The document discusses ways for smaller athletic departments to build relationships with their surrounding communities. It recommends (1) providing opportunities for local vendors to market at theme nights and sponsor events, (2) asking existing vendors to buy season tickets for their employees, and (3) promoting athletic events to on-campus groups and improving the atmosphere to engage more fans. The document also suggests becoming a resource for external community groups by providing tickets and facilities, as well as joining local leadership organizations to strengthen corporate relationships. It emphasizes following through on commitments to build lasting partnerships.