All your suggestions are really good. And I agree, that fans are fans regardless of the team’s record. Sure, every team has fair-weather fans but all 30 MLB teams are going to draw a crowd no matter what.
When a team is winning, PR is easy. The Marlins are definitely an interesting team to bring up. Winning two world series did nothing to help bring in a more solid fanbase. I also like the idea of t shirt sales. Every time I wear my Braves shirt, particularly in an area other than Atlanta, it always strikes up a conversation.