Religious congregations of all types and sizes are looking for better, more affordable ways to introduce people to their facilities. They don't need to look much further than their own parking lot for a great one.

Next time you're in your car, look at the other vehicles on the road beside you. Did you notice the graphics on delivery vans, trucks, and other vehicles that identify businesses and organizations in your area? Observe the information on each vehicle – the company's name, phone number, Web site, or location. There might also be photographs of people, products, or facilities.

Now think…does the vehicle of your church have any type of identifying signs or graphics? Not something you think about on a regular basis? Maybe you should.

From major corporations to small, individually owned businesses to religious facilities, all are trying to create affordable attention by using every media available. The road to advertising has taken a turn toward the big, the bold, and the beautiful when it comes to vehicle graphics.

Thanks to new materials, techniques, and technology available, the day of the simple logo and phone number is long gone. Full-color digital graphics and large-format prints allow you to wrap your entire vehicle in giant photographic blow-ups. And, thanks to a remarkable perforated vinyl material, your graphics can continue across the side and rear windows without obstructing the view from inside.

Vehicle graphics have long been an effective way to build an image and increase awareness, but now they can also be used to connect with prospective members right in the neighborhoods where they live. Think of the family who has just relocated and is searching for a new church. They're finding their way through the city and see your vehicle on the road at a local event or perhaps dropping off elderly congregants – complete with clear, concise identifying signage and a Web site address.

By utilizing graphics on a vehicle that your institution already uses for various activities and day-to-day operations, you have expanded your opportunity to build awareness and reach out to a potential future congregation member.

According to research, a typical business vehicle with graphics generates more than 600 advertising impressions for every mile driven. A report by Madison Mobile Media found that three-fourths of consumers develop an impression of a company and its products based on vehicle graphics.

Not only do vehicle graphics reach consumers, but they also are a very cost-effective form of advertising. In another study by 3M, the cost of vehicle graphics per 1,000 impressions was low when compared to other popular communication mediums, including newspaper, television, magazine, and radio ads.

The most effective vehicle graphics incorporate vivid colors and keep their messages short and memorable. Viewers typically have only a few seconds to see a vehicle in traffic, which is why the presentation should be dramatic enough to grab their attention with a message that is brief and to the point. The exception is the back of the vehicle, which drivers may see for several minutes while idling in traffic. That's the best place to list products or services, and it is also a prime location for a Web site address and phone number.

Perhaps you're not ready to completely wrap a vehicle, or maybe your vehicle is used for multiple purposes. The good, old magnetic sign even has a new look. Magnetic signage has become more colorful, flexible, and durable than ever before. Magnetics can be custom-cut in virtually any shape to conform to your vehicle or to the design of the graphic. It still creates awareness and catches the eye of the public.

If you're considering the installation of vehicle graphics, keep the following suggestions in mind:

* Determine the budget before talking to a sign and graphics professional.
* Decide what information to communicate. With vehicle graphics, the less said, the more powerful the message.
* Evaluate how long the vehicle graphics will be used.
* Identify the image that the graphics should convey, such as professional, trendy, or elegant.
* Think about where the vehicle will be driven, such as a cold, rainy environment or a hot, dry environment.
* Decide if you will create the artwork for the graphics or if it will be created by the sign company hired.

The good news for any religious organization is that advances in technology and new, less expensive materials now make the price of high-impact vehicle graphics affordable for congregations and budgets of all sizes.

Drue Townsend is the senior vice president of marketing for FASTSIGNS International, Inc.  With more than 530 locations worldwide, FASTSIGNS sign and graphics centers use innovation and technology to make the sign buying process simple for the customer, www.fastsigns.com.