Issuu

NOVEMBER–DECEMBER 2014

MARKETING TO

GENERATION Z

Get the education you need for the career you want At The Art Institutes system of schools, you’ll find an inspiring community of creativity. A place where classrooms foster talent, technology brings ideas to life, and guidance steers you toward your creative career. Contact us today to see how you can get started.

Fashion

Design

Culinary

Media Arts

artinstitutes.edu 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 are subject to change. Several institutions included in The Art Institutes system are campuses of South University or Argosy University. Administrative ofﬁce: 210 Sixth Avenue, 33rd Floor, Pittsburgh, PA 15222 © 2014 The Art Institutes International LLC. 052214

EDITORIAL

Publisher Paul A. Wardinski Editor Christopher Young Managing Editor Janelle Scudder Editorial Committee Jeff Collins, Sandra Tucker Advertising Cindy Allen Art Direction and Design Chuck Beatty

THE MAGAZINE NOVEMBER–DECEMBER 2014

GET READY TO GO GLOBAL! BEHIND THE SCENES AT CLA

DECA EXECUTIVE OFFICERS

President Zack Schaja North Atlantic Region Vice President Juan Sanchez Central Region Vice President Robert Mitchals Southern Region Vice President Amar Hodzic Western Region Vice President Kyle Kuo

#IAMDECA & GET MORE DECA DIRECT ONLINE

President Johnnie Hubbard III Vice President Jared Broad Vice President Daryll Morgan Vice President Holly Norris Vice President Matthew Witzgall

BOARD OF DIRECTORS

President Everett Vaughan President-elect Jacklyn Schiller Secretary Lynore Levenhagen Treasurer Mary Peres Members Marsha Bock, Pamela O’Brien, Kevin Reisenauer, Oleg Shvets NAB Chair Kenneth DiSaia Ex-Officio Members Tammie Brewer, Wayne Kutzer, Paul A. Wardinski

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 ©2014 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 3, Number 2. Postmaster—Send form 3579 for change of address to: DECA Direct, 1908 Association Drive, Reston, Virginia 20191-1594.

CHAPTER BUZZ

COLLEGIATE DECA EXECUTIVE OFFICERS

3 5 6

FEATURES PREPARING FOR DECA SCHOLARSHIPS How can you get some of the $300,000 DECA and its corporate partners offer in scholarships to DECA members? Answer these four questions and you’ll be receiving a check in no time.

WHY DOES YOUR CHAPTER NEED A SOCIAL MEDIA CORRESPONDENT?

9 11

The DECA Direct Online Social Media Correspondent Program is more than just writing articles and tweeting. Discover how you can get your chapter free publicity and give your résumé a professional boost.

WHAT DOES GENERATION Z REALLY BUY? Generation Z may not have their own income yet, but they’re huge decision makers in where their parents spend money! Find out the hottest trends in teen shopping and spending for this year from DECA members who took the 2014 Piper Jaffray Teen Spring Survey.

LOOKING TO THE FUTURE AND MARKETING TO GEN Z Who is Generation Z? Learn the ins and outs of this powerful generation, full of aspiring entrepreneurs and shakers-andmovers who know exactly what they want—and aren’t afraid to make it for themselves!

MARRIOTT MOBILE CHECK-IN JUST GOT A WHOLE LOT BIGGER

Marriott is creating innovative ways to ensure the hospitality industry is ready for the next generation of travelers. Find out the amazing new features you can expect from this global hotel brand.

WANT TO RUN YOUR OWN HOTEL?

Check out the DECA Hotel Challenge, the first virtual simulation that lets you manage a 500-room hotel, plus restaurant and meeting space! If you’re passionate about a career in the hospitality industry, this challenge is definitely for you.

NOVEMBER–DECEMBER 2014

DECA direct

CHAT

@decazack

TIMELINE NOVEMBER 1

Deadline for Honorary Life Membership Award and Outstanding Service Award Candidate Nomination

1–30

DECA Month

ICDC T-shirt Contest begins

DECA Idea Challenge 2014 begins

13–15

Western Region Leadership Conference, Anaheim, Calif.

Virtual Business Challenge Round 1 ends

I nitial online membership dues deadline

17–23

GET READY TO GO GLOBAL!

