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.
Anti-Participation Fees
August 23, 2016
Last month the Michigan High School Athletic Association released results of a survey of its member high schools regarding participation fees – a.k.a., “pay for play.” This was the 12th survey since the 2003-04 school year, making this the largest and longest record of school trends on this troublesome topic.
In spite of almost universal condemnation of the practice of charging students fees to participate in school-sponsored sports, the practice is now ingrained in the fabric of educational athletics, with more than 50 percent of reporting MHSAA member high schools indicating they require at least modest payments as a condition of playing on school-sponsored competitive sports teams.
The most recent survey of 557 reporting high schools revealed 51.5 percent charging fees, the same percentage as the year before, but down from a high of 57 percent two years ago. The percentage of schools with fees exceeded 50 percent for the first time in 2010-11.
While the MHSAA believes participation fees are counter-productive for schools and communities, the MHSAA offers a guide to “best practices” where school leaders have determined there are no better choices for providing necessary financial support for the interscholastic athletic program. Click here for this guide as well as the current and previous surveys.
Among the core values of school sports is a program that is inexpensive for students to play and for families to watch. The program should have great breadth and depth, appealing to many different students and open to all who have interest and meet high standards of eligibility and conduct.
Participation fees that discourage and limit participation are antithetical to these core values of educational athletics.