Marketing Through Middle Schools
October 8, 2013
Often, when I’m not sure that a big change in a policy or procedure of the Michigan High School Athletic Association would be good or bad for school sports in Michigan, I ask myself: “If we were creating the MHSAA for the first time today, would we do this? Would this change be what we do today?”
Applying this question to the subject of 6th-graders, I believe we would create an association and develop rules that would engage 6th-graders and serve them. Sixth-graders would not be orphans, but a part of the MHSAA, just as they are a part of most of our member school 7th- and 8th-grade buildings.
Young people are starting sports much younger today than 100 years ago when the MHSAA was created, or 50 years ago when the MHSAA was incorporated. If the MHSAA were created today to serve any students before 9th grade, I’m certain it would not leave out 6th-graders who are walking the same halls with 7th- and 8th-graders, and who have been playing competitive sports almost since the first day they starting walking at all.
Furthermore, I’m one of many with this opinion: the most important thing we can do to enhance high school sports is to grow junior high/middle school sports programs.
The earlier we disconnect young people from non-school sports and engage them in school-sponsored sports, the better our chances are of keeping high school athletic programs healthy, and the better our prospects are of keeping both participation rates and conduct standards high.
School sports is in competition for hearts and minds of young people. Our competition includes movies, jobs, cars, video games, boyfriends and girlfriends and club sports . . . especially club sports.
School sports needs to market itself better, and part of better is to be available earlier – much sooner in the lives of youth.
More contests at the junior high/middle school level and more opportunities for 6th-graders should be parts of our marketing strategies on behalf of educational athletics generally.
Do The Opposite
July 15, 2013
During the summer weeks, "From the Director" will bring to you some of our favorite entries from previous years. Today's blog first appeared Aug. 12, 2011.
In Borrowing Brilliance, author David Kord Murray suggests that some of the brightest, most creative ideas emerge by doing the opposite of what your closest competition is doing.
So when I see school sports in some ways adopting over-hyped and commercialized traits of major college and professional sports or in more ways drifting toward behaviors of non-school youth sports, I sense an absence of creative thinking and doing by the folks in charge.
This wouldn’t worry me if I didn’t foresee that when school sports become too much like non-school sports, folks will begin to earnestly question why schools are spending severely limited time and money duplicating non-school programs.
Which will cause schools to drop those programs – first at subvarsity levels, as is already occurring, and then at all levels.
Which will cause schools to lose what has been well documented to be a great motivator for improving student attendance and grade-point averages and reducing student discipline problems and dropout rates.
It is almost to the point where if I see non-school sports do one thing, I recommend school programs do the opposite.
- Make athletes pay to play?
- Schools should do the opposite!
- Make athletes transport themselves to events?
- Schools should do the opposite!
- Schedule lots of games and little practice?
- Schools should do the opposite!
- Schedule long-distance travel and national-scope events?
- Schools should do the opposite!
- Focus on individuals more than teams?
- Schools should do the opposite!
In anything and almost everything, in large matters or small, schools should tend toward the opposite of what they observe in much of non-school sports. It will likely be better for the student-athletes and tend to preserve the niche school sports has long enjoyed in the world of sports.