---
title: "Customer case: Centercom Buitenreclame"
description: A client portal, municipality portal and automatic print calculation for 33,597 advertising boards in 125 municipalities, connected straight to the printer.
url: "https://rual.nl/en/customer-cases/centercom"
locale: en
alternate: "https://rual.nl/customer-cases/centercom"
updated: 2026-08-03
source: "https://rual.nl"
---

Media · planning & placement

# Centercom Buitenreclame

A client portal, a municipality portal and a print engine that works out how many posters are needed and places the order with the printer directly.

![A0 advertising frames on a city building, with traffic passing in front](https://rual.nl/site-assets/_opt/customers/centercom-a0-frames-960.webp)

- **33,597** advertising boards

- **125** municipalities

- **25+ years** in out-of-home advertising

- **2025** delivered in phases

## The situation

Centercom handles outdoor advertising from creation to placement: 33,597 advertising boards in 125 municipalities. Every campaign means receiving and checking artwork, printing the right number of posters, distributing them across locations and providing proof after placement.

Most of those calculations were done by hand, spread across email threads and spreadsheets, while a single miscalculation in the poster count carries straight into the print run and the planning. On top of that sits the back-and-forth with municipalities, each with its own communication and maintenance arrangements.

## What we built

A ClientHub portal where customers manage their entire outdoor campaign: uploading artwork, tracking each execution and viewing the proof photos after placement. Alongside it, a separate municipality portal for communication with municipalities about placement and maintenance.

The heart of the system is the print calculator. It works out exactly how many posters are needed from the number of locations, the rotation frequency and the reserve percentage. Once approved, the order goes to the printer through an API, including specifications and delivery addresses.

The existing systems stay in use: SugarCRM, Connect and PosterFlow are connected, so no second set of records appears.

## The hard part: print that has to be right first time

A file that fails the specifications is normally only discovered at the printer. So the system checks uploaded artwork automatically on format, resolution, colour space and bleed, and shows the customer visually what is wrong before anything leaves the building.

The calculation was the second puzzle. The poster count depends on the number of locations, the rotation frequency and the reserve required. Those rules now live in the system instead of in someone’s head.

### Connections in this project

- SugarCRM
- Connect
- PosterFlow
- Printer connection over API

### What it delivers

- Self-service client portal for campaign management
- A separate portal for municipal communication
- Automatic print calculation per campaign
- Print orders sent straight to the printer
- Artwork checked automatically against specifications
- Proof photos per location inside the portal

| Term | Def |
| --- | --- |
| Sector | Out-of-home advertising |
| Build period | Q3 to Q4 2025, delivered in phases |
| Team | 2 part-time developers and 1 project manager, alongside the Centercom team |

## What happened next

The modules were delivered in phases through 2025 and are being extended further on the same platform.

## From email threads to one flow of work.

Campaigns run through the same environment from upload to proof photo, and municipalities have their own way in. It removes manual work every day and prevents mistakes in orders that would otherwise surface at the printer.

## More customer cases

Other operations running on our platform every day.

[All customer cases →](https://rual.nl/en/customer-cases)

- **[W.K. Heyl Jr.](https://rual.nl/en/customer-cases/heyl)** — Logistics · warehouse automation

![The W.K. Heyl Jr. distribution centre with green trucks at the loading docks](https://rual.nl/site-assets/_opt/customers/heyl-960.webp)

- **[Holstein Flowers](https://rual.nl/en/customer-cases/holstein-flowers)** — Floriculture · order processing & auction integration

![The Holstein Flowers premises](https://rual.nl/site-assets/_opt/customers/holstein-flowers-960.webp)

- **[CIMS Netherlands](https://rual.nl/en/customer-cases/cims-netherlands)** — Maritime · waste processing

![Two CIMS crew members connecting a hose on the deck of a tanker](https://rual.nl/site-assets/_opt/customers/cims-people-960.webp)

## Are your calculations spread across email and spreadsheets too?

We are glad to look at where the manual work sits and what a system can take over.

[Book a call](https://rual.nl/en/demo)

[All customer cases](https://rual.nl/en/customer-cases)