Communications Toolkit
The following items will help your department or organization
plan and promote events
 Tips for Hosting an Event
 Event Communication Assistance
 General Media Release Guidelines
 Sample Media Releases (2)
 Templates for Flyers, Posters, and Brochures
(provided as separate Publisher files)—just add your own photos and
text, and send to the printer
Tips for Hosting an Event
Special events can make the Saint Leo experience special. Follow these guidelines to
ensure a success.
Strategic Questions to Ask before Planning an Event:

Is an event the best/most appropriate way to achieve goals (versus, for example,
a press release or other targeted communication)?

What are the key goals/objectives of this event? Specifically, what is the desired
outcome and what do you want your guests to take away from this experience?

What is the long-term value of the activity to the university?

What groups should make up the audience? Who else might benefit from this
event beyond the primary attendees? If it’s appropriate and feasible within
budgetary constraints, consider whether it makes sense to include alumni,
donors, community members, legislators, media, students, faculty, and staff.
Steps to a Successful School or Departmental Sponsored Event
Planning a special event can be a multi-step, time-consuming process. Plan ahead to
avoid any last-minute crisis and to reduce the stress placed on yourself and your staff.
Follow these basic guidelines when planning your event:
1. Define the goal of your event
a. Seek assistance as needed. Your event should be strategic in advancing
the mission and vision of the university.
b. Select your target audience.
c. Select the event date.
d. Create a timeline of items to accomplish in order to create a successful
event.
e. Create a checklist of items needed on day of event.
f. Create a folder for the event to keep track of all materials, make notations,
etc. This may be done electronically on the shared network.
g. Create a vendor list that you can use during your event. It should include
the vendor/department, contact person, contact phone, contact email in
case you need immediate assistance on the day of the event.
2. Create a budget for your event.
a. Determine funding sources.
3. Locate an event site.
a. Determine size of event and what will be needed to ensure its success.
b. Consider outside and inside venues; remember there are many spaces at
University Campus to host an event.
c. If at University Campus, reserve space through R25 scheduling assistant.
d. Consider weather when determining event space – schedule a back-up
space in the event that an outdoor space is unavailable because of
inclement weather.
e. Consider the flow of your event. Think about your guests and if they will be
able to clearly identify the event location, parking, directions, etc.
4. Contact appropriate departments.
a. Notify Physical Plant Operations of event and request assistance, as
needed. This may include space set-up, clean-up assistance, etc.
(University Campus only)
b. Notify Campus Security & Safety of event and request assistance, as
needed. This may include security at the event, parking and traffic
assistance, etc. (University Campus only) Note that Security MUST be at
an event if there is alcohol being served.
c. Notify President’s Office of event and request presence, if appropriate.
d. Notify Student Services of event and request assistance, if needed. This
may include notification to students about event, advertisement on
university television station, etc.
e. Notify Catering Department about event and request assistance, as
needed. This may include menu, linens, clean-up, service, etc. Be sure to
explain what department/budget will be paying for the event. Catering
requests two-week notice. (University Campus only)
f. Notify University Technology Services and Media Services about event
and request assistance, if needed. This may include VTT services, livestreaming, videotaping, microphones, podium set-up, etc. Requests
should be made at least five days in advance. If you want to promote livestreaming, it is important to have that URL sooner rather than later, so two
weeks’ notice is better.
g. Notify University Communications about event and request promotional
assistance (mention in Monday News Bytes), if needed. Four weeks’
notice is ideal.
h. Notify Advancement Services about the event and request assistance, if
needed. This may include creating a list of potential invitees, email
notifications to constituents, etc. Note that data request forms (DRFs)
require at least 10 business days.
i.
Contact Business Affairs for review of any contracts, waivers, etc., that
may be required to host the event
5. Create printed materials.
a. Determine invitation needs.
b. Determine all promotion material needs.
c. Use the flyer, poster, brochure, and program templates provided.
d. Contact the university print shop for any printing needs.
6. Be prepared for event day
a. Follow checklist created in step 1.
b. Contact involved departments to ensure preparedness.
c. Relax and enjoy your event.
