Service 04 / Planning
Campaign Planning
Working out where your audience actually travels, what the budget will carry, and which months matter, before a single site is booked.
Most wasted outdoor spend is a placement decision, not a creative one
The board that fails is rarely the one with bad artwork. It is the one on a road the target audience does not use, running for three weeks in a month that did not matter, chosen because it was the site that happened to be free.
Planning is the work that happens before booking. It establishes who you are trying to reach, where those people physically are during the day, how long the campaign needs to run to register, and what the available budget can realistically buy.
It is also where the honest conversations happen. Sometimes the answer is fewer sites for longer. Sometimes it is that a different parish would serve you better. Occasionally it is that outdoor is not the right channel for what you are trying to do this quarter.
What planning covers
The output is a written plan you can act on, not a proposal for our own inventory.
Audience mapping
Where your customers live, work and commute, translated into specific roads rather than demographic descriptions.
Corridor selection
Which routes carry your audience, and where on those routes a board is actually seen rather than merely present.
Budget shaping
What the money buys across formats and durations, including the case for fewer sites over a longer run.
Format recommendation
Static, digital or both, based on how often the message changes rather than on preference.
Seasonal timing
Which windows matter for your category and when the inventory has to be secured. See the advertising calendar.
Measurement setup
What to record before launch so the campaign can be judged. Built on our ROI framework.
How planning runs
Brief
What are you selling, to whom, and what does success look like in numbers. Awareness, consideration and action are measured differently and cannot be planned as one thing.
Audience and geography
We map the customer to the road network. For a business with a physical location this is often decisive on its own.
Options and trade-offs
Two or three plans at different budget levels, with what each gives up. You choose rather than receive a single recommendation.
Baseline
What to measure for four weeks before launch, so there is something to compare against afterwards.
Book and brief production
The plan hands over to space booking and artwork with the reasoning intact.
Matching objective to approach
| Objective | Duration | Placement logic |
|---|---|---|
| Brand awareness | 6-12 months | High-traffic commuter corridors, consistent message |
| Store or branch traffic | 3-6 months | Proximity to the location, directional messaging |
| Product launch | 4-8 weeks | Digital, concentrated in target parishes |
| Seasonal promotion | 2-6 weeks | Digital, booked a season ahead |
| Property development | 12 months+ | Approach road plus feeder communities |
Frequently asked
Do I have to book with you afterwards?
No. The plan is the deliverable. Most clients do book with us because we hold the inventory, but the reasoning stands on its own.
How many sites should I run?
Usually fewer than people expect. One well-placed board for three months normally beats four boards for three weeks, because outdoor works through repetition.
Can you plan around a small budget?
Yes, and it is where planning earns the most. A limited budget makes placement decisions less forgiving, not less important.
What if I already know which site I want?
Then we will sanity-check it and go straight to booking. Planning is not compulsory.
Works well with
Start with a plan
Tell us what you are trying to achieve this year and we will map it to roads, months and a budget.