Whenever you set a bluff up you should try to make your story add up. You check-raise the flop as the PF raiser, which is a strange play but something I do occasionally. Then you don't lead the turn? That makes no sense. The you check-raise the river. I'm lost in this hand. If I saw somebody make such a suspicious play like that I would reraise the river here with nothing. Fortunately you don't have to get too fancy at 100NL very often, but I think that you should try to make a believable bluff here. Either lead the flop, or if you're going to check-raise the flop you sure as hell better lead the turn, and maybe the river if you think he'll fold.