MY .02. The reason Buzzout has been successful is because of mainstream serious attention. If you want the best result stay away from personal attacks. Easy to understand facts are the way to go. I would just do something simple like:
#WellmanOut
#BuzzOut
Visit FIREBZ.COM
Arrange it in a very graphically appealing way, and that be pretty much it. Anyone in town is pretty much going to know what you are talking about, and if they don't they will probably be intrigued by the subtlety of the statement. What you want is for people to visit FIREBZ.COM. You simply won't have enough time with people driving by for them to be convinced of the message. Lead them to water, let them take some time at the web site and drink the water.
Just my .02. I am still not sure I am on board with the whole billboard thing just because it hurts my heart to see a coach drilled like this in his hometown. I know I did the Hitler mock, but that was something I felt like a coach could laugh at. I am as buzzout as you can get at this point, but it still doesn't always feel right to go to these lengths. Maybe that is why I would suggest not making it personal on the billboard. The goal is to educate the public on the failures of our program so that we can move forward with a new option and return to being a good/great basketball program. The goal shouldn't be to publicly humiliate someone. If the stats are humiliating so be it. They are what they are. If you don't want to be humiliated by your record then win some games.
But thats just like my opinion, man.