D E PA R T M E N T S E D I TO R I A L Publisher Edward Davis Editor Christopher Young Editorial Committee Barbara Henn, Shirlee Kyle
2 Let’s Talk 2 DECA Events 4 My Turn 27 Chapter Clips
F E AT U R E
Advertising Cindy Allen
Art Direction and Design Chuck Beatty
In social media, engagement has its rewards
D E C A N AT I O N A L O F F I C E R S President Kurtis Conkel North Atlantic Region VP Nate Keeney Central Region VP Paige Dorman Southern Region VP Aramis Betts Western Region VP Brennan Boehne
Does your “news feed” include updates from your favorite companies? Find out how businesses use social media to engage consumers in discussions about their brands. Social media is almost an essential part of any promotional mix. Learn how to develop a social media plan for businesses on page 12.
B OA R D O F D I R E C TO R S President: Jim Brock President-elect: Melissa Zelinski Secretary: Oleg Shvets Treasurer: Curtis Youngman Members: Marsha Bock, Roger Cartee, Kevin Reisenauer, Jacklyn Schiller NAB Chair: Mike Marchetti Ex-Officio Members: Edward Davis, Milton Ericksen, Deb Moore
E D I TO R I A L CO R R E S P O N D E N C E
6 Expanding their network
Five DECA members tally 23 years of DECA experience. Meet your 2010–2011 national officer team.
13 Challenges to “like”
Grab your video recorder and upload a short film to YouTube in DECA’s new challenges. You could win big!
DECA Dimensions Attn: Editor 1908 Association Drive Reston, Virginia 20191-1594 firstname.lastname@example.org
14 Charting your competitive events interest
SUBSCRIPTIONS & CHANGE OF ADDRESS
17 Your career choice is up to you
Dimensions Circulation 1908 Association Drive Reston, Virginia 20191-1594 (ISSN 1080-0476 is published four times each year— September/October, November/December, January/ February and March/April. Copyright © 2010 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 DIMENSIONS, a publication of DECA, (USPS 566-200), Volume 30, Number 1. Postmaster—Send form 3579 for change of address to: DIMENSIONS, 1908 Association Drive, Reston, Virginia 20191-1594.
Follow the chart to see which of DECA’s competitive events matches your interests and strengths. Take this quick quiz to determine which career path might best suit you and explore the opportunities in DECA.
26 DECA conferences connect to careers and college
Meet new people, prepare for careers and see amazing new places—at all DECA conferences!
Go to www.facebook.com/decainc to join the conversation. DECA DIMENSIONS | September–October 2010
LET’S TA L K
A Year Like No Other Our Mission: DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management. Dear DECA Members, This year, DECA will be unlike any other. Your national officers and I are extremely excited to embrace the new logo and guiding principles throughout the upcoming year and share the experience with you. Our new logo is a sleek, bold and modern design that resembles an innovative diamond. As the first year to use our enhanced logo is upon us, we have a great opportunity to set the standard in promoting our chapters and this great organization using our new look. It’s up to us to ensure that when people see our new logo, they instantly think of DECA. I challenge you to incorporate our new logo on your chapter promotions. When you describe DECA, use our new mission statement—DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management. Our guiding principles help further explain our mission by explaining what we do and the outcomes of our participation in DECA. For example, our advisors integrate DECA into classroom instruction, challenge us to apply our learning to the business world, connect to business and promote competition. 2
As a result of our participation in DECA, we become academically prepared, community oriented, professionally responsible and experience leaders. Be sure to watch our promotional video on our new DECA website for a visual representation of our new brand. Even though we have a new look, our organization’s programs continue to be top-notch. We should be proud of the many DECA activities that prepare us for college and careers, including our
stellar competitive events program and engaging conferences. You will be apart of a history-making year in DECA, so make the most of it and expand your network!
Kurtis Conkel National President email@example.com
DECA EVENTS September 2010 1–30 Piper Jaffray Fall Online Survey 6 MDA Labor Day Telethon 7 Stock Market Game begins
October 2010 1 0–16 DECA Week 25 Virtual Business Challenge I begins 25 Copy due for January/February DECA Dimensions
1 Notification of Candidate Nomination for Honorary Life Membership Award and Outstanding Service Award
DECA DIMENSIONS | September-October 2010
12–14 The Ultimate DECA Power Trip Conference, Washington, DC 15 Online membership dues deadline 15–21 Global Entrepreneurship Week 17–21 Innovations and Entrepreneurship Conference, San Diego, CA 17–21 New York Experience I, New York City, NY 19 Virtual Business Challenge I ends
Scholarships up to full tuition for DECA members To qualify for the DECA scholarship, apply for admission at www.jwu.edu/apply
1-800-DIAL-JWU (342-5598) Providence, R.I. College of Business
Nor th M iami, Fla.
