Are you aware of the matches that happen around the metro on the weekends? (Less traffic)
I shoot weddings on Saturdays...and when I don't 8:00 shooting time means I'm up at 5:00....not gonna happen
Thursday Eves is ideal.
So much is done on the internet now (can't remember last time I put a stamp on an envelope with a check inside to pay a bill).
A really informative Website / YouTube Channel / Blog / Facebook page is what I would make decisions from.
A weekly updated blog would be perfect...100 words and some pix or an embedded Cellphone / GoPro vid.
Wordpress blogs are FREE. no fees whatsoever. no webmaster. I have a couple, one for Bike LIghts, one for my business, one for my neighborhood. Blogger (google) has them too.
If you have a more 'Static' website adding a Blog will be easy and is the type of thing someone would visit weekly or whatever before they took the leap to actually get boots on the ground at the gun range.... In my case seeing a dozen videos of what the shooting was like at Oakdale sealed the deal for me to make my first appearance....there is something about seeing a casual video that helps you 'get it' / get the big picture on what is happening.
My 2 cents would be a free blog updated weekly with interesting graphics / vids would be your best way to engage those who are on the fence about taking the plunge to their first shooting experience.
Good Luck.