I know, I know … the majority of special districts aren’t spending money on billboard advertising. So why am I writing about billboards?

Our online attention span is now hovering around 6 to 8 seconds, and that just happens to be the amount of time a driver has to process the information on a billboard while driving down the freeway. People have been studying the effectiveness of billboard advertising for much longer than the internet has been around - so if you’re trying to get the attention your district deserves, these takeaways can be really helpful.

[This is the first of a series of posts on the subject.]

We often speak with folks at special districts who feel that “promoting” the district (whether via a website, social media, or other means) is unnecessary because - and this is a direct quote: “We aren’t competing with anyone.”

Nothing could be further from the truth! Educating the public about the important work your district does is vital for a number of reasons.