No, its not too late! ESPN was so over the top calling the school everything but the right name. Brands are born and developed. In many cases, they are registered, not just formal names, but anything and everything to do with the brand. You are protecting your turf, legally.
Saturday was a definate step backwards. Proof? Pull up any blog or site that has some sort of comment section. The casual fan on these sites as well as SDSU fans all refer to the school as La-Lafayette or Lafayette. Hell, even the coments in the Times-Pic, the overwhelming majority refered to the school as something other than what it is. The general public takes their que from the media. If the media can't get it right, then no one outside of the Lafayette area will, whether its athletics or academics. The whole point of the name change was to back away from the directional implications of "Southwestern". Instead, the directional componet is alive and well, thanks to ESPN and other national outlets.
We can keep sending e-mails and the SID can keep using the "What we want to be called" history lesson in each sports media guide or the school can take a more proactive approach and have a meeting with ESPN, Gannett, Fox sports, and whoever to get a point of educating those who make these production decisions at these national media outlets. Up till Saturday, you could feel that strides were being made, you heard more UL or Louisiana than the ULLA etc. Saturday was a huge, huge, step backwards.
Until UL decide to register- trademark the desired name/brand and defend it with legal muscle, this is going to continue to happen.