College of Culinary Arts
The Hospitality College
School of Technology
MY TU R N
5 NETWORK WAYS TO
ello, I’m John Q., and I am a member of DECA, an international organization preparing emerging leaders and entrepreneurs for careers in marketing, finance, hospitality and management.” John Q. just met someone new and illustrated one of the important ways to demonstrate this year’s DECA theme, Expand Your Network. Here are five easy ways. 1. Get involved on all levels with school and community organizations. Of course, DECA is the most important starting point. When I first became a member of DECA, I only knew people within my local chapter and district. Once I attended my first state conference, I swiftly figured out that DECA was bigger than any local chapter or district. Still, I was ignorant of the fact that DECA was huge and that the opportunities in DECA were just as enormous. My network began to expand when I was elected vice president of Florida DECA. I met so many people from all over the United States at DECA’s Summer Officer Leadership Training in Washington, D.C. We all exchanged numbers and emails and still communicate. Getting involved with DECA will help shape you as a person, and you will be able to share your newly discovered skills. 4
2. Have business cards handy. If you have something tangible to give to someone that you have just met, you have just reinforced that new relationship. The exchange of business cards with potential friends or business associates is a painless method for breaking the ice. It is an act of self-promotion that is neither aggressive nor attached to any obligations. Also remember that when you distribute your business cards, the recipients sometimes pass them on to additional prospects. Even as a high school student if you have a leadership position in an organization, that can be your card. Just be sure that you have permission to use any organization logos that you include. 3. Engage in social networking. This is a personal favorite for many, because it takes no more effort than sitting at a computer. Most people know about Facebook, Twitter, MySpace, LinkedIn and Skype; these are the most popular social networks. Just be aware of what you post and how you monitor these social networking tools. As a DECA member, it’s important that you are still that respectful leader on all your social networking sites. Try to avoid “friends” who you don’t really know and that may be negative. Keep in mind that once something is in cyberspace— whether it’s in an e-mail, social networking site, or text message—it must be professional and appropriate. 4. Participate with your local Chamber of Commerce. The Chamber of Commerce is an organization of business people designed
DECA DIMENSIONS | September-October 2010
to advance the interests of its members and the community. Getting involved is a great way to start your business involvement with experienced business leaders. Inform your Chamber of Commerce about DECA by asking to do a presentation at a meeting. You can use the DECA membership video and your chapter resources (such as a competitive event demonstration) to develop an interesting program. Chamber members may even donate money to your chapter or state/provincial association for special programs, or they may agree to be judges or presenters at your chapter. 5. Attend social events. This is not only a good way to network, but fun at the same time! Get involved in social events, such as job fairs, town hall meetings, church events and sports games. Remember sometimes it’s not what you know, it’s who you know. Usually at these events, there are business owners and community leaders, so always look presentable. Expanding your network is not difficult, and it can open a world of opportunities that you might not have even known. Sometimes, you just have to step out of your comfort zone to expand your network.
Aramis Betts Southern Region Vice President firstname.lastname@example.org
NIAGARA UNIVERSITY’S COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT
The Villa d’Este on Lake Como, Italy. One of many work abroad locations.
• Nationally ranked program • World’s first bachelor’s degree in tourism • Founding Member of Leading Hotel Schools of the World
HOTEL SCHOOLS OF THE WORLD
• Student Consulting Teams at The Waldorf-Astoria. • Cruise Course with Carnival Cruise Lines. • National/International internships and job placements. MANAGEMENT MAJORS IN HOTEL/RESORT, TOURISM, FOODSERVICE, SPORT
Education That Makes a Difference
65 NETWORK Using membership in DECA to create and expand a network of friends and potential business associates is something that your 2010–2011 DECA National Officer Team learned very early. It is a message they hope to share with all DECA members this year. The five members of Team 65 have more combined experience in DECA than any team in memory; with this officer year included, they have served DECA for a total of 23 years. They have
competed in more than 15 different competitive events, held 13 chapter and state offices, and participated in countless community service projects. While doing extraordinary work in DECA, they still managed to find time for all of those extras—such as participating in competitive sports, working part-time, mentoring middle-schoolers, being a camp counselor or conducting youth ministries. Meet your 2010–2011 National Officer Team.
Kurtis Conkel | President “The weirder the food the better!” says your national president, Kurtis Conkel. Kurtis’ adventurous spirit in trying new and exotic foods carries over into other aspects of his life. At Lincoln East High School (Lincoln, Neb.), Kurtis was involved in the Lincoln East Student Council, the National Honor Society, Youth Leadership Lincoln, varsity track and field, varsity swimming and East Ambassadors. Outside of school, he has worked for Ruby Tuesday, Scooter’s Coffee House and as an intern for Strictly Business magazine. Highlights of Kurtis’ DECA experience were being vice president for public relations for East DECA, winning in Restaurant and Food Services Marketing at state two years and serving as the vice president of alumni/ Delta Epsilon Chi services for Nebraska DECA. Kurtis will be deferring a year of college to serve DECA members with a strong program of work designed to enhance the DECA experience of all members. When asked how he got involved in DECA, Kurtis said, “I knew from the get-go that I wanted to go into business. My ambitions led me towards DECA, and my phenomenal advisor pulled me in and kept challenging me to go further and be better.” 6
DECA DIMENSIONS | September–October 2010
Aramis Betts | Southern Region Vice President Your SRVP has a special quote that he keeps “top of mind” whenever he needs it to get through a tough time: “In every sea of difficulty, there is an island of success.” That optimistic viewpoint defines Aramis Betts’ outlook on life. Though Aramis admits the “wonderful cookies” first enticed him to check out DECA, once he got involved, he was hooked on the organization. Along with his work as a DECA chapter and state officer at Booker T. Washington High School in Pensacola, Fla., Aramis feels that his involvement in many community service projects, such as working at the local homeless shelter, defines the best of his experience. With a strong belief in integrity and stewardship, Aramis is very committed to serving the community and his family. He often says that he wants to be in a position to serve people and lead them to success. Aramis’ future plans include attending Miles College in Birmingham, Ala., to major in business and prepare for his ambition of owning his own business and participating in politics.
