Rugby programs can be very effective in portraying the people, history, and values that constitute a team's identity.
Gonzaga College High School's Rugby Yearbook has become a favorite. It not only vividly illustrates the squad, but also demonstrates the sport is well integrated into the Washington DC prep school.
President Stephen Planning's welcome letter is worth quoting at length:
One of the many responsibilities that I enjoy … is introducing visitors to our extraordinary school community. When I tell them about all of the wonderful things that happen here … it is our rugby program that always seems to elicit a followup question or two.
I too am fascinated by our rugby program (although, I must confess that I still do not understand all the rules of the game!). Nevertheless, our rugby program shows in a powerful way what great things can happen when you mix the goodwill and drive of our talented student-athletes with a coaching staff that is dedicated, supportive, and challenging. Combine it all with the backing of our dedicated parents, and our Gonzaga Rugby Program is a force of nature!
Gonzaga's program spills no ink on describing the sport's laws -- in contrast with the myriad American teams who have thought this an important task. Instead it outlines the school's history and describes how rugby fits into the academic and sporting environment. At Gonzaga, rugby first of all sees itself as part of the school community, then part of the rugby community.
Founded in 1987, the 'no cut' team is now 1 of 16 varsity sports. This is not because one of Father Planning's predecessors decided to allocate monies, but because coach Lee Kelly and his colleagues have established a sports team that matched (or bettered) the school's athletic standards. The president does not even understand what's going on, but declares he is proud of how the XV represents the school.
There is another important facet. The yearbook features action shots and, much to my own liking, there are ample player portraits as well as a section listing lists Eagle players who have achieved representative honors. More important, there are numerous adverts -- most taken out by friends and family.
As Planning suggested, parents are an important component of the varsity equation. Indeed, teams are far more likely to score early-stage gains with parents than school administrators.
Not every team will choose to execute a program, because it is often easier to establish a web site or Facebook page. (Ironically, the digital realm requires more ongoing work, because it creates expectations of currency and even immediacy). That said, I'd suggest that teams which produce programs are teams which have developed the operating skills that make them successful over the long term.