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
| Dec 7, 2010
Green building thrives in shaky economy
Green building’s momentum hasn’t been stopped by the economic recession and will keep speeding through the recovery, while at the same time building owners are looking to go green more for economic reasons than environmental ones. Green building has grown 50% in the past two years; total construction starts have shrunk 26% over the same time period, according to “Green Outlook 2011” report. The green-building sector is expected to nearly triple by 2015, representing as much as $145 billion in new construction activity.
| Dec 7, 2010
USGBC: Wood-certification benchmarks fail to pass
The proposed Forest Certification Benchmark to determine when wood-certification groups would have their certification qualify for points in the LEED rating systemdid not pass the USGBC member ballot. As a result, the Certified Wood credit in LEED will remain as it is currently written. To date, only wood certified by the Forest Stewardship Council qualifies for a point in the LEED, while other organizations, such as the Sustainable Forestry Initiative, the Canadian Standards Association, and the American Tree Farm System, are excluded.
| Dec 7, 2010
Prospects for multifamily sector improve greatly
The multifamily sector is showing signs of a real recovery, with nearly 22,000 new apartment units delivered to the market. Net absorption in the third quarter surged by 94,000 units, dropping the national vacancy rate from 7.8% to 7.1%, one of the largest quarterly drops on record, and rents increased for the second quarter in a row.
| Dec 7, 2010
Hot rumor: Norman Foster designing Apple’s new campus
Lord Norman Foster, reportedly has been selected to design Apple’s new campus in Cupertino, Calif. If the news is true, Foster is a good match for Apple say experts. Foster built his celebrity by marrying big gestures to technological wizardry. And, unlike some starchitects, he has glommed onto the environmental revolution—something Apple has made a point of embracing, too.
| Dec 7, 2010
10 megacities of the near future
With Beijing, Shanghai, and Mumbai already on the global radar, where can the next wave of construction be found? Far beyond China, India, and even Brazil it’s predicted. The world’s next future megacities could include Istanbul, Turkey; Ho Chi Minh City, Vietnam; and Khartoum, Sudan, among others. Read about these emerging and little-known behemoths.
| Dec 7, 2010
Product of the Week: Petersen Aluminum’s column covers used in IBM’S new offices
IBM’s new offices at Dulles Station West in Herndon, Va., utilized Petersen’s PAC-1000 F Flush Series column covers. The columns are within the office’s Mobility Area, which is designed for a mobile workforce looking for quick in-and-out work space. The majority of workspaces in the office are unassigned and intended to be used on a temporary basis.
| Dec 6, 2010
Honeywell survey
Rising energy costs and a tough economic climate have forced the nation’s school districts to defer facility maintenance and delay construction projects, but they have also encouraged districts to pursue green initiatives, according to Honeywell’s second annual “School Energy and Environment Survey.”
| Dec 2, 2010
GKV Architects wins best guest room design award for Park Hyatt Istanbul
Gerner Kronick + Valcarcel, Architects, PC won the prestigious Gold Key Award for Excellence in Hospitality Design for best guest room, Park Hyatt Macka Palas, Istanbul, Turkey. Park Hyatt Maçka Palace marries historic and exotic elements with modern and luxurious, creating a unique space perpetuating Istanbul’s current culture. In addition to the façade restoration, GKV Architects designed 85 guestrooms, five penthouse suites, an ultra-hip rooftop bar, and a first-of-its-kind for Istanbul – a steakhouse, for the luxury hotel.
| Dec 2, 2010
U.S Energy Secretary Chu announces $21 Million to improve energy use in commercial buildings
U.S. Energy Secretary Steven Chu announced that 24 projects are receiving a total of $21 million in technical assistance to dramatically reduce the energy used in their commercial buildings. This initiative will connect commercial building owners and operators with multidisciplinary teams including researchers at DOE's National Laboratories and private sector building experts. The teams will design, construct, measure, and test low-energy building plans, and will help accelerate the deployment of cost-effective energy-saving measures in commercial buildings across the United States.
