As an Austin business owner or marketing exec, have you ever been stuck in traffic on MoPac or I-35, watching the sea of vehicles around you and thinking, ‘If only all these people knew about my brand’?
Yeah, you’re not alone. With the city’s population boom and more businesses moving to town, getting your name out there for residents to see is becoming a conundrum. You could pour your money into digital marketing efforts, but even those can feel like a drop in the bucket when faced with the vastness of Austin’s market.
But what if you could get your name and brand identity out there in front of hundreds of thousands of potential customers daily? What if you could become a recognized name and boost your company brand with sustainable initiatives that consumers love to support?
You may have guessed where this is headed – highway roadside sponsorship. This tried-and-true advertising method has been a staple for businesses looking to reach drivers for decades. And in Austin, with the traffic and commuters on the road each day, it’s an opportunity you can’t afford to miss.
Why Invest In Highway Sponsorship in Austin?
Let’s discuss the numbers because they’re pretty impressive—and might convince you that brand exposure in Austin relies on roadside sponsorship.
According to the Texas Department of Transportation, some of Austin’s busiest roadways see upwards of 224,000 cars daily. That’s not a typo – we’re talking about nearly a quarter of a million vehicles passing by daily.
Imagine your company’s name and logo plastered on a sign along these highways. You’re not just reaching a few people – you’re potentially catching the eye of hundreds of thousands of Austinites daily.
And we’re not talking about a fleeting glance like you’d get with a social media ad. This is exposure that lasts.
How often have you driven the same route to work, noticing the same billboards or road signs? It’s that repetition that burns brands into our brains. And in Austin, where traffic can sometimes feel like a standstill, drivers have plenty of time to take in their surroundings.
Reach + Consistency = Sticky Branding
But here’s the kicker – this isn’t just about reach. It’s about consistency. Your roadside ad doesn’t disappear after a set budget runs out. It won’t get lost in the shuffle of a social media feed. It’s there 24/7, 365 days a year. Rain or shine, weekday or weekend, your brand works for you.
And let’s not forget about the diverse audience you’re reaching. Austin’s roads don’t discriminate – you’ve got everyone from tech entrepreneurs heading to their startups to students rushing to UT to tourists exploring the city for the first time. That cross-section of the population is hard to match with any other advertising or sponsorship medium.
“Isn’t this just another form of visual pollution? Aren’t we already bombarded with enough ads?”
What if this advertising or sponsorship could help keep our highways clean and contribute to the community?
Sustainability and ESG Benefits: More Than Just a Billboard
Participating in a highway sponsorship program like Texas Sponsor A Highway®, you do much more for Austin than you might realize.
Environmental Advocacy Matters
We all know Austin prides itself on being eco-friendly (Keep Austin Weird and Green, right?).
Highway sponsorship programs actively contribute to keeping our roads clean. Regular litter removal along your sponsored stretch of highway means less trash in our green spaces, less pollution in our waterways, and a cleaner, more beautiful Austin for everyone.
But it doesn’t stop there. Think about traditional advertising for a second – all those flyers, pamphlets, and posters often end up in the trash. With highway sponsorship, you’re cutting down on that waste.
Community Impact: Driving Social Responsibility
By sponsoring a highway, you’re quite literally investing in the community. You’re contributing to the maintenance of local infrastructure. In a city that values community involvement, this is a big deal.
And governance? Highway sponsorship aligns perfectly with state initiatives like the famous “Don’t mess with Texas®” campaign. You’re not just advertising; you’re partnering with respected programs Texans know and love. It’s transparent and accountable and shows that your business is committed to being a responsible corporate citizen.
People want to support businesses that give back and care about more than just their bottom line. By sponsoring a highway, you show that your brand aligns with these values.
More Perks of Roadside Brand Exposure in Austin
We all know traditional advertising can burn through your marketing budget fast. But roadside sponsorship is the gift that keeps on giving.
Think about it: one upfront investment, and you’re reaching thousands of eyeballs daily. There are no recurring costs for ad placements or bidding wars for prime time slots. Consistent, long-term exposure works out to mere pennies per impression.
Building Brand Recognition
Here’s a fun fact: people tend to view businesses that sponsor highways more favorably.
It’s not just about seeing your name but what that sponsorship represents. You’re not just another faceless corporation but a business that cares about the community. You’re helping keep Austin beautiful – a move that residents appreciate and will back with their dollars.
Diversity in Advertising
Remember when we talked about all those cars on Austin’s highways? Well, those aren’t just numbers—they’re people—all kinds of people.
With roadside sponsorship, you’re not limited to a specific demographic. You’re reaching everyone who drives by. It’s like casting the widest net possible, but instead of hoping to catch a few fish, you’ll get hundreds of thousands of views daily.
