College of Agriculture & Natural Resources ANR Communications & Marketing

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.