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Marketing Buzz 10/03

Can adopting a highway give your company positive exposure?

By Elizabeth Goodgold

Opinions expressed by Entrepreneur contributors are their own.

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

Originally started in Texas in 1985, the program now extends to49 states. Companies sponsor a 2-mile stretch of road along ahighway for two years and are responsible for keeping it clean,according to Department of Transportation guidelines. (A Googlesearch will lead you to a contact in your area.) In return, thesponsoring organization receives a reflective sign with its name.Anyone over age 12 may clear the litter, but it's also possibleto hire a company to clean it four times per year. Costs range from$300 to $500 per visit.

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