DECA Direct | September - October 2013

THE MAGAZINE

WELCOME TO YOUR

BEST. YEAR. EVER.

SEPTEMBER–OCTOBER 2013

EDITORIAL Publisher Edward Davis Editor Christopher Young Managing Editor Janelle Scudder Editorial Committee Jeff Collins, Sandra Tucker Advertising Cindy Allen Art Direction and Design Chuck Beatty

SEPTEMBER–OCTOBER 2013

President Carter Christensen North Atlantic Region Vice President Jack Fenton Central Region Vice President Connor Brashear Southern Region Vice President Lexy Parsons Western Region Vice President Trevor Dickerson

BOARD OF DIRECTORS President Jim Brock President-elect Ev Vaughan Secretary Lynore Levenhagen Treasurer Mary Peres Members Marsha Bock, Jacklyn Schiller, Dave Wait, Brycen Woodley NAB Chair Roger Glenn Ex-Officio Members Edward Davis, LeAnn Dinsdale, Wayne Kutzer

EDITORIAL CORRESPONDENCE DECA Direct Magazine 1908 Association Drive Reston, Virginia 20191-1594 communications@deca.org

SUBSCRIPTIONS & CHANGE OF ADDRESS DECA Direct Circulation 1908 Association Drive Reston, Virginia 20191-1594 DECA Direct (ISSN 1080-0476) is published four times each year—September/October, November/December, January/February and March/April. Copyright ©2013 by the Distributive Education Clubs of America, Inc., 1908 Association Drive, Reston, Virginia 20191-1594. All rights reserved. Annual non-member subscription rate is $5.00. Periodicals postage paid at Herndon, Virginia and additional mailing offices. $1.00 of membership fee goes toward subscription to DECA Direct, a publication of DECA, (USPS 566-200), Volume 2, Number 1.

Postmaster—Send form 3579 for change of address to: DECA Direct, 1908 Association Drive, Reston, Virginia 20191-1594.

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HOW CAN YOU BE THE BRAND?

GET MORE DECA DIRECT ONLINE

COLLEGIATE DECA NATIONAL OFFICERS President Cara Gooch Vice President Thomas Fitzpatrick Vice President Brittany Keating Vice President Alexander Louden Vice President Michael Santillan

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THIS IS OUR YEAR. WE WILL MAKE IT COUNT.

DECA NATIONAL OFFICERS

CHAPTER BUZZ

FEATURES START YOUR SCHOOL YEAR WITH DECA’S CHAPTER CAMPAIGNS

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REBRANDING FOR THE FUTURE

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NO ORDINARY YEAR

Make It Count to five this year by participating in DECA’s Chapter Campaigns starting as soon as the school year begins.

PASSPORT TO SUCCESS: COLLEGIATE DECA’S PASSPORT PROGRAM Get yourself or your chapter the international recognition you deserve for your outstanding achievements.

WHERE DID YOU TAKE DECA THIS SUMMER? Take a look at what DECA members from across the globe were up to during the first-ever #SummerofDECA.

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DECA Inc. knew it had to go through an intense rebranding process to keep up with its ever-changing and evolving organization.

Discover all the opportunities DECA and Collegiate DECA have in store for you to make this year unlike any other.

5 SOCIAL MEDIA BRANDING TIPS Use these five tips to keep your chapter’s brand in check while you’re tweeting and posting.

MEET YOUR NATIONAL OFFICER TEAMS Your 2013–2014 high school and collegiate national officers share their thoughts on how you and your chapter can Make It Count this year.

SEPTEMBER–OCTOBER 2013

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CHAT

@DECACarter

TIMELINE AUGUST 26

iper Jaffray Taking Stock with P Teens Fall Survey begins

SEPTEMBER 3

Stock Market Game begins

OCTOBER 1

Piper Jaffray Taking Stock with Teens Fall Survey ends

21 Virtual Business Challenge I begins

NOVEMBER 1

Deadline for Honorary Life Membership Award and Outstanding Service Award Candidate Nomination ICDC T-shirt Design Contest begins

1–3 The Ultimate DECA Power Trip Boston, Mass.

THIS IS OUR YEAR. WE WILL MAKE IT COUNT. CARTER CHRISTENSEN | DECA NATIONAL PRESIDENT

1–30 DECA Month

8–10 Innovations and Entrepreneurship Conference, Chicago, Ill.

14–16

Welcome to a new and exciting year of DECA! There are so many unique opportunities to get involved in what DECA has to offer this year.

Whether you’re just starting out in the organization or you’re a veteran member, there’s no doubt you’ll have a chance to make an impact within this incredible organization. In early July, your National Officer Team developed our program of work that highlights five key aspects of our organization where you can Make It Count: community service, member engagement, advocacy, communications, and membership development.

Make It Count by changing the world. There are so many ways for DECA members to make an impact through community service. One way is to raise money for the Muscular Dystrophy Association by encouraging your chapter members to participate in a new and improved The Movement. Show your community that DECA is making a difference in the world, one person at a time.

Make It Count by engaging in DECA’s chapter campaigns. Bring your chapter together to accomplish tasks that will not only improve your chapter, but also bring together friends, peers, advisors, and community leaders, so that you can all be recognized on a national level!

Make It Count by advocating for support of DECA’s mission. Contact your local legislators and meet with them to discuss the importance of Career and Technical Education and Career and Technical Student Organizations. Try reaching out to local businesses too and show them the benefits that come with supporting your chapter and association.

It’s going to be an absolutely incredible year. Take initiative, make a change, push harder and keep your eyes on your ultimate goal: a ticket to the International Career Development Conference in Atlanta, Ga. Don’t wait till tomorrow or next week—do it today. Do it now. This is the year to Make It Count.