ZACK SCHAJA | DECA EXECUTIVE PRESIDENT Since Global Entrepreneurship Week was created in 2008, more than 10 million students from 102 countries have participated in entrepreneurialrelated activities to celebrate innovation and creativity. It’s incredible to think how many young minds DECA has impacted with this amazing program! Who can you inspire this year with #GEW activities? Here are three great ways that you and your chapter can get involved with the 2014 Global Entrepreneurship Week: 1. DECA Idea Challenge 2014—The DECA Idea Challenge is a competition in which students of all ages from all around the globe work to find an innovative, new use for a common household product. Once the secret item is revealed on Thursday, November 13, teams will have just one week to create and share their idea in a YouTube video. More information can be found at www.gew.co/challenge. 2. Alumni Success Stories—There isn’t a better time to bring in DECA alumni as guest speakers than during Global Entrepreneurship Week. Did you know that 27% of DECA members are interested in starting their own business? Check to see which DECA graduates from your chapter or association actually became entrepreneurs and reach out to them through email, social media or LinkedIn to see if they’d like to share their story with your chapter. 3. Community Service—It’s every kid’s dream to become the founder of the next Facebook or Apple, so why not take some time during Global Entrepreneurship Week to help younger students discover their entrepreneurial spirit! Make sure you share the DECA Idea Challenge 2014 project with them—unless you don’t think you can handle the competition! Remember that all of these GEW activities can also help your chapter complete DECA’s chapter campaigns (www.deca.org). Plus, since #GEW happens during #DECAMonth, you can get double the #IamDECA exposure! We can’t wait to see what incredible inventions you’ll create this November. NOVEMBER–DECEMBER 2014

Global Entrepreneurship Week

19–22

CTE CareerTech VISION, A Nashville, Tenn.

DECA Idea Challenge 2014 entries due

21–23

Innovations and Entrepreneurship Conference, Washington, D.C.

21–23

The Ultimate DECA Power Trip Washington, D.C.

DECEMBER 1

Community Service Campaign due Deadline for Honorary Life Membership Award and Outstanding Service Award Application Packet Global Entrepreneurship Week Campaign due Membership Campaign due Promotional Campaign due

3–7

New York Experience I, New York City, N.Y.

5–7

Central Region Leadership Conference Minneapolis, Minn.

10–14

New York Experience II, New York City, N.Y.

Stock Market Game ends

DECA direct

FAST TRACK:

SUCCESS

Separate yourself from the competition through direct interaction with many of todayâ€™s business leaders at Johnson & Wales University. Apply today. Your fast track awaits.

admissions.jwu.edu/apply Johnson & Wales University admits students of any race, color, and national or ethnic origin, among other categories.

CHAT

@DECAcated12

TIMELINE NOVEMBER 1

Deadline for Honorary Life Membership Award and Outstanding Service Award Candidate Nomination

1-30

DECA Month

Collegiate DECA ICDC T-shirt Design Contest begins

DECA Idea Challenge 2014 begins

13-15

Collegiate Leadership Academy, New York City, N.Y.

Initial Collegiate DECA online membership dues payment

17-23

Global Entrepreneurship Week

19–22

ACTE CareerTech VISION, Nashville, Tenn.

Idea Challenge 2014 entries due

BEHIND THE SCENES OF CLA JOHNNIE HUBBARD III | COLLEGIATE DECA EXECUTIVE PRESIDENT The school year is well underway, and for Collegiate DECA members that means one thing: the Collegiate Leadership Academy! Hosted in New York City, November 13–15, 2014, this event is one that all collegiate members should attend at least once. At the Collegiate Leadership Academy, members will network with more than 200 other Collegiate DECA members from various associations, learn about leadership and teamwork, and discover internship and career opportunities in the incredible and magical New York City. Here’s what past attendees have said about their #DECACLA experience:

DECEMBER 1

Deadline for Honorary Life Membership Award and Outstanding Service Award Application Packet I AM DECA Membership Campaign Goal—25 or more submitted

Collegiate DECA ICDC T-shirt Design Contest ends

JANUARY 16

Corporate and Applegate Student Scholarship applications due (submitted directly online)

