Platform launch is about engaging your community which requires robust and strategic communications. You might find it helpful to start a Communications Plan to manage this critical time for the growth of the community.
Plan your community presence and link as it relates to your existing website. You will want a link on the website to the platform (and vice versa.) You might want to post a message on the website encouraging people to activate their profile and engage with the community through the platform. For most organizations, that means having membership/alumni relations work with your webmaster.
A prominent presence and promotion page is a best practice, but a direct link to the community from a top menu structure will work just as well too. The goal here is to minimize the number of clicks that your alumni need to do to get to their community.
Follow this three-step communication plan for launching your site and engaging early adopters followed by your alumni community as a whole.
Step 1: Early Adopter Engagement
This is a personalized email invitation series to your Affinity Group leaders and those whom you have identified as your Early Adopters/Ambassadors. These are your champions who will manage groups, and encourage others to join and be active participants in your community.
Goal: encourage them to come in early, update their profiles, add content for any Group(s) they might lead, post jobs, create mentor posts, etc.
Give them a date range to do this, and perhaps even hold a virtual tour/training session to get them excited (create the event in your community). This is your special group!
Ideas:
Hold a training webinar-virtual pizza party. If the group is small enough - send personal pizzas to arrive at their homes for the virtual training and pizza party session. Record it for reference and for those who could not join.
Create a private group just for them - this is their support group. You can post messages, hold training sessions, share links to recordings and upload materials to help them be successful with their engagement mission.
Step 2: PreLaunch Coming Soon Emails & Social Posts
Have your launch date set - give yourself a few days after your Early Adopter end date so you can review the content and your total community presence before you launch.
While your Early Adopters are activating their profiles and creating content, you can deploy your Coming Soon messages. This is where you’ll start to generate excitement about the benefits and value that the community will provide to all your constituents.
Think about an email series with coordinating social posts in 3 drops.
Sample timeframe:
Step 3: Launch Series
Launch emails (3)
Welcome Series
Bonus Step: Profile Completion Series
After your community has been live for 4 weeks or so, do a profile completion check on your active members. Then set this up as an annual or twice a year communication.
Social media - have posts that coordinate with the emails and other communications prepared in advance.