When you’re short on cash, advertise!

There was a time when you didn’t see ads from doctors, lawyers and the pharmaceutical companies. Now, the Ohio Turnpike Commission has moved to raise revenue through advertising.

The Ohio Turnpike Commission is offering Sponsorship deals and ads in locations from pet-walking areas to toll plazas. But it stopped short of allowing naming rights of the Turnpike.

Snowplows, emergency vehicles and vending machines are proposed spaces for advertising. Their sales team is pushing for sales that could generate millions of dollars a year. The effort is part of the state’s Republican Governor John Kasich’s aim to address transportation budget shortfalls. While the Turnpike currently operates in the black, increasing construction costs have sparked the roadway’s unique marketing program.

Naming rights, while potentially the most lucrative way to raise funds, is associated with sports marketing.  The commission thought it would have a negative connotation if applied to the Turnpike.

The Ohio Department of Transportation is also looking to public/private partnerships to raise revenue. It recently raised $8.65 million over ten years by letting State Farm Insurance advertise on their vans that patrol highways. State Farm signs are now on many Ohio roadways.

Advertising is but a sector of marketing. If your marketing plan includes options to not only increase visibility but also revenue, then why not try something new. The Ohio Turnpike is doing just that.