7. Follow up.
a. Have a debrief with all the event organizers. Make notations in the event
file to prevent the same issues with future events.
b. Finalize billing and submit all invoices for payment.
c. Send out follow-up letters, as needed.
d. Optional—send a survey to all guests that attended to determine what
went right and what can be improved
Budgeting the Cost of an Event
Different standards and ideas govern the potential costs for an event. Things to keep in
mind when setting your event budget are:
1. Printed materials, including:
a. Invitations
b. Postage
c. Programs
d. Special banners or signs
e. Nametags
2. Decorations
a. Centerpieces
b. Ideas to create the theme of the event (i.e. balloons, etc.)
3. Give-a-ways
4. Catering
a. Food
b. Beverages
c. Linens
5. Entertainment
6. Transportation
7. Special order items (i.e. tents, stages, chairs, etc.)
8. Speaker fees
9. Security
Event Communication Assistance
When holding an event at Saint Leo, there are additional steps you can take to increase
the awareness of your event:
1. Send media releases to local media outlets, if appropriate. See guidelines and
samples provided.
2. Send the information to: online community manager and web coordinator,
director of Alumni and Parent Relations, center directors, Student Services,
Veteran Student Services, Residence Life, and the manager of athletic
communications for the Facebook pages.
3. Send the information to the web project manager for the website. When you send
it to the web project manager, you will need to include the copy you want posted,
any link you want, and a photo. Ask for it to be posted on the “news and events”
page here: http://www.saintleo.edu/news-events.aspx.
4. If applicable to University Campus, send the information to the assistant director
of student activities to post on the televisions across campus. Also ask for the
information to be included in the Student Services Monday newsletter.
5. Send the information to news@saintleo.edu if you would like it included in
Monday News Bytes (sent to all employees).
For Facebook and University Campus televisions, you can send a jpeg file of an
invitation or poster, or you can send a word document of the copy you want posted.
General Media Release Guidelines
1) Make Your Headline Clear and Informative
Your headline needs to set up your story in just a few words. Be sure to capture the true
meaning of the announcement—do not be so clever that readers will not understand
what you are promoting. List the date above the headline.
2) Get the Readers’ Attention
Start strong! Do not bury the important information at the end of the release.
Your first paragraph should cover the “who, what, why, where, and how” of your exciting
program or initiative. Explain early why readers should care.
Be sure to your location (Saint Leo, FL).
3) Provide a Great Quote
Once you have spelled out the details, get an expert to provide a wonderful quote.
Quoting key figures and authorities underlines the importance of your announcement.
4) Supply Your Background Information
Do not get too wordy, but offer other information about how your program or initiative
will affect other people. Comment on the history of the program or perhaps its future.
5) Add Contact Information
In this section, you can add boilerplate information about the university (see About Saint
Leo in the examples) and whom interested people should contact. You can also include
a link to a website that pertains to your release.
6) Offer a Visual
If possible, supply a photo so news outlets will have something to show. Provide a
caption and photo credit as needed.
For immediate release: January 6, 2014
Photo Release: Saint Leo University’s First Doctoral Class Admitted
SAINT LEO, FL - On Dec. 30, 2013, faculty and staff from Saint Leo University and the Donald
R. Tapia School of Business welcomed 22 individuals to their first week of study for the
university’s new Doctor of Business Administration degree.
The D.B.A. is the university’s first doctoral offering and differs from a Ph.D. (Doctor of
Philosophy) in that it places more emphasis on applied business practice. The Saint Leo D.B.A.
program appeals particularly to three types of achievers: those who wish to teach business at
the college or university level; business professionals who are transitioning to new career goals;
and consultants and executives seeking advancement in their respective fields.
After the first week of studies at University Campus, students continue with online and
interactive studies, and two additional holiday intersession weeks of study in upcoming years.
The required dissertation follows. The coursework and dissertation will take three to four years
to complete, depending on the student, though students are permitted to take a maximum of
seven years. This low-residency format allows students to pursue the D.B.A. from areas beyond
central Florida. The inaugural class includes students from Texas, Virginia, Georgia, Arkansas,
and even Maine.
The university will soon accept applications for a second cohort. More information is available
here: http://www.saintleo.edu/academics/graduate/business/dba.aspx
About Saint Leo University
Saint Leo University (www.saintleo.edu) is one of the largest and most innovative Catholic
universities in the United States, offering more than 40 academic programs.
