It says there will be an institute near here in Can we make that one?

Transcription

1 It says there will be an institute near here in Can we make that one? Chapter 3 PUBLICITY ADVANCE PUBLICITY The Local Coordinator is responsible for advance and local publicity. Experience proves that early and enthusiastic publicity results in wellattended institutes. The full registration brochure provided by Forum at least six months before should not be the first line of publicity. People need to hear about an event at least three times in three different ways. The Forum brochure should be the second or third time potential participants hear about an institute. It is the responsibility of the co-sponsoring diocese or agency to provide advance publicity in its own diocese and within its own network. An initial mailing helps people make initial plans for the institute. It should alert prospective participants to mark their calendars, prepare travel budgets, and check Forum s web site regularly for updates. 3-1

2 Chapter 3 This advance publicity should begin as soon as the institute dates are confirmed (usually nine to 12 months before). Forum will provide an electronic copy of a flyer that can be used by the diocese for initial publicity. If the diocese needs a master of the flyer, Forum will provide that as well. Some advance publicity ideas include: Include every task force member on the publicity committee at the earliest stages. Letter to neighboring dioceses informing them of the institute and requesting their support by announcing the institute through their various means of communication. Flyers circulated at other diocesan events prior to your institute (Forum will provide a flyer for your use). Announcements in diocesan agency newsletters and the diocesan newspaper. Press releases about the institute to local and neighboring diocesan newspapers. Local Coordinators may request team photos and bios from the Institute Manager. There are some general suggestions and guidelines one should keep in mind for press releases: Use your letterhead and a laser printer (when possible) for correspondence with the press Include copies of press releases with promotional mailings to your prospects. Make your press contact s job as easy as possible Do not use graphics in press releases. Don t be intimidated! The press wants to work with you. After requesting support from offices and neighboring dioceses, follow up to see if the materials were sent out, and if additional information is needed. Experience has taught us that the single most effective method to promote clergy participation at institutes is written encouragement directly from the bishop to the pastors of the diocese. We encourage you to draft a letter and submit it for his signature. An effective letter would include information about institute content of particular interest to the clergy, and a statement of the bishop's encouragement to attend. Send a copy of the letter and an electronic copy of the brochure to each of your parishes. Later, follow up by phoning each parish to see if they received your mailing. This method is not foolproof, but it works better than anything else we've heard of to bring your institute to the attention of the priests of your diocese. 3-2

3 Publicity If at any time you need more suggestions, please contact the Forum office. Another very effective method to encourage participation is to announce the institute at diocesan presbyterial gatherings or other meetings during your months of planning. Frequent updates bring anticipation and enthusiasm to your "word-of-mouth" publicity campaign. Your team's efforts to publicize your institute will pay off with interest. Time after time, the institute with great publicity is the institute with maximum registration. SECOND MAILING The goal of this mailing is to encourage early registration. This piece, mailed at least six or four weeks before the early-bird cut-off, should include the registration form and basic information about the site. At least six months before, Forum will provide an electronic copy of a two-paged registration flyer. DEVELOPING THE BROCHURE Information for the brochure and for relaying confirmation to registrants will come from the institute information form. This form can be found at the end of Chapter 2 and must be submitted at least 8 months before the institute. Brochure development is a cooperative effort between the Institute Manager and the Local Coordinator. The brochure will only be finalized once the draft is reviewed and approved by the Local Coordinator. PUBLICITY BY FORUM The primary form of publicity provided by Forum will be the brochure. At least six months before the scheduled institute, the institute brochure can be accessed through Forum s website The Institute Manager will also provide the Local Coordinator and the diocese with an electronic copy (pdf) and/or a master copy of the full brochure and a 2-paged registration flyer. In addition to schedules published in the Forum Newsletter and Catechumenate Magazine (Liturgy Training Publications), Forum periodically places announcements in national publications in both the United States and Canada. Many diocesan newsletters also carry our schedule check neighboring dioceses. You can also encourage prospective attendees to visit our website: where brochures can be viewed and downloaded by prospective registrants. 3-3

4 Chapter 3 CIRCULATING THE BROCHURE FORUM The Local Coordinator's primary area of responsibility is the electronic distribution and/or mailing of the 2-paged registration flyer or the full registration brochure throughout the local area. Local Area Local Coordinator Be reminded that in addition to the electronic copy, Forum will provide a master copy of the 2-paged flyer and the full registration brochure. It is the diocese s responsibility to make copies of this brochure, if needed. In order to assure comprehensive coverage, the Local Coordinator, about seven months before the institute, should have assembled addresses and/or mailing lists from the various diocesan sources (e.g., parish initiation, catechumenal, liturgical teams, etc.). Diocesan Sources Neighboring Dioceses Because participants for an institute are not limited to the members of the co-sponsoring diocese, the Local Coordinator should also be in contact with surrounding dioceses. Local Coordinators may, for example, network with other dioceses by providing them with an electronic copy and/or a master copy of the brochure. BULK RATE POSTAL APPLICATION The bulk rate postal regulations is only applicable in situations where the diocese feels the need to mail numerous copies of the registration brochure. The first step in brochure circulation concerns the bulk rate postal regulations. Because your diocese and Forum are cosponsors using your diocesan bulk rate permit, the U.S. Postal Service requires form #3623 to be filled in and submitted to the Post Office (not a station or branch) where additional authorization is requested and bulk mailings will be made. If needed, the Institute Manager can provide you with the postal application and a memo on Forum's letterhead. This form is necessary to guarantee the Post Office that this mailing is being sent by two not-for-profit agencies: Forum and your diocese or agency. Because a service will be offered by Forum (and the checks are made out to Forum) yet the brochure has your return address, the Post Office wants to be sure that you are not sending out materials for a for-profit organization (they have a different postage rate). Thus, even though you have your own bulk rate permit, you will still need to complete this form and send it to the Post Office. 3-4

5 Publicity By not having the application completed well in advance of the mailing of your brochures, the Post Office can reject your mailing as a not-for-profit bulk mailing and charge you higher prices. You can submit the "Application for Special Bulk Third-Class Rates at Additional Mailing Office" (Form #3623) as soon as possible, but apply no later than 30 days before you plan to mail your institute brochures (7 months before your institute begins). To apply for Special Bulk Third-Class Rates at Additional Mailing Office: (1) Complete Sections 8, 9, and 10 of the U.S. postal form #3623; (2) Copy the form and our memo for your files, and (3) Send the form and our memo to the Post office (not a station or a branch) where additional authorization is requested. You will need to become familiar with the procedures for third-class bulk rate mailings. If you have never done this before, please contact your local post office immediately for a packet of information on how to prepare for a bulk-rate mailing. Usually, someone in the mailroom of the diocesan offices can help you. ELECTONICALLY MAILING THE BROCHURES The brochure should be sent electronically as soon as it is posted on Forum s website ( Should the diocese decide to do an actual paper mailing, be reminded a third-class bulk mailing can take as long as 3 to 4 weeks before delivery. That is why it is imperative that all the brochure information get to Forum a minimum of eight months before the institute. CONTINUING PUBLICITY The electronic mailing or actual mailing of the brochure is not a substitute for continued local publicity. Local Coordinators with their publicity committee must continue to advertise the institute through means similar to those described in the section on advance publicity. 3-5