MI: MAX Awards Billboard Advertising Contract to Tailored Marketing & Sales

The Macatawa Area Express (MAX) Transportation Authority has awarded a new three year contract with an optional two year extension to Tailored Marketing & Sales of Holland, Mich., to serve as the contractor for selling and managing billboard advertising space on the transit system’s buses.

Julie Taylor, owner of Tailored Marketing, was awarded the contract in a competitive bidding process, and was the previous contractor who has managed billboard advertising space for MAX since April 2008. Tailored Marketing was the only firm to submit a proposal.

A Request for Proposals was sent to seven firms with experience selling transit advertising, including two certified Disadvantaged Business Enterprise (DBE) firms. A public notice was published and the RFP was promoted on MAX’s website and Facebook page.

“Tailored Marketing submitted a very attractive proposal that included the addition of staff to assist with the sales and management of bus billboards and a detailed sales plan with strong growth projections over five years,” said Sherri Cadeaux, marketing and customer service manager. “We are pleased to again be partnering with Julie Taylor.”

Many transit systems sell advertising on their buses to help generate operating revenue. Gross revenues from billboard sales for the past three years totaled $137,170. Bus advertising also helps advertisers saturate a market with their message to sell a product or service with roaming billboards that are seen throughout the community.

Tailored Marketing’s proposal included a ten percent decrease in rates for billboards and partial back bus wraps, effective February 1, 2014. Full bus wraps cost $775 per month with an annual contract, and interior billboards for as low as $60 a month also are available.

Current or previous advertisers on the transit system’s buses have included Carpet Bonanza, Grand Valley State University, Forge Industrial Staffing, Mercantile Bank, Gentex, Double JJ Ranch, and ZR Graphics.