The ACT Brumbies are leaving no stone unturned in a bid to reconnect with disillusioned fans with community work being built into the playing squad's schedules.
Brumbies chief executive Phil Thomson and coach Dan McKellar are driving the move which they hope will allow a new crop of players to understand who they are playing for.
The playing group will have five hours set aside for community work per week as the Brumbies work to lure crowds back to Super Rugby games at Canberra Stadium.
The club was in danger of recording its lowest average crowd figures in history this year before a mini revival midway through the season lifted the figures to 8798 per game.
Now a concerted effort to reconnect with kids, families and corporates is designed to bolster the appeal of the Brumbies amid consideration to officially add "ACT" back into the franchise's name.
"We've got to have that strong connection to our community and make sure people feel a part of the journey the Brumbies are going on in 2020," McKellar said.
"We can't do that if we just hole ourselves up at Brumbies HQ, we've got to be out there and people have to know who we are and what we're about as a club.
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"We've had a changeover of our playing group. Christian [Lealiifano], [David] Pocock, Sammy Carter, Henry Speight, guys that have been around the Brumbies for the community for a long time [are gone].
"It's not something that's hard work to [the players], they enjoy being out there. It's something our players love doing, getting out there amongst schools and clubs, and making sure every little boy aspires to wear a Brumbies jersey."
A changing of the guard has opened the door for the club to back in local talent in a bid to build on their semi-final appearance this past season.
Connal McInerney will shoulder some of the load at hooker with young gun Lachlan Lonergan nipping at his heels, while Tom Cusack is looking to fill the void left by Pocock.
Wests junior Harry Lloyd has returned to the club to bolster McKellar's front-row stocks while Tuggeranong's Joe Powell has formed part of the Brumbies' pre-season leadership group.
"It's huge. It's something that is really important to us, making sure we have a pathway program where we can provide an opportunity for young local boys and girls to play for the Brumbies," McKellar said.
"It's genuine, we're doing that with the amount that are born and bred Canberra boys and girls or guys who have come down here straight out of school and been in our pathways program.
"It's tremendous, it's a big focus for us at the club this year, making sure we're well connected with the community. Having a local touch to your squad makes it even easier."