Weekend Directionals (WED's) are placed (laid-down) early Saturday morning and are picked-up Sunday evening or early Monday morning. The signs are placed along a Weekend Directional Route which is predetermined and mapped.
Sunday Checks, which verify that all signs are up and in good shape, are encouraged as an enhancement to the program.
Riders, die-cuts and other enhancements can help distinguish the client’s program from competitors.
| Advantages | Example of good Uses |
| Directional: Guides and directs to a specific location, also gives "right way" assurance along the route. | Drive Traffic: Attract attention and direct traffic to the location. |
| Eye-Catching & Easy to Read: Well designed signs catch passerby's attention and are easy to read with a simple, clear message. |
Good Site Lines: Excellent for residential and rural routes with good site lines. |
| Cost Effective: WEDs are cost effective and easy to replace and modify. |
Prequalify the Project: The inclusion of pricing and/or features helps prequalify the project for potential buyers. |
| Flexible: Routes can be tested and are easily changed. | Integrated Marketing Strategy: Integrate WEDs with other weekend directional products as traffic enhancements in the overall marketing strategy. |
| Riders: Messages are easily added or changed with the use of "riders." | Branding: Solidify brand and augment other branding efforts. |
| Variable: The formats can vary and include die-cut, oversize, regular size, custom design and specific colors. | Budget Stretcher: Use as an effective way to drive traffic and increase branding at a low cost per unit price. |
Every product has its best uses as well as disadvantages. Our clients should be aware of potential downsides of the products and how MSI addresses those when applicable.
| Potential Issues & Disadvantages | The MSI Approach | |
| Fees and Fines: WEDs are illegal in many municipalities and are subject to fees and fines. |  |
The MSI Approach: Educate the client of the risks and associated fines. Clients are responsible for all fines incurred. |
| Vandalism: Signs can be damaged, destroyed, knocked down or removed. | |
The MSI Approach: MSI offers Sunday checks to verify that all signs are up and in good condition. Missing and damaged signs will be replaced. |
| Lost in the Crowd: In some areas, multiple WED programs are prolific. Many builders can be using the same route. | |
The MSI Approach: MSI carefully plans the routes and placements are made to maximize exposure. |
| Litter: Some consumers consider WEDs litter which can have a negative effect on the brand. | |
The MSI Approach: MSI picks up all signs at the end of the weekend. Signs are not left for the citizens to view as litter during the week. |
| Weekend Issues: Issues can arise during the weekend when many offices are closed. | |
The MSI Approach: The supervisor of the area checks in with the client every weekend in person or via phone. In addition, MSI operates weekend hotline phone number and email to address clients' questions and issues. |