“CLA exceeded even my highest expectations. I participated in the International Business and Finance track and experienced some of the challenges that professionals in this industry encounter.”—Pablo Hernandez, Northwood University Collegiate DECA “Winning at CLA was exhilarating. It was great knowing I had the support of my chapter and that I was able to bring this accomplishment back home to my school. Additionally, CLA helped me recognize how ready I am to step into my leadership shoes.”—Bethany Cribari, Community College of Rhode Island–Knight Collegiate DECA Are you ready to showcase and develop your leadership skills in New York City? If you are attending this year’s academy, I wish you a fantastic trip! If you’re not joining us this year, stay involved by following #DECACLA on Twitter, Facebook and Instagram, and be sure to register next fall for CLA 2015! NOVEMBER–DECEMBER 2014

DECA direct

TRENDING

@decainc or @collegiatedeca

#IamDECA

GET MORE

ONLINE

5 WAYS TO PREPARE FOR THE COLLEGIATE DECA ICDC NOW! http://bit.ly/ 5waysforicdc |1| Collegiate DECA at FIU @decafiu Tabling in GC!! Stop By! #DECA #IAmDECA #FIU

|2| California DECA @californiadeca Awesome #IamDECA selfie from MSJ DECA’s co-presidents

|3| Ryan Donecker @rdonecker @coginchaugdeca #iamdeca

DO YOU HAVE WHAT IT TAKES TO BE A DECA DIRECT ONLINE SOCIAL MEDIA CORRESPONDENT? http://bit.ly/whoissmc

WINNING TIPS FROM LAST YEAR’S DECA IDEA CHALLENGE CHAMPIONS http://bit.ly/ ideachallengeinsight

|6| Grayson County DECA @gchsdeca Although they are camera shy, we did manage to get a pic at our chapter meeting of this pair! #IAmDECA

|7| Cayce Taylor @cayce_taylor11 First Place!! #IAmDECA #VaStateFair #VADeca

|8| DECA Dragons @decadragons Photobombed. The official execs, but where is the president? #iamdeca

|4| Arianna Cross

|9| Clover Hill High School DECA

@ariannacross deca enthusiasts #IAMDECA

@cloverhilldeca CHHS DECA leaders having a blast at the VA DECA Fall leadership conference #VADECA #IAMDECA

|5| Alyssa Nikoley @alyssanikoley I would have never imagined the amount of passion every new DECA member has this year! #IamDECA

|10| Ben Dittman @bendittman DECA season has begun!!! #IAMDECA

Share your pictures with DECA and Collegiate DECA on Instagram by following @decainc and using #IamDECA. 6

DECA direct

FIND OUT HOW ONE HOUR CAN HELP YOU EARN DECA SCHOLARSHIPS http://bit.ly/ decascholarshipguide

NOVEMBER–DECEMBER 2014

EASY-TOIMPLEMENT GLOBAL ENTREPRENEURSHIP WEEK CLASSROOM ACTIVITIES http://bit.ly/getintogew

Study in New York

Apply Now For DECA Participant Scholarships Jianqiang Wu “I love studying in the heart of New York City. At Berkeley the small class sizes allow me to get to know classmates and professors on a deeper level. I’m confident that what I’m learning today will take me far in my future career.”

Apply Today: • Download and complete the DECA Participation Scholarship Application (BerkeleyCollege.edu/DECA). • Scholarships are renewable yearly based on GPA and consecutive full-time enrollment.*

For more information, call 800-446-5400 ext. GDH or email info@BerkeleyCollege.edu Find us @BerkeleyCollege - Contact us at #BerkeleyCollege

Programs offered in New York, New Jersey, and Online Residence halls are available in White Plains, NY - 30 minutes from NYC.

Berkeley College reserves the right to add, discontinue, or modify its programs and policies at any time. Modifications subsequent to the original publication of this document may not be reflected here. For the most up-to-date information, please visit BerkeleyCollege.edu. *Award amounts applied after all other federal and state grants and scholarships are calculated, and will not exceed the remaining cost of tuition and fees. Cost of books and supplies not included. P4584 - 8.2014

Tweet: Do you have a great scholarship application tip to share with DECA members? Tweet it to @DECAInc now!

PREPARING FOR DECA SCHOLARSHIPS This year DECA, along with many of its corporate partners, will award over $300,000 in scholarships to members around the world. How can you get in on this incredible opportunity? It’s as easy as planning ahead, being prepared and filling out an application! Along with the application itself, there are several additional steps a member must take for each scholarship. Below are questions you should consider prior to applying for a scholarship.

