Bus advertising program gaining traction

RIO RANCHO, N.M. (KRQE) - School districts across the state are strapped for cash, but only one district is using its school buses to pick up some extra money by putting advertising on their buses.

A year after Rio Rancho Public School’s Transportation Department rolled out the program, KRQE News 13 wanted to know how things were going.

“We have ads on about 25 buses, roughly a third of our fleet,” said John Francis with RRPS Transportation.

From dentists to gyms and a pizza place, the types of advertisements are strictly regulated, which means you will not find any booze, tobacco or gambling ads.

Each spot costs about $200 a month.

“We have over 1,900 bus stops, we transport over 12,000 students per day, so the ads are getting a lot of street time, a lot of play out there in the community,” Francis said.

The district’s transportation department started the program as a way to earn some extra money for the classrooms.

The first ads were outfitted on the buses in March of 2011.

“So far it’s taken in about $39,000," Francis continued.  "Of that, 50 percent will go to us, 50 percent will go toward the (marketing contractor), so we’ll get about roughly $19,500,” said Francis.

That $19,500 does not all go to Rio Rancho, though.  Because of the state Public Education Department funding set up, the district will only see 60 percent of that, $11,700.

The other 40 percent or $7,800 will be distributed to 135 middle schools statewide.  That means a $57 check for each of those schools.

“Fifty-seven dollars is $57, more than they had, which will go toward an extracurricular activity, Francis said.  "Maybe it’s to buy a couple of footballs, a basketball."

Rio Rancho’s portion will go toward its technology plan to buy laptops for example.

The district admits the program has taken some time to gain traction, but Templeton Marketing, the company that handles all the advertisements, said things are starting to roll.

“The retention rate is well over 80 percent after the first year, and that’s pretty good,” Don Templeton said.