Signage

Stand at street level facing your center and ask yourself the following:

• Can I see my main sign from the road?
• Is there anything blocking the view of my main sign from all directions?
• Can drivers see my sign from at least 1/4 mile away?
  
• Is my sign simple and clear enough for a driver to understand as they go by?
• Does my building have any signage to support my main street sign?

This seems pretty obvious but at least 50% of the centers I visit have weak street level visibility and branding.

Here are some examples of what I've seen:

• Signs blocked by bushes
• Signs blocked by cars
• Signs that are too low
  
• Signs with letters too small to be seen from a car
• Lighted signs that are not lit
• Broken or faded signs
• Old "event" banners (Now Open, Summer Camp, etc...)

Here are a couple of things to do:

• Take down old banners with dated messaging. "Now Open" is not good if you have been open for 5 years.
  
• Clean all of your existing signs. First impressions are important. Does a dirty sign make you think "great place for my child"?
  
• Replace any broken or faded signs inside and out. I'd rather you have no sign. A missing sign may mean that a new one is on the way. A broken sign says "I don't care."
  
• Move anything that blocks it from all sides. Go do this right now!!!!
  
• Change the message twice a week if you have a sign with removable letters. Drivers like to read things, give them something to think about. Make your sign a "visual destination" every time they drive by.
  
• Make sure your building has at least your name on the front to support your street sign. Don't lose an opportunity to get your name out there!
  
• Make sure your sign is simple enough to be read by someone at "driving speed". A fancy sign may not be a better sign!
  

I know you're thinking "thanks for nothing Mo" but trust me on this one. Street level visibility is step #1 in getting new folks to realize that you exist. If they can't see you, they can't meet and love you!