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 4, 2011
President Obama: 20% improvement in energy efficiency will save $40 billion
President Obama’s Better Buildings Initiative, announced February 3, 2011, aims to achieve a 20% improvement in energy efficiency in commercial buildings by 2020, improvements that will save American businesses $40 billion a year.
| Jan 31, 2011
Cuningham Group Architecture launches Healthcare studio with Lee Brennan
International design firm Cuningham Group Architecture, P.A. (Cuningham Group) has announced the arrival of Lee Brennan, AIA, as Principal and Leader of its new Healthcare studio. Brennan comes to Cuningham Group with over 30 years of professional experience, 22 of those years in healthcare, encompassing all aspects of project delivery, from strategic planning and programming through design and construction. The firm’s new Healthcare studio will enhance Cuningham Group’s expertise in leisure and entertainment, education, mixed-use/housing and workplace environments.
| Jan 31, 2011
HDR Architecture Releases Evidence-based Design Videos
As a follow-up to its book Evidence-based Design for Healthcare Facilities, HDR Architecture, Inc. has released three video case studies that highlight evidence-based design principles in action.
| Jan 31, 2011
CISCA releases White Paper on Acoustics in Healthcare Environments
The Ceilings & Interior Systems Construction Association (CISCA) has released an extensive white paper “Acoustics in Healthcare Environments” for architects, interior designers, and other design professionals who work to improve healthcare settings for all users. This white paper serves as a comprehensive introduction to the acoustical issues commonly confronted on healthcare projects and howbest to address those.
| Jan 28, 2011
Firestone Building Products Unveils FirestoneRoof Mobile Web App
Firestone Building Products Company unveiled FirestoneRoof, a first-of-its-kind free mobile web app. The FirestoneRoof mobile web app enables customers to instantly connect with Firestone commercial roofing experts and is designed to make it easier for building owners, facility managers, roofing consultants and others charged with maintaining commercial roofing systems to get the support they need, when they need it.
| Jan 27, 2011
Perkins Eastman's report on senior housing signals a changing market
Top international design and architecture firm Perkins Eastman is pleased to announce that the Perkins Eastman Research Collaborative recently completed the “Design for Aging Review 10 Insights and Innovations: The State of Senior Housing” study for the American Institute of Architects (AIA). The results of the comprehensive study reflect the changing demands and emerging concepts that are re-shaping today’s senior living industry.
| Jan 25, 2011
Bloomberg launches NYC Urban Tech Innovation Center
To promote the development and commercialization of green building technologies in New York City, Mayor Michael R. Bloomberg has launched the NYC Urban Technology Innovation Center. This initiative will connect academic institutions conducting underlying research, companies creating the associated products, and building owners who will use those technologies.
| Jan 25, 2011
Top 10 rules of green project finance
Since the bottom fell out of the economy, finding investors and financial institutions willing to fund building projects—sustainable or otherwise—has been close to impossible. Real estate finance prognosticators, however, indicate that 2011 will be a year to buy back into the real estate market.
| Jan 25, 2011
Chicago invented the skyscraper; can it pioneer sustainable-energy strategies as well?
Chicago’s skyline has always been a source of pride. And while few new buildings are currently going up, building owners have developed a plan to capitalize on the latest advances: Smart-grid technologies that will convert the city’s iconic skyline into what backers call a “virtual green generator” by retrofitting high-rise buildings and the existing electrical grid to a new hyper-connected intelligent-communications backbone.