Here's my anecdotal addition to this convo. I was an out-of-state transfer student that didn't think twice about the state of Illinois, let alone the University, till I stepped foot on campus. And yet, I spend way too much of my free time on this message board, overly invested in the minutia of the athletic department.
I don't think the problem is out-of-state students. I think the issue is the football program has been absolute garbage for way too long. I was lucky enough to be on campus for both the run to the championship game in basketball and the Rose Bowl appearance. That, as much as anything, solidified my eternal fandom.
Success matters. Entertainment matters. This is a massive undertaking that requires more than wins against Wyoming and UVA. It's going to take several years of excitement to convince people this program is actually worth getting invested in. Yes, us message board freaks are excited about BB, but the average person isn't thinking about the football program, yet. The football team needs to give the non-fanatics a reason to take notice. They need to win.