ARE THERE ELIGIBILITY REQUIREMENTS FOR SPECIFIC SCHOLARSHIPS? Some scholarships offered through DECA’s corporate partners are specific to certain members. For example, only NAPA associates or DECA members interested in the automotive industry are eligible to receive the NAPA scholarship. Visit the DECA Inc. website (www.deca.org) to find out whether or not you qualify for a specific scholarship.

WHO SHOULD I ASK TO WRITE MY RECOMMENDATION LETTER? Several DECA scholarships require recommendation letters to be included with the application. You should identify a few teachers, administrators, coaches or DECA advisors ROBERT MITCHALS from your school that you feel could best write a letter of recommendation CENTRAL REGION on your behalf. Remember to provide teachers or administrators with plenty VICE PRESIDENT notice and time to write your letter. @DECAVPROBERT

DO I HAVE A SOUND RÉSUMÉ? Several things to consider when writing a résumé include length, format and detail. Balancing these three components of your résumé will help you stand out from other applicants. You can find more information and resources on preparing an outstanding résumé on DECA’s Pinterest page (www.pinterest.com/decainc).

HOW CAN I STAND OUT? The best way to make sure your application stands out is by double (and triple!) checking that all your required materials are included. Don’t let your application be thrown out just because of a missing signature, recommendation letter or transcript. Remember to also focus on your strongest qualities and what sets you apart from everyone else. Applying for any scholarship is an adventure all on its own. Remember, it is never too early to begin the process and take your time when completing an application. Make sure to take the necessary steps to give yourself the best chance for success! NOVEMBER–DECEMBER 2014

DECA direct

for What do you like most about DECA? • Team environment • Competition • Role Play • Learning Sales Skills • Fun atmosphere

��

�

��

Customer sales/service

•

all ages 18+

•

conditions apply

��

Apply now

WWW.WORKFORSTUDENTS.COM/DECAVM

��

Does your chapter have a social media correspondent? Share a photo of him or her on Instagram and tag @decainc!

WHY DOES YOUR CHAPTER NEED A SOCIAL MEDIA CORRESPONDENT? DECA’s Social Media Correspondent Program is one of the many ways DECA and Collegiate DECA is keeping their members engaged and excited about upcoming events and important topics. From scholarship advice to fundraising ideas, internship information and even competitive event tips, DECA Direct Online Social Media Correspondents ensure members are up-to-date on what’s happening in DECA and Collegiate DECA. Here are the top three reasons your chapter needs to designate an official social media correspondent today:

GAIN CHAPTER RECOGNITION. Chapter social media correspondents write articles about their chapter’s events, campaigns, best practices and more. These articles are then published on DECA Direct Online for all of DECA and Collegiate DECA to read—that’s over 200,000 members and 400,000 eyeballs! Your chapter’s accomplishments could be seen around the world or your best new HOLLY NORRIS idea could help inspire another chapter. Why wouldn’t you want to COLLEGIATE DECA VICE PRESIDENT give your chapter that kind of free publicity?

BUILD YOUR PORTFOLIO.

@HOLLYCNORRIS

Do you love writing or reporting? DECA’s correspondent program is a terrific way to get your content published on a website read around the world! There’s nothing more rewarding than seeing the “like” and comment count go up on an article with your name in the byline. Even better, showing you’re a published author looks great on a job application or résumé.

GET OTHERS INVOLVED. Having a chapter social media correspondent means more content is being created about your chapter and then being shared on DECA’s social media channels. These articles also serve as great content for you to post on your own chapter’s Twitter or Facebook page too! You can even text posts to potential members to show them why they should be involved in DECA. Joining the DECA Direct Online Social Media Correspondent team is easy, but the rewards are far from minimal. Sign up one person from your chapter—or the entire chapter!—today and watch your chapter’s social media popularity skyrocket! Ready to become a DECA Direct Online Social Media Correspondent? Go to http://bit.ly/ decasmc to sign up today! NOVEMBER–DECEMBER 2014

DECA direct

Like Piper Jaffray on Facebook at facebook.com/piperjaffraycompanies and remember to take the Teen Opinion Survey each fall and spring!

WHAT DOES

GENERATION Z REALLY BUY?