SEPTEMBER–OCTOBER 2013

Western Region Leadership Conference, Phoenix, Ariz.

15 Idea Challenge 2013 begins Online membership dues deadline Virtual Business Challenge I ends

18–24 Global Entrepreneurship Week

20–24 ew York Experience I N New York City, N.Y.

22 Idea Challenge 2013 entries due

29 Community Service Campaign due lobal Entrepreneurship Week G Campaign due Membership Campaign due Promotional Campaign due

DECA DIRECT

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CHAT

@ CaraCDECAPres

TIMELINE OCTOBER 4

Early-Bird Registration Deadline for Collegiate Leadership Academy

9 Collegiate Leadership Academy registration and housing due

15 MAKE IT COUNT Membership Campaign Goal—initial online membership submission

NOVEMBER 1

Collegiate DECA ICDC T-shirt Design Contest begins Deadline for Honorary Life Membership Award and Outstanding Service Award Candidate Nomination

1-30 DECA Month

14-16 Collegiate Leadership Academy, New York City, N.Y.

15 Initial Collegiate DECA online membership dues payment Idea Challenge 2013 begins

HOW CAN YOU BE THE BRAND? CARA GOOCH | COLLEGIATE DECA NATIONAL PRESIDENT

Your Collegiate DECA National Officer Team has a great year planned as we continue to Make It Count as an organization.

This year, I challenge you to consider what it means to “be the brand.” The DECA and Collegiate DECA brand has a long history of achievement, pride and respect. How can you uphold the DECA name this year?

Through leadership, enthusiasm, passion and drive, you can represent the DECA and Collegiate DECA brand to the entire world. Your chapter should continuously strive to be business professionals and community leaders on your campus, because that is the role people expect from those who carry the DECA name.

Collegiate DECA offers so many opportunities for you and your chapter to stand out and bring attention to the esteemed DECA name. What can your chapter take on this year?

• The Passport Program gives members an opportunity to build and grow their chapters, as well as develop skills and earn recognition at the national level.

• Experience New York City like never before by attending the Collegiate Leadership Academy where members will gain real world experience through team challenges, develop leadership skills and network with industry professionals.

• Get ready to Make It Count in the city where great leaders are made during the 2014 Collegiate DECA International Career Development Conference in Washington, D.C. I’m excited for what this year holds and I hope you remember to the be the brand all year long as you strive to Make It Count in every Collegiate DECA challenge you accept!

SEPTEMBER–OCTOBER 2013

18-24 Global Entrepreneurship Week

22 Idea Challenge 2013 entries due

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MAKE IT COUNT Membership Campaign Goal—25 or More Submitted

DECEMBER 1

Deadline for Honorary Life Membership Award and Outstanding Service Award Application Packet

4-7 CareerTech VISION 2013 (ACTE Annual Convention) Las Vegas, Nev.

20 Collegiate DECA ICDC T-shirt Design Contest ends

DECA DIRECT

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TRENDING

@decainc or @collegiatedeca

#DECA TWITTER STREAM

@hannahlovee: Great first ASU Collegiate DECA officer meeting for the year! Pumped for this year!! #deca #collegiatedeca #summerofdeca @theycallmeP_DOG: I planned so much DECA stuff at work today. I’m so pumped for this upcoming year #deca #president

Northwood University members at CLA 2012

GET MORE DECA DIRECT ONLINE LEARN HOW TO MAKE IT COUNT THIS YEAR WITH DECA’S FIVE CHAPTER CAMPAIGNS http://bit.ly/12AG6y5

READ 10 TIPS FOR RUNNING YOUR COLLEGIATE DECA CHAPTER EFFICIENTLY http://bit.ly/10tE97o

GET READY TO MAKE IT COUNT IN NYC WITH THE 2013 COLLEGIATE LEADERSHIP ACADEMY http://bit.ly/13ljj4S

DISCOVER HOW TO BUMP UP YOUR MEMBERSHIP RECRUITMENT THIS YEAR http://bit.ly/13KxXK7

FIND OUT THREE WAYS YOUR CHAPTER CAN GET INVOLVED WITH DECA SOCIAL MEDIA http://bit.ly/15j3XRk

Leave your comments on DECA’s Facebook pages at facebook.com/decainc or facebook.com/collegiatedeca.

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@DanielaSCosta96: I LOVE being on vacation, however, I’m starting to miss DECA & my DECA family #DECAlove @ACRHSDECA: We love all our future members, who we’re SURE will join the very first day of school! #welovewednesday @NC_DECA @DECAInc @DECA_margarita: I love how it’s super easy to communicate to other @DECAInc members from around the nation through social media! @tndecafblasarah: Headed home after two great @DECAInc conferences.

Excited for the year with @decatn! @tylermcbee97: Seeing all the tweets from @DECAInc National Officers and their training is getting me excited for this upcoming school year. #summerofDECA. @DECALatta: Figure out what you want to do for a project, and start working now. Then you’ll be more prepared than you ever have. #deca #tiptuesday @decaharman: Two years of relentless dreams, one moment of raw, untouched reality.

Let the DECA diaries begin! @DECAOntario #makeitcount

Welcome Back to School!

You're smart, you wanted to stand out from the crowd and gain valuable business skills, so you made the decision to participate in DECA! Take the next step and complement that experience with a position with Vector.

The leaders of tomorrow are at Vector today!

Vector Marketing is excited to partner AGAIN with DECA this year. We have had many students take the skills learned in DECA and put them into real world use with Vector.