ARAMIS Paige Dorman | Central Region Vice President “And will you succeed? Yes, indeed. Ninety-eight and three quarters percent guaranteed!” This quote from Dr. Seuss reflects the enthusiastic spirit that Paige Dorman, CRVP, brings to everything that she does. Need more proof? Just check out the new DECA promo video where you can see Paige, along with other DECA members, demonstrate the excitement that DECA membership brings. Besides her DECA leadership roles at Lakeville South High School in Lakeville, Minn., of chapter vice president of finances and state president of Minnesota DECA, Paige participated in student council, National Honor Society and Link Crew in high school. She was a youth leader and a seventh grade mentor in her community, was a competitive swimmer for eight years and played on a highly competitive traveling soccer team. During the snowy winter months, she is a professional ski instructor at a local ski hill. During the summer, she works at a golf course as a banquet waitress for wedding receptions. Paige will be attending the University of Minnesota Duluth during the 2010–2011 term, where she will major in business management with an emphasis in organizational management. She plans to take her degree and become a successful event planner. DECA DIMENSIONS | September–October 2010
Nate Keeney | North Atlantic Region Vice President Not only is this your NARVP Nate Keeney’s fifth year in DECA, his ambition for the future is to teach sports and entertainment marketing and be a DECA advisor—proving, as it has for so many, that once DECA gets in your blood, it’s hard to let go! We’re thrilled that this dedicated officer sees DECA as a part of his long-term future as he attends Johnson and Wales University in Providence, R.I. Hailing from Northampton, Pa., where he attended Northampton High School, Nate tells us that: “From day one, I knew that DECA was going to be a positive influence in my life.” During his time with Northampton DECA, Nate competed in numerous chapter team events. He took special interest in the Entrepreneurship Promotion Project, earning multiple awards in that event. Throughout his four years as a member at Northampton, Nate’s dedication earned him a position as his chapter treasurer, vice president and then co-president. At the age of six, Nate was diagnosed with diabetes. Since then, he has been deeply involved to help the diabetic community. From fundraising walks to educational speeches, Nate tries to spread the word to educate people about living with diabetes. He has had the pleasure of combining his two passions—DECA and diabetes education. In 2009, Pennsylvania DECA chapters fundraised for the ADA’s support in its camp for kids with diabetes program as its charity of choice. Nate also currently works as a diabetic camp counselor in the summer, giving back to kids with diabetes.
Brennan Boehne | Western Region Vice President Country-music-loving, Brennan Boehne (pronounced BAY-knee) was thrilled when Lady Antebellum, one of his favorite groups, was slated to give a private concert at the 2010 DECA International Career Development Conference. But even that experience was outdone when he won the election to be this year’s WRVP and knew that he would be able to help carry the message of how being involved in DECA can help members “Expand their Network!” Brennan attended Mountain Vista High School in Highlands Ranch, Colo., where he served as a DECA chapter officer as well as the 2009–2010 Colorado DECA District 11 Regional Vice President. Brennan earned the title of “Most Involved” senior in his graduating class, because not only did he actively participate in numerous organizations, but also, as an avid sports fan, he attended as many of the school’s sporting events as possible. Brennan is honored to have been selected to travel to Ethiopia this fall because of his fundraising efforts for Project Mercy, a foundation that offers aid to Ethiopian children. To make sure he can devote this coming year to DECA, Brennan has decided to postpone his first year of college, but his future plans include attaining his Juris Doctrate in sports law so he can become a successful sports agent for the MLB, NBA and NFL. 8
DECA DIMENSIONS | September–October 2010
Ethical. Entrepreneurial. Engaged.
The James F. Dicke College of Business Administration, recently named one of the top 111 undergraduate business programs in the U.S. And awarded an A+ in teaching quality by Bloomberg BusinessWeek (2010).
1-888-408-4668 www.onu.edu/visit www.onu.edu/ba
Visit and see for yourself! Summer Open House, Aug. 13, 2010 College of Business Open House, Oct. 2, 2010
DECA DIMENSIONS | Septemberâ€“October 2010
In Social Media, Engagement Has Its Rewards by Brian Solis
ne of the most sought after answers in social media is whether or not engagement in social networks such as Twitter or Facebook directly correlates to customer acquisition, retention and advocacy. Before we can earn customers, however, we have to recognize that at any given time, there are also prospects. And, prospects require information and confidence in order to make decisions in your favor, of course. The answer to our question lies in social engagement. Prospects are not only searching for guidance, comparisons and experiences through Google, but they are also becoming increasingly social in every step of a decision making process. If brands do not identify the various stages of choice and resolution and also the networks where customers socialize and explore, opportunities will be missed. If we’re not part of the decision making cycle, we are absent from decisions.
From fans and followers to customers In order to connect with prospects online, we must do so where they’re already active. New research reveals that doing so may have a strong effect on the decisions and activity of customers.
This conversation prism depicts a variety of social media tools businesses can use to engage potential and existing customers. This year’s Business Operations Research Event topic challenges members to incorporate social media into a promotion plan.
