How to Promote Your Engagement Campaigns: A Checklist

by Julie Foley Second Street

Promoting on Your Website

  • Create a page on your site where all of your contests can be found.
  • Have a specific link to this contesting page in the homepage navigation.
  • Add run-of-site or -section banner ads linking to the contest.
  • Place a contesting widget on your homepage.
  • Promote the contest in the features section of your homepage.
  • Use a sliding billboard, expanding pencil, or peel-away ad during key times during the contest (such as when it first launches, when voting has begun, or right before the last chance the enter).

Clearly Label Your Contest Page on Your Website

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Promoting via Core Media

  • Place traditional advertising in print.
  • If the contest is bundled with a special section, be sure to promote within that section.
  • Create a :15 spot to be played on air.
  • Have your talent mention the contest on air.
  • Create a follow-up story about the contest winner and prize (especially if the prize was provided by your sponsors).

Promoting on Social Media


  • Post a link to the campaign on your Facebook page and/or your sponsor’s Facebook page, and include an image and call-to-action for best results.
  • Pin the post to the top of your page.
  • Create a contests tab and make it visible on your page.
  • Consider creating a Facebook page just for contests.


  • Tweet about the campaign from your company account or contesting account.
  • Include a shortlink to the contest page in all tweets, as well as any relevant @ mentions such as the venue that the concert will be held at for a ticket giveaway, or the name of the business that is sponsoring or giving the prize.
  • If it makes sense for your contest, create a unique #hashtag so users can find all of the tweets related to your contest.

Other Social Media

  • Post images to Instagram with a shortlink to the campaign.
  • Pin your campaign image to your Pinterest page.
  • …and so on for any other social media accounts you use.

Promoting via Email

  • Send an email to all past contest players announcing the new contest.
  • Send an email to your entire promotional database gathered from opt-ins announcing the contest.
  • Send reminder emails right before the submission period ends, right before voting begins, and after the contest to thank players for participating and announcing the winners.
  • Send an offer or coupon from your sponsor, if possible.
  • Encourage your sponsor to promote to their database as well.

Promote Your Campaigns with Dedicated Emails

Promoting at Live Events

If your company takes part in a live event such as a bridal event, home show, or kids expo and are running a related campaign, the following promotional tactics can also be used:

  • Have information about your contest available at your booth.
  • Allow people to enter the contest on-site via an iPad, or have a professional photographer onsite with a step and repeat background for your media company.
  • Print cards with contest information and a shortlink for people to take home.
  • If it’s an option, you can also create signage for your sponsors to display at their locations, including a QR code or re-direct so people can easily enter the contest.