4 Steps to Create a Winning Outdoor Advertising Strategy


Did you know that using billboards as part of your advertising strategy can help you achieve your 2017 business goals?  It’s true!  Billboards are a powerful and cost-effective way to reach both your long and short term business objectives!  And developing a solid strategy doesn’t have to be hard or overwhelming either.  Just follow these 4 steps and you’ll create a winning outdoor advertising strategy in no time!

Why an Advertising Strategy is Important

Taking the time to develop a written advertising plan gives you a guide to follow throughout the year so that you reach your company’s overall goals and objectives.  It includes information about everything from your target audience and marketing objectives to the actual strategies and messages you’ll use to attract and convert potential customers into paying ones.

Additionally, having a thought-out and well-developed plan will save you valuable time and money throughout the year because you’ll know exactly where you want to go and precisely how you’ll get there.

How to Create a Winning Outdoor Advertising Strategy in 4 Steps

1. Set Your Advertising Goals

Start by conducting a thorough review of your business and marketing plans.  Determine what the overall goals are for your business and how your advertising on billboards will support them.  Make sure your goals are SMART (Specific, Measurable, Attainable, Relevant, and Time Limited).  Determine your advertising budget, how you’ll allocate it, and other considerations such as campaign timing, frequency, and duration.

Let’s say you own a daycare and want to increase this year’s enrollment by 25%.  You’ll want to develop advertising goals that support this.  So, your SMART advertising goal might be: XYZ Company will increase brand recognition among working parents of City by 10% by June 30, 2017.

2. Target Your Audience

Next, take a close look at the members of the target audience.  Who exactly are they?  What gender are they?  How old are they?  Do they work?  Earn a certain salary?  Where do they live?  How will you reach them?  Get to know precisely who you are trying to reach and how exactly you will reach them.

Continuing with our daycare example, the members of your target audience include employed mothers and fathers residing in your city.  And because they live in a specific geographical area, you’ll want to select billboard locations in your city and nearby communities. The timing might include late Spring in anticipation of the end of the school year.

3. Craft Your Advertising Message

Now comes the fun part!  Crafting the message that you want your audience to receive and designing your ad.  Be as specific as possible and create a targeted message that speaks directly to your audience members.  This is not the time for a generic message because your audience members will miss it.  Include your Unique Selling Proposition and make sure that your billboard incorporates design elements that will attract their attention.

Perhaps your center is open two hours longer than other area providers.  That’s your USP.  Therefore, focus your advertising on that specific message and include images, colors, and fonts that will grab a parent’s attention. (Click here for some Billboard Design Tips)

4. Track Results & Success

The final step to create a winning outdoor advertising strategy is to track the results of your advertising activities. Here, you identify Key Performance Indicators and develop ways to track them.  Then, you establish your baseline and begin measuring your KPIs.  After getting some data, evaluate whether you reached goals and make any adjustments.

KPIs for our daycare provider might include the number of center tours and the average enrollment rate.


The benefits of developing an advertising strategy are numerous.  Not only will you save time and money, but your ads will also have a better focus.  You’ll be able to reach the right people, in the right place, at the right time.  And that’ll keep you on track to achieving your overall business goals.

Ready to Get Started Working on Your  Winning Advertising Strategy? We’d love to help!

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Penneco Outdoor Advertising
Address: 6608 Rte 22, Ste 307, Delmont, PA 15626
Phone: 724-461-1041
Hours: Monday-Friday: 8:30 – 5:00

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