The Client

Wilco Farm Store is a regional agriculture supply store with locations in the Pacific Northwest and Northern California.

The Challenge

When a key competitor increased its marketing presence, Wilco Farm Stores needed to maintain market share and avoid share of wallet erosion in a tough economy. Among the strategies deployed by Charlton Marketing was an out-of-home campaign in 10 of Wilco’s 25 market locations.

The Solution

Charlton Marketing’s media department worked closely with a variety of out-of-home vendors to evaluate and secure highly sought-after boards in Wilco’s market areas ahead of competition. By maintaining close ties with large OOH companies as well as smaller regional operators, Charlton’s media team kept Wilco one step ahead, while ensuring their billboards were thoroughly vetted.

The Results

14 boards
10 markets
65 million Impressions annually



The media team worked closely with vendors to get the best possible placements for the right price, while negotiating for key advantages like first right of refusal.


  • Traffic/impression counts
  • Board direction
  • Distance to store
  • Traffic patterns
  • Board visibility


  • Deadline management
  • Asset trafficking
  • Artwork oversight
  • Placement confirmation