This is what it takes now..
Across all sports you're hearing more and more coaches talk about how they spend an increasing amount of time promoting games, promoting their school, interacting online and in the community, etc. They all refer to these things as annoyances because it takes them away from their actual coaching duties, but that's where we are. Ark St vs Troy is basically a glorified high school game...
To be "successful" as a smaller school, you need a coach who is equal parts promoter and X's and O's type -- see Will Wade. The problem is, that coach is, from day 1, looking for any way possible to get to a school big enough where they promote themselves