“My biggest accomplishment with Vector has been being promoted to field assistant manager. Not many people my age can say that within a year they were promoted to a management position in a “normal”job …

Vector and DECA are SO similar. They both promote first-hand business experience and are excellent settings to network, meet new people, and make great, life-long friends. The business experience gained from both organizations is impeccable and it is almost impossible not to become mo comfortable with the way you present yourself after being involved.” more

Olivia Hoskin

2009-2010 DECA Ontario President & Past Vector Sales Representative

WWW.FACEBOOK.COM/VECTOR.MARKETING.CORP @CAMPUSVECTOR

#SKILLSFORLIFE

WWW.VECTORMARKETING.COM/VMDECA

PROUD NAB MEMBER AND SPONSOR SINCE 2005

Tweet: Which of DECA’s chapter campaigns are you most excited to participate in? Tweet @DECAInc and let us know!

START YOUR SCHOOL YEAR WITH DECA’S CHAPTER CAMPAIGNS If you’re like me, you’ve had a severe case of the post-DECA blues since summer started and FIND A you couldn’t wait to get back to work on chapter development plans, competitive event projects, CAMPAIGN membership recruitment activities, and most importantly, DECA’s Chapter Campaigns.

THAT WORKS With a new year comes new opportunities for success, and those opportunities are right in FOR YOUR front of you thanks to DECA’s five chapter campaigns. You have the ability to earn your chapter the CHAPTER—OR recognition it deserves for all its successful programs. These campaigns cover multiple aspects PARTICIPATE IN of DECA and outline specific goals for target areas in chapter development like membership, THEM ALL! community service, and advocacy.

In addition to providing specific goals for chapters, the campaigns provide an opportunity PROMOTIONAL for attendance at the THRIVE Academy during the 2014 International Career Development COMMUNITY Conference in Atlanta, Ga. Not only could you be flying to Atlanta with your amazing chapter SERVICE campaign achievements, but with some incredible bragging rights too! For example, last year MEMBERSHIP Appleton East DECA in Appleton, Wis., was the only DECA chapter in the world to successfully GLOBAL complete and report all five campaigns. How cool is that? Can your chapter take on the Appleton ENTREPRENEURSHIP East title this year?

WEEK November is DECA Month and a perfect opportunity for your chapter to start the school year ADVOCACY by working on three of the five chapter campaigns. I come from a very small chapter of only 13 active members and DECA Month was instrumental in growing awareness not only within our school, but also in our community. During DECA Month, you can work on the Promotional Campaign, Community Service Campaign and the Membership Campaign, all while celebrating and promoting DECA. November is not only time to celebrate DECA, but also entrepreneurship during Global Entrepreneurship Week, November 18–24. Use this time to tackle the Global Entrepreneurship Week Campaign. Get your community, school and even alumni involved with sharing DECA’s entrepreneurial spirit while you earn recognition for your chapter’s GEW activities.

Lastly, use February—Career and Technical Education Month, to focus TREVOR DICKERSON on completing the Advocacy Campaign requirements while your chapter WESTERN REGION VICE PRESIDENT promotes CTE to your local, state or national government. @DECATREVOR DECA’s Chapter Campaigns are unique in the fact that they provide all chapters with the opportunity to be recognized for achievements that benefit their chapter as a whole. It’s a win-win situation your chapter can’t ignore.

For more information on DECA’s Chapter Campaigns, including guidelines and important deadlines for submitting materials, visit www.deca.org/page/campaigns.

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Tweet: Is your chapter ready to tackle the Leadership Passport Program?

Tweet @CollegiateDECA and let us know your action plan for success this year.

PASSPORT TO SUCCESS: COLLEGIATE DECA’S PASSPORT PROGRAM

PIctured above: Winners The Leadership Passport Program gives chapters and individual members the opportunity of the Leadership Passport to plan activities and participate in events that enhance the Collegiate DECA experience. In Award at Collegiate DECA’s 2013 ICDC in Anaheim. addition, these activities and events will also build personal and professional skills that are necessary to succeed in today’s competitive business world.

The Passport Program’s events emphasize Collegiate DECA’s four core attributes and values: competence, innovation, integrity, and teamwork. To earn recognition in the Passport Program, you are required to complete a set number of items under each attribute or value, depending on the level or program you are trying to accomplish. The Chapter Passport Program has three levels: Executive, Diplomat, and Presidential, and the Individual Passport Program has two levels: Blue Diamond and Gold Diamond.

Remember to look over the guidelines carefully, as some items may count more than once under each different section. The programs are available now at www.deca.org under Chapter Resources, so get started today!

Some chapters wonder how they can get started completing the requirements so early, but there are plenty of opportunities such as planning an officer retreat. This not only marks off a requirement for the Chapter Passport, but also creates ample time to discuss your chapter’s Program of Work, officer elections and major community service projects. This one event can count ALEX LOUDEN towards four items on the Chapter Passport Program requirement list!

COLLEGIATE DECA VICE PRESIDENT Want more examples of easy ways you’re probably already earning Passport Program requirements? How about inviting a local National Advisory Board @ALEXLOUDENVP member to come and speak to your chapter, hosting a résumé building workshop, or asking a government representative to speak to your members. All of these events will count towards your Chapter Passport Program, making this program not only easy, but also constructive and fun at the same time!

If completed, you and your chapter will be internationally recognized on stage at the 2014 International Career Development Conference for your Passport Program achievements. We all know competitive events can be tough, so this is everyone’s chance to be recognized for the hard work put into running a successful Collegiate DECA chapter. Don’t let this opportunity pass you or your chapter by.

