Somebody explain something about the heisman race

Never thought much about it mainly because I think its a meaningless bullshite trophy. But what role is it exactly a school or HC has in a so called heisman "campaign".

I've heard people talking about whether or not a school properly gets behind certain hopeful players and whatnot. Exposure? ensuring their stats are reflective? a PR thing?

Just curious. I mean, im sure its a bonus when talking to recruit prospects. having groomed a trophy winner and that. kids like that kinda shite