Mission-Driven Company needs Social Media & Search Marketing

A wonderful company with a great big mission to change the world through experiential workshops taught to middle school students is in need of help. The company would like to reach a very specific, niche audience: middle school teachers! And they want to reach them NOW, i.e. before school starts up again in the fall. We need YOUR help defining the best methods to attract this niche audience. We've been thinking about two campaigns (one on Google and the other on Facebook) that will each feature a HOOK OFFER and drive visitors to a landing page that presents a clear and simple Call-to-Action (CTA). Basically, the CTA will request that the visitor provide his or her email address to then be granted access to a feature documentary film. Ultimately, we want to drive those conversions. To be considered for this project, please provide specific details about your skills and experience with Google (Google AdWords PPC, Display & Retargeting), Facebook (so display and video advertising in its various forms on Facebook), AND any other relevant services. Please also share ideas about your approach and methodology. (For example, how you would specifically go about the work of determining the target audience? What's your approach to building requirements? How do you typically measure for results?) And lastly, please indicate how your billing structure works. (For example, do you charge by the hour? Pay for Performance? Media buy + management fee?) Thanks in advance for your time and thoughtful consideration. We are excited to hear from you!