the go-ahead
The Boston Redevelopment Authority board yesterday unanimously approved Suffolk University’s plans to move forward with a new campus building at 20 Somerset St. that will feature general-use and science classrooms, a light-filled cafeteria/function space, and indoor and outdoor lounging areas.
| Feb 14, 2013
5 radical trends in outpatient facility design
Building Design+Construction combed the healthcare design and construction sector to evaluate the latest developments in outpatient facility designs. Here are five trends to watch.
| Feb 14, 2013
Boxman Studios launches shipping container buildings division
Boxman Studios has launched a new division aimed at sustainable solutions for the Built Environment. The Boxman Studios Buildings Division will focus on the adaptive use of decommissioned shipping containers as architectural elements and even complete buildings.
Smart Buildings | Feb 14, 2013
Minneapolis joins energy benchmarking trend for commercial buildings
Minneapolis is the latest major metro to require large commercial buildings to benchmark and disclose their energy and water use.
| Feb 14, 2013
Peter Rutti named Director of Design of Westlake Reed Leskosky’s Phoenix studio
Peter W. Rutti, AIA, Associate Principal and Project Director of Westlake Reed Leskosky, has been appointed Director of Design of the Phoenix, Arizona studio of the nationally recognized architects, engineers, and technology designers. The announcement recognizes the design excellence, leadership, and continued growth of the national and international practice of the integrated design firm in the western region.
| Feb 14, 2013
Peter Bardwell named 2013 president of the American College of Healthcare Architects
The Board of Regents of the American College of Healthcare Architects (ACHA) has named Peter L. Bardwell, FAIA, FACHA of Columbus, Ohio as 2013 national President.
| Feb 13, 2013
Department store concept by OMA's Koolhaas, Alsaka draws inspiration from open-air Arab marketplaces
The Exhibition Hall, a retail concept planned in Kuwait City's 360° Mall, will meld cultural and commerce spaces in a series of galleries reminiscent of the long passages of the souq—traditional, open-air marketplaces found in Arab cities.
| Feb 13, 2013
China plans new car-free city
A new urban development near Chengdu, China, will provide new housing for ~80,000 people, surrounded by green space.
| Feb 13, 2013
Advanced urbanism is focus of new MIT research center
MIT Center for Advanced Urbanism will seek 21st Century planning solutions, starting with infrastructure design issues.