Event promotion is as important a step in your event planning as reserving the room and picking a time. Virtual events, in particular, rely on social media and other digital means of promotion in order to succeed. Therefore, consider event promotion a necessity as you prepare for your event.
Plan to begin promotion at least three weeks in advance of the event. For larger events that hope to bring in audiences of 100+ people, begin planning your marketing strategy at least six months in advance, and begin promotion six -nine weeks before the event.
The CHSS marketing team is available to provide guidance for your event marketing efforts.
The most important step is to create an event on your department’s CHSS webpage. Follow this guide to gather all the necessary materials.
Determine the key details of your event
This includes details such as date, time, location; if there will be refreshments; confirm any special guests or hosts; complete a photography request if you need central creative services photography support.
As part of this process, you should also reserve the room. *Note: during the COVID-19 pandemic, events must follow Safe Return policies and procedures if they are to be held on-campus. Most events will be virtual.*
Popular event spaces on campus are hard to get during the academic year. Reserve your room as soon as possible to have the best chance of getting the space you want and need.
For virtual events, determine which platform you will use to host the event (Zoom, Blackboard Collaborate, and Microsoft Teams are all university-approved applications). We highly suggest taking time to practice and familiarize yourself with the platform and its basic functions (screen sharing, audio/video, muting participants, locking the room) before the event. ITS has tools and tutorials online for these platforms (linked to their respective names above).
You can send the virtual event link to participants in a variety of ways, such as through an RSVP confirmation email.
Write a summary
What are the “what” and the “why” of this event? This should be short, yet compelling. Remember, you are trying to stir excitement and interest in your event.
Create promotional image
Visual materials have incredible impact, both printed and virtual. At minimum, create a thumbnail image for the event page, or an image to be placed in the body of the event page. If your department uses social media, or would like the event to be promoted on CHSS’s social media, please create social media graphics. You can find social media graphic sizes on the Social Media @ Mason website.
Please refer to the Mason Visual Style Guidelines when creating any visual promotional materials.
Include the College of Humanities and Social Sciences logo, as well as your department logo, on any visual materials.
To create these materials: Canva is a great tool to create visually compelling promotional print materials. Adobe Creative Cloud Suite is also available to faculty and staff at Mason, for those experienced in Photoshop, InDesign, or Illustrator (we do not recommend these for a novice; however, Mason university libraries host occasional workshops, and have a list of resources for those interested in learning the basics of Adobe design programs.)
For large events with long lead times, you may consider using Central Creative Services for creating promotional print materials.
Include a registration link (if applicable)
If your event is large enough to need ticketing, there are a few options:
Mason Marketplace is Mason’s designated online payment portal. You must use this site if you are charging for tickets. Mason Marketplace can also be used for free events. Please speak with Fiscal Services for more information.
CHSS Web also has event registration functionality. Find instructions on how to set up RSVPs on your event page on CHSSWeb Help.
Some venues, such as the Center for the Arts, have specific systems for ticketing set up, so you will need to communicate with the venue before making any ticketing decisions.
Once your event page is live, reach out to the CHSS marketing and communication team to request the event be posted on the event listing on the CHSS homepage.
If you wish to create an article to promote the event, link the article directly to the event page; you want to make sure there is only one place where you need to update information, in case details change. The benefit to promoting the event with an article is that the articles command visually arresting “real estate” on the department pages within the CHSSWeb system.
Now that your event page is made, you can promote!
Promote your event
Create social posts:
- Write compelling copy that includes the key details of the event: who, what, where, when, and why.
- Include the link to the event page.
- Tag CHSS in your social media posts.
- You may also reach out to the CHSS marketing and communications (chssmc@gmu.edu) for CHSS to reshare. Depending on the event and your audience, CHSS may also share the event from the CHSS social media channels.
- Plan to post multiple times in the days leading up to your event. This serves both to increase awareness and attention, as well as remind those already planning to intend that the event is coming up.
Consider sending the event out to your department, program, club, or otherwise via a listserv or a newsletter (if your department has one).
After the event
Consider posting a follow-up for the event, either a photo or a quick recap. Something as simple as a “thanks to those who attended x! We had a great time!” Especially for those events that are annual, or part of a series, this can help keep your event at the forefront of people’s mind.
August 25, 2020
