Here are some tips for after launch:

• Advertise, Advertise, Advertise - Gotta tell people about it before they'll use it ;)
• Redirect, Redirect, Redirect - Redirect your mobile users from  your home page, directory, calendar, etc. to your mobile site. There is a redirect script in the 'extra' folder of the Mobile Web project. 
• Continue to Engage - Continue to talk to reps across campus about what else can be added to your mobile project. Start small and show people that there's a reason why they should throw in with your project.
• Give it Time - It will take time for your mobile web project to find an audience. It doesn't happen overnight. Users have to get used to the idea that your resource is there and that they can continue returning to it (hence the redirects to keep showing users the site).