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 16, 2012
4.8-megawatt solar power system completed at Jersey Gardens Mall
Solar array among the largest rooftop systems in North America.
| Feb 15, 2012
Fourth-generation Ryan to lead Ryan Companies AE team
Ryan leads a team of eight architects, four civil engineers, two landscape architects and two virtual building specialists in their efforts to realize their customer’s vision and needs through Ryan’s integrated project delivery system.
| Feb 15, 2012
NAHB sees gradual improvement in multifamily sales for boomers
However, since the conditions of the current overall housing market are limiting their ability to sell their existing homes, this market is not recovering as quickly as might have been expected.
| Feb 15, 2012
Skanska secures $87M contract for subway project
The construction value of the project is $261.9 M. Skanska will include its full share, $87 M, in the bookings for Skanska USA Civil for the first quarter 2012.
| Feb 15, 2012
Code allowance offers retailers and commercial building owners increased energy savings and reduced construction costs
Specifying air curtains as energy-saving, cost-cutting alternatives to vestibules in 3,000-square-foot buildings and larger has been a recent trend among consulting engineers and architects.
| Feb 15, 2012
Englewood Construction announces new projects with Destination Maternity, American Girl
Englewood’s newest project for Wisconsin-based doll retailer American Girl, the company will combine four vacant storefronts into one large 15,000 square-foot retail space for American Girl.
| Feb 14, 2012
Angelo State University opens doors to new recreation center expansion
Designed by SmithGroup, the JJR_Center for Human Performance offers enhanced fitness options, dynamic gathering space.
| Feb 14, 2012
SAIC selected for architectural and engineering design services at Lajes Field, Azores
SAIC’s services will include a broad variety of new construction projects and maintenance and repair projects
| Feb 14, 2012
Skanska promotes Aparicio and hires Leintz in Southern California
Aparicio and Leintz are both based in Skanska’s Los Angeles office.
| Feb 14, 2012
The Jackson Laboratory announces Gilbane Building Co. as program manager for Connecticut facility
Gilbane to manage program for new genomic medicine facility that will create 300 jobs in Connecticut.