In an era where digital transformation is paramount, the public sector increasingly turns to innovative ways to enhance its operations and services. The emergence of government digital signage as a standout solution offers a dynamic means of communication. It completely transforms service delivery, enhances citizen engagement, and facilitates better overall interaction with the public. A successful digital signage project, however, requires more than just the strategic use of screens; it requires a well-thought-out strategy supported by advanced technology and comprehensive assistance.
This guide provides a roadmap for designing a successful digital signage project, with a special focus on the digital signage software MagicINFO Cloud. It also highlights the integration partner’s invaluable role in making the project a success.
1. What is Digital Signage and How Does It Work?
One cannot drive down the road, walk into a restaurant, head to an airport or even visit a school without seeing digital signage. It is all around us! The name is an umbrella term for all kinds of different technology being used in lots of different ways for different purposes. Digital signage displays are used for the relaying of any number of types of information such as the news, live weather, menus, flights, calendars or advertisements.
Digital signage can consist of a screen – or a network of displays – broadcasting any type of content for any reason. That is an incredibly broad description and one of the main reasons that the average person looking to install a digital signage solution can get easily confused. That is why it is good to know more specifically about how digital signage can empower government settings.
The content is powered by a media player or system-on-a-chip which pushes content such as digital graphics, video, streaming media and information to a display. Users can then manage and edit the content with a content management system, either on-site or within the cloud to change up content on the fly.
2. How to Make Any Government Digital Signage Project A Guaranteed Success
Implementing a digital signage solution is a comprehensive matter because of all the different aspects included. It can be challenging to know where to start with your digital signage project and what to take into account when considering a Samsung Display Solutions product. It is important to clearly understand the goals behind the project and its purpose. From defining clear and measurable goals to designing an effective content strategy, here is how to make any digital signage project a roaring success.
2.1 Break the Project Down into Clear, SMART Goals
Setting clear, measurable goals from the start is essential for success. By defining specific objectives – such as improving communication with the public, boosting internal communication, or enhancing the citizen experience in public areas – a clear direction for the project is established. This clarity in purpose ensures that every step taken aligns with the overarching aims of the initiative.
Take, for instance, Municipality X’s ambition to improve overall communication with its citizens. Merely stating this desire does not suffice. The objective needs to be quantifiable. Therefore, instead of vaguely aiming to “improve communication,” Municipality X should articulate its goal with precision. For example, it could aim to increase the reach of its public announcements by 30% within the next year or enhance citizen satisfaction with public communication by 25%, as measured by surveys and engagement metrics. This approach, rooted in the SMART (Specific, Measurable, Achievable, Relevant, Time-bound) framework, ensures that goals are not only clear but also attainable, relevant to the municipality’s needs and bound by a realistic timeline. So it provides a solid foundation for the project’s success.
2.2 Assess the Project Needs and Stakeholders Involved
Conduct a thorough needs assessment to understand the specific requirements needed to complete the project. Engaging with all stakeholders involved, including government employees, citizens and visitors, is essential to gather insights into their needs and expectations.
For instance, before starting a project, a municipality could organise an open forum inviting citizens to express their opinions and points of improvement regarding the project at hand. Or, if there is a lack of resources to do so, a simple post on social media might yield similar results. The point is to never forget to take into account the perspectives of those who stand to benefit the most from the digital signage project at hand.
2.3 Select the Right Digital Signage Hardware and Software
Selecting hardware that suits the scope and goals of the project is crucial. To help businesses make the right decisions when it comes to choosing the hardware, we prepared a comprehensive guide covering the basics and focusing on the benefits of Samsung digital signage hardware.
When it comes to choosing a content management system (CMS) looking for an intuitive, scalable and secure solution is crucial for effective content management and deployment. There are many different digital signage software options on the market. However, there is no software more versatile, easy-to-use, secure and customisable than Samsung MagicINFO.
A multi-award winner, MagicINFO is a testament to Samsung’s dedication and commitment to revolutionising the customer experience for any business from corporations to small and medium enterprises. As mentioned before, MagicINFO is highly versatile, meaning one can opt for one of the 3 different plans – Premium, Lite and Remote Management – but also choose to install MagicINFO on-premise via licences or as a cloud solution. Not only that. MagicINFO is a sustainable and energy-efficient option, offering remote control capabilities and automatic on and off switches. Awarded the ISO27001 and ISO27701 certifications, Samsung’s digital signage MagicINFO is considered one of the most secure content management systems currently on the market.
