Planning a great event is only half the job, getting people to show up is where the real challenge lies. Whether it’s a school fundraiser, a community fair, a church outreach, or a local workshop, effective event promotion is critical for success.
In towns like Potchefstroom, where the community is active but attention is limited, promoting an event well means using smart strategies, the right channels, and local insight to get noticed.
This guide unpacks practical, proven methods to help local organisations promote their events more effectively, with or without big budgets.
Understand Your Audience First
Before you design your poster or post online, take a step back and ask:
Who am I trying to reach?
Where do they spend time online?
What motivates them to attend events?
For example:
Parents of schoolchildren are usually active on Facebook and WhatsApp.
Young adults may be more responsive on Instagram or TikTok.
Older community members might respond better to printed flyers or church announcements.
Knowing your audience helps you pick the right tools — and speak their language.
Build a Simple Event Promotion Plan
A good promotional strategy doesn’t need to be complicated. It just needs to be consistent, multi-channel, and community-driven. Here’s a simple structure:
Start Early
Begin promoting your event at least 3–4 weeks in advance. Early promotion builds awareness and allows people to plan.
Week 1: Announcement
Week 2–3: Teasers, countdowns, behind-the-scenes
Week 4: Reminders, personal invites, daily updates
Create a Strong Message
Don’t just promote the event — **promote the experience or the cause**.
Instead of saying:
“Join us for a fundraiser on 5 May.”
Say:
“Help our learners reach their dream tour to Cape Town — support our family fun night on 5 May!”
The emotional appeal matters.
Use a Variety of Channels
To reach as many people as possible, use multiple communication platforms. Here’s a breakdown:
Facebook | Great for community engagement, RSVPs, and sharing
Facebook Groups | Localised attention, often very active
WhatsApp Groups/Channels | Direct messaging, strong personal reach
Instagram | Visual storytelling, great for behind-the-scenes or countdowns
TikTok | Short, engaging video content that reaches younger audiences
Printed flyers & posters | Still effective at schools, churches, and local shops
Using 3–4 of these in combination increases visibility significantly.
Create a Facebook Event
Facebook’s Event feature is powerful for local reach:
People can RSVP and invite others
It shows up in local "What's happening this week" feeds
You can post updates, reminders, and interact with attendees
Tips for a great Facebook Event:
Use a high-quality banner image
Include the time, location, short description, and contact info
Post at least once every few days leading up to the event
Use WhatsApp as a Personal Network Tool
WhatsApp is still the most trusted form of digital word-of-mouth. Use it strategically:
Send personal invitations to friends, families, and supporters
Ask volunteers or team members to forward messages to 5 groups
Create a short, sharable message with all event details + an image or link
Leverage Visuals & Video
People scroll past text, but visuals stop them. Use:
Posters (created with tools like Canva)
Short videos (event previews, testimonials, stall previews)
Reels or TikToks that show vibes, not just logistics
Example: A 15-second video of kids rehearsing for a concert or volunteers setting up a market can drive excitement and shares.
Add a Clear Call to Action (CTA)
Always tell people exactly what you want them to do, like:
"Book your ticket here”
"Save the date!”
"Tag a friend who would love this”
"Share this with your community group”
People are more likely to act when prompted clearly.
Engage Community Influencers and Volunteers**
Don’t try to do it alone. Involve:
Teachers, youth leaders, coaches, pastors
Local micro-influencers (even someone with 300 friends can be effective, you do not always need 300,000)
Parents, students, or volunteers to act as “promotion champions”
Ask them to post, share, or talk about the event, their voice adds trust and reach.
Bonus Tips for Success
Consistency is key: Don’t post once and disappear. Build up interest.
Time your posts: Morning (7–9 AM) and evening (6–8 PM) are peak viewing times.
Respond to comments and questions, it keeps your posts visible and builds connection.
Post event content afterward, it keeps your page active and builds trust for the next one.
Final Thought: Promotion is Part of the Event
Treat promotion not as an afterthought, but as part of the event experience itself. When done well, your event doesn’t just draw a crowd, it creates community, builds awareness for your cause, and leaves a lasting impression.
With a solid plan and a local-first mindset, even the smallest organisation can host a successful event that people remember and support.
Free Download - Event Planning Checklist
You can download the free printable Event Promotion Checklist below, a simple, practical tool to help schools, churches, NGOs, and local businesses plan and promote their events with confidence. Whether you're hosting a market day, fundraiser or workshop, this checklist keeps you on track from start to finish.
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