Checklist for Promoting Your Event

Follow the Steps on This Checklist to Effectively and Successfully Promote Your Upcoming Event

When planning an upcoming event or workshop, please allow at least four weeks of lead time before the event to prepare promotional and registration resources.

All websites, registrations, and calendar listings prior to sending out a media release. Photo releases should be completed prior to the event taking place.

To effectively promote your next event follow these five steps, in order, click the linked text for more information about the step:

  1. Create an information web page.
  2. Create an online registration form.
  3. Submit your event to the UMaine Calendar.
  4. Write a media release.
  5. Reminder: Photo releases for promotion after the event.

Remember, the Extension Communications and Marketing Team, email: extension.communications@maine.edu, is always available for questions.

1. Create an information web page.

Create an information web page in the CMS or contact Michelle Snowden at michelle.snowden@maine.edu 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 in 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 mary.j.michaud@maine.edu 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 tara.a.wood@maine.edu. 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 it out to local media, or UMaine Marketing and Communications can release it to media outlets locally, regionally, statewide, or beyond. The division will, also, post the release on the UMaine News website and Dana will share it within Extension. You can post the approved media release on your program or county Events page, include a link back to your information web page, or contact the Communications and Marketing Team if you have questions.

5. Reminder: Photo releases for promotion after the event.

If you plan on using any photos taken during your event, you will need to have signed photo releases. A photo release is required for all individuals in the photos. It is the responsibility of the event-based staff to have these forms completed and on file for all mediums used prior to production of (video, photo, etc.) and available as needed for proper documentation.

The best time to collect photo releases is prior to or at the start of the event when you’re collecting the civil rights data from participants.


Remember, the Extension Communications and Marketing Team, email: extension.communications@maine.edu, is always available for questions.