A Local, Austin-Centric Marketing Strategy
In a city that prides itself on supporting local businesses, what could be more local than literally becoming part of the landscape?
Roadside sponsorship lets you tap into that “support local” mentality in a big way. It’s a constant reminder to Austinites that you’re here, local, and invested in the same city they love.
How Texas Sponsor A Highway® Works
The Texas Sponsor A Highway® program offers businesses a unique opportunity to gain visibility while contributing to community cleanliness.
Here’s how it works: Companies sponsor a section of highway, typically one mile long, for a set period. In return, they receive brand recognition on roadside signs and contribute to regular litter removal along their sponsored stretch.
The process begins with selecting an available highway section. The program representatives work with interested businesses to identify high-traffic areas that align with their target audience and budget. Once a suitable location is chosen, the sponsorship agreement is finalized, detailing the terms and duration of the sponsorship.
Signage and Placement
For each sponsored mile, a sign is installed on the shoulder of the highway, facing oncoming traffic.
These signs are designed to be highly visible, featuring a blue background with white reflective lettering. What sets the Texas Sponsor A Highway® signs apart is their partnership with the Don’t Mess with Texas® campaign, which prominently displays the logo and Texas flag.
The signs are strategically placed to maximize visibility while adhering to state regulations for roadside signage. This ensures that motorists see your brand message clearly by passing without compromising road safety.
Customizing Your Sponsor Recognition Panel
Your brand truly shines on the sponsor recognition panel. Measuring 56″ x 20″, this panel offers ample space to showcase your company name and logo. The program’s art department works closely with sponsors to design a logo panel that aligns with their branding while optimizing visibility from the road.
Customization options include:
- Company name and logo placement
- Color schemes (within safety guidelines)
The collaborative design process ensures that the final product effectively represents your brand while meeting all highway signage regulations.
By participating in the Texas Sponsor A Highway® program, businesses gain valuable exposure and demonstrate their commitment to keeping Austin’s highways clean. This win-win combination of effective sponsorship and community service aligns perfectly with Austin’s local support and environmental consciousness values.
Tips for Maximizing Austin Brand Visibility with Roadside Sponsorship
1. Location Matters
Choosing the right location for your sponsorship sign is key to ensuring that most people see your sponsorship sign at the right time. Here are a few factors to keep in mind as you select your location:
- Traffic volume: Opt for stretches of highway with high average daily traffic.
- Speed limits: Areas where traffic moves slower can increase the chances of your sign being noticed.
- Proximity to your business: Choose locations near your physical store or office if applicable.
- Target audience routes: Select highways frequently used by your ideal customers.
Are you not sure where to start? Consult with your Texas Sponsor A Highway® representative to identify optimal locations based on traffic data and your specific goals.
2. Follow Effective Sign Design Principles
Your sponsor recognition panel is your visual centerpiece, so you need to give as much thought to its design as you do to its location:
- Keep it simple: Use clean, easy-to-read fonts and minimal text. Don’t make people strain to read a bunch of text, but don’t leave anything important out.
- Make your logo prominent: People remember logos so they can see it. Ensure it’s large enough to be recognized at a distance.
- Use contrasting colors: This helps your message stand out, but ensure it complies with program guidelines.
Remember, drivers only have a few seconds to view your sign, so clarity and simplicity are key.
Integrating Highway Sponsorship with Other Marketing Efforts
Roadside sponsorship is only one piece of your total marketing strategy, so you’ll want to make sure you keep it integrated across your efforts:
- Mention your sponsorship in other marketing materials to reinforce your community involvement.
- Use social media to highlight your participation in keeping Austin’s highways clean.
- Include photos of your highway sign in your website’s “About Us” or “Community Involvement” sections.
- Incorporate your sponsorship into press releases or local media outreach for added publicity.
- Consider tying special promotions or events with your highway sponsorship for increased engagement.
Regularly Evaluate and Update
Things happen—especially in Austin. Construction can divert traffic, and weather changes can affect visibility. It’s important to evaluate your sponsorship regularly and make updates as needed.
- Monitor any changes in traffic patterns or development around your sponsored section.
- Periodically refresh your sign design to maintain interest and reflect any brand updates.
- Stay informed about any new customization options offered by the program.
- Collect feedback from customers or clients who mention seeing your highway sign.
Drive Your Brand Forward with Highway Sponsorship
By investing in highway sponsorship, you’re gaining exposure to hundreds of thousands of potential customers daily and demonstrating your commitment to sustainability, community involvement, and local pride—values that resonate deeply with Austinites.
Ready to get started? Contact your local Texas Sponsor A Highway® representative to learn more about available locations and how you can begin maximizing your brand visibility on Austin’s highways.
Don’t let another day of potential exposure pass you by—take action now and watch your brand awareness soar along Austin’s highways.