Ask students from your existing CS classes to volunteer to help bring Hour of Code to other classrooms.
Define your own creative Hour of Code activity - whether it involves showcasing your students' work, involving students to reach out to the rest of the school, or unplugged exercises that are more inclusive.
Go meet with your middle school to show the course offerings and importance of CS education to them (start with one of these videos.
Reach out to your local four year CS department chair about having your students visit a university.
Reach out to your local chamber of commerce to have students visit a local employer that depends on computing professionals.
3) Recruit broader support for Computer Science
See our checklist of activities and ways people can recruit their employers, local politicians, etc to support the Hour of Code campaign and to get involved with computer science.
Ask your local Congressman to support expanding access to computer science in public schools
4) Recruit other groups in your community
Any group can host an Hour of Code, whether it is a church, boy scouts, local university, library, YMCA, veterans association, or labor union. If you have connections to any such organizations, reach out to them, send them a participation guide, and encourage them to visit http://csedweek.org and participate.