Electronic Message Centers (EMCs) are popping up everywhere and are proving to be a very cost effective form of advertising when compared to traditional methods.  Recent comparative data reveals the following:

• Television – Recent analysis suggests that about one third of viewers are watching less TV than they used to and that digital video recorders are also competing for some of that time.  Many consumers report that they skip commercials when watching recorded programming which further erodes the effectiveness of TV advertising.
• Radio – It’s been reported that radio listenership has fallen about 14 percent over the last eight years and that satellite radio, iPods, CD players and cell phones are eroding the numbers even further.
• Newspapers – Newspaper readership has been steadily declining over the last decade.  During the period October 2009 through March 2010 circulation was said to have dropped by 9 percent.  According to the New York Times in 2010 the top 25 papers in the U.S. lost over 10 percent of their readers.  Many newspapers are reporting steady declines in their marketing valuation as well.
• Yellow Pages – Fingers are still walking, but on computer keyboards and not through the phone book.  The cost of such advertising is also significantly higher with declining lead closure rates.

A study by the National Signage Research and Education Conference reports that businesses with EMCs reported double digit increases in sales and profits making the investment in LED signage worthwhile.  If you are considering and EMC or would like to discuss your options contact us at 510-357-2000 or email us at info@signworks.us.com.

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One of our favorite non-profits, Operation Hope, was in a bind recently.  They had a major event the next day focused on identity theft and the signage had not been produced.  It was a classic case where the local part of the organization thought their counterparts at headquarters in Los Angeles had ordered the signage and vice versa.  Thankfully the art was readily available and only required some minor changes.

The SignWorks designer worked quickly with headquarters personnel to ensure that a proof was produced the following morning and that the Headquarters approval process was expedited.  It was important that the prints be completed early in the day so that they could outgas and dry quickly.  (Attempting to mount prints onto any type of substrate when they aren’t fully dry can create problems including bubbles and wrinkles).  The event was scheduled for early the next morning, so the prints needed to be printed, dried and mounted, all within the same business day.

We hope you will agree that the event signage (pictured above) turned out great.  While we can’t always guarantee that we can rush all projects and complete them in one day, we always do our best to help out our customers when tight schedules require it.  If you are in need of event signage or some other type of sign that needs to be expedited just give us a call at 510-357-2000 or email us at info@signworks.us.com.  We’ll do all that is humanly possible to meet even the tightest deadline!

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In March 2012, new ADA (Americans with Disabilities Act) guidelines went into effect.  This new standard called the 2010 ADA STANDARDS FOR ACCESSIBLE DESIGN focuses on wayfinding signs for the visually impaired.  The new standards offer significantly more guidance for making wayfinding signs that are user-friendly.  Enhanced guidance in the area of non-glare finishes and recommendations of a 70% contrast between the background and lettering, as well as a formula for light reflective values, are included in the new standard.

In addition, changes that distinguish between sighted readers, Braille readers and raised letter readers ensure the needs of many types of ADA constituents are met, especially since only 10% of blind people read Braille, most notably, those who become blind in later life typically do not read Braille.  In the past the needs of visual and tactile readers were lumped together in an unfortunate compromise.   The new guideline now have requirements for character width (or stroke), including bolded upper and lower case characters for visual readers.   The new guideline for tactile readers is for thin, beveled, widely spaced letters.  In locations requiring both visual and tactile characters this will mean two separate signs or one sign with both visual and tactile characters, each meeting their own usability standard.

If your construction project or renovation has an ADA signage component please give us a call at 510-357-2000 or email us at info@signworks.us.com.  We will ensure that you have ADA signage that complies with the new standard.

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Target marketing using LED signage can have a big impact on local advertising even in small towns and cities.  LED signs can be the vehicle that fills the void and keeps the public informed of local happenings.  A business using an LED in small town can literally become a land mark while providing local weather, news, sports and event information to the community.

Our vendor Watchfire has gathered sign sales data demonstrating that LED signs are extremely beneficial in small towns across the country.  These successes include market specific messaging with the following results:

• Cresaptown, MD. (Population 6,263).  An LED celebrating the town’s anniversary was used to display inspirational messages and to congratulate newlyweds.  It garnered new members to its community along with a stream of compliments about the sign.
• Franklin, Va. (population 8,582).  A tire and muffler business was able to increase its special deals messaging tenfold drawing a marked increase in store traffic.
• Chanute, Kansas (Population 9,119). A bank increased its business while simultaneously reducing the amount it spent on advertising.  The bank is now a local land mark and promotes its services as well as community event information.

