Deploying a Digital Signage Project in a Church

Up until now, we have mostly focused on the deployment of a digital signage network in retail settings and public venues. To be sure, those types of environments (especially the former) are where the most growth has been during the past few years. But, we've largely ignored churches. More than ever, religious venues are installing signage networks in order to engage churchgoers and disseminate information to their congregations.

In this article, we'll explore the most important factors to consider when deploying a DOOH system throughout a church. I'll explain how decisions are typically made and how to balance the needs of a varied group of worshippers. We'll also take a look at the role of the operator and how to ensure content is delivered efficiently.

Decisions By Committee

In a retail setting, decisions are typically made by a project manager who oversees the deployment of the network. Those decisions can include placement of the flat panels, hardware and software purchases, and content creation. Churches are different. Decisions are usually made by a group of people who are less technically inclined than their corporate brethren. Furthermore, they're often volunteering their time. As a result, their time tends to be limited.

Unless the people who serve on the committee have experience working in a retail environment, they will probably be unfamiliar with the flexibility of digital signage. It's likely they will also be uncertain about what they'd like to accomplish with the technology. As opposed to the grocery store owner who has clear objectives for a network of screens, the church's goals may be more difficult to define.

An Old-Fashioned Audience?

Some congregations are more traditional than others. Small churches will often serve an older group. Large organizations with several branches tend to attract a contemporary crowd. This is important because the flat panels have a modern look and feel; they might seem disjointed when placed in traditional houses of worship. If this is the case, the screens can be fitted with attractive wooden frames to blend seamlessly with their surroundings.

It's important to put aesthetics in their proper place. The appearance of the church's digital signage network should be attractive, of course. But, most viewers - whether or not they have traditional leanings - will be focused primarily on the content. That is, the flat panels quickly become an information source rather than a technological eyesore.

Identifying The Operator

Even though most decisions are made by committee, you should still identify a person within the church who will manage the digital signage network after its installation. Otherwise, the content will slowly become stale, diluting the network's impact. More often than not, when the responsibility to update the creative segments falls to a group rather than an individual, the responsibility invariably falls through the cracks.

If possible, try to work with a single operator who will be tasked with regular updates to the signage network. If the church leaders have not yet given somebody that responsibility, strongly suggest they do so prior to the installation.

Delivering The Content

The content that is distributed across the digital signage network must be carefully planned in advance. There are sensitivities that must be addressed that do not exist in most retail venues. For example, a house of worship may choose to stream advertisements within their content loops in order to help finance the system. However, the products or services advertised must not offend the congregation.

The best way to move forward is to work closely with the church's steering committee prior to deployment. Draft a clear policy that describes the specific guidelines to which the signage content must adhere. This is the only way to ensure the segments avoid causing unnecessary trouble.

Even though a church setting may seem an unlikely venue for a digital signage network, it is perfectly suited for it. But, a trouble-free deployment requires observing a few extra steps.