Marketing a program can be a bit tricky at times. I found forum, social media are a go start to look for leads. There are other leads too but you have to pay. I found pop ads don't work to well but a banner ad is more about the person clicking the ad and wanting to see what it is about rather than a pop up which forces you to the page.

    If you do go with social media remember to use you tags, to make you more search able. Also a page is better I find than promoting from you profile page. Even if it just a community page.