If you have questions about the Passport Program, don’t hesitate to reach out to your Collegiate DECA national officers. We want to see all our Collegiate DECA chapters Make It Count this year and the Passport Program is just one easy way you can make this year, your year.

SEPTEMBER–OCTOBER 2013

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WHERE DID YOU TAKE DECA THIS SUMMER? This summer, DECA challenged its members to take photos of their summer adventures and share them on Facebook, Twitter and Instagram using #SummerofDECA. Members and chapters from across the country soon began posting their summertime activities and the overall response was amazing!

You shared some incredible photos with DECA over the summer. There were awesome vacation photos from Spain, Hawaii, Australia and Germany. Many chapters shared pictures of their officers during training workshops, at community service events or holding officer meetings either in the classroom or on Google+ Hangouts.

People took DECA with them to famous cities such as St. Louis, Las Vegas and Portland. The National Officer Team documented their officer training at DECA Inc. headquarters with #SummerofDECA too. Some members even took DECA to their college visits and orientation days! Other photos included DECA members working their summer job, flying high in the sky, jumping off boats and just showing DECA pride on a regular basis.

DECA loved being a part of your summer and hopes you enjoyed the first ever #SummerofDECA too. Don’t be sad the summer is over though, because now it’s time to #MakeItCount all year long!

@skylinehsdeca

@Aly_Marie05

@ric_rdoflores

@meyerhelena

@californiadeca 12

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@aeastdeca

Summer doesn’t have to be over yet! If you still have some amazing #SummerofDECA photos, share them on Instagram using the hashtag.

@yoshikawa4

@decastone

@monicagamez14

@bendhighdeca

@jazminmorales

@byronjlo

@MaddRedDog

@ghsdeca

@caranicolegooch SEPTEMBER–OCTOBER 2013

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How does your chapter use the DECA brand? Share your best photo on Instagram and tag @DECAInc.

REBRANDING FOR THE

FUTURE FOR AN ORGANIZATION TO GROW, IT MUST BE ABLE TO ADAPT AND CHANGE.

THE PROCESS OF RENOVATING A WELL KNOWN BRAND CAN BE LIKE SAILING A SHIP INTO UNCHARTED WATERS. MANAGED CORRECTLY, IT CAN PRODUCE AMAZING RESULTS. When DECA set out to update its brand four years ago, it knew the process would be one of strong considerations and a lot of effort. However, DECA also understood that for an organization to grow, it must be able to adapt and change.

DECA realized that the members it had in the past were different from JANELLE SCUDDER today’s educational world. After conducting various environmental scans, MANAGING EDITOR @JJSCUDDERDECA focus groups and discussions, DECA realized that it was no longer just a marketing organization.

“We found that many chapters had already changed their definition of what DECA was to incorporate other learning clusters such as finance, management and hospitality as a way to SEPTEMBER–OCTOBER 2013

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open membership to more students,” said Christopher Young, high school division director for DECA Inc. “It was important that the DECA brand also reflected this change.”

So DECA set out to begin its rebranding process with four very distinct goals in mind: 1. Create a new mission statement that reflects the changes in DECA’s membership and career clusters.

2. Create new guiding principles that align DECA’s mission with educational initiatives and business and industry.

3. Unify the high school and collegiate divisions to bridge the secondary and postsecondary education gap.

4. Create a new DECA logo that was modern, reflects DECA innovation and signals change.

With these goals in mind, DECA did not jump right into writing copy and designing new diamonds. Instead, DECA carefully conducted research using focus groups, surveys and discussions with key individuals such as members, business partners and branding professionals.

“Collaboration with our most important constituencies was crucial to creating a new look and feel for DECA that we knew our members, advisors and chapters would accept with open arms,” said Ed Davis, executive director of DECA Inc. Now that DECA understood it was no longer strictly an organization focused on marketing education, it created a new mission statement to reflect its new identity.

DECA PREPARES EMERGING LEADERS AND ENTREPRENEURS IN MARKETING, FINANCE, HOSPITALITY AND MANAGEMENT IN HIGH SCHOOLS AND COLLEGES AROUND THE GLOBE. With this new mission statement in place, DECA moved forward to identifying new guiding principles that expressed how DECA supports educational initiatives and connects to business and industry.

DECA’s new guiding principles explained its mission in two distinct statements—the first addressed the processes:

DECA’S COMPREHENSIVE LEARNING PROGRAM INTEGRATES INTO CLASSROOM INSTRUCTION, APPLIES LEARNING, CONNECTS TO BUSINESS AND PROMOTES COMPETITION. The second addressed the result:

DECA PREPARES THE NEXT GENERATION TO BE ACADEMICALLY PREPARED, COMMUNITY ORIENTED, PROFESSIONALLY RESPONSIBLE, EXPERIENCED LEADERS. Next, DECA set out to unify their two very distinct divisions. The name of the collegiate division, Delta Epsilon Chi, was changed to Collegiate DECA. This connection of the two divisions demonstrated how DECA’s programs are designed to begin in high school and span through postsecondary education.

Last, but not least, came the facelift of DECA’s visual collateral. DECA knew it had to keep the much loved diamond shape it had been using since 1950, but that in today’s culture, less was more. DECA updated the diamond with clean lines and a minimalist approach that created an easily identifiable logo for all to appreciate.

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COLLABORATION WITH OUR MOST IMPORTANT CONSTITUENCIES WAS CRUCIAL TO CREATING A NEW LOOK AND FEEL FOR DECA.

DECA UPDATED THE DIAMOND WITH CLEAN LINES AND A MINIMALIST APPROACH THAT CREATED AN EASILY IDENTIFIABLE LOGO.

