Overview

• Outdoor billboards offer a very low cost-per-message delivered to the recipient (passerby) over the course of a month’s posting. Your hospice message, however, must be extra simple—usually eight words or less—because viewing time is so short. Since message delivery with outdoor depends on vehicular traffic passing by your message, it can be costly for a hospice to cover an entire geographical market with multiple outdoor billboards in a large market.
• Digital outdoor advertising is a recent development in some markets to consider. These colorful billboards rotate advertising messages every six to 10 seconds. Compared to static vinyl or poster billboards, digital billboard advertising may cost up to twice as much, depending on the market, design and production costs.
• In return, however, digital outdoor offers quick turnaround time, low- or no-cost production, 24-hour illumination, a way to buy specific time periods, the ability to change your messages instantaneously and greater flexibility in the contracted time your message will appear.

Advantages of Outdoor Advertising

• Allows you to be geographically selective with your hospice advertising to some degree
• Can extend the life of a campaign by carrying a message all day long, every day
• Can add audience reach by delivering the message to those not reached by other media, i.e. light readers and younger consumers who may be light users of radio and newspapers
• Is particularly well-suited for general branding messages for your hospice, achieving good reach and high message frequency

Outdoor Usage Tips

• Limit the number of words in your billboard to eight or fewer, plus your logo/hospice identifier with Web site address.
• Make sure your message is appropriate for the entire duration of the billboard’s appearance.
• Select billboard locations carefully to maximize coverage in targeted geographical areas.