Events
Advertising is essential to student groups. No one will show up to one of your events if you don’t let them know about it. No one will become interested in your group’s issues if you don’t tell them about them. No one will become a member of your organization if they don’t know it exists. Determine your target audience by dividing students according to their residential area, year in college, academic interests, etc., and advertise to that particular audience.
The creation of an advertising campaign will largely be dictated by the size of the group's budget for this king of activity. A good rule of thumb when developing a budget to advertising is to allot about 15% of the total cost of the program to advertising. If the program is going to cost $200, the group should only spend $30 on advertising; for a $15,000 program, $2,250 should be diverted to publicity.
The information included here is for student organizations who market and promote programs and events in the Stamp Student Union and on campus. With over 17,000 visitors daily, the Union is an ideal location to hold and publicize your event. Our hope is that the following guidelines will help attract the audience your program deserves.
SEVEN WEEKS FROM YOUR PROGRAM DATE
Visit the Reservations Office, room 1133 of the Union, and reserve your room, showcase, and banner space. Showcases can be used for two weeks and are at a premium. Reserve your showcase so that your display is up two weeks previous to your event. Banners can be displayed Monday through Friday.
If you are printing a calendar of events (COE) poster, start to compile the dates, discuss a distribution plan, visit Design and Copy Services, 0232 Union, and have them begin the design of your poster.
SIX WEEKS FROM YOUR PROGRAM DATE
For imprinted items (pencils, highlighters, etc.) select item and have artwork completed. Design and Copy Services (x54463) can assist you with the artwork.
Approve the completed design for your COE poster.
FIVE WEEKS OUT
Order your imprinted item.
Send your COE poster to the printer.
The Mitzpeh, Black Explosion, and Eclipse are bi-weekly or monthly publications. Call them to see if your event corresponds with there next issue. DIVERSIFY YOUR ADVERTISING.
FOUR WEEKS OUT
If you'd like to use a banner try the FM Signs and Graphics Shop (301.405.7257) on campus or Kinko's (301.277.7543). Both will design, as well as print your banner. Hints: Use generic language that does not include dates or room #'s. For example: "THE ALL NITER IS THIS FRIDAY", "FIRST LOOK FAIR IS THIS WEEK", and "SGA ELECTIONS ARE THIS WEDNESDAY AND THURSDAY". Standard size for display in the Union is 3'x 6'.
Ask Design and Copy Services to develop the design for your print ads, flyers, table tents (about 300 tables in the Union), posters (for the Union sandwich boards you will need a 22" x 26", portrait poster for the Union sandwich boards), press releases, etc. Provide them with the WHO, WHAT, WHERE, and WHEN of your event.
Think about the following when developing your print ad…
1. Is your logo prominent?
2. New Shuttle UM.
3. Did you include a TTY number? (This is the device used to communicate
over the telephone for the deaf.)
4. Is your event accessible?
5. Did you include the disability logo?
6. Consider phrases such as "Everyone Is Welcome" or "Bring A Friend".
Surveys have shown that some individuals see sponsored events as closed to
the public.
DO NOT detract from your program by doing hand written flyers or posters.
*Contac Shuttle UM @ prshuttle@accmail.umd.edu. You have the option of advertising on all 41 University Shuttle buses for FREE! You'll need to produce 42, 11" x 17", landscape, laminated small posters. E-mail Shuttle and ask for a submission form. Shuttle has 80,000 riders monthly!
THREE WEEKS OUT
Your COE posters should be delivered by now. Send calendars to campus departments, post on kiosks, distribute to campus organizations, etc.
The imprinted items you ordered are now in as well. Start to distribute.
Send your press releases to campus papers, Outlook, University Relations, student organizations, and other targeted groups.
TWO WEEKS FROM YOUR PROGRAM
Complete your showcase with the posters, and flyers you have had designed.
Place your print ads with the Diamondback, and the other student newspapers you have decided on. Placing your print ad in more than one campus newspaper is important for several reasons
1. You are supporting diversity through advertising.
2. Ads may be more affordable.
3. Your Diamondback ad is daily while your other ads will be viewed for several weeks.
4. You can target market your audience.
Write a concise description of your event that includes the WHO, WHAT, WHERE, and WHEN and have your program advertised on/in/with:
Weekly Events at Maryland Calendar
Weekends at Maryland Calendar
USA News Network
College Television Network
Channel 76
WMUC Radio (PSA)
37 Shuttle Buses
University Courtyard
Diamondback Editors (News Article)
Eclipse
Mitzpeh
Public Asian
La Voz Latina
InforM
Community Service Listserv
University Commuters Listserv
Union’s Info Desk
Black Explosion
SGA or GSG
BSU Group
Nyumburu Listserv
African Student Association
Caribbean Student Association
APA Group
ONE WEEK FROM YOUR PROGRAM
Call 314-8618 and ask to have your poster displayed in the two Union sandwich boards.
Distribute table tents.
Hand out flyers.
Call the newspapers on campus and ask them to cover your event. Next day stories validate your program, especially if it is an annual event.
DAY OF EVENT...try to enjoy it. You've done a great job!
After The Event…