Launch your community with a communications plan

Create a Communications Plan

A successful launch depends on clear, consistent communication. Prepare your messages in advance so you can adjust timing as needed without slowing down your rollout.

Your plan should cover your website, email, social media, launch communications, and ongoing engagement.

Tip: Draft your core messages before launch so they are ready to send when needed.

Promote the Community on Your Website

Make it easy for people to find your 360Alumni community from your existing website.

• Add a prominent link to the community.
• Consider a dedicated page explaining the value of joining.
• Encourage visitors to activate their profiles and participate.
• Minimize the number of clicks required to reach the community.

Step 1: Engage Early Adopters

Begin with a small group of early adopters about two to three weeks before your full launch. Choose people who are already connected to your organization and likely to contribute, advocate, and encourage others to participate.

Good candidates may include:

• Alumni or community leaders
• Former student leaders
• Faculty, staff, or coaches
• Board members and volunteers
• Donors and organizational advocates
• Employer or community partners

Give each person a specific task

Personal outreach is more effective than a general invitation. Explain why you selected each person and ask them to complete one meaningful activity in the community.

• Ask an alumni leader to start a Group or discussion.
• Ask a coach or staff member to post an Event.
• Ask an employer to share a job or internship.
• Ask a volunteer to contribute a resource or opportunity.
• Ask a supporter to participate in an active Campaign.

Tip: The more personal and specific the request, the more likely someone is to participate.

Seed activity before the full launch

Your early adopters should help make the community feel useful and active before the broader audience arrives. Encourage them to complete their profiles, contribute content, and interact with one another.

Consider hosting a short virtual orientation or training session. You can also create a private Group where early adopters can ask questions and access resources.

Before moving to the full launch, review the community and make sure members will find useful content, active Groups, upcoming Events, opportunities, and conversations when they arrive.

Step 2: Build Anticipation

While early adopters are adding content, begin promoting the upcoming launch to the broader community.

A simple pre-launch schedule might include:

• 2–3 weeks before launch: Introduce the new community and its benefits.
• 1 week before launch: Highlight what members will be able to do.
• 1 day before launch: Remind members that access opens tomorrow.

Coordinate email messages with social media posts so members see a consistent message across channels.

Step 3: Launch the Community

Plan several launch messages rather than relying on a single announcement.

1. Launch day: Invite the full audience to activate their profiles.
2. Day after launch: Follow up with people who have not registered.
3. One week later: Send another reminder to those who have not joined.

After registration, use a welcome series to introduce the community and highlight features such as the directory, map, groups, opportunities, mentorship, events, messaging, and profile updates.

Encourage Profile Completion

After the community has been live for several weeks, encourage members to complete or refresh their profiles.

Useful prompts include:

• Add or update a profile photo.
• Update employment and career information.
• Review contact information and other profile details.

Consider repeating this campaign once or twice each year.

Use Social Media and Video

Support your email campaigns with coordinated social posts. Short videos can be especially useful for introducing the community or demonstrating key features.

Tip: Keep promotional videos short and focused on one benefit at a time.

Plan Ongoing Communications

Launch communications should transition into a regular engagement rhythm.

• Send a monthly or quarterly newsletter.
• Plan a 3–6 month campaign highlighting different community benefits.
• Invite departments and community leaders to contribute content.
• Feature member stories, events, jobs, and other useful activity.

Promote the Community Everywhere

Look for additional opportunities to introduce people to the community:

• Invite attendees to register during events.
• Include community information in organizational mailings.
• Coordinate promotion with your marketing team.
• Encourage members to share their stories and experiences.

The most effective launch combines repeated communication, clear benefits, and multiple opportunities for members to take action.