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Story Power

January 12, 2015

I spend time every day surfing the MHSAA’s family of websites – MHSAA.com, Second Half and MHSAA.tv. My counterpart in another state was astounded that I do this, and incredulous that I could find the time to do this. But it makes perfect sense to me.

More people visit our websites on a typical day than visit our office in East Lansing during an entire year. We have more visitors to our websites during a typical month than attend all of our postseason tournaments combined during a typical year.

We have more opportunity to make first impressions through electronic entry than tournament turnstiles; and for the large majority of people who make contact with the MHSAA, electronic media may provide the only impression they will ever get of the MHSAA.

This is why we have styled the MHSAA’s websites in a manner that is visually pleasing and easy to navigate on both desktop and mobile devices. And this is why we have stuffed these websites not only with schedules, scores and stats but also with stories; and it’s why the stories are presented in text, audio, pictures and video streaming.

We know that those who share the stories of school sports most effectively will shape the message of school sports most persuasively.

Our job is not merely regulation of school sports, but communication about school sports – not merely event management, but content management – managing the message and meaning of school-sponsored sports.

New Beginnings

August 30, 2016

The Michigan High School Athletic Association office experienced an unusual amount of mobility this summer:

  • Gina Mazzolini retired after nearly a quarter-century on the MHSAA staff, with special attention to skiing, swimming & diving, tennis, volleyball, international students and interstate sanctioning.

  • Andi Osters was promoted to assistant director.

  • Dan Hutcheson joined the staff as assistant director.

  • Jeremy Sampson joined the staff in a tournament promotion, ticketing and marketing capacity.

  • We played musical chairs with offices: John Johnson, Andy Frushour, Andi Osters, Geoff Kimmerly, Kathy Westdorp and Cole Malatinsky all have a change of scenery or surroundings.

So we have some new faces, and some “old” faces in new places at the MHSAA office.

During all these transitions, I discovered I was less jealous of Gina’s retirement than I was of the new beginnings for Andi, Jeremy and Dan. Their new energy renews my own for so much that we hope to accomplish together in 2016-17.