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
| Jan 3, 2011
Chicago Architectural Foundation’s media expert takes all 85 tours in one year
Jennifer Lucente, the social media expert at the Chicago Architecture Foundation has completed her year of taking tours—taking all 85 tours in 2010. The challenge that began last January with a tour of the Board of Trade building has ended today with the architecture foundation’s newest tour: Razzle Dazzle – featuring the Loop theater district followed by a celebration at the Chicago Theatre.
| Dec 28, 2010
Project of the Week: Community college for next-gen Homeland Security personnel
The College of DuPage, Glen Ellyn, Ill., began work on the Homeland Security Education Center, which will prepare future emergency personnel to tackle terrorist attacks and disasters. The $25 million, 61,100-sf building’s centerpiece will be an immersive interior street lab for urban response simulations.
| Dec 20, 2010
Architect Adrian D. Smith on zero-energy cities, new technologies, and high density.
Adrian D. Smith, FAIA, RIBA, is co-founder (with Gordon Gill) of Adrian Smith + Gordon Gill Architecture, Chicago. Previously, he was a design partner in the Chicago office of Skidmore, Owings & Merrill (1980-2003) and a consulting design partner from 2004 to 2006. His landmark structures include the Jin Mao Tower (Shanghai), Rowes Wharf (Boston), and Burj Khalifa (Dubai, U.A.E.), the world’s tallest structure. He recently collaborated with Gordon Gill to design the world’s first net-zero-energy skyscraper, Pearl River Tower, now nearing completion in Guangzhou, China. This account is based on his recent remarks at the Illinois Institute of Technology.
| Dec 17, 2010
BIM Tools Enhance Project Value
The Building Team for a renovation project at Georgia Tech uses BIM and 3D design tools to solve a complex millwork problem.
| Dec 17, 2010
Historic Rhode Island hotel reborn with modern amenities
The iconic Ocean House resort in Watch Hill, R.I., had to be torn down in 2005 when systemic deficiencies made restoration unfeasible. Centerbrook Architects and Planners, Centerbrook, Conn., designed a new version of the hotel, working with preservation societies to save or recreate favorite elements of the original building, and incorporating them into the contemporary structure. The new resort has 49 guest rooms and 23 residences, plus banquet halls, a corporate boardroom, a private clubroom, a spa and fitness center, an indoor lap pool, a bar, and the obligatory international croquet court. Dimeo Construction, Providence, R.I., was the construction manager.
| Dec 17, 2010
Gemstone-inspired design earns India’s first LEED Gold for a hotel
The Park Hotel Hyderabad in Hyderabad, India, was designed by Skidmore, Owings & Merrill to combine inspirations from the region’s jewelry-making traditions with sustainable elements.
| Dec 17, 2010
Condominium and retail building offers luxury and elegance
The 58-story Austonian in Austin, Texas, is the tallest residential building in the western U.S. Benchmark Development, along with Ziegler Cooper Architects and Balfour Beatty (GC), created the 850,000-sf tower with 178 residences, retail space, a 6,000-sf fitness center, and a 10th-floor outdoor area with a 75-foot saltwater lap pool and spa, private cabanas, outdoor kitchens, and pet exercise and grooming areas.
| Dec 17, 2010
Sam Houston State arts programs expand into new performance center
Theater, music, and dance programs at Sam Houston State University have a new venue in the 101,945-sf, $38.5 million James and Nancy Gaertner Performing Arts Center. WHR Architects, Houston, designed the new center to connect two existing buildings at the Huntsville, Texas, campus.
| Dec 17, 2010
Alaskan village school gets a new home
Ayagina’ar Elitnaurvik, a new K-12 school serving the Lower Kuskikwim School District, is now open in Kongiganak, a remote Alaskan village of less than 400 residents. The 34,000-sf, 12-classroom facility replaces one that was threatened by river erosion.
