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This article discusses what is required to successfully launch a distance learning program for social work managers. A case study approach was used to explore potential pitfalls, problems and solutions. Methods of collecting information consisted of questionnaires, participant observation, a diary, discussion and interviews. The research highlights the need for proper planning, for efficient systems for the production and distribution of course materials, and for development of the program and student support. It was found that bridging techniques are needed to facilitate links with students, that distance learning programs need to be properly embedded and integrated within the wider university structure, and that academic staff might need to develop new skills such as writing distance learning materials and promoting learning at a distance. The research emphasises the importance of team working, positive communication and a collaborative style in running and managing the program. Student evaluations so far suggest that the program is successful in meeting its aims.