July 2006

Want free publicity for two years?

If you’re willing to spend a few hours picking up roadside litter for a great cause, you can get some free publicity for your company or organization. How? By participating in an “Adopt-a-Highway” program.

Betagraph Marketing Tip You’ve seen those signs that say something like, “ADOPT A HIGHWAY LITTER CONTROL NEXT TWO MILES” followed by a company’s name. That could be your company’s name.

The program is simple. Contact your state’s highway department for information. The best way to find the right contact is to use the Internet. Use the Google search engine and type in “adopt a highway (your state).” The results page will provide a direct link to your state’s Adopt-a-Highway program.

Typically, participation in the program requires a two-year commitment for litter control on a two-mile stretch of highway. Most states require litter control four or six times a year. Each state program provides the trash bags and supplies, the safety equipment and training, and a “plain vanilla” sign with your company’s name on it.

Results of the AAH program are impressive. In Texas, for example, 8,000 miles of highway are maintained by 3,800 groups, producing an annual litter control savings of $2.5 million. In North Carolina, 6,000 groups maintain 12,000 miles, saving taxpayers $4 million annually. Washington state reports that 1,400 groups pick-up 600 tons of litter each year. And, Virginia’s AAH program covers one-quarter of the entire road system with 6,000 groups.

Of course, the program’s intent is to get ordinary citizens involved in a worthwhile program that benefits the state and community. Indeed, time and effort on your part are necessary. The free publicity in the form of a sign is the motivation. Nevertheless, people like to see who’s involved in your community. Your company’s name on a roadway sign will be seen by countless drivers over a two-year period. Many will see your name daily or several times a week. Free PR like this is hard to beat!