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.
Living With Change
December 1, 2017
One of the odd and irksome scenes I observe occurs when a relative newcomer to an enterprise lectures more seasoned veterans about change. About how change is all around us, and inevitable. About how we must embrace it and keep pace with it.
All that is true, of course; and no one knows more about that than the veteran being subjected to the newcomer’s condescension.
No one “gets it” better than those who have lived and worked through it. Short-timers can’t claim superiority on a subject they’ve only read or heard about.
Who has the deeper appreciation of change in our enterprise? The person who started working before the Internet, or after? Before social media, or after?
Who has keener knowledge of change in youth sports? The person in this work before, or after, the Amateur Athletic Union changed its focus from international competition and the Olympics to youth sports?
Who sees change more profoundly? The one who launched a career before the advent of commercially-driven sports specialization, or the one who has only seen the youth sports landscape as it exists today?
Who can better evaluate the shifting sands: newcomers or the ones who labored before colleges televised on any other day but Saturday and the pros televised on any other day but Sunday (and Thanksgiving)?
Where newcomers see things as they are, veterans can see things that have changed. They can be more aware of change, and more appreciative of its pros and cons. They didn’t merely inherit change, they lived it.