Checklist for Promoting Your Event

When planning an upcoming event or workshop, allow at least four weeks of lead time before the event to prepare promotional and registration resources. All websites, registrations, and calendar listings should be completed prior to sending out a media release. Remember, the Extension Communications and Marketing Team is always available for questions.

1. Create an information web page.

Create an information web page in the CMS or contact Michelle Snowden at to create one for you. Be thoughtful when selecting where the page will be located within your website, since the location will determine the URL. This URL is the one you should include on your promotional materials and the media release for the event. Be sure to include the following information on your page:

  • why the client should care about the event (what’s in it for them)
  • where, when, cost
  • how to register; include a link to the online registration form (see #2 below)
  • contact info and accommodation statement (ADA Notice)
  • other: driving directions, sponsors, image(s), agenda, etc. (Avoid adding these “extras” as PDFs. Our clients on mobile devices will thank you!)

2. Create an online registration form.

Contact Mary Michaud at to set up an online registration at Workshops, Classes, & Events at least 4 weeks before the event. Online registration is available for free events as well as events that require payment. Payment options include Visa, MasterCard, Discover, American Express, debit card, or if the client prefers to pay by check, there is an electronic check option. UMaine Extension has aligned its financial practices with those of the University of Maine System, keeping transactions more secure than ever. Please, discontinue the old option of filling out a paper form and mailing it in with a check.

Staff are encouraged to simplify and thoroughly test forms before registration goes live. The more user-friendly the registration, the more likely the customer will have a positive experience and a successful registration.

3. Submit your event to the UMaine Calendar.

Go to Submit an Event to submit your event. If you need help adding or updating an event, contact Tara Wood at More than 2,500 people a week visit the UMaine Calendar! All calendar events are automatically submitted to Google and will show up in Google search results. Submitting to the calendar will help the public know what’s happening in your county and at UMaine Extension!

4. Write a media release.

Note: The media release is the last step in the promotion of an event and should be submitted for review no later than two weeks prior to the event; a four-week lead time is ideal. All registrations, websites, and calendar updates need to be completed prior to sending out a release.

To develop a media release, use the media release template to create your draft. Then work with Dana Rickman who will review the release and share the draft with the UMaine Division of Marketing and Communication. Dana will get back to you with the approved release so you can send out to local media, or UMaine Marketing and Communications can release to media outlets locally, regionally, statewide, or beyond. The division will, also, post the release on the UMaine News website and Dana will share within Extension. You can post the approved media release on your program or county Events page, and include a link back to your information web page, or contact the Communications and Marketing Team if you have questions.