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.
Student-Centered Programming
February 7, 2012
For most of the histories of most statewide athletic associations across the country, the association has been a third party. That is, the association’s work was with adults - administrators, coaches and officials – who had more direct interaction with student-athletes.
That has been changing for most of these associations over the past two decades.
Today, MHSAA staff work directly with student-athletes through the Farm Bureau Scholar-Athlete program as well as at sportsmanship summits and captains clinics. We partner with the Basketball Coaches Association of Michigan to conduct our “Reaching Higher” programs for college-bound male and female players. We have a Student Advisory Council that works with us in our office, at meetings and at tournament venues.
After the Scholar-Athlete program, the oldest of our student-centered programming is the MHSAA Women in Sports Leadership Conference which began in 1989. The 2012 Women in Sports Leadership Conference, which concluded yesterday, addressed a “Leaders Show Up” theme. Three dozen presenters interacted with approximately 500 student attendees.
These direct interactions aid the modern athletic association in staying alert to the needs, desires and “idiosyncrasies” of students, who have always been the subject of the work – just less obviously and effectively than they are today.