DECA DIMENSIONS | September–October 2010
In February 2010, market research firm Chadwick Martin Bailey, along with iModerate Research Technologies, surveyed over 1,500 individuals online and conducted one-on-one discussions to contextualize social media behavior. The study found that an astounding 60 percent of individuals who “like” pages dedicated to brands on Facebook are more likely to recommend the brand than those unaware of the company’s presence within the network. Perhaps even more incredible, is that 79 percent of consumers who follow the brand on Twitter have stated that they too would refer peers to those companies they follow. Since actions speak louder than words, the study sought to answer the question of whether or not engagement actually leads to purchases. The answer is yes. An impressive 51 percent of Facebook fans and 67 percent of Twitter follow-
ers indicated that they are more likely to buy since connecting online. With 450 million users on Facebook and over 100 million registered users on Twitter, the potential is not only great, it’s exponential.
Social media is a tool for customers and prospects What compels someone to fan a page on Facebook or follow a company on Twitter? The survey specifically asked the question of its panelists in relation to Facebook and Twitter, and their answers may be surprising to many. Facebook On Facebook, existing customers topped the list with 49 percent. Following with 42 percent, consumers felt compelled to show support for the brand. In third with 40 percent, individuals admitted that they hoped to receive discounts and promotions. Other stats worth mentioning: • 27 percent stated that they would like to be among the first to know information about the brand. • 26 percent wanted to gain access to exclusive content. • 17 percent claimed that someone they knew referred them to the page, which already demonstrates word of mouth at work. Twitter Twitter paints a different picture. More so than in Facebook, consumers want access. • 51 percent of consumers polled are already customers of the company. • 44 percent stated that receiving discounts and promotions was the primary reason for following. • 42 percent follow for entertainment purposes. • 37 percent wanted to gain access to exclusive content. • 36 percent want to learn about information first. However, as the number two reason for following reveals, Twitter users are ready to make a purchase based on information gleaned from their stream.
Social Media Behavior Survey Why did you become a fan? Select all that apply. I am a customer of the company. . . . . . . . . . . . . . . . . . . . . . . . 49% To show others that I like/support this brand. . . . . . . . . . . 42% To receive discounts and promotions. . . . . . . . . . . . . . . . . . . 40% It’s fun and entertaining. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34% To be the first to know information about the brand. . . 27% Gain access to exclusive content. . . . . . . . . . . . . . . . . . . . . . . . 26% To be part of a community of like-minded people. . . . . . 23% Someone recommended it to me. . . . . . . . . . . . . . . . . . . . . . . . 17% I work for/with the company. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7% I own stock in the company. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1%
Why did you become a follower? Select all that apply. I am a customer of the company. . . . . . . . . . . . . . . . . . . . . . . . 51% To receive discounts and promotions. . . . . . . . . . . . . . . . . . . 44% It’s fun and entertaining. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42% Gain access to exclusive content. . . . . . . . . . . . . . . . . . . . . . . . 37% To be the first to know information about the brand. . . 36% To show others that I like/support this brand. . . . . . . . . . . 25% To be part of a community of like-minded people. . . . . . 24% Receive content/information to re-post and share with others. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24% Someone recommended it to me. . . . . . . . . . . . . . . . . . . . . . . . 12% For customer service or problem resolution. . . . . . . . . . . . . 9% Chadwick Martin Bailey and iModerate Research Technologies
Engage or die Creating a presence in social networks is mandatory, but it’s also not enough. Actively and thoughtfully engaging consumers in social networks is quickly becoming an expectation. As part of the study, consumers voiced their opinions and sentiment, some of which serves as a wake-up call to businesses everywhere: “It’s expected that a company have some digital face—whether it’s on Facebook or Twitter I don’t know—but they need a strong electronic presence or you doubt their relevance in today’s marketplace.” (Female 50 to 54) “Either they are not interested in the demographic that frequents Facebook and Twitter or they are unaware of the opportunity to get more exposure in a more interactive method.” (Male 35 to 39) “It shows they are not really with it or in tune with the new ways to communicate with customers.” (Female 18 to 24)
“If they’re not on Facebook or Twitter, then they aren’t in touch with the ‘electronic’ people.” (Female 55 to 59) It’s clear. Those brands that focus on prospects and customers through social engagement will open new doors that increase brand awareness and sales through word of mouth. But perhaps more importantly, businesses will also earn expanded relevance in the age of a new and powerful medium.
Brian Solis is the author of Engage!, a new book that helps businesses build, cultivate and measure success in the new web. He also shares his insights on the business of marketing at BrianSolis.com and on Twitter @briansolis.
www.briansolis.com/2010/06/in-social-media-engagement-has-its-rewards/ DECA DIMENSIONS | September–October 2010
How to Develop a
Plan for Your Business
ocial media can be an incredible tool for your business, providing you with more customer insight, direct communication channels and the ability to measure the effectiveness of these conversations very closely. But as the proliferation of social media platforms grows, participating can turn into little more than a giant time suck without some sort of structure behind it. With that in mind, we’ve put together a five-step plan for kick-starting your company’s social media participation:
analyst Jeremiah Owyang posted a list of social media strategies from enterprise corporations that’s worth a look at http://bit.ly/d44SlX.
