Given that the project heading to an ICO has really great potential, is well-elaborated (also in the white paper), and is lead by a credible, experienced team, you'll need:
- a robust landing page with right emphases and all relevant information, and
- a bunch of marketing activities using these instruments listed in
another thread:
1. Classic PR - press releases, interviews, Q&A
2. Banner advertising - display ads for extensive reach
3. Influential marketing - connect with opinion leaders.
4. Social media - connect with audience & opinion leaders.
5. YouTube - statements from founders, project introduction.
6. Bounty campaigns - referrals showtime.
7. Placements in blogs - native advertising.
8. Viral media - videos or pictures.
9. Community marketing - you know, Bitcointalk.
10. Events - meetups, conferences etc.