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Thoughts on transforming organizations with digital communications

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Starting a digital signage project is a significant undertaking. Before moving forward, assessing your organization's needs, goals, and constraints is essential. Here are ten questions you should consider:

What are your objectives for implementing digital signage in your organization?

Define clear goals and purposes for your digital signage project. Typically, implementing digital signage aims to achieve several objectives, which, at a high level, contribute to creating a more informed, connected, and dynamic environment. A common goal is sharing timely and visually engaging information, such as announcements, new products or services, event schedules, emergency alerts, and more, with customers, visitors, and employees. This may tie into fostering employee engagement or improving customer experience by providing relevant real-time information that impacts experience and enhances decision-making. Another common objective is to transform your organization's brand identity. Improving wayfinding by guiding individuals through your facilities efficiently and revenue generation through advertising and sponsorship opportunities are also common objectives. 

Who is your target audience for the digital signage content, and what kind of information will be most relevant to them?

Your organization's target audience for digital signage content usually comprises diverse stakeholders, including employees, visitors, and customers. For visitors, relevant content may include event schedules, wayfinding information, and product/service highlights. Your employees may benefit from information on professional development opportunities, KPIs, and emergency alerts. Customers will find value in directional information, product highlights, and service programs. Emergency alerts and safety information are universally pertinent. The key is tailoring content to each audience segment's needs and interests, ensuring that digital signage is an effective communication tool for your organization.

Where do you plan to deploy digital signage screens, and what are the environmental conditions in these locations?

Determining the strategic deployment of digital signage screens in your organization involves careful consideration of physical locations and their environmental conditions. High-traffic areas, such as lobbies, cafeterias/breakrooms, and shared spaces, are prime locations to maximize visibility and engagement. Outdoor areas, like courtyards and entrance points, can serve as dynamic communication points. Consider environmental conditions, such as exposure to sunlight, temperature variations, and potential vandalism, when selecting screen locations and choosing suitable display technology. Robust, weather-resistant displays may be necessary for outdoor installations to ensure durability against the elements. Indoor spaces may require different specifications based on ambient lighting and foot traffic. Assess the intended audience traffic and the environmental factors in each location to optimize the placement and technology of digital signage for effective communication across your organization.

digital screen by escalator

What budget is required for this digital signage project, including initial setup and ongoing operational costs?

Establishing a clear budget for your organization's digital signage project is crucial to implementing a digital signage network. The budget should encompass both initial setup costs and ongoing operational expenses. Initial setup costs should include purchasing hardware such as digital displays, media players, content management systems, and installation expenses. Consider ongoing operating costs such as content creation, updates, and potential maintenance. Allocating resources for regular system updates and potential technological advancements is also prudent. Understanding the full scope of financial requirements ensures that your digital signage project is successfully launched and sustainable over time, aligning with your organization's financial capabilities and strategic goals.

Does your organization have the IT infrastructure and network capabilities to support digital signage?

Ensuring your organization has the IT infrastructure and robust network capabilities for successfully implementing digital signage is critical. Assessing the existing infrastructure involves evaluating network bandwidth, connectivity, and compatibility with digital signage hardware and software. Reliable internet connectivity is essential for real-time content updates and seamless operation. Ensure your network can accommodate potential expansion and increased data traffic from your digital signage deployment. Adequate security measures, such as firewalls and encryption protocols, must be in place to protect against potential cyber threats. Collaborating with your IT department is crucial to address network-related challenges and ensure smooth digital signage integration into the existing technological framework. This proactive approach guarantees that the digital signage system operates efficiently and aligns with your institution's technical requirements and standards.

How will you manage and update content on the digital signage screens, and how frequently will updates be needed?

Managing and updating content on your digital signage screens is integral to maintaining relevance and engagement. You need a robust content management system (CMS) that allows for easy scheduling, editing, and content deployment on screens across your organization. Consideration should be given to user-friendly interfaces that enable users to easily update information. The frequency of updates depends on the nature of the content and your organization's communication needs. Dynamic information, such as event schedules or emergency alerts, may require frequent updates. In contrast, static content, like maps, may be updated less frequently. Striking the right balance ensures that your digital signage remains an effective communication tool, delivering timely and engaging information to your organization. Regular content performance and relevance reviews help fine-tune the update schedule for optimal impact.

Are there any compliance or regulatory requirements, such as accessibility or emergency communication standards, that need to be met?

Ensuring compliance with relevant regulations and standards is crucial for your digital signage project. When implementing digital signage you must consider accessibility requirements to accommodate individuals with disabilities and adhere to guidelines such as the Americans with Disabilities Act (ADA). This involves providing perceivable, operable, and understandable content for all users. Contrast, fonts, colors, screen heights, and more are all essential considerations to ensure your digital signage is accessible to all audiences. Meeting emergency communication standards is also imperative, as digital signage may be critical for disseminating timely alerts. You should align your digital signage practices with established emergency communication protocols and regional regulations. By proactively addressing compliance and regulatory requirements, you can ensure your digital signage enhances communication and fosters a safe and accessible environment for all.

What is your plan for creating and sourcing content for the digital signage displays?

Developing a comprehensive plan for creating and sourcing content is essential for the success of your digital signage displays. Start by determining whether content creation will be handled in-house or sourced externally. Identifying a team responsible for generating dynamic and engaging content is crucial for in-house creation. Alternatively, external sourcing could involve partnerships with design agencies or utilizing pre-made templates. Establishing a content calendar outlining the types of information to be displayed and the frequency of updates ensures a consistent and relevant display. Encouraging user-generated content from departments across your organization can also enhance engagement. By strategically planning content creation and sourcing methods, you can maintain a vibrant and informative digital signage environment that meets the diverse communication needs of your organization.

Do you have a timeline for the project, including critical milestones and launch dates?

A clear timeline with critical milestones is essential for successfully implementing a digital signage project. The timeline should outline vital phases such as planning, infrastructure assessment, content creation, and installation. Identifying critical milestones, such as finalizing the content management system, completing hardware installations, and conducting staff training, ensures a systematic and organized approach. Launch dates should be strategically set, considering organizational events, schedules, and other relevant factors. Allocating time for testing and troubleshooting is imperative to address any unforeseen issues before the official launch. Adhering to a well-defined timeline can mitigate potential delays, manage resources effectively, and ensure a smooth digital signage deployment that aligns with your organization's strategic goals and communication needs.

How will we measure the success of our digital signage project? What key performance indicators (KPIs) will we use to evaluate its impact?

Measuring the success of your digital signage project requires defining key performance indicators (KPIs) aligned with the project's goals. KPIs may include audience engagement metrics such as the number of interactions with content, dwell time, and click-through rates. Effectiveness in communication can be gauged by assessing the clarity and recall of displayed information through surveys or feedback mechanisms. Tracking the frequency and success of emergency alerts provides insight into the system's reliability. Additionally, monitoring content relevance and diversity can be achieved through content performance analytics. The impact on overall communication, engagement, and revenue generation efforts should also be assessed. Regular evaluations against these KPIs ensure that the digital signage project continues to meet its objectives and evolves in response to your organization's changing needs.


Considering these questions will help your organization clarify its needs, expectations, and constraints, ensuring a well-informed and successful digital signage project.