In addition to changing or adding new programs, speakers and events, be sure to keep your promotional copy and "voice" fresh as well.

Beware the fresh coat of paint

Before you scrape off last year's dates and slap on next year's information, think about what you would think if you got the same old, same old in your mail or inbox. Remember the teacher in Charlie Brown? You could hear her voice but not what she was saying.

Before you go to the printer

Yes, a fresh coat of paint will save you money versus a redesign. But beware, it can cost you more where it really hurts - in attendance - if you don't keep your marketing exciting. Consider the following changes when sprucing up your materials:

• Brochure cover - do you have a new theme?
• Layout and format of your brochure - swap out section locations
• Webpages that talk about the event - use fresh design and colors
• Change titles, topics and themes each year - what is new and exciting?
• Use the words "new", "revised" and "updated" for fresh appeal.

It can be so much easier to scrape and re-paint - but put a little elbow grease into your promotional materials and watch your efforts, well, shine.