9:20 is pretty damn good! You must be at a major power program if you're only a walk-on. Most of the programs in the country would find at least a little bit of money or some kind of incentive for a 9:20 guy.
Like the posters above said, talk to the coach. Mention how you feel lost and unnoticed, but not in a complaining way. Mention it as a preface to asking how you can become all you can be as a runner. Get all the advice you can from the coach on bettering your running then put it to action. Make sure the coach knows this.
There was a great thread recently asking if you thought your HS or college coach was better. HS coaches were way ahead in the voting the last I saw. Someone brought up some good points on this, though. Many HS coaches are motivational and get to know each athlete like their own sons or daughters. Being a college is a different business. It is business, really. The coaches want self-motivated, self-sufficient athletes; not kids who need a pep talk every day before practice. Right or wrong, that's largely the business. That's not to say there aren't good motivators out there or that even your coach can't motivate, but you have to show him that you are worth the effort.
If after all that, you are still dissatisfied, then you should look into transferring. Like I said, 9:20 will get you money at a lot of places. Also, if you are really underperforming this year, it may be worth your time to talk about red-shirting either indoor or outdoor track or both if the team can afford it so you can spend time training and getting your volume up to where it needs to be for you to progress to the college level. You still need to race some during your red-shirt, but more sparingly of course. You need to show some race times to other coaches you may be contacting in the future.