COURTESY OF THE CAPE AND ISLANDS LICENSE PLATE COMMITTEE
Representatives of the Cape and Islands License Plate Committee were on hand at Merrill “Red” Wilson Field in Yarmouth during a Cape Cod Baseball League Game Wednesday evening.
BARNSTABLE – The number of specialty license plates in Massachusetts continues to grow, but the Cape and Islands plate continues to be the best seller out of all the plates.
The revenue generated by sales of the Cape and Islands license plates supports a number of initiatives having to do with economic development in the region, including grants, loans, the arts, and training. The money is targeted to programs that support the growth of the year-round economy and local organizations.
The plate was one of the two original specialty plates in the commonwealth. Sales of the plate have raised more than $22 million since its inception in 1996.
Chairman of the Cape and Islands License Plate Committee Paul Rumul said the marketing efforts have changed recently, with more of a focus on digital marketing.
“We advertise quite a bit through Facebook and we’ve got a couple of banners on some of the local Cape Cod sites which have been paying off for us also,” Rumul said.
Rumul said they still advertise in print and other tradional forms of media, but they can tell the online focus is making a difference.
“We’ve got all kinds of Google analytics on the website and how much action and where people are coming from,” he said. “The proof is there that the electronic marketing is working.”
The plate also partnered again this summer with the Cape Cod Baseball League and marketed during a select number of games over the last month.
Information on the plates was available at five games, and gift certificates were given out to cars in the parking lot that were sporting the specialty plate.
“We really want to make sure people who pay the extra money for a Cape and Islands plate know that we really appreciate it and that all those funds stay right on the Cape and the Islands.” Rumul said. “Every penny comes back to the Cape and the Islands.”
Rumul said he’s proud of the fact that sales of the plate have stayed steady over the years considering all of the new license plates and competition.
“We’ve had a very loyal following and we are very excited that our sales really have stayed just about steady over the 20 years or so,” he said. “It’s quite a victory.”
Rumul said it’s hard to root against the other specialty plates which raise money for some great causes, but the Cape and Islands plate continues to hold its own.
Plymouth and Nantucket will be getting their own plates soon and Rumul wishes them the best of luck.
“In fact, we have helped a lot of the other plates get started with advice and things like that,” he said.
