Marketing Buzz 10/03

Can adopting a highway give your company positive exposure?
Magazine Contributor
2 min read

This story appears in the October 2003 issue of . Subscribe »

Hit the Road
We've all heard of the Adopt-a-Highway program--its litter-removal signs feature sponsors' names. But what is the program, and how can it work for you?

Originally started in Texas in 1985, the program now extends to 49 states. Companies sponsor a 2-mile stretch of road along a highway for two years and are responsible for keeping it clean, according to Department of Transportation guidelines. (A Google search will lead you to a contact in your area.) In return, the sponsoring organization receives a reflective sign with its name. Anyone over age 12 may clear the litter, but it's also possible to hire a company to clean it four times per year. Costs range from $300 to $500 per visit.

"This program provides a way to gain visibility by doing good," says Peter MacCracken, principal of Strategic Communications, a public relations consulting firm in La Jolla, California. "Survey after survey demonstrates that there is a correlation between companies' corporate character and business success. And those companies have the benefit of the doubt in the mind of the public in a crisis situation."

So remember: Flaunting your good side may just be the way to clean up in the marketplace.

of American moviegoers say they don't mind the ads that play before movies.
SOURCE: Arbitron

Frequent customer contact can help build loyalty, but exactly how do you interact with your customers? One option is to send a postcard newsletter, such as Newsletters To Go's One-Minute Newsletter, Little Nudges ( They provide the content, you supply your masthead, and-presto!-you've got a custom newsletter. Simply select the color of the postcard, the graphics and a quantity; prices range from 47 to 63 cents per piece. The postcards are then delivered to your door for mailing. Maury O'Connell, editor of Little Nudges, recommends hand-stamping postage to strengthen the personal connection with customers. And of course, as with all aspects of marketing, consistency is key, so mail your postcards on a regular basis.

Marketing consultant and speaker Elizabeth Goodgold is the author of Duh! Marketing Awards (

More from Entrepreneur

Grow Your Business at Entrepreneur LIVE! Join us on Nov. 16 in Brooklyn, NY, to learn from legends like Danica Patrick and Maria Sharapova, pitch our editors, meet with investors, and potentially walk away with funding!
Register here

One-on-one online sessions with our experts can help you start a business, grow your business, build your brand, fundraise and more.
Book Your Session

Whether you are launching or growing a business, we have all the business tools you need to take your business to the next level, in one place.
Enroll Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.