2.4 Consider Enlisting an External Partner for Extra Advice and Technical Know-How
A successful digital signage project goes beyond selecting the right technology; it requires comprehensive training, dedicated support and effective onboarding. MagicInfo Services offers specialised training programs designed to equip government staff with the necessary skills to use MagicINFO effectively. These programs cover operations, content creation and advanced features, ensuring teams are well-prepared to manage their digital signage networks.
Ongoing support and maintenance services address any technical challenges, ensuring the digital signage network remains operational and effective. Furthermore, MagicInfo Services’ onboarding services facilitate a smooth transition to MagicINFO Cloud, including system configuration, content migration and integration with existing IT infrastructure, ensuring government agencies can quickly set up and start benefiting from their digital signage networks.
2.5 Place the Displays Strategically
The effectiveness of any project relies on the strategy behind it. If the project involves installing screens outside, the best placement for the screens is in an area that receives a lot of traffic, such as bus stations, especially those near the city centre. If the project involves installing screens inside, consider placing them near the entrance points or reception desk to ensure that everyone who passes through will see your message.
What could be helpful in this case is drawing the walking routes. Observe employees and visitors and map out how they walk. Do their walking routes differ from each other? Employees probably move around the building differently than visitors. Is there a noticeable need for extra information on some points? For example, in a waiting room, informative and/or entertaining content can ease the perceived waiting time.
2.6 Design the Project with Accessibility for Everyone in Mind
Ensuring the message shown on the screens is accessible to everyone, including people with disabilities, is paramount. Follow the Web Content Accessibility Guidelines (WCAG 2.1) for advice about the visual design, audio content and what interactive elements should be included to make the project inclusive and compliant with accessibility standards.
Let’s say government agency Y wants to announce they just launched a new campaign and outsource a media company to create a promotional video. Making this accessible means including a sign language transcription so that people who are hearing impaired can still understand the announcement being made. It also means choosing high-contrast colours that take into consideration the different viewing needs of the intended audience.
2.7 Create an Effective Content Strategy
The right message, the right place, the right time and the right audience. These four elements determine the effectiveness of any digital signage communication. When one of the four elements disappears, there is little chance that the message will be effective at attracting and holding any audience’s attention. However, what is the right message? Which moment should be chosen for what message? Is it addressing the intended audience?
When crafting content for government digital signage, it is crucial to tailor the approach to meet the specific needs and contexts of the intended audience. Consider common pain points many experience such as the tediousness of waiting. Displaying information in waiting areas on how to book appointments directly for next time can significantly enhance the visitor experience.
When designing content for each display, strategically plan the calls to action to align with the overarching goals. The amount of time people spend in front of the display plays a critical role in determining the type of content you present. A brief, 15-second message might be ignored by passersby in a hurry, whereas visitors with more time on their hands will appreciate a varied content loop instead of repetitive messaging.
Adopt a dynamic content strategy that mixes informative messages with engaging content to capture and hold attention — a technique often referred to as the ‘sandwich formula’. Additionally, diversify the content across different screens to maintain viewer interest and engagement. Unlike traditional banners, digital signage offers a unique opportunity to think creatively about how to convey any message. Consider using multiple displays in concert to tell a cohesive story or combining interactive displays with larger, panoramic screens for a comprehensive communication strategy.
To ensure your digital signage remains relevant and engaging, consider adding automated content updates. Incorporating live news feeds, event calendars or social media can keep the content fresh and pertinent, engaging the audience with minimal manual intervention. This approach not only enhances the effectiveness of government digital signage but also fosters a more informed, connected and engaged community.
MagicINFO widgets, accessible via the exclusive MagicINFO Widget Marketplace, offer dynamic options for enriching digital signage content. With a MagicINFO Premium Cloud Subscription, users unlock full access to a vast array of widgets, elevating their content strategy with interactive and engaging displays. This premium access transforms digital signage into captivating experiences for audiences.
Conclusion
Creating a successful government and public sector digital signage project involves strategic planning, engaging content creation and the right technological infrastructure. MagicINFO Cloud, backed by thorough training, support and onboarding services from MagicInfo Services, provides a strong base for government agencies to use digital signs to improve services, communicate with the public, and engage citizens more effectively. By adhering to these guidelines and leveraging the full suite of features and support available, government entities can unlock the full potential of digital signage as a key tool in their digital transformation efforts.
(February 6, 2024). Andreea – MagicInfo Service. Retrieved from https://blog.magicinfoservices.com/blog/digital-signage-in-government-a-beginners-guide