Step 3: Engage This is the fun part! Start leaving comments on blogs, uploading images to Flickr or building a community on Twitter to further the discussion and illustrate your company’s commitment to developing these online relationships. It might also be useful for employees to create a social media editorial calendar.
Step 4: Go Offline
Step 1: Listen Social media is a term we use to discuss the tools that facilitate conversations. Before your company can be a part of those conversations, you need to know what people are already talking about so you can determine how you can best contribute. Setting up some tools to monitor conversations is easy. The difficult part is choosing the keywords that will return the most usable results. Be as specific as possible so that your searches return fewer results more relevant to your brand. Two tools to get you started are Social Media Firehose: http://tinyurl.com/firehose and Alltop: http://alltop.com.
Step 2: Prepare Social media platforms help facilitate conversations between individuals, not companies. Once you have a sense of what people are talking about, it’s time to identify the appropriate people inside your organization to participate. Find the People People want to have conversations with company representatives who are experts in their area, who are passionate about their work and who are empowered to act on the feedback they receive from the community. Set Rules of Engagement Make sure your company has a social media policy in place that offers guidelines to your employees on the appropriate way to engage in online conversations. Microsoft’s Channel 9 Doctrine (http://channel9.msdn.com/About/) is a good place to start. Define Your Strategy Rather than trying to participate in all social media platforms, begin with one or two that seem to make the most sense. Forrester 12
DECA DIMENSIONS | September–October 2010
by Aaron Uhrmacher
As stated in step one, social media is simply a group of tools that help facilitate conversations, but there’s really no replacement for face-to-face interaction at trade shows and other events.
Step 5: Measure Success Unlike other campaigns, measuring social media success begins by asking more questions: • Did we learn something about our customers that we didn’t know before? • Did our customers learn something about us? • Were we able to engage our customers in new conversations? • Do our employees have an effective new tool for external feedback and reputation management? We also recommend using a tool like Trendpedia (http://www. trendpedia.com), a blog search engine that allows you to both track and graph topics as well as compare terms, to help benchmark your company against your competitors by running the exact same search and parameters before and after your engagement begins.
Conclusion The potential payoff for corporate social media participation is enormous. These companies will have a better sense of how they are perceived by their target audiences, they will establish a two way dialog with key stakeholders and they will empower their customers to speak with them, not at them. But without a strategic approach to social media, it’s difficult to succeed.
Aaron Uhrmacher is a social media consultant and blogger at http://DISRUPTology.com.
DECA Challenges to “ The Fashion Institute of Design & Merchandising (FIDM) Runway Challenge will help further the awareness and understanding of sustainability in textile related products by challenging DECA members to create a runway worthy garment using previously used fabrics or garments. Participants will also create a marketing campaign focused on sustainable fashion. The winning team will receive a travel stipend to assist with costs associated with ICDC and their garment will be modeled onstage during the FIDM Fashion Show at ICDC.
Grab your video recorder and put your creativity to work, and you could be headed to San Diego, Orlando, Chicago or Indianapolis. This fall, DECA introduces three social media video challenges that encourage you to produce a YouTube video to showcase your solution to a case study. For more details about these social media challenges, visit www.deca.org.
| Browse | Upload
The DeVry Innovation and Entrepreneurship Challenge asks DECA members to present ideas to launch innovative business concepts. The top three participants (or participant teams) will receive a laptop computer and will be invited to attend DECA’s Innovation and Entrepreneurship Conference in San Diego, Calif. The winning participant or team will receive a travel stipend to attend DECA’s International Career Development Conference in Orlando, Fla., and will be invited to DeVry’s headquarters in Chicago, Ill.
The Finish Line Challenge encourages DECA members to conduct research studies at Finish Line retail stores and develop improvement strategies. The top three teams will be invited to Finish Line’s corporate office in Indianapolis, Ind., to present their findings and ideas to corporate executives. The overall winning team will receive a travel stipend to cover the team’s expenses to attend the ICDC in Orlando, Fla.
N O R T H W O O D
U N I V E R S I T Y
Known as the school of choice for business-minded students, Northwood University graduates emerge as leaders, managers, and entrepreneurs ready to succeed in a global marketplace.
Discover the leader in you.
SCHOLARSHIPS $4,000 ($1,000/year) - Active students with a 2.7 GPA and letter from advisor.
$10,000 ($2,500/year) - State officers and national or state 1st place winners by category with a 2.7 GPA and letter from advisor. $20,000 ($5,000/year) - All national officers with a 2.7 GPA. Your advisor must submit a letter on your behalf by May 1. DECA scholarships are renewable if G is maintained and are in addition to academic scholarships. To learn the academic a 2.5 GPA merit scholarship for which you may qualify, visit the Freshmen Merit Scholarship Estimator located in the financial aid section of our website.
Several business majors available. Choose from three campus locations: West Palm Beach, Florida - Midland, Michigan - Cedar Hill (Dallas), Texas
www.northwood.edu DECA DIMENSIONS | September–October 2010
Charting Your Competitive Events Interest Do you like…
HAVING A PREPARED PLAN AND AN OPPORTUNITY TO REHEARSE?
ENGAGIN COMPUTER SIMULATI
What interests you?
EVENT PLANNING AND MANAGEMENT
BUSINESS RESEARCH AND STRATEGY
Check out DECA’s Chapter Team Events.
Check out DECA’s Business Operations Research Events.
