As a business owner or brand marketer, are you struggling to find new ways to reach your target audience and make a lasting impression?
Even though digital seems to be king and queen today, many consumers still get their information through traditional mediums such as radio, television, and print. One often overlooked but effective opportunity for brand visibility is sponsoring a highway.
And let’s be honest – customers aren’t just looking for products and services. They want to support brands that demonstrate a genuine commitment to positively impacting the world around them. Are you doing enough to showcase your company’s environmental and social responsibility efforts?
The Texas Sponsor A Highway® program—an innovative partnership between the Texas Department of Transportation (TxDOT) and Texas Sponsor A Highway®—offers businesses a unique opportunity to boost their visibility and connect with captive audiences on the road while aligning with the growing demand for corporate social responsibility.
But what exactly does it mean to sponsor a highway, and how can it benefit your company’s marketing and CSR initiatives? And how can you get started with the program?
Wait, Isn’t Highway Advertising Old News?
With the rise of digital advertising, some business owners and marketers may dismiss the value of traditional outdoor media like highway sponsorship.
After all, aren’t most people’s eyes glued to their smartphones these days? And do consumers care about which companies are cleaning up the roads?
Highway sponsorship remains a highly effective and impactful marketing strategy that can deliver significant benefits for savvy businesses. Let’s examine some top myths about sponsoring a highway and reveal the truth behind this powerful advertising opportunity.
Myth #1: “No one pays attention to roadside advertising anymore.”
While our attention spans have shifted and digital media has become ubiquitous, consumers still spend a substantial amount of time in their vehicles.
The average American’s commuting time has increased by 10% since 2006 – even with the rise of remote work and hybrid workplaces. This captive audience provides an invaluable opportunity for businesses to connect with their target markets.
Myth #2: “People don’t care which companies sponsor the highways.”
Consumers are increasingly conscious of the social and environmental impact of the brands they support.
By sponsoring a highway through the Texas Sponsor A Highway® program, businesses can demonstrate their commitment to community improvement and environmental stewardship – which resonate strongly with modern, purpose-driven customers. Studies show that 55% of American consumers seek businesses with clearly defined corporate social responsibility efforts.
Myth #3: “Highway sponsorship isn’t a worthwhile investment for my business.”
Highway sponsorship offers an incredibly cost-effective way to reach a large, targeted audience compared to traditional advertising mediums.
With a low cost-per-impression (CPI) and the ability to tailor your visibility to specific geographic markets, the Texas Sponsor A Highway® program provides an efficient and measurable return on investment. And with 24/7, 365-day exposure, potential customers will continuously reinforce your brand message.
The bottom line is that highway sponsorship – when executed through a well-designed and strategically implemented program like Texas Sponsor A Highway® – can deliver tangible marketing and branding benefits that can’t be replicated through digital channels alone.
Do The Benefits of Sponsoring A Highway Outweight The Investment?
Exclusive Branding Opportunities
By sponsoring a highway through the Texas Sponsor A Highway® program, your company will be granted exclusive signage rights within the designated area. This ensures your brand message is the only one seen by hundreds of thousands of drivers, allowing you to stand out from the competition and solidify your position as the go-to provider in your market.
Amplified Visibility and Reach
With highway signs visible 24 hours a day, 7 days a week, 365 days a year, the Texas Sponsor A Highway® program provides constant brand exposure that reaches millions of consumers annually. This continuous, “always-on” presence helps build long-lasting, top-of-mind awareness and reinforces your company’s visibility in the community.
Targeted Geographic Focus
The ability to sponsor highways in specific regions or markets is a key advantage of the Texas Sponsor A Highway® program. By aligning your sponsorship with your primary service area, you can ensure your brand message resonates with the local customer base that is most valuable to your business.
Cost-Effective Marketing
Highway sponsorship offers an incredibly cost-effective way to reach a wide audience compared to traditional advertising channels. With a low cost-per-impression (CPI), the Texas Sponsor A Highway® program allows you to maximize your marketing budget and achieve a stronger return on your advertising investment.
Measurable Performance Tracking
The Texas Sponsor A Highway® team collects detailed data on your sponsorship results to provide full transparency and accountability. This includes metrics like the number of miles cleaned, pounds of litter collected, and bags of waste removed – information you can leverage to quantify your positive environmental and community impact.
Enhanced Corporate Social Responsibility
By partnering with Texas Sponsor A Highway®, your business can demonstrate a tangible commitment to environmental stewardship and community support. This aligns with the growing consumer demand for brands to actively address social and ecological challenges.
Employee Engagement and Morale
The Texas Sponsor A Highway® program provides opportunities for your brand to get involved in hands-on cleanup activities. While you won’t be cleaning the roads on the ground, your brand’s investment will help make a meaningful difference in the community.
Positive Brand Reputation
When consumers see your company’s name prominently displayed on highway signage, it conveys a powerful message about your business. This helps build trust, goodwill, and a positive reputation in the local market – benefits that can translate into increased customer loyalty and new business opportunities.
How Texas Adopt a Highway® Makes It Easy To Get Sustainable
A top reason Texas companies choose Texas Sponsor A Highway® program is its turnkey, hands-off approach to highway sponsorship.
Unlike traditional volunteer-based adoption programs, Texas Sponsor A Highway® handles all the heavy lifting on behalf of its corporate partners, allowing businesses to seamlessly incorporate this powerful marketing and sustainability initiative into their overall strategy.
You Get Exclusive Branding and Signage
The foundation of the Texas Sponsor A Highway® program is its exclusive branding opportunities. When you become a sponsor, your company’s name and logo will be prominently displayed on custom-designed signs within the designated highway right-of-way. This ensures your messaging is the only one visible to the hundreds of thousands of drivers passing by daily.