Each spring and fall, Piper Jaffray, a DECA Inc. National Advisory Board member, surveys thousands of DECA members across the country for its bi-annual Teen Opinion Survey. This survey gathers information on teen spending habits that is then used by retailers nationwide to determine what trends, stores, clothing, food, video games and more are driving teens to buy, spend and shop. Marketers are quickly realizing that although Generation Z, those ages 0 to 18, may not yet have their own income to spend, they are huge decision makers in what their parents and older generations are buying. The Piper Jaffray Spring 2014 Teen Opinion Survey totaled 7,500 responses from 48 states with an average age of respondents being 16.4 years old. This survey yielded some interesting results about Generation Z, such as: • Teens seem to be spending more on “food” than clothing and are seeking experiences rather than just shopping. • Teens are increasingly shopping online and on their phones. • The influence of friends and the internet are combined on social media platforms. Check out the infographic on the next page to see more results from the Piper Jaffray Spring 2014 Teen Opinion Survey to get a better idea of what drives Generation Z to spend their (or their parent’s) money. Be sure to keep an eye out for the Piper Jaffray Spring 2015 Teen Opinion Survey, available next February! Taking part in this online survey is not only a great classroom activity to demonstrate the importance of market research, but you will also be a part of this nationwide research project! NOVEMBER–DECEMBER 2014

SPRING 2015 TEEN OPINION SURVEY RUNS FROM FEBRUARY 23 THROUGH APRIL 7. BE SURE TO PARTICIPATE!

DECA direct

3-D printed shoe from Continuum.

GENERATION Z SPENDING TRENDS FOOD

20%

CLOTHING

10%

ACCESSORIES

SHOES

CAR

ELECTRONICS

VIDEO GAME SYSTEMS

MUSIC/MOVIES

EVENTS

BOOKS/MAGAZINES

FURNITURE

OTHER

SOURCES OF INFLUENCE

FRIENDS

INTERNET

TELEVISION

THE EXPERIENCE-SEEKING GENERATION

SPORTS

FOR THE FIRST TIME IN OUR SURVEY HISTORY, FOOD EXCEEDED CLOTHING AS A PERCENTAGE OF THE TEEN WALLET.

PARENT CONTRIBUTION RATE

65%

Research findings courtesy of

Piper Jaffray surveyed 7,500 teens from 48 U.S. states. The average age of surveyers was 16.4 years old. 14

DECA direct

MAGAZINES

AVERAGE SPEND ON FASHION GOODS $1 ,0 32

PARENT CONTRIBUTION IS A KEY DRIVER OF TEEN SPENDING.

MOVIES

NOVEMBER–DECEMBER 2014

UPPER INCOME TEENS

$9 32

SPENDING MIX BY CATEGORY

21%

AVERAGE INCOME TEENS

AVERAGE SHOPPING TRIP

AVERAGE SPEND PER VISIT

TOP PREFERRED CLOTHING BRANDS

28% NIKE

FOREVER 21

$56.50 DOLLARS

MINUTES

ACTION SPORTS BRANDS

TOP PREFERRED FOOTWEAR BRANDS

48% NIKE

28%

CONVERSE

PREFERRED WAY TO WATCH A MOVIE

30%

PREMIUM THEATER

19%

2D IN THEATER

10%

3D IN THEATER

12%

DVD RENTAL

ON-DEMAND

12%

DVD PURCHASE

14%

STREAMING

10% VANS

TOP FASHION TRENDS “RIGHT NOW”

FEMALES, SPRING 2014

28%

LEGGINGS/LULULEMON

VICTORIA’S SECRET/PINK

4% UGGS

TOP FASHION TRENDS “RIGHT NOW”

TEEN DINING PREFERENCE BY SEGMENT

MALES, SPRING 2014

19%

NIKE/JORDANS

RESTAURANT BRAND PREFERENCES STARBUCKS 43%

QUICK SERVICE

35%

CASUAL

16%

FAST CASUAL

OTHER

MCDONALD’S CHIPOTLE

10%

POLO RAPLH LAUREN

OLIVE GARDEN

BOAT SHOES

TACO BELL

SHOES

NOVEMBER–DECEMBER 2014

DECA direct

Follow Millennial Marketing on Twitter @MillennialMktg and let them know what you think about marketing to Generation Z!

