After launch, what next?: promoting and sustaining DH projects

The most exciting moment in the lifecycle of a digital humanities project is launch day, but that isn’t to say work on the project is done at that point. I would like a session to discuss ideas for promoting a finished project beyond the passive “If you build it, they will come” mentality. I would also like to talk about strategies for maintaining/sustaining DH projects after launch. How do you calculate what staff and resources will be needed and ensure that they will be available after focus has shifted away from the project?