|
In
this Issue:
Billboard Basics:
Tips and Tactics for Better Outdoor Advertising
How to Run a Billboard
Simple Steps Plus a Pro-Life Billboard Expert to
Guide You
1 Billboard, 3 Formats
A Different Message that Few Have Heard
Billboard Basics:
Tips and
Tactics for Better Outdoor Advertising
85% of those surveyed believe billboards are useful
to travelers.
83% call billboards informative.
-- Journal of Advertising Research
 Studies
show that billboard ads are still one of the most
effective and cost-effective forms of "mass media"
communications.
When you are trying to reach a broad
spectrum of people across widely varying
demographics, views and levels of understanding,
billboards are an important piece of the
communications puzzle. They are especially
appropriate for reaching general public audiences.
Experts consider outdoor advertising to be an
"image" medium. It helps to convey a general
impression and image, especially one that defies
conventional wisdom and is part of a broader
educational outreach. Outdoor advertising is an
effective tool in the advertising toolbox for
changing perceptions and attitudes.
Compared to other media, such as broadcast or print,
billboard advertising is a good value per ad dollar
invested. It offers significant "reach," especially
in well-trafficked areas. It can draw repeat views
from hundreds or thousands of drivers, passengers,
bikers and pedestrians. And, since billboards
typically stay up for months rather than days, they
can achieve the kind of repetition that is so
necessary for advertising to work.
Rules of the Road
 Just
as in any effective advertising outreach, there are
a few ground rules unique to each message and
medium. This is especially important in "mass media"
where the message will reach far more than just a
narrowly defined audience.
Since impressions, attitudes, personal understanding
and experiences vary widely, it's important to keep
the message general, yet focused as a subunit of a
larger, cohesive, disciplined and "on-message"
campaign. If messages ramble or are out of context
and unfocused, people will misinterpret or dismiss
them. It is far more important to be clear, focused
and consistent than clever for clever's sake. (Learn more about this in
Ads 101.)
Also, since a
billboard is a sign, the color should be bright,
bold and visible from a distance; the contrast
should be sharp and clear; and the message should be
short and simple.
Busy people won't take time to stop and read -- an
outdoor sign ad is just a general impression to
reinforce an image bolstered by other ads running in
the same market, such as radio, print and internet
messages.
Remember that most people see a billboard when
they're driving along at a good clip or when they're
adjusting the radio, talking to passengers, checking
blind spots, changing lanes, turning corners or
eating French fries while planning or reviewing
their day's activities.
On the other hand, many people travel the same
routes daily. Each time they see a message it will
be more likely to be remembered and acted upon.
Experts say most consumers must see an ad six or
seven times before it really sinks in.
Public Relations (PR) Adds Even More Impact
Adding public relations or PR -- often known as free
advertising -- will reinforce this message more
quickly. This may involve press releases, letters to
the editor or speeches and a special event at local
civic organizations. See our
PR section for PR
tools, resources and information.
top
Other Forms of Outdoor Advertising
Think Outside (or on) the Box!
 From
signs on a box truck to benches at a bus stop, there
are many other places to put outdoor ads. Consider
airport kiosks or transit system signs, truck-side or
bus-wrap advertising, car magnets, yard signs or
banners in political rallies,
Every impression
matters! And, of course, there's always the ultimate
"outdoor ad," ... the humble but hard-working and
low cost-per-impression bumper sticker!
Remember that some billboard companies offer or
specialize in truck-side advertising. This keeps your
message mobile to reach even more people. Or, put a
sign on a truck parked outside a rally or other
large event. If you choose any of these formats,
remember that outdoor advertising is a "sign."
How an ad is presented will also send a message. All
signage should be professionally developed and
presented in a respectful, educational tone. It
should have minimal and simple, uncluttered graphics
with few words that viewers can see and understand
at a glance. Such ads are merely signposts that
point the way to another source, such as
www.theunchoice.com, where they can learn more and
find or offer help.
top
How to Run a Billboard
Simple Steps, Plus a Billboard Expert to
Guide You
Where
to start? We've done the messaging and that
all-important "big-picture" campaign.
The UnChoice
billboards are an important piece of the messaging
puzzle. First, we've provided some important
background about this message. At the end of this
section you'll find a link to a pro-life billboard
expert who can help walk you through the process.
The "Big Picture" Message
The UnChoice campaign message does some essential
groundwork. It exposes the myth about "choice,"
informing the public that most abortions are
unwanted or coerced, not freely "chosen" as widely
assumed. This is important since most people assume
that women "want" abortion and that significant
coercion isn't happening in schools, hospitals,
workplaces and even in the helping professions. This
coercion is often synergistic with pressure or
abuses at home or elsewhere or via abuse of
authority, power or even with violence.
The UnChoice campaign also reminds people that
abortion is abusing the fundamental rights of both
babies and women, and that it's maiming and
literally killing women, too. "Unwanted. Unsafe.
Unfair."
The Call to Action
Any ad should deliver not only a new awareness and
message but also a "call to action" that prompts
people to act on the new understanding. This
billboard message directs people to
The UnChoice web
site where they can learn more and find or offer
help.
top
Three Common Formats
Plus a Pro-Life
Billboard Expert to Help You!
 The
UnChoice billboard artwork is available in three
different sizes to fit common billboard formats.
Keep in mind that what we provide is
the artwork only, proportioned so it can be resized
to fit standard billboards. Your local outdoor
advertising company or a media professional can help
you with this.
Or, contact the experts at
www.prolifebillboard.htm for
answers to common questions or help with the
details, cost estimates and production logistics.
top
If You Find These Materials Helpful, Please Support
this Outreach
If you can, please consider donating to support this
work. Any donation -- however small -- is helpful
and appreciated! You can make a donation
here or call us at 1-888-412-2676.
We are especially in need of Sustaining Partners who
pledge to make regular gifts, but choose the amount
and how often they want to give. To become a
Sustaining Partner,
download our pledge form or call us at
1-888-412-2676.
Thank you for your partnership in this important and
lifesaving work.
top
|
