So this is several weeks late. I just now found this again in among everything else I've been working on.
1) ADVERTISE. Post in all the comms relevant to your ship week, not just the pairing-specific comm. There are a lot more people who would be interested to hear about your ship week than just those who read the pairing-specific comm.
Advertising does NOT mean mention it once and then forget about it, either. For me, I posted reminders after I finalized the prompts, a week before the ship week began, and a day before the ship week began. This seemed to work well. Sokkla Summer has been reminding us about it every time they switch to a new prompt.
By contrast, Tokka Week, Kataang Week, Zutara Week, Toko Week, etc. are all things I tracked down by hearing someone mention it or skimming the pairing-specific comms. This does not get people involved in your ship week, and that's a bad thing. I think Zutara Week is actually ongoing right now, but there's been no mention on
avatar_fans.
2) Make your prompts available in advance. This is not so much something I learned from this ship-event as a good idea in general. Give people time before the deadline to produce stuff. It tends to make people feel happier if they manage to nail the deadline.
Additionally, make them easy to find during the week of the event. I linked to the info post in every round-up I did, and included it on the ship week tag on my personal journal. I don't know for sure if this helped, but I know in another ship week, it did hurt that I couldn't find their info post.
3) Speaking of prompts, overcome the urge to have all of them relate to the characters' elements. I know I didn't, but I really should have.
4) Writing a certain character every day for a week and a half drives me stark raving mad. You're probably not getting Jeong Jeong fic out of me for a while.
5) Writing is an endurance event. Having someone to cheer you on and support you really makes them a lot easier to accomplish. I <3 my Pux, my Xiaron, and my Scott.