Promoting Your STEM Event
Updated: Apr 4, 2018
Even if you're not a PR pro, you can take simple and effective steps to market your event and drive up attendance, engagement, and follow-up.
Before you begin, be sure to know what your goal is (and the goals of any stakeholders). As far as attendance, how many people will your event hold, and what would be considered a success? Remember that success is defined not just by ticket sales, but by buzz and awareness. Also, how much money do you want to spend promoting your event?
Next, who is your target audience? Are there any ages you cannot accept due to safety, or demographics you really want to see in the crowd that day?
When your goals and parameters are established, you can select your marketing channels. Usually, a multi-faceted approach is best. However, make sure you are scaffolding the approach – introducing each channel a few days apart – because you may need to pivot or redistribute efforts if a particular channel is, or is not, showing you results. You might start with:
Creating a page on your website that is image-rich and promotes the format of your event and RSVP method
Email marketing to a mailing list
Social media marketing with a Facebook event, Twitter share, Instagram series of posts, SnapChat story, or LinkedIn post
Traditional PR efforts such as a media alert to your local and regional news outlets and media publishers
Submitting your event to local event calendars, such as the SEED Days calendar, chambers of business, tourism boards and more
Listing your event on EventBrite, UWishUNu or another event service where your target demographic audience goes to look for things to do
Once these efforts are at work for you, it's time to start leveraging other marketing avenues that aren't as obvious, but may be cheap and simple to use:
Existing events at your facility and webinars you hold should have a slide mentioning your next event or a flyer to hand out
If you have a blog or news area on your website, publish an article about the event AND plug the event in other blog posts made before the event
Newsletters and email signatures can feature your event
Live chats or website pop-ups can feature your event
Hang flyers in your lobby, bathroom, elevators and more high-traffic areas
Tag relevant companies or individuals in your social media posts so they will share your event to their audiences
Paid opportunities can also include:
Paid Facebook, Twitter, Instagram, or LinkedIn advertising;
Web Ads on your local news outlet websites
YouTube pre-roll ads, and much more.
Once your RSVPs start flowing in, you're ready to prepare your site for event day. >