Marketing Marlins a massive task

"Students in Scott Becher's Sport Marketing graduate class at Florida Atlantic have had some real-life assignments through the years, from writing a marketing program for Dolphins quarterback Jay Fiedler to devising a promotions plan for the Florida Panthers.
But this semester's assignment is a doozy: Find a way to get South Florida excited about the Marlins.

Any advice, professor?

'Be honest with your fans, find ways to give fans an experience that no other sports or entertainment product can rival,' said Becher, who runs Sports & Sponsorships Inc., a promotions agency in Hollywood. 'Then cross your fingers that somehow this young team is able to perform beyond their expectations.'"