What are the key roles & responsibilities on a digital signage project?

Understanding the roles & responsibilities of the various stakeholders involved in your digital signage project is one of the more prominent aspects of effective project planning and management, and worth a closer look. What follows is a list of some of the leading roles on a typical, well managed project.

Executive Sponsor

Every project needs a leader. In order to help to ensure that the needs of the project are served, whether it be the need for resources, the need for advance planning, or the need for sharp decision making, a strong executive sponsor is a hallmark of successful digital signage projects.

Project Manager

Typically, given its leadership position, the role of Project Manager is filled by an internal resource belonging to the network owner. The project manager’s job is to take the lead in all aspects of a digital signage project from ideation to planning, through execution, analysis and review. Either directly, or through delegates, they are responsible for sourcing and overseeing the procurement of the various project components; the software, the physical infrastructure, content management, brokering and more.

Technical deployment (physical equipment, service, and support) Lead

Typically this role is awarded to a trusted 3rd-party technology deployment services company. However it also may be filled by an internal IT team. The role of Technical deployment lead involves leading in all aspects of managing the physical equipment that needs to be sourced, installed, supported and managed on premises at various locations across your network.

Content Coordinator

Engaging your audience with effective promotional messaging is what digital signage projects are all about. Content is more effective when it is relevant to a specific audience, made fresh daily, and presented in beautiful quality. This kind of content doesn’t just make itself. On the other hand there are many techniques that exist that can help you create a content factory without breaking the bank. The first step is recognizing the important and complex duty of content management as the ongoing and particularly important task that it is. Finding a capable Content Coordinator who understands design and has the communication and organizational skills to work with others to create, collect and curate videos and images from various sources is one of the best talent acquisitions you can make as a project manager.

Role of Venue Manager

Some digital signage projects are highly centralized with coordination and control residing firmly with a central marketing department. These kinds of networks require less effort on the part of the local Venue Manager when it comes to content creation. Other network operators prefer to give local Venue Managers a degree of autonomy in creating or selecting content for screens running in their venue. No one knows more about their audience, or about the context of the local environment (local weather, local events, local inventory levels and so on) than the Venue Manager. Tapping in to this knowledge can lead to a more effective digital signage system.

Depending on the way you approach coordination and control, the role of Venue Manager might vary. In any event the local Venue Manager should at least be briefed on the expectations the network owner places on them to support the network and provide feedback that can make the service as effective as possible for local audiences.

Role of Software Vendor

Software vendors like ScreenScape provide valuable support and guidance to digital signage projects, especially in its early phases. While a technology deployment services provider looks after the equipment that is involved, and a content coordinator looks after content, the software vendor tends to provide assistance in learning how to use the software most effectively. A responsive software vendor will listen to feature requests and correct software bugs. Software-as-a-service based platform providers will provide realtime statistics on the current status of the service and provide advance notice of any maintenance that is performed on the system.