At yesterday's Division III Town Hall in San Antonio, more than 200 administrators came together to address membership growth and other issues affecting the NCAA's largest division. As a Division III lifer, I couldn't have been more fascinated by the discussions and felt truly fortunate to be a part of the experience.
For me, the most interesting part of the town hall was when the attendees discussed whether Division III should be doing a better job branding itself. Because I love Division III so much, and feel confident in what its mission is, I never really gave much thought to what DIII might mean to the outside world, including prospective student-athletes.
During the discussion yesterday, a number of folks addressed Division II's branding campaign, which has truly changed perceptions of the division in the last couple of years. "I Chose Division II" is a tag line that all associated with DII can be proud of - and they are. It's created a special feeling among student-athletes and administrators in the division, and when members of the public here "I Chose," they're beginning to think "Division II."
But what about Division III? What do we think of when someone says "Division III athletics" or "Division III championship?" Are people focused on the fact that Division III doesn't offer athletics-based scholarships? Do they know that there are nearly 450 institutions that call the division home? How about the absolute knowledge that Division III stresses academics first and believes that participation in sports is integral in the academic experience? I could go on and on about what Division III means to me, but is it time for a tag line?
I think some may not be enamored with the name "Division III" because perception suggests that three is worse than two is worse than one. People may question the name of the division, but there wasn't a day I didn't feel fortunate to be a Division III student-athlete. We played Division II teams during the regular season each spring - and we beat them each spring. I never felt inferior - we were as good as we could be and I don't think any of my teammates thought about Division III as worse than DII or DI.
But this isn't about one student-athlete who loved his athletics experience; it's about making sure that the perception about Division III is reality. Judging by yesterday's responses, I'm not sure all stakeholders agree that everyone thinks of Division III the same way, or in a positive light. If that's true, it's unfortunate, because Division III is truly special.
What say you? Does Division III need a branding campaign? What do you think about when someone says "Division III?"