Preparing people for change has been key to the ECM roll-outs that I have done at a number of clients. I have had the most success embedding the awareness type activities that you indicated above within an actual roll-out or for a specific purpose rather than the purpose of awareness itself. Additionally, I have found that people tend to identify with a specific use case a lot better than the enterprise view. For example, a use case of "automating a manual business process using workflow and forms will save x hours of administration, eliminate lost documents and decrease the elapsed time by x days" is a lot more pallatible than broader statemens such as "increasing administrative efficiency". The other piece that has worked well for me has been following up after the fact. Were the goals achieved? Yes? Let's celebrate. No? What else can be done.