Rate This Ad allows a billboard designer to rate a random piece of billboard artwork using the following scale: 1 (not good), 2 (below average), 3 (average), 4 (very good), 5 (great). Then the designer talks about what they may have done differently for outdoor advertising. This week’s rating is provided by Greg Callaham www.gregcallaham.com) who has over 30 years of experience in outdoor advertising design. Billboard Insider uses and endorses Callaham’s services.

We’re Hiring

Rating: 4 (very good)

• This ad for new hires at the Sheriff’s office earns a 4 (very good).
• The posed photo of deputies seems to have been taken at a candid moment, making the officers instantly and pleasantly human.
• The large logo/patch art in the center leaves no room for confusion on who the advertiser is.
• The selling message graphic is large, clear, and reads easily.
• The slogan is high contrast and conveys a good PR message and implies a positive experience for the new hires.
• The contact info is where we stumble a little. The white text is not necessary; what else would the target audience do with a phone number? A good compromise might have been to keep the first word and delete the word “today.” Either way, the phone number needs to be larger and bolder to be more easily read.

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