Start with one goal
Decide what the campaign should help people understand or do. A clear goal makes it easier to choose a message, prioritize channels and agree what to measure.
Give every channel a role
Print can explain, outdoor can build recognition, social can add context and paid advertising can direct interested people to a focused page. Choose channels around your audience rather than including every format by default.
Keep the core idea recognizable
Use a consistent identity and message while adapting the amount of information to each touchpoint. A billboard should not carry the same detail as a brochure.
Plan approval and measurement
Agree the scope, costs, review process and launch steps before production. Define measurements that suit the campaign and the tracking that can be verified.