Edit: Making Illinois the only FBS school with an african american HC, OC, and DC.
It may not be the most PC thing to discuss, but this is a very important PR piece and will be a major recruiting tool. It's not just that African-American kids sometimes prefer to play for AA coaches - it's a statement that the African-American community will understand as our university being committed to honoring diversity and rewarding merit regardless of skin color. In a way that's completely fair (to my mind), the AA community often feels that universities (especially northern, academically oriented ones) are the province of white bureaucrats who aren't invested in their communities and children's futures. These hires are a strong message about the entire institution's ethos and ideology.