Players are buying into the "vision" at League Two club Oxford United, says chief executive Mark Ashton.
The U's finished in 13th in 2014-15 but have made a number of signings and are likely to be among the favourites for promotion next season.
"People can see the vision that we're trying to put together on and off the pitch," Ashton told BBC Radio Oxford.
"When one player sees the calibre of another joining the football club, they do look at the club differently."
Ashton continued: "I think that's happened with Ryan (Taylor) and I think it happened with (Liam) Sercombe. (Kemar) Roofe was different because he'd been here already."
Oxford boss Michael Appleton has already added three players to his squad since the end of the campaign, including Roofe, who spent part of last season on loan at the club.
However, Ashton has hinted that there is still plenty of business to be done at the Kassam Stadium in the summer.
"If everything's equal we'll probably sign another one within the next week, and another one or maybe two after that," added Ashton. "It depends on availability, but we'll only bring in the right ones.
"What's clear is the squad finished as one of the form teams in the division. If we keep improving, the results and points will come."
Meanwhile the U's have announced a pre-season tour in Austria as part of their preparations for next season.
Their week-long stay will include a game against top-tier side SC Wiener Neustadt.