So what was the outcome of all this collaboration, brainstorming, writing and designing?

“Our DECA advisors tell us that our new brand has rejuvenated their teaching,” said Young.

“It’s caused them to reevaluate their teaching and integration of their DECA chapter in the learning process and has resulted in fresh, innovative methods and ideas.”

The new mission statement and guiding principles have expanded DECA’s potential as an organization and has allowed for more students with a wider array of interests to participate in DECA. The connection between DECA and Collegiate DECA has given way to more members taking DECA to college with them and through social media, more high school DECA members can now see their future DECA careers in universities and colleges around the country.

DECA’s new message has impacted more than just members. “Our new message and the enhanced development of our program reinforce the integration of classroom instruction and continue to communicate the value of DECA to administrators, counselors and other key decision makers,” said Davis.

The success of DECA’s rebranding has given way to new ideas including an updated website, increased social media engagement and exciting new programs, including competitive events.

No organization can survive if it chooses to stay static to the world around it. DECA strives to stay on the cutting edge of advances when it comes to Career and Technical Students Organizations and this rebranding is just one part of a much larger plan to take DECA to the next level.

DECA knows to stay competitive it must always be willing to adapt and through the next few years it hopes you will embrace its changes and join DECA as they move into a bright future.

? QUICK QUESTIONS Write the steps DECA went through during the rebranding process and discuss why they executed their plan in this precise order.

DECA conducted different forms of research before getting started. Discuss why research is vital before beginning any rebranding plan.

SEPTEMBER–OCTOBER 2013

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NO ORDINARY

YEAR

DECA has given you so many ways to Make It Count this year! It’s hard to believe that all these opportunities are packed into just nine months. This is no ordinary year, and this is no ordinary group.

Your DECA advisor and fellow members are ready to help you tackle whatever challenge you aim to conquer this year. Here are just a few of the opportunities that await you this DECA year:

CONFERENCES

DECA wants to see you at its amazing conferences this year. If you’re in high school, make this year count by attending the Innovations and Entrepreneurship Conference in Chicago, Ill., or the Sports and Entertainment Marketing Conference in Orlando, Fla. This fall, Southern Region and North Atlantic Region members will embark on the Ultimate DECA Power Trip in Boston, Mass. Members from the Western Region will take their leadership skills to the next level during the Western Region Leadership Conference in Phoenix, Ariz. Lastly, Central Region members will be part of the DECA revolution during this year’s Central Region Leadership Conference in Milwaukee, Wis. If you’re in Collegiate DECA, be sure to attend the Collegiate Leadership Academy in New York, NY. Meet new members, network with business professionals and make this year count!

COMPETITIVE EVENTS

This is your year to make it on stage. Get to work early on your competitive event project and you’ll be set for success in 2014. The DECA Guide contains all the information needed to complete your project and there you can find an event fit for everyone! Whether it’s fashion, sports, finance or entrepreneurship, you can find the right event that will challenge you and take you farther then you ever thought possible. Team up or participate solo; either way, this is your year to be the one holding the trophy.

SCHOOL-BASED ENTERPRISES

DECA’s School-based Enterprise program gives members the real-world work environment experience needed to be competitive in today’s job market. Get started on building your professional résumé and get involved in your chapter’s SBE today. Give your SBE the publicity it deserves by taking part in #DECASBE. Instagram, tweet or Facebook your SBE photos using #DECASBE and share your success with the entire DECA community all year long. Take your SBE to the next level by participating in the SBE certification program and you might earn yourself a spot in the 2014 SBE Academy in Atlanta, Ga.!

? QUICK QUESTION How will your chapter Make It Count this year? Create five goals for yourself and five goals for your chapter based on the information in this article.

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Create Conversation: Start a Make It Count Facebook album for your chapter’s Facebook page! Upload photos all year long to show DECA Inc. how your chapter is making it count.

CHAPTER CAMPAIGNS & PASSPORT PROGRAM

There’s no better way to help your chapter Make It Count this year than by participating in DECA’s five chapter campaigns. Get started right away at the beginning of the year with DECA Month and the Promotional, Community Service and Membership campaigns. Tap into your inner entrepreneur by participating in the Global Entrepreneurship Campaign during November. Then continue your success all the way to February with CTEs Advocacy Month and the Advocacy Campaign. Your chapter will experience increased membership, participation and achievement if you strive for five this year. New and improved, this year’s Collegiate Leadership Passport Program will incorporate social media, offer endless opportunities for involvement and get your chapter’s name recognized on the global stage at the 2014 ICDC.

COMMUNITY SERVICE

There’s no better way to spread the word of DECA than by showing your own community how tomorrow’s leaders are right in their own backyard. Participate in the DECA/Muscular Dystrophy Association “The Movement” or have your chapter chose a community service project that has a special meaning or importance to your school or community. You can be the change in your school or town by getting your fellow members involved.

CAREER AND COLLEGE READY

Whether you’re a freshman in high school or a senior in college, DECA can help you prepare for your next step. Get ready for your postsecondary education by participating in DECA. Students who are involved with DECA are more likely to enter college with some type of academic credit, so get a jump start on your future and get involved! DECA partners with some of the country’s top universities and colleges that offer scholarships exclusively to DECA members.

Maybe you’re ready to go right into the workforce. DECA can help you with that, too. Today’s leading businesses and organizations know that DECA members make the best employees and DECA’s wide range of partners will fit any members’ career interest. With DECA on your side, there’s no telling what you will accomplish.

