Three things...
1. Was on campus before Wake. The game was being advertised on the TVs and signs in the commons. You can ensure they're informed, but you cant make them go.
2. VCU had a thread on their board earlier this season discussing their student attendance issues. Winning certainly is a huge piece of the puzzle but it's not everything. Today's UR student is very different than when I was there.
3. When I took over the Rowdies in JW's first year, we had 50 members. Two years later, we had over 500 and they paid $20 to join. We focused on the freshmen. They had no idea what to expect. We went door to door the first week of classes and took a couple of SpinnURs to the guys dorms. Set it up so they could put it on their SpiderCard (no out of pocket money) and made them feel like they belonged to something. Lastly, we boozed before games, made it a social event and had fun.
Rowdies have no social media presence I can see (their IG appears to be run by Athletics). They certainly don't have any leaders at games.
Generally, I think the AD does a lot to entice students. My interactions with students recently have left me less than impressed. I can't put that on the AD.