Designed and Delivered
March 8, 2016
The benefits of school sports do not occur by accident. They occur by design and by delivery.
It is the design of policies and procedures to keep the program student-focused, school-centered, sensible in scope, safe, sane and sportsmanlike. All core values of educational athletics.
The value is also enhanced by the delivery system – the quality of coaching and expertise of administration.
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Just as the teacher is the key to learning in the academic classroom, the coach is the key to learning on the athletic team. This is why the MHSAA has designed and delivers a face-to-face, multi-level coaching education program anytime, anywhere in Michigan.
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The other key of the delivery system is the local school athletic administrator with a skill set that meets the complex demands of a program that operates in an arena of high emotion and risk of injury. This is why Michigan often leads the nation in the number of high school athletic directors who have completed the highest level of training and certification of the National Interscholastic Athletics Administrators Association, and why the Michigan Interscholastic Athletic Administrators Association and the MHSAA devote so much time and attention to initial and ongoing athletic director training.
A Meaning-Driven Brand
June 5, 2012
One of the apparent conclusions of the MHSAA online “Have Your Say” opinion poll conducted five years ago that continues to guide us today, is that the character of school sports is key to the appeal of school sports. This is true for both sponsoring school personnel and for those participants and spectators regularly involved in school sports. This suggests that to keep our core customers, we must preserve our core characteristics. That whatever changes occur in school styles and structures, we must maintain by our policies and programs the features and values which our core customers have experienced and both want and expect to continue.
It may sometimes feel that we are swimming against the current of public opinion when we enforce rules that define student eligibility or the limits of competition and travel, but the development and implementation of such restrictions might be essential to the expectations of our core constituents for the experience they remember for themselves and want for their children or team.
Just because schools change, it is not necessary that rules of school sports change as well. Sometimes, perhaps. But not always or even often. Leadership must always consider the program without a rule before we do away with the rule.
It is not too strong to state that schools seek MHSAA membership precisely because there are rules. In fact, schools formed the MHSAA to be their vehicle for making and enforcing rules. Just as participation by students is more valuable to them and their schools where standards of eligibility and conduct are higher, so is membership by schools in an organization more valuable where such standards are developed and enforced.
The Culting of Brands is a good book with a bad title in which author Douglas Atkin writes about the success of “a meaning-driven brand.” He says, “The product carries the message and then becomes it.” These kinds of brands, he says, are really beliefs. “They have morals – embody values.” They “stand up for things. They work hard; fight for what is right.”
Ultimately, it is exactly this that is expected of the high school brand of competitive athletics in Michigan.