op seems not even have the enough big funds for the dev and other team. I do not know how he can spare the amount for promoting the project then. Better he may increase the fund raise with the ICO or come up with the investment what is enough for making ICO.
Smart contracts projects are now widely used and many developer making altcoins creation services on it accordingly. He may choose anyone among that.
Well if he don't have any funds to fill the promotion thing then he must create a beautiful and useful product since if he can build a perfect one then the product can market itself and possibly it will be scattered thru the word of mouth many product and services spread by that matter. If success get then Ads promotion will be the next so that the market will go wide.