Ten-step checklist for planning a digital signage system

It is crucial to plan a digital signage system before you purchase any component for it. Tackling technology is indeed an important part, but it does not suffice. Audience engagement is the ultimate goal of any digital signage network. Therefore, in your planning stage, identify your audience first, what is important and relevant to them, then decide what you will show on the indoor and outdoor digital signage. You also need to plan where your digital screens will be placed, and how the content management as well as the management of the physical system will be done.

The more you are able to plan in advance, the fewer surprises you will come across, the lesser will be the delays and unexpected costs you will face along the road. Let us now walk through the steps of planning a digital signage system.

1. Get the right people involved
   • A staff member from your IT department must be appointed as the technical leader.
   • An employee in Marketing or Communications should be highlighted as the content leader. This individual must also have an eye for design, and an understanding of the type of information that will be suitable for publishing to the company’s target market.
2. Come up with a plot
   • Before launching digital signage across the entire organization, test the equipment, processes and content on a smaller scale.
   • When goals and resources are evaluated in a controlled environment, the risks to the entire campaign are lower.
   • Involve stakeholders in the pilot, adjustment and final roll-out of the system, thereby increasing their buy-in.
3. Write a project plan
   Include key actions items, timeframes and resources:
   • Specify the location of each electronic sign and what content will be displayed on each.
   • Provide a budget for installation and ongoing expenses.
   • Look into IT related issues such as connectivity network and security policies.
   • Provide support options for maintenance and upgrades.
4. Check the specifications
   • Accurately evaluate the vendors chosen for a digital signage for your business.
   • An experienced digital signage AV/IT integrator must be consulted for a review of your plans.
   • Technical specifications and requirements must be reviewed to ensure the system meets your business requirements.
5. Map out all LED screens
   • Correctly choose high traffic areas for LED displays. Don’t decide location based on wiring for electrical connections.
   • Small LED screens can be placed in cubicles, library stations, or even cafeteria booths.
   • Consider the option of showing the same content on websites, desktop screensavers and mobile phones.
   • Consider whether or not the LED displays use audio for streaming and videos?
   • ADA compliance is a necessity.
6. Planning of policies
   • Strategize who will distribute the content and who will approve it.
   • Lay out basic criteria for branding, formatting rules and policies.
   • Create a separate policy for when the system will be displaying emergency alerts.
7. Consider creativity
   • The presence of in-house designers is a must. If unavailable, make a budget to obtain creative help from outside.
   • Touchscreens can be useful for wayfinding and other interactive content.
   • Contemplate on the standards of your brand and plan how you will set up screen layouts and templates.
8. Content management and planning
   • Depending on the type of content to be displayed, you can decide which screen can display it.
   • Make a list of the types and sources of communication that will be published.
   • Think about any data integrations such as social media and news feeds that could be tied into the system.
   • Existing communication material can be re-used to start out your digital signage campaign.
9. Map out the complete use of the system
   • Draw workflows to understand how the system will be implemented within your organization.
   • Decide which departments will contribute content and who will manage the system.
   • Consider where the hardware will be placed and who will maintain it.
10. Agree on common goals
    • Meet with all stakeholders and finalize your final goal.
    • Communicate with HR and other department heads to obtain their input on the overall goals.
    • Note down these objectives in detail so you have a detailed measurement of your return on investment in the future.