Know-How Exchange : Strategy

If you haven't already, create trailers/samples for a number of your courses so your prospective clients can judge the value of your offering.

Your marketing needs to focus on answering "Why would someone want to pay for this content (instead of viewing other content online and/or taking local classes)?"

And I'd definitely consider a PPC campaign to target specific keywords / locations. Depending on your content, FB ads as well.

Depending on the audience, can you offer a contest for people to get a free class (or all classes for free)? Or, can you offer the classes for free to those in-need (and thereby leverage PR opportunities)?

Do you have some "showcase" courses that will form the core of your offering? If so, I'd probably promote those exclusively, since your budget won't really allow you to do a broad campaign. It would be better to prove the concept by focusing on a very narrow market that you can saturate with your budget than to do a poor job of reaching a broad audience and hoping a few will bite.

The small budget is particularly concerning, because $5,000 won't go very far in most markets. What is a new customer worth to you? What's the lifetime value of a customer? Let's say it will cost you an average of $50 to get a new customer. Your $5,000 will get you 100 customers. Will the profit from 100 customers be enough to payout your costs, cover your operating expenses, and deliver a profit?

You may need to revisit the business plan and see whether the budget is in line with your objectives.

Certainly Facebook ads might be worthwhile and allow you to target certainly ZIPs (while not nationwide) on a budget. Maybe you can feature a photos of current or past students along with a line or two about why they took the classes, what they found and how it helped - testimonials.