TWO INCREDIBLE ICDCs, TWO GREAT CITIES COLLEGIATE DECA TAKES DC The culmination of an entire year’s work comes together in the city where leaders are made. The 2014 Collegiate DECA International Career Development Conference in Washington, D.C., will take place April 23–26. Not only will you be able to compete against the country’s top Collegiate DECA members, but you’ll also have opportunities to network with industry professionals and advocate on behalf of DECA and all Career and Technical Student Organizations. We can’t wait to see you at ICDC!

MAKE IT COUNT IN ATLANTA It’s the event of a lifetime and an experience you’ll never forget. DECA’s 68th International Career Development Conference will take place May 3–6, 2014, in Atlanta, Ga. A year’s worth of hard work comes together in four days of competing, networking, campaigning, sightseeing, learning and winning. Make It Count all year long, and you could earn yourself a spot on the stage in Atlanta this year.

Get started right away on making this year the best one ever. Make your goals, create a plan and get to work. The year goes by fast, so use every second to help you achieve greatness.

This is our year. This is your year. Make It Count.

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THESE

SCHOLARSHIPS CAN HELP YOU START YOUR CREATIVE JOURNEY.

Creativity is all around you. So is opportunity, with a focused education that prepares you to create your own tomorrow in the area of design, media arts, fashion, or culinary.

Participate in the DECA International Career Development Conference May 3-4 2014, and you’ll be eligible to earn one of these tuition scholarships to study at The Art Institutes:

DECA SCHOLARSHIP DECA high school senior students can receive a $1,000 scholarship.

STATE SCHOLARSHIP AWARDS DECA students who are first place winners at the State Level competitions can receive an additional $1,500.

ArtInstitutes.edu

INTERNATIONAL SCHOLARSHIP AWARDS

DECA students who are first place winners at the DECA ICDC competitions can receive an additional $5,000.

1.888.328.7300

Since The Art Institutes is comprised of several institutions, see aiprograms.info for program duration, tuition, fees, other costs, median debt, federal salary data, alumni success, and other important info.

The Art Institutes is a system of over 50 schools throughout North America. Programs, credential levels, technology, and scheduling options vary by school, and employment opportunities are not guaranteed. Financial aid is available to those who qualify. Several institutions included in The Art Institutes system are campuses of South University or Argosy University. OH Registration # 04-01-1698B; AC0165, AC0080; Licensed by the Florida Commission for Independent Education, License No. 1287, 3427, 3110, 2581. Certified by SCHEV to operate in Virginia. Administrative office: 210 Sixth Avenue, 33rd Floor, Pittsburgh, PA 15222. Š2013 The Art Institutes International LLC. 070513

Tweet: Give a shout out to your chapter’s Twitter account and mention @DECAInc or @CollegiateDECA. We’ll RT you and share your chapter’s Twitter with all our members!

5 SOCIAL MEDIA BRANDING TIPS FOR YOUR CHAPTER Social media is an amazing way to connect with your chapter members, other chapters in your association or DECA individuals from across the country. In order to make your chapter’s social media efforts effective, you need to make sure you’re branding your social media pages correctly. So, here are five quick tips that you can use when branding your chapter’s pages.

PROFILE PHOTOS Having a profile photo for your chapter’s accounts is crucial if you want your page to look professional. You should use an image with the official DECA diamond logo that clearly states your chapter’s name. If you don’t have an official DECA logo with your chapter’s name to use, just email a logo request to communications@deca.org with your chapter’s name and DECA will create a collection of images just for you.

BIO INFORMATION You know those annoying little boxes on your Facebook, Twitter and Instagram accounts that ask you to provide information on who you are? Well those are actually super important! Without supplying the correct information like your chapter’s location, website URL, or a link to deca.org, people may think your account is fake, inactive or spam. Add some simple sentences about DECA, your chapter and where someone can get more information on the organization.

CONSISTENT ACCOUNTS If you have multiple social media accounts for your chapter, that’s terrific!

However, if you have a different name for each of them, that’s a problem. Make sure all your accounts have a consistent name, like “South High DECA,” that people can search for on any social media channel and find with ease. This consistency will help you connect with members and get your name out faster than you may realize.

UNIFIED MESSAGES The key to creating a consistent brand is maintaining a consistent message.

If multiple people are running your channels, you may want to sit down and create some ground rules for your chapter’s social media message. Having this consistent brand image and message only enhances your chapter’s validity online and helps your social media professionalism.

HASHTAGS It’s important to coordinate brand messages within your own chapter and with DECA Inc. The best way to connect with members and chapters from across the country is to align your social media hashtags with the ones already in place from DECA. Don’t create new ones for your chapter unless it’s a chapter specific program or a campaign for just your local community.

With the right social media branding, your chapter will definitely be able to #MakeItCount this year!

? QUICK QUESTIONS Why is having a consistent message throughout your different social media pages important to maintaining a strong brand?

Conduct a social media audit of your chapter’s pages using the tips above. What are some action items your chapter needs to complete in order to better brand your pages?

SEPTEMBER–OCTOBER 2013

WHAT SHOULD I POST? Need a little inspiration for your daily social media post? Here are some quick ideas your chapter can use!

CHAPTER MEMBER OF THE WEEK

Did one of your members step up to the plate this week? Did someone shine above the rest?

Give them some recognition! Snap a picture and create a quick post sharing their achievement.

BUSINESS PARTNER SHOUT OUT

Give some free publicity to a local business that has helped your chapter out. Like or follow their social media pages and tag them in your post!

THROWBACK THURSDAY

Ask your members, advisors and alumni to bring in old photos of your chapter and share them each week on Thursday.

