Promoting your online training strategy

So you've spent time and energy creating an online learning course or training plan. What strategies have you used to promote it to people in your organization?

I work in a post-secondary college in Canada, and am struggling to influence the way that our instructors currently work - how they see their role, and how educational technologies can help them to be better teachers.

I'm looking for ideas/pointers to how other elearning specialists have gone about promoting their courses to maximise uptake and engagement. How have you dealt with push-back from teachers who don't see the value in online or blended approaches? Do you favour a top-down or bottom-up approach to getting your strategy adopted?

Thanks in advance for your thoughts and comments.