On our employee intranet, there's a photo of the IND staff standing in front of a large banner/sign, I assume which advertises the new route in the civic plaza section of the airport. So clearly they're making the route known to people passing through. (edit: a higher-resolution version got uploaded, and this banner is about fuel burn, not SFO).

No clue as to what they'll do for the first day of operations, though.