OWNING OR MANAGING A BUSINESS
PROMOTION AND SELLING
Check out DECA’s Business Management and Entrepreneurship Events.
Check out DECA’s Marketing Representative Events.
MANAGING A PORTFOLIO OF STOCKS
Check out DECA’s Stock Market Game. 14
DECA DIMENSIONS | September–October 2010
There’s nothing like sitting in the audience anxiously awaiting to hear your name when your competitive event is called. The journey to DECA’s International Career Development Conference starts now by choosing the competitive event that is best for you! Visit www.deca.org/competitions/highschool for guidelines and listings.
THE THRILL OF SOLVING A CHALLENGE BY THINKING ON YOUR FEET?
NG IN R-BASED IONS?
Do you like to work INDIVIDUALLY?
Do you like to work WITH A PARTNER?
Are you a first-year DECA member?
Check out DECA’s Team Decision Making Events and find the event that best matches your career area.
Check out DECA’s Principles of Business Administration Events and find the event that best matches your career area.
Check out DECA’s Individual Series Events and find the event that best matches your career pathway.
MANAGING A RETAIL STORE
MANAGING A SPORTS FRANCHISE
Check out DECA’s Virtual Business Challenge—Retailing.
Check out DECA’s Virtual Business Challenge—Sports. DECA DIMENSIONS | September–October 2010
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Your Career Choice Is Up to You! DECA can help you explore a variety of careers and provide you with experiences to help you prepare for success.
DECA’s Career Interest Quiz* 1) What is your favorite TV show? A) B) C) D)
The Apprentice Suze Orman Top Chef Undercover Boss
2) Which term do you know the most about? A) B) C) D)
target market amortization attrition venture capitalist
3) Where would you like your office? A) B) C) D)
Times Square Wall Street Marriott’s Headquarters Trump Towers
4) Which best describes you? A) B) C) D)
trendy and innovative stickler for precision committed to quality service self-driven
5) Who would you most like to meet? A) B) C) D)
Steve Jobs Ben S. Bernake Conrad Hilton Donald Trump
6) What’s your business pet peeve? A) B) C) D)
annoying infomercials lingering debt poor customer service micromanaging
7) Which magazine would you subscribe to? A) B) C) D)
Fast Company Money Travel & Leisure Entrepreneur
8) What’s your favorite color? A) B) C) D)
red green blue yellow
9) Which of these would most likely be on your wish list? A) B) C) D)
iPad for making client presentations financial calculator roundtrip coast-to-coast plane ticket perfectly tailored business suit
10) You love … A) B) C) D)
knowing what’s hot and trendy. balancing your checkbook to the penny. making people happy. being the boss.
If you answered mostly A, your career begins on page 19. If you answered mostly B, your career begins on page 21. If you answered mostly C, your career begins on page 23. If you answered mostly D, your career begins on page 25. *Only for fun. DECA DIMENSIONS | September–October 2010
wants your opinion! Take a minute to fill out the PiperJaffray/DECA Teen Opinion Survey.
Fall Survey: September 1 through September 30, 2010 Spring Survey: March 1 through March 31, 2011 For more information on the PiperJaffray/DECA Partnership—and to link to the survey—go to www.deca.org/partners/75.
If you answered mostly A you might be interested in a career in
Participate in marketing research through the Piper Jaffray Online Survey or Finish Line Challenge. Promote awareness and understanding of sustainability in the FIDM Runway Challenge.
Career Pathways Marketing Communications Marketing Management Marketing Research Merchandising Professional Selling
Careers Brand Manager Creative Director Merchandising Manager Sales Executive Strategic Marketing Planner
rom the clothes you wear to the food you consume to your daily transportation, marketing is everywhere. Marketing professionals put products in the hands of consumers who need and want them. They keep a pulse on the latest trends and upcoming developments. Masterful in pricing, marketing-information management, promotion and selling, these savvy trendsetters have the most innovative ideas in advertising, digital marketing communications, merchandising and selling.
Discuss innovative marketing strategies with powerful brands at The Ultimate DECA Power Trip, November 12–14, 2010, in Washington, D.C.
Competitive Events Buying and Merchandising Operations Research Marketing Communications Team Decision Making Professional Selling Retail Merchandising Series Virtual Business Challenge—Retail
A savvy marketer persuasively communicates key ideas in business. Sharpen your message to sell your ideas. Available through DECA Images. DECA DIMENSIONS | September–October 2010
If you answered mostly B you might be interested in a career in
Demonstrate your financial fortitude in the H&R Block Dollars and Sense Challenge.
Career Pathways Accounting Banking Services Business Finance Insurance Securities and Investments
re you a numbers fanatic and a stickler for precision? Financial gurus enjoy working with numbers, appreciate a framework of rules and guidelines and make predictions based on facts. Whether it’s in the areas of banking, business financial management, financial and investment planning and insurance, finance experts must be trustworthy, precise and logical.
Take a tour of New York City’s financial district—including Wall Street—at DECA’s New York Experience, November 17–21, December 1–5, or December 8–12, 2010.
