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.
Resilience
November 8, 2011
Several seasons ago, University of Florida Men’s Basketball Coach Billy Donovan was asked what, after a necessary amount of player talent, is the key to a successful season. Coach Donovan responded: “Resiliency.”
Building on that, Harvey Gratsky, publisher of Association Convention and Facilities magazine, wrote: “Resilience, flexibility, persistence and the wisdom to take lessons learned and apply them are all characteristics of successful people.”
Mr. Gratsky continued with broadened remarks: “Resilient associations that dig deep and find ways to leverage the new normal have been rewarded.” He added, these organizations show “a real sense of urgency to reinvigorate . . .”
This publisher was addressing associations and the convention business that depends on healthy, vibrant associations; but he could have been describing the MHSAA these past three years. For even before the recession’s effects on associations generally, the MHSAA was dealing with a potentially lethal fee judgment in the sports seasons litigation.
But in what could have been our bleakest years, we’ve had our best. We accelerated our learning and expanded our services. Expenses went down and revenues went up, without increasing our basic tournament ticket prices.
We were resilient and felt urgency to reinvigorate our operations and programs; and we’ve been rewarded with the best three years in the organization’s financial history, poised now to serve our constituents in unprecedented ways.