Digital Signage Implementation — Planning & Deployment Checklist


Project & Client Evaluation

Establish Objectives

  • Develop an understanding of the requirements
  • Desire for the end result
  • What, where, and how for the vision of system implemented

Conduct Needs Analysis

  • Determine design parameters
  • Quantity and location of screens
  • Audio requirements

Conduct Site/Location Survey

  • Document site conditions
  • Determine placement
  • Indentify installation requirements

Take Digital Photos

  • Used for documentation purposes of the site specific requirements
  • Used as a reference for design and engineering tasks

Non-Disclosure Agreement

  • Engagement's between a client and a vendor require the exchange of proprietary information and should be protected with an NDA

Secure Content Commitment

  • What content is available from client, outsourced etc
  • Terms for content acquisition and production

Define Financing Terms

  • A clear understanding between the client and vendor of how the project is going to be funded
  • Define the funding terms
  • What are the up-front engineering costs, if any?
  • What are the purchase terms for installation and equipment?
  • Software licensing and any annual costs?
  • Content production and acquisition costs?

Develop Pilot Scope and Proposal

  • Develop the details necessary to test the concepts
  • What sites/locations should be evaluated?
  • Specific work detail and tasks are outlined

Finalize Agreements/Contracts

  • A formal agreement concerning the expectations and the deliverables

Project Initiation & Planning

Identify Project Team

  • Define the roles and responsibilities of each team member from the client and vendor teams.
  • This team should embody facilities, IT, marketing, administration and senior management representing business objectives.

Hold Kick-off Meeting

  • The formal first meeting for team introductions and expectations from the client and vendor relationship.
  • Establish the communication process between the team.
  • Project is reviewed
  • This collaboration identifies objectives, responsibilities and methods for measurement.

Define Success Criteria, ROI and Pilot Metrics

  • Outcome needs to be identified
  • What are the results that are expected from pilot, i.e., uplift in sales, improved communications, more traffic is generated etc.

Identify Network/Content Distribution Requirements

  • Define the content distribution method.
  • Local LAN/WAN
  • Dedicated broadband terrestrial or wireless
  • Satellite DVB or VSAT
  • Pricing considerations for each distribution method.

Develop/Refine Project Budget

  • Identify and detail all costs associated with project
  • Internal/external labor
  • Hardware, Electrical, HVAC, Installation, and content distribution costs
  • Volume pricing if available

Secure Content Commitment

  • What content is available from client, outsourced etc
  • Terms for content acquisition and production

Finalize Partner Agreements

  • Formally define agreement regarding expectations and deliverables from the partners.

Develop Project Plan

  • The beginning and the end
  • Categorize, how the project is to be executed — Phases with budget allocations
  • Breakdown and define the tasks required for each category of the project.

Client Review and Approval

  • Have the expectations and deliverables been met?

Technical Design

Develop Technical Architecture

  • Push System, Pull System or Flex System
  • Delivery of content (internet, intranet, stand-alone, wireless)
  • System security
  • Display variables (Interior, exterior, flat panel, projection, LED, LCD, plasma)
  • System management tools
  • Pricing structure for content database

Select Content Management Software

  • Remote-player monitoring
  • Attribute-based scheduling
    • Automates playlist creation based on parameters
    • Day-parting schedules
    • Internal live data feeds
  • Player health checks
  • Set distribution policies
    • Bandwidth Shaping
      • Maximum usage
      • Percentage of Bandwidth utilized
    • Time of day delivery to reduce network impact
  • Remote player management
    • Capable of rebooting player
    • Capable of restarting all services on player
    • Capable of upgrading software components

Specify Servers & Players

  • Interactivity
  • Demographic recognition
  • IT network compliance
    • Existing hardware alliances
      • Dell, IBM, Linux, etc.
    • Existing Software alliances
      • Microsoft, etc.
      • Symantec, etc.
  • Content creation compliance
    • Existing assets - PowerPoint, Flash, MPEG, PDF
    • Future assets - PowerPoint, Flash, MPEG, PDF, RSS

