How to run an outdoor campaign step by step

When you commission an outdoor campaign, the result depends on a chain of small decisions. Get the order right and you can control the work. Get it wrong and your creative, sites and budget fight each other at the last minute.

1. Write the brief

State the audience, geography, dates, one business goal and the action you want after exposure. A vague request for visibility produces a vague plan. Use this outdoor brief guide to make the first page useful.

2. Set the full budget

Reserve for media, production, checks and a contingency before you choose sites. Read how to plan an outdoor campaign budget.

3. Match media and routes to the audience

Choose the audience moment first, then compare formats and actual sightlines. Read how to choose an outdoor media type and how to judge a location.

4. Finalise sites with evidence

Ask for current site photographs, dimensions, traffic direction, illumination status, availability and the permission position. Put the exact site codes, period, inclusions and replacement terms into the quotation.

5. Build creative for the road

One message, one visual focus and readable contrast are more useful than a full brochure on a board. Start with the seven second test and the colour and glare checklist.

6. Proof, print and install

Approve a site specific mockup, a print proof and the final artwork file. Confirm installation timing and who repairs damage. On day one, inspect the live result.

7. Track delivery and results

Collect periodic, geo tagged proof images and compare the agreed business signal with the period before the campaign. Read how we provide live campaign proof and how to measure outdoor return.