Auditor Budget Analyst Insurance Appraiser Loan Processor Personal Financial Advisor
Competitive Events Accounting Applications Series Financial Literacy Promotion Plan Financial Services Team Decision Making Principles of Finance Stock Market Game
From balance sheets to profit-and-loss statements, become a wizard in the role of finance in business. Available through DECA Images. DECA DIMENSIONS | September–October 2010
LMP Students Are Winners! High school students enrolled in the American Hotel & Lodging Educational Institute’s Lodging Management Program (LMP) have many opportunities to shine. Through LMP’s two-year hospitality management curriculum, students prepare for college and a career, with a chance to earn professional certification, national recognition, and thousands of dollars in scholarships.
DECA members Tylor Turnblom and Nicole Miller (here with Faye Gayes, CRDE, CHT, MSH, EI’s senior vice president, sales) were presented with scholarships from the Educational Institute during the 2010 International Career Development Conference. Members of the LMP team from Monroe Career & Technical Institute in Pennsylvania (here with AH&LA CEO Joseph McInerney, CHA, and EI president Robert L. Steele III, CHA) earned thousands of dollars in scholarships from leading hospitality schools when they took first place in the seventh annual National Lodging Management Program Competition.
For information on adopting the Lodging Management Program curriculum, please contact Lee Ann Lonsdale, manager, high school programs, at 407-999-8115 or email@example.com. Or visit www.lodgingmanagement.org. www.ahlei.org
The Next Generation of Hospitality
If you answered mostly C you might be interested in a career in
HOSPITALITY & TOURISM
Deliver exceptional customer service while working and learning at your school-based enterprise. To learn more about SBEs, and DECA’s SBE certification program, go to www.schoolbasedenterprises.org.
Career Pathways Lodging Recreation, Amusements, Attractions Restaurants and Food and Beverage Services Travel and Tourism
Careers Club Membership Developer Convention Services Manager Meeting and Event Planner Restaurant Owner Tourism Marketing Specialist
ospitality and tourism professionals are committed to delivering exceptional customer service, developing unimaginable excursions and treating guests to breathtaking experiences. They take care of their guests who are seeing the world, immersing themselves in new cultures and just getting away from it all!
Experience how Universal Studios provides the ultimate guest treatment at DECA’s Sports and Entertainment Marketing Conference, February 2–6, 2011, in Orlando.
Competitive Events Hospitality and Tourism Operations Research Hotel and Lodging Management Series Principles of Hospitality and Tourism Restaurant and Food Service Management Series Travel and Tourism Team Decision Making
Learn how to handle the unexpected and stage spectacular events. Available through DECA Images. DECA DIMENSIONS | September–October 2010
Take our personality assessment to learn more about yourself. There really are no right or wrong answers—just stick with the facts and we’ll steer you toward a future career that’s just right for you. Take a step toward your future at devry.edu/careershop. Look for the DeVry University Innovation and Entrepreneurship Challenge coming this Fall. Connect with us:
DeVry University is accredited by The Higher Learning Commission of the North Central Association, www.ncahlc.org. Keller Graduate School of Management is included in this accreditation. In New York, DeVry University operates as DeVry College of New York. DeVry University operates as DeVry Institute of Technology in Calgary, Alberta. DeVry is certified to operate by the State Council of Higher Education for Virginia. DeVry University is authorized for operation by the THEC. www.state.tn.us/thec. Nashville Campus – 3343 Perimeter Hill Dr., Nashville, TN 37211. Program availability varies by location. AC0060. © 2010 DeVry Educational Development Corp. All rights reserved.
If you answered mostly D you might be interested in a career in
BUSINESS MANAGEMENT & ADMINISTRATION
Have a great idea? Show you innovation in the DeVry Innovation and Entrepreneurship Challenge. Be thinking about hosting an activity during Global Entrepreneurship Week.
Career Pathways Administrative Services Business Information Management Corporate/General Management Human Resources Management Operations Management
Careers Chief Executive Officer Entrepreneur Government Affairs Manager Human Resources Manager Information Systems Manager
re you self-driven, passionate and looking to be a business leader or even your own boss? Become a manager or entrepreneur if you enjoy activities such as personal development, business situation analysis, product ideation and business operations. Share your great idea or management skills with the world while making a profit!
Rub shoulders with real entrepreneurs at DECA’s Innovations and Entrepreneurship Conference, November 17–21, 2010, in San Diego.
Competitive Events Business Law and Ethics Team Decision Making Business Services Operations Research Entrepreneurship Written or Participating International Business Plan Principles of Business Management and Administration
Work through ethical questions to build your confidence in reaching an ethical decision. Available through DECA Images. DECA DIMENSIONS | September–October 2010
DECA Conferences Connect to Careers and College by Isaac Robinson III
Attending DECA conferences is a unique experience, because you can meet new people, travel the country and experience everything DECA offers. While attending conferences, you will also have an opportunity to develop your skills and knowledge in marketing, finance, hospitality, management and entrepreneurship. Here are three highlights of attending DECA conferences. Meeting New People DECA conferences give members an opportunity to network, both socially and professionally. One of the most amazing experiences you will have in DECA is making friends that will stay with you for a lifetime. Conferences allow you to meet new people from across your state, nation and the world. In addition to social networking, conferences give members the ability to begin their careers while still in high school. When you are at a DECA conference, you will be in company with some of today’s best and highest achieving business professionals. These professionals attend our conferences, because they know that DECA members are top-notch. Networking with these individuals can open the door to your future career.
