Recently, a few of our team members went to visit a new client. The new client is a college, an art college to be specific.

While there, we took a tour of the campus; interviewed students, faculty, and staff; and gained a rather intimate view of the college. We left truly immersed in and inspired by the institution, eager to help them define and deliver their story in a way that resonates with prospective students.

It wasn’t long until our conversation switched gears. On our drive back to Philadelphia, we were struck by billboard after billboard, one after the other, advertising college after college. In total, we counted about 12 competing colleges competing for our attention at 65 miles per hour.

From a quick impression, it was hard to identify which college was which or how one compared to another. In fact, they all did very little to differentiate themselves or define why a passerby wouldn’t want to pass up the opportunity to go there. Very few of them even had a website address that was legible.

We began to question, “Who chooses a college by its billboard?”

Through our own investigation and conversations with students, we’ve gained a few insights into the factors that ultimately drive their decision on which school to attend.

A college’s reputation is the most significant influencer for prospective students. Other influencers include recommendations from high school teachers, guidance counselors, peers, and sometimes even parents. Some students base their decision on price and location. And while each student’s individual decision-making process is somewhat different, one thing that is consistent in our findings is how little broadcast advertising seems to impact a student’s college decision.

Marketers have done a considerable amount of research trying to determine where students gather their information and what kind of marketing they respond to. Data shows that students are spending more and more time online, and as they search the web and social networks, they tend to respond well to marketing tools used by colleges online. Many colleges are now even data mining and delivering advertising to students based on the information included in their profiles. These ads are much more directed at a generation raised in an interactive world, and their placement is directly where many teenagers spend their free time.

Unlike other purchases we make, choosing a college is a very important and very personal decision. College is a significant investment of time and money, an investment in our future. Selecting a college is one of the most important decisions we make in our lifetime, and perhaps a young student’s most weighty decision to date. It’s certainly not a decision made on the fly or even at interstate speeds. It’s more of a Sunday drive — slow, scenic, and deliberate. Prospective students (read: customers) want to take their time to look around and get a feel for the place. Like us, they’ll want to talk to students, faculty, and staff to begin to build a relationship and understand where and how they might fit in before they commit.

The same can be said for almost any organization or brand that’s asking its customers to make an investment. Traditional advertising may be effective for product brands. But when you’ve got more to sell, you need to offer more to your audiences. Before customers become consumers, they need to be convinced, compelled, inspired, and engaged. That’s a tall order for a billboard.

What we learned from all of this, and what we hope you take away too, is that in many instances, traditional broadcast advertising may not be the most effective mechanism in shifting the mindset of your target audience. Sure, if executed correctly, broadcast can help build brand awareness and drive traffic, sort of speak, but you shouldn’t expect a billboard or an ad alone to be your key to conversion.

Instead, look to establish long-term relationships with a range of constituents through localized and targeted tactics and touch points that tell your brand story time and time again. Turn constituents into supporters of your brand and your offering. Identify your audiences’ influencers, and influence them to be your brand champions. Establish a meaningful connection and allow them to carry your message to an audience that is ready to hear, and act on, what you have to say.

Remember, this business isn’t just about getting your name out there. It’s about getting your name — and a compelling message that resonates — in the right place, at the right time, to the right audience. More often than not, the right place won’t be on the side of the road, and the right time won’t be when we’re on our way to somewhere else.