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.
Why They Don’t Officiate Anymore
December 16, 2016
Several years ago, the Michigan High School Athletic Association produced a series of radio and television spots in which MHSAA registered officials explain why they officiate. For the third time in the past 12 years (2004, 2012, 2016), the MHSAA conducted an extensive survey of former MHSAA officials to identify the reasons individuals have left the avocation of high school officiating.
From the 1,065 responses to the 2016 survey, it is demonstrated that career and job changes continue to be the top reason why individuals leave officiating. This has been the No. 1 reason in all three surveys.
Local association politics was again the No. 2 reason, which was the same second place reason in 2012. However, in the 2004 survey results, local association politics was sixth. This illuminates the reality that over the past 12 years there has been a significant shift from local schools hiring officials to using assigners in many, if not all, sports. The concerns are not so much with the association itself (training, recruiting, retaining) but with the assigning dynamic within the association or local area. Many recent MHSAA policy changes and most MHSAA in-service training have focused directly on assigners, and this survey confirms that this must continue and expand.
The next three most common reasons for leaving MHSAA officiating continue to be lack of sportsmanship by coaches, lack of sportsmanship by spectators, and low game compensation. The sportsmanship concerns from these adults must be continually addressed by all MHSAA constituent groups to improve the working conditions for officials.
The MHSAA increased tournament officiating fees at the start of the 2016-17 school year, and many local leagues and conferences have done the same. The reality is that many leagues and conferences are still playing “catch up” from the long fee freezes in the late 2000s and early 2010s when Michigan schools were in historically bad financial shape.
A significant reason to leave officiating seen in all three surveys is the official’s family situation. Many have indicated they left officiating due to time away from their spouse or children, or because of travel time or a family move. These reasons have been in the top 10 in all three surveys, and could have ranked higher had these individual questions been combined into one single category.
One troubling trend from the 2016 survey is that lack of sportsmanship by players was inside the top 10 (No. 7) for the first time since 2004. In 2012, this issue with students was No. 11. This may show that players are much more apt to argue, criticize or demonstratively disagree with calls than years ago.
(This posting was prepared with the assistance of MHSAA Assistant Director Mark Uyl.)