actually, with the age of the internet, maybe the most cost-effective way of getting word out to the intended audience is email. at davis, we get a bi-weekly email from the 'Grid Club', which is an association of former players (but also mails to financial supporter, parents, etc). they send information about upcoming games, information about away games and the like. in the one i got monday, they were listing some of the upcoming events. we have homecoming this week, with a special 'Young Alumni' gathering (in conjunction with the Alum group). We have parent's weekend after that. And we have a 'Aggie All-sport Alumni' gathering before the Southern Utah game. With a thorough address book and working with other campus organizations, you can get the word out to the people most likely to be interested. that's got to be more effective than ads on local TV (which we all TIVO through) or local radio.
if you get 200-300 former athletes to decide to come up, with friends or family, that helps fill the house, and brings some energy to the games. give them a good product and they might be back.
we had close to 10,000 at Berkeley (we outdrew the Colorado game by about 8k), and that was generated also all through alum groups, frats and soriority gatherings.
if you guys go on the road and sweep NAU and EWU, and THEN don't draw? that's a problem.