1. Decide what you want to communicate
Choose a priority: introduce a brand, announce a launch, promote an event or support a new location. A clear priority helps assess media and creative decisions.
Write one sentence describing what someone should remember after seeing the ad. Identify any key date, product or benefit from the outset.
2. Locate your audience
Describe the people you want to reach and the cities or areas where your business operates. Consider travel routes, commercial districts and places relevant to that audience.
Start with a priority area and any complementary locations. The final selection requires checking specific placements, visibility conditions and availability for your dates.
3. Consider format and creative together
Billboards, street furniture and LED screens provide different ways to present a message. Size, viewing distance, surroundings and exposure time shape what each placement can communicate.
Prepare one main idea and a recognisable brand. Digital creative also needs to fit the placement’s duration and technical specifications. Final artwork is adapted to confirmed dimensions and requirements.
4. Agree dates and investment scope
Specify the display period, any launch date and how flexible the schedule is. Production and approvals need their own timeline.
A budget range helps build alternatives. Compare what proposals include for media, production, creative adaptation, installation, duration and taxes; the details depend on the placement and agreement.
5. Decide what happens after exposure
If the campaign invites an action, choose a consistent destination: a website, a launch landing page, a store or an enquiry channel. The information people find should continue the same offer.
A QR code needs a placement and context where it can reasonably be used. For any digital journey, review the mobile experience and decide who will respond to enquiries.
6. Agree how the campaign will be reviewed
Before launch, agree which display records or proof of placement will be provided for the contracted media. Distinguish these records from audience estimates and commercial results.
Enquiries, visits and sales can provide useful information, but attribution needs a measurement approach. The brief should make the goal, available follow-up and responsibility for analysing the data clear.
Prepare your enquiry
My brand is… I want to communicate… I want to reach… My priority areas are… My dates are… My budget range is… I have this creative material…
Plan my campaign