Many municipalities offer a wide range of cultural activities, but face the challenge of communicating this offer to their residents. Digital solutions such as DOOH (digital out of home) are ideal for highlighting events at main intersections such as access roads or in pedestrianised areas and enlivening city life. The digital transformation requires investment. We have therefore developed a two-stage plan for a municipality for the gradual implementation of various touchpoints.  

STAGE 1

DISPLAYS FOR EMOTIONS AND INFORMATION AT JUNCTIONS

The new era of urban communication

Stefan, a working resident of a small community in Baden-Württemberg, Germany, is on his way to work. On the main road, he experiences a new dimension of urban communication. He immediately notices the newly installed 55-inch digital signage display. It shows news from the town and local clubs, as well as news from all over Germany and job adverts from companies in the region. Stefan discovers the announcement of an upcoming vernissage in the town hall. Inspired, he decides to attend with his wife. An advert informs Stefan about the public library's delivery service - a service he was previously unaware of and decides to book the service for his mother later on the public library's website. She is also a resident of the municipality and rarely comes to the public library. Stefan also learns about an online lecture on the topic of ‘Heat pumps in old buildings’ and sets himself a reminder to sign up for it, as he wanted to find out more about this topic anyway. Happy about the information that he would otherwise have missed out on, Stefan continues his journey to work.

A window into the vibrant diversity of a community

A bright day accompanies Sandra and her son on their walk in the lively pedestrian zone. A digital signage display was recently installed here to inform citizens about city news. Sandra and her son stop curiously in front of the display. In addition to the latest national news, the display mainly shows news from the municipality. Sandra discovers exciting events, including a vernissage that she would like to attend with her husband. Instagram posts from the public library are also displayed, indicating the upcoming reading session. As Sandra's son has already taken part in such an event and really enjoyed it, Sandra makes a note of the date in her diary. She is also referred to the city's newsletter. Sandra scans the QR code displayed and immediately signs up for the newsletter. The local clubs also provide information about their upcoming events, and Sandra is delighted to discover the vibrant diversity of the community through this digital stimulus.

Centralised control of all screens and DooH integration

Ben, who recently joined the municipality's town hall, is responsible for managing the digital touchpoints. Although he had no previous experience with content management systems and initially felt apprehension for the task, he quickly realised that Bütema AG's content management system is user-friendly and easy to understand. Thanks to the spot-on-news integration, news inserts run automatically and the latest social media posts from the city library are also automatically added to the playlist. He adds all city information on events and lectures to the playlist himself. He can select the start and end date, so events are automatically no longer advertised if they have already taken place. A route planner created by Ben shows on the city centre display on Marktstraße where the shops in the city centre are located and how many metres it is to get there. The city's marketing video is also an integral part of the playlist. The retail media provider FRAMEN is also integrated into the Bütema software. Ben can use it to manage external adverts on the displays. These are billed and remunerated via FRAMEN and help to amortise the acquisition costs of the digital signage solution. Later, Ben has an appointment with his colleague from the marketing department. Ben wants to discuss the increasing importance of digital signage screens as a mouthpiece for the population. Now that the town's community newspaper has been discontinued, local companies are also showing interest in placing job adverts on the displays. Ben has developed a convincing proposal for the pricing of the adverts and would now like to open up this advertising opportunity to regional companies. Ben can easily analyse the billing data on the duration and frequency of the display using the Power BI application integrated into the Bütema digital signage software. Ben is enthusiastic about the digitalisation project and has many more ideas for the future expansion of the project.

STUFE 2

AUSBAU DER DIGITAL SIGNAGE DISPLAYS AN WEITEREN ORTEN IN DER STADT

Nach der erfolgreichen Einführungsphase plant die Stadt den Ausbau weiterer Displays an verschiedenen Standorten wie dem Bücherschrank der Stadt, den Zufahrtsstraßen der Schulen und dem Eingang zum Rathaus. Ben sieht hier vor, stärker auf Rathausinfos wie Öffnungszeiten und Ansprechpartner einzugehen, um die Bürger noch gezielter informieren zu können.