The problem is attendance. Are people really not coming to the games because of the concession credit card situation or the flat note the student sang on the anthem?
I would talk about geo-targeted web ads, building up neighborhood attendance (direct mail, flyers, pub nights, restaurant events), and outreach to high schools, churches, youth groups, etc. Young alumni attendance is particularly bad because there were many long stretches where it was absolutely neglected and the product was not very good. I think when Big Joe (attended 1995-99) first started going to games, there were sometimes 10 students or less for games.
Currently, student attendance varies too much. Sometimes it can be really good, sometimes bad. It needs to be more even. If I had a role, I'd give a pizza party event for students every two weeks or so in which they rehearse cheers, chants, etc. Have a trivia contest and give out t-shirts at fan rehearsals. Give awards and incentives for the 3 best/loudest/most creative fans--- it doesn't have to be enormous, something like an 8 x 10 glossy of student with Lou Wolf, or a player and coach. Ask the students about their favorite events on campus and try to create a student fan community that models those events. Have a coach (head or assistant) and a player show up, or the AD. Invite the Phoenix, and offer them an interview with the player and coach.
Reach out to local blogs and outlets like
GapersBlock, [urlhttp://chicagoist.com/]Chicagoist[/url],
Vocalo,
DNAInfo, etc. to instigate some local college basketball coverage.
These tactics can all be extended to women's basketball and men't volleyball, and by next fall they could be in place to launch the season with a comprehensive publicity/attendance plan.
That's what I'd start with.... and I'm not even sure if the current staffing level is adequate to do half these things.