Transforming Digital Signage with Rubenstein Partners
Textile partnered with Rubenstein to create a dynamic digital messaging platform for Atlanta's new development. Leveraging HubSpot, they integrated central management with local editing, offering cost-effective, flexible digital signage.
Initial Challenge and Approach
Textile was approached by Rubenstein Partners with the problem of creating a digital messaging platform for display on screens positioned in central common building spaces in a new development in the greater Atlanta market.
Specifically, the need involved custom development of both technology and content which blended central management and control by Rubenstein Partners headquartered in Philadelphia with local content editing capability at the individual building group location.
Textile was challenged to make use of the pre-selected and installed hardware platform, and feed the hardware with live, cloud-managed content and curated feeds of news and entertainment.
Additionally, Textile was asked to brand the network by developing a motion kit for several individual identities.
Innovative Solution Design
The particular set of needs suggested we needed to think differently. How could we create a content delivery mechanism that would look amazing from a brand POV, but allow even the most novice end users, with very little training, to log in and make edits to elements within the national program.
We opted to leverage HubSpot here since HubSpot is our go-to CRM, CMS and Marketing Automation platform.
Our thinking was, "After all, isn't digital signage just a form of marketing....in the physical space? Why not marry up the digital marketing platform and the digital signage platform under one technology?"
Technological Integration and Results
We designed and coded our own data-driven pages for workout schedule, cafeteria menu, and other news templates. Those pages are hosted on the HubSpot platform and resident as a local feed in timed interval loops on the overall program playlist.
This allows the overall program design to feature content preferred by Rubenstein Partners nationally across all its properties, with end user editing capability of only the local pieces.
The marriage of all these technologies provides an extraordinarily flexible and inexpensive digital signage content management system that competes extremely well against traditional digital signage platforms in cost, technology and control.