Display Specifications

  • Interior or exterior - Flat panel, projection, LED, LCD, plasma
    • Inputs - VGA, DVI, S-video, RGBHV
    • Audio
      • Internal amplifier
      • Line audio out for external amplifier
    • Control
      • Serial
      • IR or Infrared
    • Internal hard drive
      • Networkable
  • Interactivity
    • Demographic recognition
    • Holographic
    • Lenticular — 3D imaging

Prepare Technical Specifications

  • IT
    • Hardware
    • Software
    • Security
    • Content delivery methods
  • Content Creation Managers
    • Existing assets
    • Future ASSETS
  • Facilities Managers
    • Display locations
    • Mounting concerns
    • Infrastructure
      • Power
      • Network cabling
    • Administrators responsible for the system
      • Scheduling
      • Content deployment

Digital Photos and Display Overlays

  • Photograph display locations
  • Create display overlays to provide a vision for the display content

Select Suppliers/Manufacturers

  • Content Creation — may be internal, external or both
  • Content Management - may be internal, external or both
  • Network Partner — may be internal or external
  • Electrical Contractor — generally external
  • Audio Visual Integration — generally external

Content Development

Develop Content Plan

  • Utilization plan of existing assets
  • Creation plan for future assets

Existing content inventory

  • Identify and catalog all existing assets
    • Type — MPEG, JPEG etc.
    • Resolution
    • Orientation — landscape or portrait
    • Genre
    • With or without audio

Video/Audio content development

  • Identify needed assets
    • Type — MPEG, JPEG etc.
    • Resolution
    • Orientation — landscape or portrait
    • Genre
    • With or without audio


  • Interaction capture of demographics
  • Environmental monitoring
  • RFID triggering
  • Coupon deployment


Pilot Project Implementation & Evaluation

  • Procure components
    • Provide contracts for strategic partners
  • Installation
  • System Integration and Test
  • Train Pilot Team
    • Managers are the key components
  • Implement Pilot
    • Content Scheduling
    • Collect Evaluation Data
    • Complete Daily Evaluation
  • Refine Project Plan
  • Management Review

Project Rollout

Develop Rollout Approach and Schedule

  • End-date and Site-count
  • Ramp-up and run rate
  • Technician requirements
    • Skill sets
    • Locations
  • Site specific
    • Individual site specific design
  • Logistics
    • Procure equipment
    • Equipment staging / assembly
    • Shipping
    • Site access coordination
  • Schedule
    • Common constraints
      • Regional implementation
      • Site density — travel time between sites
      • Site locations — metro vs. rural
      • Hours of access
      • Blackout dates (e.g. holidays, delivery days)
    • Timeline vs. Number of Technicians
      • Optimize for cost, time and quality
      • More technicians
        • More training
        • Reduced learning curve benefits
        • Less travel
      • Fewer technicians
        • Less training
        • Higher learning curve benefits
        • More travel

Develop Policies and Procedures

  • Establish Project Management team
  • Develop documentation and training materials
    • Installation manual
      • Updates and version control
      • Define site signoff / completion criteria
    • Training materials
    • Reporting requirements
      • Web accessible
      • Real time
      • All shared or one data repository(s)
      • Digital photos
      • Issue logs with status and resolution
  • Issue escalation procedure and accountabilities
  • Status reports
  • Communication protocols

Train Location People

  • In-person
  • Web-based
  • Manual

Installation & Testing

  • Pilot the Rollout plan to confirm proceses and procedures
  • Refine training and procedures as needed


  • Expand training to all technicians
  • Ramp-up
    • Start slow to accommodate adjustments
  • Full run-rate
  • Clean-up
    • All issues closed
    • Unexpected site parameters


  • Post Implementation Review process (PIR)

Continued Development

  • Lessons learned

This white paper is for informational purposes only and is subject to change without notice. C2G makes no guarantees, either expressed or implied, concerning the accuracy, completeness or reliability of the information found in this document.