What is Digital Signage?
Digital signage is a growing subset of electronic signage, using technology such as LCD, LED, projection and e-paper to display digital images, video, web pages, weather data, text, and more. Digital signage can be found in public spaces, transportation systems, museums, stadiums, brick-and-mortar stores, hotels, etc. Their main uses are to provide wayfinding, promoting exhibitions, and promotional marketing via outdoor advertising. In addition to consumer-facing uses, businesses utilize digital signage internally to engage their employees, and overall, enhance their workforce communication. Digital signage is centrally managed and individually customized to specific target audiences through the display of text, animation, video messages, information, entertainment, and advertising.
While many companies have implemented digital signage, they are struggling to optimize it to meet their communication needs both internally and externally. For many, digital signage is in a league of its own, separate from the other content that an organization creates. Organizations who deploy digital signage seldom thinking about how that content aligns with the rest of their overall content and communication strategy.
Furthermore, there is no digital signage management system; many companies don’t have departments or individuals assigned to specific content creation and management for digital signage. With digital signage vendors providing no adequate content solutions, organizations are forced to turn either internally or externally for a solution.
This translates into organizations turning to internal marketing, branding, or other administrative staff who are required to take on the management and creation of digital signage content. As a result, digital signage content strategy slips through the cracks as these parties are too busy to take on more work. If companies aren’t looking internally, they outsource their customized content creation to external content providers. These content providers often have a long turnaround rate and don’t know exactly how to align the content with a company’s current messaging.
The result is a shortage of fresh digital signage content in more than a 90-day period. This lack of focus on content results in companies experiencing a much lower Return on Investment (ROI) for their digital signage implementation.
Digital signage is a publishing tool, so it should be treated as such. The use of customized digital signage content should be focused on achieving the business outcomes outlined by each client while increasing user interaction such as an increase in sales, impressions, or engagement.
In order to do this, companies should look to an outsource partner who can manage a customized digital signage content creation and strategy process for them. Partners like this give companies back the excitement of digital signage by removing the burden of creating the content and managing it on a full-time basis. The right partner can produce fresh, consistent, and customized content for digital signage that can be updated on a monthly, bimonthly, or quarterly basis.
Why VP Legacies?
Our goal with digital signage is to give time back to companies by taking over the burden of content creation and helping companies achieve a higher ROI with customized content strategy development.
Through creating a customized communication strategy with our personal connection analysis or audit process, we take the time to build a relationship with you to find out what your pain and/or gain points are, how you want to better engage with your employees and customers, and how digital signage can align with your company’s goals. Through building trust, sharing story details, and embracing emotion, we leverage a unified campaign around your messaging, which become seamless through other advertising.
We offer a unique system built on the foundation of personal connection to create and manage content at scale. We do this through a variety of channels, including strategic partnerships, digital marketing, SEO and blog strategy, and tradeshow sponsorships.
Our digital signage process is simple.
Step 1: Discovery
The first step to creating a customized digital signage content strategy is for us to help you discover what your goals are with digital signage. Work with us to take a take a deep dive to understand your business initiatives and ROI metrics you are seeking to achieve. Once we know your goals, we are able to help you create a one-of-a-kind content strategy.
Step 2: Strategy Development
After gathering the necessary data during the discovery process, it’s now time for us to put your customized communication strategy together. Based on your goals, we work with you to create an achievable strategy that can be implemented instantly. Not only will we help you with the content, but the methods of deployment.
Step 3: Deploy
Understanding the best route to cross the finish line is clear. It is time to hit the road running by deploying your custom communication strategy. We take the content created and the deployment mediums chosen and put it into place so you can start seeing a return on investment.
We offer the following services as a part of our customized digital signage content strategy and development solutions:
- Dedicated account manager
- Content strategy (synopsis, co-creation, or custom)
- Content strategy reevaluation (annual, bi-annual, or quarterly)
- Content management through a calendar scheduler
- Screen support
- Custom content (writing, images, video, graphic design)
Tell us how we can help. Our services tell your story to connect with your audience.