I've decided to hire a Public Relations person. Dresden PR is the firm I'm going with. Dresden Engle is top notch. She knows the Rochester scene like her own name, and has plenty of cred to be able to get this project out there nationally.
The first stage will be local promotion through traditional media (print, radio, tv). It's got the distinction of traditional now, to separate it from social. Makes sense. Anyway, Dresden will be reaching out to local media folks and pushing to get my story out there.
After that, we'll be doing a national push. You get all the local coverage first so that when you're looking to promote on a national level you can use the local coverage to help tell your story.