LOOKING TO THE

FUTURE AND MARKETING TO There are over 80 million members of the millennial generation and they represent 25% of the U.S. population and hold more than $200 billion in buying power. As much power as this generation holds, marketers always have a tendency to ask, what’s next? What do we know about the generation that follows, who will they be, how will they be different and most importantly, how can we prepare for them? Wanting to answer these questions is fair, but the reality is that we BRENDAN SHAUGHNESSY MILLENNIAL MARKETING won’t know for sure. Many people tried projecting who millennials would be based on their parents and new technological advances, but most of those projections and theories were wrong. So without trying to overthink things, let’s simply start with what we know. NOVEMBER–DECEMBER 2014

DECA direct

WHAT’S IN A NAME? There have already been a number of names thrown around for this young generation. While some names like iGen and the Pluralist Generation were catchy, most marketers have landed on Gen Z. We know Gen Z consists of those ages 0 to 18 and, like millennials, they too represent over a quarter of the U.S. population. While they don’t currently hold direct purchasing power, over two-thirds of U.S. moms feel their Gen Z child is influential when purchasing toys, apparel, weekly dinner menu and entertainment. Marketers will have to be smarter with how they reach Gen Z. After growing up in the midst of the recession, 57% of Z’s would rather save money than spend it immediately and 72% want to own their own business. Forget living in their parents’ basement, these entrepreneurs are about to take marketers by force. So now that we know they’re important, what else should you know?

RETHINKING BRAND LOYALTY Marketers have been told that the way into millennials’ hearts is to create lasting relationships with their consumers and brand loyalty will grow. While creating relationships is still key with Gen Z, they care much more about the product than the reputation of a brand. According to Martin-Wilbourne Partners, consumers will easily drop a name brand product if they can find something of higher quality or that is more useful to their daily routine. Brands can still maintain a sense of loyalty by remaining consistent and providing value past today to Gen Z. Providing a sense of stability and confidence for consumers will make brands more trustworthy in the skeptical eyes of Gen Z.

DIGITAL NATIVES AN UNDERSTATEMENT There’s no gray space here, you can put this one in the books: Gen Z is the most tech savvy generation ever. Gen Z-ers multi-task across five different screens daily, compared to just two screens for millennials. They use technology to communicate, as emojis have more or less become a second language, and 76% say that they depend on technology to help them reach their goals. With many of them now older than Google, it’s clear that growing up in the midst of tech and social innovation has created a generation with higher tech expectations than ever before. Slapping up a Facebook page for Gen Z-ers to “like” won’t cut it. Rather, marketers must adapt to create brands that fully digitally integrate themselves in order to interact with Gen Z-ers as often as possible in truly authentic ways.

DECA direct

NOVEMBER–DECEMBER 2014

Over two-thirds of U.S. moms feel their Gen Z child is influential when purchasing toys, apparel, weekly dinner menu and entertainment.

THE NEXT GREAT LEADERS As mentioned earlier, Gen Z-ers are driven with entrepreneurial spirit, but they’re doing so at an earlier age than previous generations. Teens are giving TED talks, developing groundbreaking apps and 69% report wanting to make a significant difference in the world. While it may sound cliché that there are so many members of Gen Z ready to make a difference, the reality is that marketers can capitalize on giving these young consumers opportunities to express themselves and further expand brands through innovative ideation opportunities. So let’s get something straight: In many ways, engaging millennials and members of Gen Z are very similar processes. However, as time goes on, Gen Z will need more creative and robust activation plans, requiring marketers to continue to integrate Gen Z through digital tactics. Marketers cannot bank on making “viral videos,” rather, the generation of tomorrow will be looking for the brands that make the strongest connection by creating quality products and offer consumers the chance to expand the brand in new, robust ways. Get more marketing articles and information from Millennial Marketing at www. millennialmarketing.com.

72% of Gen Z want to own their own business.

? QUICK QUESTIONS Why do you think Gen Z-ers are more skeptical when it comes to big name brands? Would you ditch a big name brand if you found a better product elsewhere? Do you believe that Gen Z-ers are an entrepreneurial generation? If so, why do you think they have a greater entrepreneurial passion than those before?

Experienced faculty, state of the art facilities, small class sizes, career focused internships and study abroad opportunities combine for a rewarding learning experience that prepares our students to go from here to anywhere.

2013 U.S. News and World Report

RANKED 7TH Top Universities South Region Bloomberg Business Week

TOP 100

Undergraduate Business School Dual AACSB Accreditation

1 OF < 1% Business and Accounting

www.BELMONT.edu

NOVEMBER–DECEMBER 2014

DECA direct

NOVEMBER–DECEMBER 2014

What do you think about Marriott’s new mobile app? Tell DECA on Facebook and be sure to like Marriott at facebook.com/marriottinternational.

