Start with one audience action
Before deciding where the campaign will appear, define what you want someone to do next. Visit a location, attend a launch, explore a product or start a conversation: that decision gives the plan a centre of gravity. Write it into the brief so creative, media and production work toward the same goal.
Give each channel a job
An outdoor message can introduce the idea. An event or exhibition can help people experience it. Content can answer the questions that remain, while a direct response route makes the next step clear. Repeating a headline everywhere is not the same as connecting a journey. Adapt the message to the time and attention available in each setting.
Design the handover
Think about the moment between channels. Where does the QR code lead? What happens after a visitor leaves the stand? Who follows up on an enquiry? Keep the wording, destination and response process aligned. A campaign should not lose clarity when someone moves from a billboard to a phone.
Agree what you will review
Select evidence that relates to the brief: confirmed delivery, attendance, relevant enquiries or content engagement, depending on the activity. Define the scope before launch and avoid treating every metric as a measure of the same result. Start with a connected plan, then review what each part contributed.