You can not buy this sort of publicity especially in a national paper like USA Today.
http://ftw.usatoday.com/2016/06/meet-keith-williams-the-most-motivational-coach-in-college-football
“The moral is right now let’s do it right. Right now carry about what you’re doing … we didn’t come out here just to get a good sweat. We didn’t come out here just to see the crowd … if you take it serious, it will change your life.”
http://ftw.usatoday.com/2016/06/meet-keith-williams-the-most-motivational-coach-in-college-football