Kerry Yoakum discussed Digital Billboard permitting at the 2023 OAAA/Geopath out of home conference.  He gave 6 tips to make permitting easier.

1. Know your city council.  Understand who supports them.  What are their pet projects?  What are their interests?  Who are their key friends and allies?  Post billboard content that supports their causes.  Be prepared to address issues which are important to them.
2. Identify your audience and listen to opponents.  Don’t visit only when you have an issue or problem.  Invite elected officials to your plant. Listen to what the opponents are saying an offer solutions or information to address their concerns to supporters. Know the current hot topic and research (call OAAA).
3. Proactive press.  Get the good story out there first.  Don’t get caught reacting.  Kerry mentioned that he once saw a news clip where a reporter interviewed some local people about their thoughts on a new digital billboard coming to town.  Many people said it was great for the community, cool, about time, etc.
4. Collect market info to support you case.  How much money have you paid local landowners?  What local public service ads do you run?  What community events or organizations have you promoted?  What’s you local employment?  Who are your top local advertisers.
5. Make sure you plant looks great.  Are your structures clean and painted?  Are all your lights working?  Make sure you have no ripped or sagging vinyls.  Make sure no controversial copy is currently posted (e.g. Sexual oriented businesses etc.)
6. Be a good listener.  We have two ears and one mouth so that we can listen twice as much as we speak.  Ask what do you need? Try to figure out how you can adjust your plans to meet local needs. Invite them to be involved in the design. Offer dedicated space to support the community and its’ events.

Kerry is a great resource for OAAA members who have questions about digital sign permitting and regulations.  You can reach Kerry at kyoakum@oaaa.org, 202-833-5566.

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