I am in the same boat. When I was in my 20s I first looked at getting a pilots licence but costs were prohibitive ($5000) for a GA licence at my age. Over the next 25 or so years I thought about if a few times but heard it was around $20000 to get a pilots licence now.
I only found out about RAA by chance and had no idea about this side of things. I was surprised when I found I could get a pilots certificate for cheaper than I could 25 years ago. I have told a few of my friends about it and they all thought the same thing, to get a pilots licence (certificate) was only for the rich. Some of my friends have already done a TIF or first lessons 2 months after I found out about it.
How many other people out there in my demographic (mid 40s, good job, wife back to work, kids moving out, still got 20 years of work to go) could RAA target if they advertised and got the word out.
Getting some schools involved is a great idea. At their age, they likely wont stay in aviation unless they choose it as a career, but if they have a taste of it, then 20 years down the track they will be more likely to return.
What other ways can they get the word out to the target demographic? Maybe some newspaper or general interest magazine adds? A few more open, come and try days? A few thousand spent on marketing could give good returns in the future.