1: Skip to content 2: Skip to navigation

Event promotion and audience development guidelines

The Marketing & Communications team is increasingly being called on to work with departments and divisions across campus to plan and promote high-profile events, which is a very good thing!  In an effort to help us help you make the most of your event, we’d like to share with you the following guidelines.

Our Services:

  • Consultation on overall theme, timing, budget, and potential pitfalls.
  • Print collateral production and distribution (posters, postcards, invitations, ads, tickets, etc.).
  • Website support/guidance (reservation forms, web pages, url redirects, etc.).
  • Strategic social media outreach.
  • A story and/or home page banner on plu.edu.
  • Calendar listings in local and regional media.
  • News releases to appropriate media outlets/bloggers and personalized follow-up.
  • Community outreach for co-promotional help and event attendance.


Phone: 253-535-7436
Fax: 253-535-8382
Email: marcom@plu.edu

In our experience, this is the minimum timing for an effective promotional campaign:

  • AT LEAST SIX WEEKS BEFORE THE EVENT:  Creative brief and brainstorm.
  • FIVE WEEKS BEFORE THE EVENT: News releases distributed.  Event posted on the PLU home page calendar.
  • FOUR WEEKS BEFORE: Professional poster distribution/posting.  Web page and HTML email development.
  • THREE WEEKS BEFORE: PLU News story/home page banner (sometimes earlier for higher-profile events).  Live streaming scheduled and presenter permissions secured.  Determine email distribution list in consultation with Advancement (for alumni contacts) and/or Student Life (for student contacts).
  • TWO WEEKS BEFORE: Personalized media follow-up.  Schedule event photography and videography, as needed.
  • ONE WEEK BEFORE: Social media postings/event reminders.
  • TWO-THREE DAYS BEFORE: Front position home page banner placement.

What we need from you:

  • Please bring us into your planning sessions as early as possible, at minimum six weeks in advance!
  • The basics:  Who, What, Where, When, Why, How Much.
  • Background materials and links to relevant websites.
  • Contact information for featured speaker(s) or performer(s). Please alert us to any interesting human-interest stories that can help us personalize the event.
  • Rights-approved, high-resolution art (publicity photos, sponsor logos, etc.).  Please note that PLU News stories and homepage banners require art that can be sized to 1680 x 650.
  • A quote or two explaining the relevance of the event to PLU and/or the community is much appreciated.

What you can expect from us:

  • Approval of all print and web proofs, and approval of stories and news releases before they are posted or distributed.
  • Alert you immediately with any media requests.
  • Receipts for any off-campus production.
  • Feedback and debrief.