Yeah, what sucks in this case is that I'm coaching at a magnet school so the kids there (in many cases) are conditioned by their parents to put academics > everything. That includes sleep, social life, and (obviously) lacrosse. We have one kid on the team that is probably a borderline DI talent and then maybe two kids that are borderline low-end DIII talents *if* they develop.
So we run into shit where parents are telling their kids to skip practice to study or do homework or whatever and then turning around and complaining about "unfair" attendance policies. One of our best players is about to be gone because he asked to be able to skip two practices a week until the middle of the season to focus on something not-lacrosse and we said "no" rather than play favorites.
This is a completely different culture than when I was there. Granted, in my era we had multiple DI players including two DI All-Americans and a host of other talented players that wanted to be there because we could legitimately compete for district/regional/state championships. I have no idea how we are supposed to build the right culture without first having talent + commitment... but maybe I'm looking at things the wrong way.
It would take a novel to tell you step by step what to do...how long do you plan on doing this job? Because program building takes involvement with kids from the time they are 10. You want them to dream of the day they take the field under your staff.
In my limited viewing of this issue...here is what I'd do.
3 parts future:
1) engagement in community leagues and clinics by all staff members...IN SCHOOL COLORS.
2) Media...even if your team sucks you can get high quality highlights to send to your puppies in training, and you can do voice over intros of the players with theater fog and lighting...and post. let the tykes fight over who their favorite player is...because by doing this you are building a vision in their heads of wearing YOUR colors, and playing for you. And when you see them, ask them if they are "xyz mascot material".
3) which brings me to involving drama and film/theater types from the school...get them to do the video work, get them the video editing tools, and show them how to use it...and teach some of them how to cover a game...If you are Savvy, you can even get it set up so some of these kids are your students and get a grade...don't be afraid to go after radio, and teach kids to understand the game and cover it...again maybe for a grade...even if all they do is post the voice over the video on line after...still awesome. Still makes your program the place to be.
You likely have all these tools, and passion at your disposal...use 'em.
5 parts present:
1) Trust...do what you say, say what you do
2) Set skills competencies, and measure them periodically. There must be rewards and consequences. You must take time from practice to measure. The key is to measure objectively and cheer for success...love your kids and deliver consequences with humor, but do not budge.
3) Brand...in the limited time you have, and their limited commitment (currently) what can you absolutely get them to do better than any coaching staff ...What area will you be the Bill Walsh to Joe Montana's footwork in ?????
- In your case I would take the low hanging fruit...every team who is conditioned better than others can employ a strategy to win...on any given day. Add in that one Bill Walsh thing you do, and you can win...quite a bit. BTW conditioning doesn't have to be boring, but you do need to find a way to far exceed that of your competitors if your are at a talent disadvantage.
1 part past:
Bring in successful Alum. Don't have to have a stellar DI story to tell...just need to be able to reinforce the "special" in being on this squad, and what it has done for them, and what these kids' success means to the school, community and them...that they still channel immense pride from these boys.
Dude these are considerations for building a program...if you just want to be successful by living in a different set of values...go to another school. To me, this one sounds awesome, and dying for someone to be a force...they just don't know it yet.
Don't be afraid to do what you need to do (within the rules) to be successful...
Good Luck..