Use all known tools: send articles to the institution’s newspaper and the student paper. Create an attractive website. Send email invitations, and if not costly, hard-copy flyers to all faculty (or at least to department chairs). If your center for teaching is involved and you have them, contact your departmental teaching liaisons.
This project has been supported in part by grants from the US Department of Education Fund for the Improvement of Post-Secondary Education (FIPSE) and the Ohio Board of Regents.