Advertising alternatives
When considering promotion of a specific event, session or program why not develop a plan that incorporates what is described as above the line and below the line initiatives. Above the line refers predominantly to paid advertising (talking to a large audience) whereas below the line focuses on opportunities to reach the audience on a one-to-one basis (eg mailing to a database or attending a career expo).
This example of a promotional plan (Word doc 28.5kb) incorporates both above the line and below the line initiatives.