Know-How Exchange : Strategy

I've been assigned to design a rollout campaign for a recurring revenue product that's been on the market for about a year and a half. We'll be releasing new features for it soon and I need some help. We're fairly saturated in the market and are only looking to sell around 350 units to new customers. The remaining customers need awareness of the new features so that they'll want to renew when the time comes. Some of my initial thoughts include new product documentation, promotional pricing, internal spiffs, customer giveaways.
Can someone help?