L&D teams invest significant effort in designing leadership development programs that foster growth and transformation. But even the most well-designed programs can falter without a clear execution strategy. Once you’ve done the heavy lifting to build a program, the next crucial step is a successful launch.

In today’s crowded workplace, the challenge isn’t just about delivering a great curriculum because, as Meagan Aaron, managing consultant at DDI, says, “We're fighting for mindshare.” Your program launch needs to cut through the noise, generate excitement and engagement among potential learners, and get key players aligned and on board.

Follow these four steps to prepare to effectively launch your program and maximize its potential value.

Generate excitement for your new program: 4 steps

1. Brand your program.

First, your new program needs a name. Choosing a name that’ll resonate with most people could feel daunting, which is why Aaron suggests leaning on those with naming experience, like your marketing or communications team. "They can give you do's and don'ts, save you time, and identify any naming rules,” adds Aaron.

During brainstorming, you might teeter between a practical name (like Frontline Leadership) or a branded name (like Lead, Engage, Accelerate Development). Consider the pros and cons.

Practical names:

• Pro: Clarity—people will know what they’re signing up for.
• Con: Oversimplification— it could understate the curriculum if your program covers more than one focus.

Branded names:

• Pro: Vision—you can be more visionary, even inspiring behavior change.
• Con: Confusion—visionary names could confuse end users and have a shorter shelf-life.

Pro tip: “Acronyms tend to work best because organizations are naturally filled with them,” says Aaron. Acronyms are also memorable, and sometimes, you can inject humor where appropriate.

2. Get managers on board.

Managers are also key players that could make all the difference in your program launch. DDI’s research shows that the biggest lever you can pull to increase the impact of your program is to involve managers and leaders in supporting and reinforcing the application of new skills. 

Start by sharing the models learners will learn, building a common language and buy-in. (Think knowledge, not expertise, says Aaron.) From there, provide managers with tools to excite people before the training, engage them during, and encourage them afterward.  

Managers also play a crucial role in removing barriers early. For instance, time constraints are a common issue. "Managers can proactively plan how to provide learners with the time and resources to prepare for and attend the training in its entirety," says Aaron.

3. Set your launch schedule.

Rather than choosing an arbitrary date, Aaron suggests working backward to plan the launch of your new program. Consider the outcomes you expect to achieve, sync with business and people calendars (e.g., budgeting and performance management), and work backward from there. Once you’ve established a date, work through the following checklist. 

Launch plan checklist

• Prepare key players.
• Test and/or pilot your new program.
• Map out messaging touchpoints.
• Choose distribution channels.
• Create promotional content.
• Launch your program!

Should you run a pilot? The plus side of a pilot program is that it ensures voices are heard and you get early buy-in. The downside is that pilot programs can drag, leaving you in perpetual pilot mode. If you opt for a pilot, be clear on testers' decision-making authority and what feedback you want.

4. Announce the program to learners. 

With key players—including managers—prepared, it’s time to get the word out. These tips will make your announcement count.

Generate excitement. Your managers already know their role in this, but you can also incite excitement with personalization and pre-session activities like self-assessments, shares Aaron. If you hosted a pilot, involve those who participated, giving voice to those who share the experience. 

Capture attention. This is another moment to tap your marketing and communications teams. "They are experts in grabbing people’s attention, hearts, and minds, which is what you want to gain when you think about excitement,” says Aaron. 

Connect the dots. Share the business context for the program, and show learners how they can apply it to their day-to-day. (Managers can also follow up one-on-one to expand further.)

Repeat. “Always repeat messaging and put it in as many places as possible, especially wherever there's already high traffic,” suggests Aaron.

Finally, consider making it visual! Graphics can make it easier to connect the dots. 

Go forth with your program launch 

You’re ready to launch your program—how exciting! With your name established, business case solid, key stakeholders aligned, metrics in place, and launch materials prepared, you're all set to roll out a leadership development program that will spark growth and enthusiasm.

If you're excited about the direction but want expert guidance to streamline the process and maximize impact, explore how DDI can support you in making your launch successful.