Preparing for Careers At almost every DECA conference, there is an opportunity to prepare for your future. DECA conferences allow members to take what they learn everyday in the classroom and apply it to real life situations with experts Catch a glimpse of DECA conferences by viewing DECA Direct, a collection of video segments on topics such as community service, choosing a college, participating in a competitive event and more filmed at DECA conferences. View them at www.youtube.com/decadirect. 26
DECA DIMENSIONS | September–October 2010
in marketing, finance, hospitality and management career fields. Likewise, DECA’s competitive events set our program apart from other organizations.
Seeing Amazing New Places DECA conferences also provide an opportunity to see new sights and enjoy your time experiencing new cultures. Traveling to different cities around the nation allows members to see new places and experience new things. Whether it is visiting “countries” at Epcot in Walt Disney World in Orlando, touring some of America’s most famous monuments in Washington, D.C., watching a nationally renowned performance in Chicago, or simply hanging out in the lobby of your hotel, DECA conferences are always a new adventure. Expand your network this year by participating in one of DECA’s conferences. You might start by attending a local or state/provincial conference and find yourself on-stage at the International Career Development Conference in Orlando! For more information on DECA conferences, visit www.deca.org/events. Isaac Robinson III is a former DECA Central Region Vice President. He served as the anchor of DECA Direct during its premier at the 2010 DECA International Career Development Conference.
DECA chapters across the globe engage in activities that prepare our members to be academically prepared, community oriented, professionally responsible and experienced leaders. What’s your chapter been up to? Send your chapter clips to deca_dimensions@ deca.org. You might see your face in the next issue of Dimensions.
Giving Program North Dakota DECA state officers met with Tim Morris, store manager of Walmart in Bismarck, N.D., to accept a $25,000 check as part of Walmart’s State-by-State Giving Program. North Dakota DECA will use the funds to assist with leadership development opportunities and their upcoming state conference. Walmart employees served as judges at the 2010 state conference and plan to continue their commitment to DECA.
Our opinions matter Northern Highlands (N.Y.) DECA participated in Piper Jaffray’s consumer insight panel at the 30th annual Consumer Investor Conference in New York City. The DECA members shared comments on their favorite brands, shopping patterns and spending intentions. The audience included executives from many teen/youth brands, mutual and hedge fund managers, and members of the media. Piper Jaffray’s partnership with DECA is rooted in its bi-annual Taking Stock With Teens market research project, which occurs online each September and March.
Go green for MDA After a successful “pink out” the prior year for the Susan G. Komen Foundation, Appleton East DECA (Wis.) held a “go green” night that raised more than $1,200 for the Muscular Dystrophy Association. They tied together the concept of the MDA shamrock, their school and their basketball team. Shirts were sold, donation buckets were passed around at the game, and two local businesses matched donations.
Social media hits The Avenue South Forsyth (Ga.) DECA members Rose Freitag, Lauren Schuster and Farina Irani participated in a social media ad campaign for The Avenue, an outdoor shopping and lifestyle center. They beat 150 students from five other high schools statewide and earned scholarships. The trio’s ideas will now be implemented in every Avenue location in Georgia as well as Tennessee.
DECA DIMENSIONS | September-October 2010
On a roll
t Energy overload
After learning that the most requested item at their local food pantry was toilet paper, Francis Howell Central (Mo.) DECA members challenged their marketing classes to collect the most rolls of toilet paper. To kick off the challenge, the officers tee-peed the classrooms. The winning team won a doughnut party, and more than 1,600 rolls were collected.
Partnering with Lee’s Summit CARES, Lee’s Summit (Mo.) DECA initiated a school-wide market research project to determine how much students knew about the effects of energy drinks with high levels of caffeine and alcohol. From the data collected from 1,200 surveys, DECA members are planning a community-wide campaign to inform others about the effects of energy drinks.
Read across America
Volunteer of the year Dublin (Ca.) DECA was named the city’s volunteer organization of the year for their exemplary service to the community. They conducted a series of events such as volunteering at the homecoming carnival, cleaning-up campus, and hosting multiple fundraising events.
Caesar Rodney (Del.) DECA celebrated Dr. Seuss’s birthday by participating in “Read Across America Day.” DECA members went to a district elementary school and read a variety of books to every class in the school. They also talked about working hard in school and having a positive attitude about life and learning.
Helping Haiti Lamar (Colo.) DECA members raised $1,561 through their Helping Haiti Campaign to purchase two shelter boxes through Rotary International. The chapter recorded public service radio ads; sold popcorn, bracelets and cupcakes; and received donations from the Lamar Rotary and community members.
Fund Raising Fight for the cure
Wayne County (Miss.) DECA members raised over $6,000 to help a local girl with her fight against Cystic Fibrosis. The chapter made t-shirts with the slogan “I wear purple for Erin” and the proceeds will help her family while she awaits a double lung transplant.
During the annual Association for Career and Technical Education school visit, Falls Church (Va.) DECA members explain the benefits of DECA and how the career and technical student organization relates to their marketing classes.
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or www.RadaCutlery.com NOTE: Dept A10DEC Find out why our customers say that “Rada knives sell themselves!” 28
DECA DIMENSIONS | September–October 2010
DECA Chapters are Enrolling NOW!
To check your answers see Taraâ€™s Blog at www.CompetitionUniversity.com
DECA Dimensions is the magazine for members of DECA Inc. DECA prepares emerging leaders in marketing, finance, hospitality and management.