Chartered in 1889 in the town of Saint Leo, FL, approximately 30 miles north of Tampa, Saint
Leo University enrolls approximately 16,000 students. Students may choose to study at the
traditional University Campus, at regional education centers in seven states, or through the
university’s Center for Online Learning. Saint Leo is a leader in the field of online education and
one of the nation’s foremost providers of higher education to the military.
Media: For more information, contact Jo-Ann Johnston, academic communications manager, at
(352) 588-8237 or by e-mail at
jo-ann.johnston@saintleo.edu.
Photo by Benjamin Watters | Saint Leo University
Bottom row, left to right: Wayne Huggins, Savannah, GA; Jaylene Wright, Houston, TX; Shirley
Bruno, Atlanta, GA; Keven (unusual spelling is correct) Ricks, Chesapeake, VA; Eric Theodore,
Dade City, FL; Joseph Capezza, Plant City, FL; Leslie Sukup, Medford, N.J.; Tammi-Lee Albert,
Portland, ME; Melissa Jenner, Chesapeake, VA; Margaret Gary, Ocala, FL.
Second row, left to right: Michael Escudie, Tampa; Justin Strickland, Dallas, TX; Joshua Paul,
Chattanooga, TN; Stephen Harbison, Lakeland, FL; John Simonof, Jacksonville, AR; Kevin Fox,
Bristol, TN; Billie Jarrell, Falls Church, VA; Bill Delgrego, Dade City, FL; Patrick Harris, Atlanta,
GA; Antonio Barrios Quinones, Virginia Beach, VA; Amber Loring, Clearwater, FL.
Top row: Top administration for the Donald R. Tapia School of Business: Dr. Balbir Bal,
associate dean; Dr. Michael Nastanski, dean; Dr. Lorrie McGovern, director, graduate studies in
business.
Not shown: Student Anne Maddox, Belleair, FL, was unfortunately unavailable for the group
photo.
For immediate release: January 8, 2014
University Speaker Series at Saint Leo Hosts Presenters on Global Empowerment for
Women and Climate Change in January, February
SAINT LEO – The University Speaker Series at Saint Leo University is pleased to welcome
author, business executive, and human rights advocate Sheryl WuDunn to University Campus
for an appearance at 7 p.m., Tuesday, January 28, in the Student Community Center. She will
speak on women’s empowerment globally.
Admission is free and the public is invited. Saint Leo University is located at 33701 State Road
52, Saint Leo, four miles east of Interstate 75 (Exit 285).
WuDunn is co-author of Half the Sky: Turning Oppression into Opportunity for Women
Worldwide, written with her spouse, Nicholas Kristof, columnist for The New York Times. The
title of the book is drawn from a Chinese proverb that states; “Women hold up half the sky.” The
authors believe that when women are given full access to political and economic rights, their
societies also benefit.
Next month, the University Speaker Series will present renowned scientist Robert K. Musil,
speaking on global climate change and environmental leadership. He will appear at 7 p.m.,
Tuesday, February 18, also in the Student Community Center. Dr. Musil is the author of Hope
for a Heated Planet: How Americans are Fighting Global Warming and a brand-new book to be
released in March, Rachel Carson and her Sisters: Extraordinary Women Who Have Shaped
America’s Environment.
For more information on the University Speaker Series, contact Dr. Allyson Marion, director of
fine arts events, at allyson.marino@saintleo.edu or at (352) 588-8662.
About Saint Leo University
Saint Leo University (www.saintleo.edu) is one of the largest and most innovative Catholic
universities in the United States, offering more than 40 academic programs.
Chartered in 1889 in the town of Saint Leo, FL, about 30 miles north of Tampa, Saint Leo
University enrolls approximately 16,000 students. Students may choose to study at the
traditional University Campus, at education centers in seven states, or through the university’s
Center for Online Learning. Saint Leo is a leader in the field of online education and one of the
nation’s foremost providers of higher education to the military.
Media: For more information, contact Jo-Ann Johnston, academic communications manager, at (352)
588-8237 or by e-mail at jo-ann.johnston@saintleo.edu