If I may be so bold, I do not think Compass Letters is the sort of service one promotes with advertising. Instead, the $15k you mention ($5k/yr on 3 platforms) would be FAR better spent on other marketing activities. Media coverage, co-marketing deals, contests, direct mail to day care centers, edutainment deals with schools, etc., etc. If you have a difficult time even imagining alternative marketing initiatives, there are many books that cover this sort of thing. Or ask the advice of someone in PR/marketing consulting.
Generally speaking, advertising is what you do when you have lots of money and not a lot of time or ideas (relative to the returns you're seeking). It's a saturation bombing of marketing tools -- you need to think like a guerilla. IMO, your product is unique enough that it could generate a reasonable amount of traditional press and social media coverage if played right.
Generally speaking, advertising is what you do when you have lots of money and not a lot of time or ideas (relative to the returns you're seeking). It's a saturation bombing of marketing tools -- you need to think like a guerilla. IMO, your product is unique enough that it could generate a reasonable amount of traditional press and social media coverage if played right.