Whenever you do anything (positive), make sure that you wear letters! Also, try to incorporate fundraising into PR, have a bake sale, and advertise al around campus. On the day of the event, make everyone wear letters and make big, colorful signs with letters to grab attention. Another thing that we do in Clarion is chalk the walks around recruitment time. Buy sidewalk chalk and plaster your letters everywhere. Use this to announce open bids, etc. Check with the University first to make sure that it is ok!
Hope this helps!