You do not need a 27-channel marketing plan to promote your event well. You need the right channels, the right messages, and a plan your team can actually execute.
Start With Your Audience, Not The Algorithm
Before we talk about platforms, I want to know:
- Who are the people most likely to attend and support this event?
- How do they normally hear from you (email, word-of-mouth, social, direct mail, local media)?
- What has worked for you in the past—and what hasn’t?
This keeps us grounded in your reality, not an idealized version of what “everyone else” is doing.
Build A Simple, Intentional Promotion Timeline
I like to sketch a high-level promotion plan that might look like:
- Save-the-date announcement
- Official launch with registration link
- Regular reminder emails with different angles (impact, guest experience, auction/raffle, sponsors)
- Social content that mixes mission, event details, behind-the-scenes, and human stories
- Targeted outreach from board, committee, and key supporters
Each touchpoint has a purpose, not just “we should post something.”
Reuse, Repurpose, And Simplify
You do not need brand-new copy for every single channel.
Instead, we can:
- Turn one strong email into several social posts
- Turn a blog post into snippets for your newsletter and captions
- Use the same core language across website, registration pages, and outreach materials
The goal is consistency and clarity, not constant reinvention.
Let Other People Help Carry The Message
Some of your best event promoters are:
- Board members and committee members
- Sponsors and partners
- Past attendees and honorees
Give them:
- Sample language they can customize
- Graphics or links that are easy to share
- Clear instructions on what you’re asking them to do and by when
When you equip your community, your reach expands without burning your staff out.
Focus On What You Can Sustain
Finally, I’m always asking:
What can your team realistically sustain this year?
We can always build toward more sophisticated marketing in the future. For now, I’d rather see a focused, well-executed plan across a few channels than a scattered attempt to do everything.
Thoughtful promotion is less about volume and more about clarity: the right message, to the right people, at the right time, with a clear and easy way to say yes.