In my opinion, the marketing for UNC athletics in general leaves much to be desired even for the esteemed basketball team. Even as a former student there, you don't feel that there's buzz around campus before the start of a game. No small banners up saying it's a football game week or encouraging the student body to get excited. The occasional cardboard sign knocked over in the main quad but that's it.
Also from what I have heard football tickets are now lottery for students which on it face sounds good, because you would think that means more students want to go, but from what I hear students are getting lottery tickets and not going and we haven't been good enough to make students want to wait in standby lines for football games. Additionally, the ability to get students checked into the game leaves much to be desired.
From the general fan perspective, I don't think football does enough inside the stadium (i.e., quality concessions, any semblance of character in the concourses, and very small Team shops) or in the gameday operations (i.e., sound system, encouraging crowd noise, that terrible 4th quarter thing, or TV timeout engagement) that draws more casual / not big fans to games. You need that type of stuff to help get people interested. It's not the end all be all because you still need to be a winner, but I believe UNC, especially in football, does itself no favors.
Look at South Carolina for example. I wouldn't say they have been a consistent dominant powerhouse, but their environment in Williams Brice is incredible. If Kenan had half of that, it would be an improvement. I'm a 'newer' UNC fan but to me the best environments in Kenan have been 2019 vs Miami and 2023 vs Miami.