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Sign company creates digital division

January 6, 2016
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Evolocity
SignArt was established in 1971 focusing on business signage. Evolocity focuses on digital exterior signs. Courtesy SignArt

A West Michigan-based signage company is embarking on a new initiative.

SignArt Inc. has announced the launch of Evolocity, a new division within the company that will focus on exterior, on-site digital message signs. The foray into digital signage helps SignArt stay competitive in a market that is constantly changing.

“Evolocity advances our clients’ campaigns: it is the dynamic way to cause the customer turn-in response necessary to build store traffic, which then allows all other in-store efforts to be fully realized,” SignArt founder, owner and president Mike Williams said. “Beyond providing our clients with the best-in-class digital sign, we bring our decades of experience in installation due diligence — from project management to permit negotiations and acquisition.”

Digital signage

The move into digital signage represents a way to drive traffic and deliver results to advertisers not getting a satisfactory return on traditional advertising, Williams said.

According to a 2015 Nielson study, 82 percent of travelers recall specific digital outdoor ads, and Evolocity’s website boasts easily retrieved data through software provided by the company.

In working with digital signage in Michigan, Evolocity will have to manufacture and install high quality signage made to endure extreme weather conditions, and the company’s digital signs will come with a five-year warranty.

“Multi-unit companies in the past may have been resistant to digital advertising because it seemed too difficult to consistently create, implement and manage high quality content: you can’t take a print ad and expect it to translate onto a digital display,” Williams said. “Evolocity provides tools, training and guidance so clients master this form of advertising.”

SignArt

Established in 1971 and based in Kalamazoo, SignArt Inc. is a national manufacturer of commercial, electrical and architectural signs. SignArt creates, builds and installs pylon, monument, wall mounted, directional and creative signs, in addition to digital signs.

Evolocity will operate as a separate entity from SignArt, with access to all SignArt resources, Williams said.

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