Good digital signage engagement means a cohesive system and content strategy

visual-digital-communicationDigital signage screens are becoming a popular and integral part of the university campus visual communications. However most of the screens are not being utilized efficiently or effectively due to the lack of a cohesive campus-wide system and content strategy. The digital signage screens on campus are often being misunderstood and mistreated.

Screens on university campuses are not a new concept, since campus TV broadcasting has been implemented for decades. However, in just the past 10 years, new screens have been popping up on campus at a rapid pace fueled by the convenience of modern flat panel technology and reach of the network infrastructures. On a typical university campus, hundreds, if not thousands, of screens can be seen, in hallways, lobbies, library, cafeterias, classrooms, residential halls, sports facilities and even outdoor spaces.

An area of concern, however, is that while most campus TV management folks are not yet ready to actively engage in the daily content care of digital signage screens, digital signage screens on campus should be treated as a strategic extension of both campus TV programs and university website information.

Only with strategic planning are campus TV programs and university website information relevant and specific to screen locations and functions—a key piece to digital signage use and functionality to drive campus engagement and maximize return-on-investment.

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Strategic planning of digital signage is worth the investment, since digital signage technology has two huge distinctive advantages over traditional campus TV:

  • The capability of tailoring content to be shown on a select set of screens – in effect, targeting a particular area. We can refer this capability as TARGETCASTING, which breaks the barrier of limited campus TV broadcasting channels.
  • The capability of displaying real-time information and programs through direct live links to internal or external media portals and information sources.

With the tailored rich programs benefited by targetcasting and dynamic links to the live contents, each screen on the university campus is a live visual communications channel to effectively reach and inform the students and staff at the right place and right time while providing the up to date entertainment.

(Next page: 5 keys to great digital signage communications)


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