I like the name of your forum. Do you own the toll-free number too?
In any event, you should promote it like any other website in order to get a large number of visitors who will convert to active members. The Internet is all about sheer numbers. However, you should do some targeted marketing, especially since your site would be considered in a niche market.
In addition, you should offer an incentive for people to join and post messages. Give away something for free, or provide a service that is conditioned upon forum participation. Another idea is to promote your site at local coffee shops. Perhaps you can work out something where the most active members get a coupon that can be redeemed at your partner's shop. In turn, your partner can advertise for free on your website. However, you would first need to get traffic to your site to make it worth while for your partner to want to do this.
Good luck!

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