INDUSTRY ARTICLES The DECA Inc. Pinterest page has tons of articles on marketing, finance, hospitality and business!

Plus, you’ll find great tips on résumé writing, interviews, internships and finding a job. Pick a relevant article each week and share it with your chapter.

DECA DIRECT ONLINE

Does your chapter have a DECA Direct Social Media Correspondent?

Be sure to share their article each month once it’s published online. If your chapter doesn’t have a correspondent yet, check out www. decadirect.org/SocialMedia-Corespondent/ and find out how your chapter can get national recognition on DECA Direct Online!

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YOUR NATIONAL OFFICERS AR HIGH SCHOOL DIVISION CARTER CHRISTENSEN PRESIDENT

@DECACARTER

“Make it Count this year by recruiting all of your friends, classmates and peers to join DECA! Invite them to join the program and see what DECA is all about at your local fall leadership conference, or even on a larger scale at your region leadership conference! It’s all about getting potential members excited and motivated to change their lives through DECA.”

JACK FENTON

NORTH ATLANTIC REGION VICE PRESIDENT

@DECAJACK

“Your chapters can truly Make It Count this November by participating in DECA’s Chapter Campaigns. These campaigns are a great way to promote growth in your chapter’s size and ability, as well as leave a positive mark on your community. Plus, successfully tackling each campaign’s requirements will earn your chapter attendance to the THRIVE Academy at ICDC 2014.”

LEXY PARSONS

SOUTHERN REGION VICE PRESIDENT

@LEXYPARSDECA

“By becoming a DECA Direct Online Social Media Correspondent, you are able to share your own experiences, tips, and DECA passion with over 200,000 readers!

There’s no better way to Make It Count this year than by letting your DECA voice be heard. Go to www.decadirect.org to sign up today!”

CONNOR BRASHEAR

CENTRAL REGION VICE PRESIDENT

@CONNORDECA

“DECA’s Competitive Events Program is the largest facet of its structure and is a great way to gauge your success within the organization. As a freshman, I began to compete in the Stock Market Game event and worked vigorously until finally, as a junior, I placed first internationally. So move forward this year with passion in your heart and make your efforts in DECA’s competitive events count!”

TREVOR DICKERSON

WESTERN REGION VICE PRESIDENT

@DECATREVOR

“Make It Count this year by expanding your chapter’s involvement in your community.

Join The Movement to support the Muscular Dystrophy Association, hold a fundraiser for a local charity, or have your chapter volunteer at a nearby shelter. Every little bit helps and there’s no better feeling in the world!”

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DECA DIRECT

SEPTEMBER–OCTOBER 2013

RE READY TO MAKE IT COUNT! COLLEGIATE DIVISION CARA GOOCH PRESIDENT

@CARACDECAPRES

“Your Collegiate DECA chapter can Make It Count this year by completing the Chapter and Individual Passport Leadership Program. This program provides you with the foundation to achieve success, meet business professionals and stay active in your campus and community. Get started as soon as your chapter can!”

BRITTANY KEATING

VICE PRESIDENT

@BRKEATING

“There are many ways in which chapters can give back to their communities this year. From sorting canned goods, to participating in 5K’s or even by donating old clothes, it’s easy to get involved! Let’s take the time this year to not only Make it Count for ourselves, but for others as well.”

ALEX LOUDEN VICE PRESIDENT

@ALEXLOUDENVP

“Obtaining new members for your Collegiate DECA chapter will not only strengthen your individual chapter, but could pay off in the future for yourself! Your chapter members create a network of business professionals that could strengthen your career opportunities. Start recruiting today and you’ll Make It Count for years to come.”

MICHAEL SANTILLAN

VICE PRESIDENT

@MIKEDECAVEEP

“Collegiate DECA wants to know what great things your chapter is doing to Make It Count this year. Connect with Collegiate DECA and all your national officers on Twitter, Facebook and Instagram—and sign up to be a DECA Direct Online Social Media Correspondent. There’s no better way to make this year count than by getting your chapter the publicity it deserves on social media!

THOMAS FITZPATRICK VICE PRESIDENT

@TOMFITZIV

“Sharpen your business skills with Collegiate DECA’s competitive events program.

These events are designed to give you a “real-world” experience and prepare you to enter a successful career. Whether it is a prepared business presentation, a business simulation, or a case study competition, Make It Count!”

Read more about your national officers at www.deca.org/about/nationalofficers/.

SEPTEMBER–OCTOBER 2013

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BUZZ

Send a photo and caption of your chapter activity to communications@deca.org.

WHAT’S YOUR CHAPTER BEEN UP TO?

In July, over 150 chapter and association officers came together in Washington D.C., for DECA’s Emerging Leader Summit. (above) Attendees developed plans for the upcoming year, watched a Washington Nationals baseball game and were treated to an exclusive tour of the Capitol Building. Plus, many members stayed afterwards to advocate on Capitol Hill for DECA and other Career and Technical Student Organizations.

Frankfort DECA (Frankfort, Ind.) chapter members celebrated the end of the school year back in May by attending an Indianapolis Indians Triple A baseball game together.

West Career and Technical Academy DECA (Las Vegas, Nev.) sure knows how to end on a high note! (above) The chapter celebrated the end of another successful DECA year by throwing a #MakeSummerCount DECA party. During the celebration, members discussed summer plans as well as new social media programs for the upcoming year.

SEPTEMBER–OCTOBER 2013

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BUZZ

Members of the California DECA association officer team show their DECA pride after a legislative visit with Senator Richard Roth during the summer. (left) The officers sat down with the senator to advocate for not only California DECA, but also Career and Technical Student Organizations and Career and Technical Education programs across the state.