To learn more about electronic message centers and to see if one might be right for your business, contact SignWorks 510-357-2000 or email us at info@signworks.us.com.

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As a retailer most would agree that activities that increase sales are worth doing so it was no surprise that a recent article from 3M, a major vinyl manufacturer, emphasized just that!  The company’s research and data analytics shows that the signs shoppers walk on can increase merchant sales.

In fact, 2010 study by the Center for Advanced Retail & Technology‚ using a colorful floor graphics featuring breakfast cereal and a lighted display was used in a major supermarket for a three week period.  When the data was compared to a baseline where no floor graphics were used the results clearly showed the following:

• A marked increase in sales of approximately 17%.
• An increase in the number of shoppers trafficking that specific shopping area
• Buying activity among shoppers who had not bought the product within the last six month increased about 11%.

Floor designs that are simple and geometrical will work best.  For example, circles, squares and rectangles will help to decrease the risk of failure over more intricate designs of floor graphics. As an added measure, all corners should be rounded.  Using the right materials like those from 3M with the appropriate air release channels will ensure a fast bubble free installation.  Multi panel graphics should have seams that butt together and several coats of floor wax atop the graphic and around the edge will help to seal edges and keep the floor surface consistent.

If you are a retailer who is considering avenues to increase in-store sales or you would like more information on floor graphics, give SignWorks a call at 510-357-2000 or email us at info@signworks.us.com.

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Most commercial property managers will agree that the challenges in managing tall building signage can be daunting.  The accessibility challenges required for stairwell, elevators and evacuation routes add a degree of complexity, making it all the more important to work with a sign company that understands ADA and compliance with fire codes and local ordinances.

Last year SignWorks worked on two multi story buildings that were being renovated.  Both required extensive project management skills.  In both cases the signage was being upgraded throughout each building and included new tenant identification, facilities signs such as telephone, utility and storage rooms, ADA and stairwell signs, floor directories and evacuation maps.  This meant multiple visits to each site, reviewing the building plans to ensure the maps were drawn correctly, and managing the required fire department approval process.

The exterior signs were also being updated to include new dimensional lettering, a refreshed monument sign at the Swan Way Building and in the case of the Atrium Building, exterior plaques.  SignWorks worked closely with the local commercial property manager, the fire department, and the individual tenants to complete the project in an efficient and timely manner.

If you are a Bay Area commercial property manager needing to renovate and upgrade your building signage we would love to hear from you.  Give SignWorks a call at 510-357-2000 or email us at info@signworks.us.com.

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As part of a national sign organization SignWorks is sometimes called upon by sister sign companies to provide site survey work for our sister sign companies.  This happens when a local sign company is working with a larger company that has multiple locations nationally.  The sign company in question will take on the project but will need to gather some intelligence about the remote location in order to size and fabricate the signage.  As such, SignWorks will do the sign survey work and provide photographs and diagrams of the location so that out sister company can develop and fabricate the signs.  In some cases we will also perform installation work as well.

Currently we are working on two such projects.  One for a new kiddies’ gym that will be opening in Southland Mall in Hayward, and the other for a sign company based in Wisconsin who is working with a company that has a location right here in San Leandro.   These surveys are very important especially for larger sign projects that have a large installation component.

The site survey will allow the sign company to view the site, determine the installation parameters, as well as evaluate the surfaces that the finished sign(s) will be mounted to.  SignWorks is always careful to point out where underground utilities are located so that concrete pads and footings for any monument signs are placed far enough away as not to create unintended problems.  Accidently puncturing a water or utility line could have potentially disastrous consequences. In the case of signs that require an electrical power source we will note the proximity of the electrical outlet and the existing/required voltage. Permits and other building inspection sign offs that are required will also be noted.

Site surveys allow for a more accurate assessment of the installation time, the number of installers and any specialized equipment needs, such a boom truck or scissor lift.  Smaller sign projects can often be managed via a photographic exchange and direct communication with the client, e.g.  Small wall mounted or simply interior signs.

If you are in need of site survey assistance or are planning to upgrade your signage, open a new business or relocate an existing one, give SignWorks a call at 510-357-2000 or email us at info@signworks.us.com.  We are happy to help!

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