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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.

Research

November 21, 2014

We freely admit that a state high school association is much better at running tournaments than conducting research. First as athletes and then as coaches, most of us got in the habit of processing information quickly and making fast decisions. Now as administrators, our member schools depend on us for quick answers because the contest our answer may affect is scheduled this week, or tomorrow, or tonight.
However, there is a small body of research that is unique to the MHSAA. Like our counterpoint organizations across the US, we keep the regular-season and postseason tournament records and we have the data for officials registrations, student participation and tournament attendance. Our uniqueness is in two areas.
First, the MHSAA has surveyed its member schools about participation fees (a.k.a., pay-for-play) every school year since 2003-04. This is the longest running survey and largest body of information on this topic anywhere. You can find all the results at MHSAA.com here.
Second, the MHSAA has surveyed middle school students three times – in 1997-98, 2001-02, and 2008-09 – and is doing so again this month, to assess what sports they are currently engaged in and are most interested in playing as high school students.
It is this survey that was partly responsible for the MHSAA’s addition of lacrosse and bowling tournaments in 2005 and 2006, the two most recent additions to the MHSAA postseason tournament schedule.