You Enjoy Professional Cleanup and Maintenance
Unlike volunteer-based programs that rely on sporadic community cleanups, Texas Sponsor A Highway® employs trained and certified crew members to maintain the sponsored highway sections regularly. This includes litter removal, landscaping, and other upkeep tasks to keep the roads looking their best year-round.
Detailed Performance Reporting Shows Your Investment Is Working
To provide complete transparency and demonstrate the tangible impact of your sponsorship, the Texas Sponsor A Highway® team collects and reports on key metrics such as the number of miles cleaned, pounds of litter collected, and bags of waste removed. This data can then be leveraged to showcase your company’s environmental stewardship and community support.
Turnkey Implementation and Management Takes The Pressure Off Your Shoulders
From the initial sign design and installation to the ongoing cleanup and reporting, the Texas Sponsor A Highway® program is structured as a completely turnkey solution. This allows your business to reap the benefits of highway sponsorship without worrying about operational logistics or resource allocation.
The Process Boosts Your CSR and ESG Efforts
By partnering with Texas Sponsor A Highway®, your business can easily integrate this sustainable sponsorship opportunity into your broader corporate social responsibility (CSR) and environmental, social, and governance (ESG) initiatives. The program’s measurable environmental impact and community engagement components directly support these key business priorities.
The beauty of the Texas Sponsor A Highway® program is that it removes the barriers often associated with traditional highway adoption efforts.
By handling the day-to-day management and providing detailed performance tracking, the program empowers businesses of all sizes to leverage the power of sustainable sponsorship and make a tangible difference in their local communities.
3 Steps To Highway Sponsorship
Ready to take your brand’s sustainability efforts to new heights and boost your visibility across Texas? Here’s how you can get started with the Texas Sponsor A Highway® program in just three easy steps:
Step 1: Reach Out to the Texas Sponsor A Highway® Team
The first step is to contact the Texas Sponsor A Highway® team at 800-200-0003 or by clicking here to send a message. One of their knowledgeable account managers will walk you through the available sponsorship opportunities in your target markets and help determine the best fit for your business.
Step 2: Design Your Custom Highway Sign
Working closely with the Texas Sponsor A Highway® team, you can design a custom sign that prominently features your company’s name, logo, and branding. This exclusive signage will be strategically placed within the highway right-of-way, ensuring maximum visibility for your target audience.
Step 3: Let Texas Sponsor A Highway® Handle the Rest
Once your sponsorship is in place, the Texas Sponsor A Highway® team will handle all the heavy lifting. Our trained crew will regularly maintain the sponsored highway segments, removing litter, managing landscaping, and keeping the roads looking their best. You’ll also receive detailed performance reports to track the positive impact of your sponsorship.
Get Started With Sustainable Sponsorship with Texas Sponsor A Highway®
So, are you ready to finally enhance your company’s ability to impact the world? By participating in the Texas Sponsor A Highway® program, you can do just that while reaping the benefits of increased brand visibility and community goodwill.
With exclusive visibility, professional highway maintenance, and detailed performance tracking, this turnkey solution empowers you to be a force for positive change while boosting your bottom line.
Don’t miss out on this transformative opportunity to strengthen your brand, demonstrate your commitment to the environment and local communities, and position your business for long-term success. Reach out to the Texas Sponsor A Highway® team today to get started. Get A Quote
FAQ
How Can Sponsoring a Highway in Texas Help Improve Corporate Social Responsibility (CSR) Efforts?
The Texas Sponsor A Highway® program provides an excellent opportunity for businesses to demonstrate their commitment to environmental stewardship and community support. By sponsoring the cleanup and maintenance of designated highway stretches, your company can actively reduce litter, promote cleaner and safer roads, and showcase your positive impact to customers and stakeholders.
What are the Key Marketing Benefits of the Texas Sponsor A Highway® Program?
The Texas Sponsor A Highway® program delivers several powerful marketing advantages for businesses, including:
- Exclusive branding and visibility: Your company’s name and logo will be the only signage visible to hundreds of thousands of drivers
- Targeted geographic reach: You can sponsor highways in your primary service areas to connect with the most relevant local customers
- Constant, “always-on” exposure: Your brand message will be displayed 24/7, 365 days a year, for maximum impact
- Cost-effective advertising: Sponsorship offers a low cost-per-impression compared to traditional marketing channels
How Does the Texas Sponsor A Highway® Program Support Environmental Sustainability Initiatives?
Sustainability is a core pillar of the Texas Sponsor A Highway® program. By sponsoring highway cleanup and maintenance, your business can reduce litter, beautify public spaces, and promote clean, safe roads. The program’s detailed performance reporting also enables you to quantify your positive environmental impact and integrate these metrics into your broader environmental, social, and governance (ESG) initiatives.
What is the Process for Businesses to Get Started with the Texas Sponsor A Highway® Program?
The process is designed to be simple – connect with our team to discuss sponsorship opportunities, select a highway or section to sponsor, and get started! Once your sponsorship is confirmed, we will work with you to create customized signage that proudly displays your business name and logo along the sponsored area. Your support will also be recognized on our website and through various marketing channels, providing valuable exposure for your brand.
Can Businesses Sponsor Multiple Highway Locations Through the Texas Sponsor A Highway® Program?
Businesses can sponsor highway segments in multiple regions or markets their company serves. This expanded geographic reach allows you to amplify your brand visibility, environmental impact, and community engagement across a wider area. The Texas Sponsor A Highway® team can work with you to identify the optimal sponsorship locations to support your business goals.