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.
Future Thinking
August 11, 2017
The prolific author Thomas Friedman has written more than once that those who don’t invest in the future tend not to do well there.
What might it mean to invest in the future of interscholastic athletics? What are the things we should be doing now that may not show immediate results, but are essential for securing a future for school-sponsored sports?
Two things, I believe, most of all ...
One is the emphasis on serving and supporting junior high/middle school programs. Getting to students and their parents at this stage and even earlier with the meaning of educational athletics. With a definition of success and demonstrations of sportsmanship that differ from other programs. With encouragement to sample different sports and to eschew year-round practice and competition in a single sport. Feeding the roots of high school sports with the nutrients of educational athletics.
The second is the education of coaches, the delivery system of most of these important messages about school sports. What the MHSAA does season after season with rules/risk management meetings and week after week with the Coaches Advancement Program, and what local school administrators do day after day to manage, mentor and motivate coaches. These efforts may not show quick returns, but they are essential investments in the future of school sports.
We cannot expect to do well in the future if we do not pay attention to our foundation – junior high/middle school programs – and to our infrastructure – coaches.