I would go as far as to say theres at least as many if not more Well fans from outside Motherwell an from the town.
Like has been said many times before, get the kids in the gate.
Free tickets for schools is the right way to go.
An example here is that my step mums nephew was a celtic fan, as are his whole family, he started playing for the Motherwell kids team or whatever its called and now hes a Well fans. Young kids can change at the drop of a hat if you get them hooked.