wsucatfan[/color]"]Your greatest and weakest resource is the students. You need to direct your promotions on items for the students, instead of 1 student possibly winning free tuition (that is picked from the directory so they probably aren't there anyway so it never is given away) give away $100-200 each game or a free ipod or something of equal value to a student or fan that is there, you have scanners now that should be able to track who is at the games or you can have them sign up, the goal isn't to have 1 huge prize but to multiple people so students think they have a chance and you will make that back up at the concession stands.
Deep breath and...
Go back to 1995 when we were on the verge of loosing the football program, it was all in the media, advertising, self promoting by the team, etc that saved the program and we had 10,000 + in the stands. All we heard that summer was WSU football, now I never hear anything and I listen to 1320 and 1280 at work every day.