Effective Campus Publicity

Using effective forms of campus publicity can be a challenge for some student organizations, but it does not have to be a challenge any longer. With this guide, student leaders can obtain tips, helpful hints, ideas on how to build a successful campaign, and learn about creative forms of campus publicity.

Student organizations should dedicate time and effort into their publicity on campus so they stand out and attract the targeted population for their event or program. Without intentionality in the publicity campaign, organizations might not see positive results!

Operations & Guidelines
All publicity should follow the guidelines below:

    • All organizational publicity to be displayed in Marbeck Center should be approved at the Marbeck information desk.
    • Publicity may only be posted on designated bulletin boards or above the conveyor belt in Marbeck Commons.
    • Publicity may NOT be posted on windows or doors.
    • Publicity found in undesignated areas will be removed.
    • Posters may be displayed for 10 days in advance of the planned event, although special arrangements may be made if necessary.
    • Organizations are responsible for the removal of all publicity within 24 hours after the event.
       

5 Tips on Advertising

    • Be consistent in your ad message and style (including signs and banners!)
    • Be creative an use all campus resources to your benefit.
    • While word-of-mouth advertising has been around for a long time, it usually falls short of being able to attract the number of customers needed to be successful in programming.
    • Promote benefits rather than features. A benefit is the emotional satisfaction your program or service provides.
    • Know your audience. Knowing everything about your audience is just as important as knowing everything about your own organization.


Adapted from SCORE: "Counselors to America's Small Business"

Helpful Hints

    • Make sure your publicity includes: who, what, when, where, why and how.
    • Use different colors of paper and ink in addition to a variety of fonts to make your publicity stick out.
    • Try to think of a fun theme or catchy phrase to go with your publicity.
    • Give students enough time to decide if they can go...don't wait until the day of the event to publicize!
    • Use more than one type of publicity so that you can reach a larger audience.
       

Think Outside the Box
Some publicity ideas unique to Bluffton's campus include:

    • Channel 2
    • The BlufftonConnection and WBWH 99.3 Bluffton
    • SOUL Circular
    • Bluffton News
    • Slide at the Shannon Theatre
    • Bluffton University Magazine
    • Posters / Flyers 
    • Bulletin boards
    • Mailbox stuffers
    • Table tents
    • Door knob invites
    • T-shirts
    • Promotional giveaways
    • RA bulletin board packets
    • Campus-wide email message
    • Countdown board / sandwich board
    • Window painting
    • Facebook
    • Evite.com
       

Building a Campaign

    • Brainstorm a catchy slogan or tag line that will be sure to catch the eye of your target audience.
    • Write down all your ideas and revisit them often. Select the most appropriate idea for your specific campaign.
    • Form a group/subcommittee to dedicate their time and effort to the publicity campaign.
    • Discuss various forms of effective publicity for your specific organization.
    • Create a budget for the publicity campaign.
    • Develop a timeline according to your budget and forms of publicity to ensure that all ideas will be accomplished in a timely manner.
    • Formulate a logo or design for all forms of publicity to guarantee consistency.
    • Delegate responsibilities among subcommittee members based on the timeline.
    • Follow up on delegated responsibilities and distribute publicity as needed.
    • After the event, evaluate your publicity campaign and keep notes for the future on ideas that worked well and what needs improvement.
    • Also keep a copy of each type of publicity, the timeline, and budget that the subcommittee created. This information will be helpful to future members of your organization when planning similar events in the future.
       

Additional Resources
Promotion, Publicity, Advertising