If the new Big 12 was smart they would schedule smart as well. Avoid playing teams like Alabama and Ohio State and schedule games vs. schools that have name recognition but maybe not a lot of recent success. Arkansas and maybe Auburn from the SEC, Minnesota from the B1G, USC or UCLA from the PAC type programs. Let the conference schedule the games with input from the schools even. They should court wins vs name games, because the perception will be that the Big 12 is weak, but winning vs any SEC team or B1G/PAC team will help some of that. Cincy should play Kentucky and UCF should play USCe.
Have one or two marquee games per season, the best of the B12 vs maybe the 2nd tier SEC or B1G teams. Might be hard to do with games schedule almost 10 years into the future but there is no real need to schedule those games that far in advance. Everybody needs games, keep that schedule tight into the short future.