MSU Extension Marketing Checklist
DOWNLOAD FILESeptember 17, 2020 - Author: MSU Extension Communications
Below is a list of possible marketing and communication tactics to consider when marketing your event and/or program. Tactics are listed in the recommended order of approach for most events. (Rev. 9-2020)
Post on MSU Extension calendar
- Individual event coordinators are responsible for posting their own events to the calendar, regardless of which registration system they are using.
Timeline:
- As soon as the date is determined.
- Add additional details to event page as needed and as additional details become available.
Post event on community/partner calendars
- Events that are open to the public can be shared on community calendars.
- Ask partners to post information on their calendar.
- If there are organizations or locations where event clientele are likely to be, post there.
Timeline:
- As soon as the date is determined.
- Include a link to your MSU Extension calendar listing so people will have access to all the latest information as additional details become solidified.
Send a save the date
- Can be electronic (via email or social media) or print.
- Use the social media submission form to submit to MSU Extension social channels.
- Recipients could be past attendees, attendees of a similar program, individuals who could benefit from the program or those who have indicated interest in that type of programming.
Timeline:
- Statewide events: As soon as date is determined.
- Regional/local events: As soon as date and location have been determined.
Videos
- Contact MSU ANR Communications video team to request video production.
- If developing your own, visit the MSU ANR Communications video production website for video recording best practices and equipment tips and guidelines.
Timeline:
- At least two months in advance of when you want to begin using video for promotion.
Write a news article or event/program announcement
- Define: who benefits from participating or might be interested, why it is important, where, when and cost.
- Could write multiple articles/releases: introduction/save the date, announcing registration, featured subjects/speakers and approaching deadline reminders. The program & event announcement template may be a useful tool to assist.
- Can be used to directly market to individuals for whom you have contact information (print or electronic).
Timeline:
- Dependent on type of article/release
- Save the date release: As soon as dates and location information is available.
- Registration: As soon as a date and method of registration are available.
- Registration deadline: At least one week before.
- Announcement of new program: When information is ready for dissemination.
- Reminders of existing programs/resources:
Request customized or placement in MSU Extension News Digests
- Include link to event listing as well as links to appropriate news articles and send to your MSU Extension communicator.
Timeline:
- One week before the end of the month that the article was published.
- One week or more before close of registration/event date.
- Periodic reminders for programs/resources.
Social media
- Decide which platforms and accounts will be used.
- Include visual aids and hashtags, if applicable. The MSU Extension branded social media templates can help.
- Can partners and/or others help via social media?
- Consult ANR Communications social team if considering paid advertising.
Timeline:
- Can post multiple times; determine minimum timelines based off news article/release timeline.
- Make sure to follow best practices for social media use.
- Periodic reminders for programs/resources.
Other promotional materials
- Fliers, brochures, infographics, ads, etc. (branded accessible templates are available for your use).
- Can be electronic or print.
- Distribute in places where you would find likely attendees of your program.
Timeline:
- Once registration is available.
- Periodic reminders for programs/resources.
Other organizational communication outlets
- Consider marketing tools of associated organizations: commodity/trade magazines, e-newsletters such as Michigan 4-H Today, county newsletters, partner websites, etc.
Timeline:
- Ask partner organization for deadline — typically a minimum of 30 days in advance.
- Periodic reminders for programs/resources.
Cross program/event promotion
- Distribute some sort of promotional material and/or discuss event/program to attendees of a similar event/program.
Timeline:
- At related event/program.
- Periodic reminders for programs/resources.
Evaluation tools
- Before and after assessments to determine impact.
- Collect information on marketing outlets.
Timeline:
- At event/program.
Impact statements
- Can be used as a wrap-up or for use in next year’s event/program promotion.
Timeline:
- After event/program.
- Get or record a great testimonial for future use.