Marshfield DECA (Marshfield, Mass.) chapter members join together on stage at the Massachusetts DECA state conference in Boston for one last photo. (right)

The New Caney DECA (New Caney, Texas) chapter posed together during the Texas state conference in Corpus Christi, Texas. (above) New Caney DECA was proud to see 100 percent of their members advance and compete in the conference.

The DECA Ontario officer team was working hard over the summer to Make It Count for the upcoming year. (right) Shown here at their Provincial Officer Training, the team was busy brainstorming ideas for the 2013-2014 DECA year and preparing for their trip to Washington D.C. to attend DECA’s Emerging Leader Summit.

Camden County DECA (Kingsland, Ga.) proves that DECA doesn’t stop in the summer! (below) Chapter officers spent three days in June at a Chapter Officer Workshop in Waverly, Ga., to help them prepare for their upcoming school year.

Wellington DECA (Wellington, Fla.) implemented a distracted driving simulation course to help students and community members better understand the devastating effects of texting while driving. (left)To promote the course and its mission, Lauren Olevitch, chapter president, and Madison Koufos, member, created the slogan, “Texting Takes Your Life,” or in texting lingo, “TTYL.”

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DECA DIRECT

SEPTEMBER–OCTOBER 2013

BUZZ The Louisiana DECA State Action Team participated in the Louisiana Entrepreneurship Festival in Houma, La., in June. (left) This was the first statewide conference of its kind and offered high school juniors and seniors, college students and adults a chance to learn how to plan for and start a business. Louisiana DECA took this opportunity to network with all the entrepreneurs at the festival, as well as all the other organizations in attendance, and share what DECA has to offer.

Appleton East DECA (Appleton, Wis.), Mosinee DECA (Mosinee, Wis.) and Wausau West DECA (Wausau, Wis.) chapter leaders joined together for the annual Chapter Officer Workshop. (above) Each year in June this officer workshop takes place in the northern woods of Wisconsin and focuses on leadership training and team building.

The Missouri Southern State University Collegiate DECA (Joplin, Mo.) chapter works every home football game concession stand to help raise money for conferences and the International Career Development Conference. (right) This fundraiser not only helps their chapter earn money, but it also serves as a recruitment tool and chapter bonding program. Members are able to meet and invite potential members to learn more about Collegiate DECA with also creating stronger relationships with current members.

Johnson & Wales University North Miami Collegiate DECA (North Miami, Fla.) chapter got a jump-start on recruiting during the university’s summer orientations for incoming freshmen. (left) Matt Weingard, Joshua Wy, Stephen Farrell, Lemar Scott and Johnnie Hubbard represented Collegiate DECA and the North Miami chapter at the orientation booth. Together, they were able to get over 150 new freshmen to sign up for their Collegiate DECA chapter.

Stoneman Douglas DECA (Parkland, Fla.) chapter officers visited Universal Studios during the Leadership Training Conference held in Orlando, Fla., this summer. (above) They learned key skills they can use to help their chapter succeed for the upcoming year and were able to bond as leaders during the trip as well.

The University of Nevada Collegiate DECA (Las Vegas, Nev.) chapter members invited local high school DECA chapter officers to the House of Blues for their annual banquet. (left) During the evening, the officers celebrated a successful year and discussed future opportunities for fundraising, events, and community service projects to Make It Count in 2013–2014.

SEPTEMBER–OCTOBER 2013

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BUZZ Endicott Collegiate DECA (Beverly, Mass.) advisor and members posed for a group shot during the 2013 Collegiate DECA International Career Development Conference. (right) Nine out of 10 student competitors representing Endicott Collegiate DECA made it to the finals and all of them finished in the top 10 of their event.

Webster County Career & Technical County DECA (Eupora, Miss.) chapter members posed together after taking the MS-CPAS II test this spring. (above) The chapter was just formed during the 2012–2013 school year and all the members are excited to get back in action this fall for an even better year of DECA! Sherando DECA (Stephens City, Va.) members are all business, except when they take a break to have a little fun! (left) During the 2013 International Career Development Conference, members took advantage of DECA Day at Universal Studios to relax, have fun and enjoy the California sun.

King Philip DECA (Wrentham, Mass.) chapter members posed together before the Grand Awards Sessions at the 2013 International Career Development Conference in Anaheim, Calif. (right) During the Grand Awards Session, King Philip DECA placed nine projects in the top 16 and seven projects in the top 10!

Woodlands DECA (Mississauga, Ontario) is full of DECA love.

Pictured (below) at the DECA Ontario Provincial competition, Woodlands DECA represented the largest chapter in DECA Ontario, at both the provincial and international level. Despite their fun-loving appearance, they mean business and always bring the competition with them.

Onteora DECA (Boiceville, N.Y.) members volunteered at this year’s Eat, Meet, and Greet event to benefit the Onteora school food program. (left) DECA members helped with ticket sales, decorations, and set up, as well as assisted various chefs.

Jackson Memorial DECA (Jackson, N.J.) members show their DECA pride even at graduation. (above) During their school’s graduation ceremony on June 18, 2013, Shaaliyah Lyons, Amanda Vera, Justin Rechel, Tatiana Drye and Erin Kelly closed one amazing chapter of their lives, but know the skills and experience gained from DECA will stay with them forever.

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DECA DIRECT

SEPTEMBER–OCTOBER 2013

T-SH IRT TIME FOR ALL YOUR CHAPTER’S NEEDS

703.860.5006 www.deca.org/shop deca_images@deca.org Every dollar of profit earned goes to support programs for DECA members and advisors.