Family Focus
September 2, 2014
The year I graduated from college (1970), 40 percent of U.S. households consisted of a married couple and their children. According to research summarized in AARP The Magazine’s June-July issue, the percentage was only 19 percent in 2013.
Even more startling is this: In 1960, five percent of U.S. births were to unmarried women. In 2012, it was 41 percent.
Very far from the most important impact these trends have on life in America today is the slice of American society we serve: competitive school sports.
In the 1960s and 1970s, schools would expect two parents in attendance for each child’s games or meets. In 2014, it is not unusual that one or infrequent that both parents are absent when their son or daughter competes.
Of course, school programs today have more boys sports and an almost entirely new slate of girls sports for parents to observe than two generations ago; and many times multiple events are scheduled simultaneously and force attentive parents to miss one child’s game while another child competes elsewhere.
It’s not my purpose here to point to specific strategies needed to keep parents constructively engaged in school sports. The limit of my commentary now is to offer a reminder, even to myself, that the manner in which we did things when the family unit looked one way is very likely in need of an overhaul, or at least a tweak, when the family unit looks very different.
The challenge, of course, is finding new avenues for old messages – fresh ways to deliver lasting core values. If we continue to proclaim that our brand is family friendly, we will meet this challenge.
In Others’ Words
August 22, 2014
I’ve read and heard multiple times – so I’ve come to believe it’s at least partly true – that one of the techniques that marketing departments or agencies use when developing campaigns to promote a product or service is to look at it from the consumer’s, customer’s or client’s perspective.
The point is often brought home that if management would use this technique as much as marketers, then management would be more effective and would label itself, rather than marketers, as the “creative team.” It chafes me to hear a CEO say he or she wants to know what “creative” has to say about a sponsorship initiative before the CEO will offer an opinion.
Thinking about what our customers want doesn’t require that leaders suspend their personal beliefs or reverse experience-based opinions. It merely asks that we look at things from a different and sometimes even opposite point of view. And to be truly revealing, it asks that we try to put into words where other people stand on a particular topic.
It asks us to actually try to describe what our customers see from where they stand and what they say they want. For example, in our work, it would ask administrators to think about and actually describe what coaches want, and vice versa. And it asks both coaches and administrators to think about and put into their own words what student-athletes want, and what their parents want.
This has been an ongoing part of my life, provoked I suppose by my marriage of 42 years to a woman whose political views often point 180 degrees from my own. And this approach has been especially enlightening on school sports’ most troublesome topics, some of which we are tackling at this time, like ...
- Out-of-season coaching rules
- Junior high/middle school programming
- Health and safety mandates