MOBILE CHECK-IN JUST GOT A WHOLE LOT

BIGGER CONVENIENT | FAST | EASY

With 500 hotels and resorts in nearly 60 countries around the world, Marriott Hotels is evolving travel through every aspect of the guest’s stay and enabling the next generation to travel brilliantly. Boldly transforming itself for mobile and global travelers who blend work and play, Marriott leads the industry with innovations. “We recognize our guests—especially Millennials—do not separate work and play, and travel enhances them both,” said Paul Cahill, senior vice president of brand management for Marriott Hotels. “They are more mobile and global than ever before, and technology—especially their mobile devices—keeps them connected to their world. We will continue to engage our guests to join with us on our journey to transform Marriott for next generation travelers.” Marriott Hotels, the flagship brand of Marriott International, continues to make travel more brilliant by offering mobile check-in on its wildly popular Marriott Mobile app at 329 properties in the continental U.S. and Canada. This represents the broadest mobile service of its kind in the North American hospitality industry. Today’s always-connected Marriott Rewards members, who have downloaded the Marriott Mobile app, can check-in using their smartphones as early as 4 p.m. the day before their arrival and receive an automatic notification when their room is ready. When they arrive, Marriott Rewards guests simply go to the expedited mobile check-in desk where their key card will be ready and waiting for them. Marriott Hotels began testing mobile check-in at 31 properties during the summer of 2013. Adoption has been rapid as one-quarter of Marriott Rewards guests with reservations at those hotels used the Marriott Mobile app to check-in. NOVEMBER–DECEMBER 2014

DECA direct

The app makes it easier than ever to simply tap to join Marriott Rewards, as well as gain immediate access to mobile check-in at Marriott Hotels, room-ready alerts, and other services available only to Marriott Rewards members exclusively on the app. Mobile checkin is part of the free Marriott Mobile app available in the Apple iTunes Store and Google Play. Learn more about mobile check-in and download the app www. marriott.com/marriott/mobile-check-in-marriott-hotels-and-resorts.mi. Mobile is Marriott’s fastest growing consumer channel. Mobile accounts for 10 million visits per month, and the Marriott Mobile app has been downloaded 2.3 million times. Last year, mobile devices (smartphones and tablets) accounted for over $700 million in revenue. Marriott mobile revenue has grown more than 80 percent during the past year.

We recognize our guests—especially Millennials—do not separate work and play, and travel enhances them both.

WHAT’S NEXT?

In its drive to co-create the future of travel with its customers, Marriott Hotels solicited feedback from users of the app about what is most important to them. Based on this feedback, Marriott plans to add mobile check-out in November, including the option to have folios emailed. In a nod to its increasingly mobile and global guests, Marriott Hotels will begin testing mobile check-in in 15 other countries, including the United Kingdom, China, United Arab Emirates, Mexico and India beginning in late November. The brand’s innovation loop never ends as Marriott Hotels has launched four mobile “incubator” hotels to test future mobile enhancements. Guests at those hotels can make service requests using their smartphones. Among the most popular guest requests so far: additional towels, wake-up calls and housekeeping. Marriott recently launched a new website—www.travelbrilliantly.com—revealing innovations under development, as well as a co-creation platform to solicit future-forward ideas from influencers, experts and traveling consumer enthusiasts. Visitors to the website are invited to share their groundbreaking ideas to improve the modern travel experience across design, culinary, wellness and technology. Mobile check-in is just one of many innovations Marriott has launched in its transformational journey. By the end of next year, the brand expects to have its industry-leading Greatroom lobby concept fully deployed, offering a seamless experience merging modern, stylish design and comfort, with greater access to food and beverage, and technology whether for groups or individuals at work or play. In The Underground—the company’s subterranean innovation lab—Marriott Hotels is working on the next generation guest room based on extensive research and collaboration with next generation travelers. Because the way people work is changing, Marriott Hotels is also re-imagining meetings. Workspace on Demand makes booking a lobby workspace or meeting room as easy as booking a guest room using a digital device. The first of its kind app—Red Coat Direct—enables meeting organizers to adjust and edit their meeting requests and preferences with a touch of a button and without ever leaving the meeting room. With so many innovative apps and ideas being generated by Marriott, the future of travel seems more exciting and inviting than ever. What will be the next major hospitality innovation? Perhaps a Gen Z member is already working on it!

? QUICK QUESTIONS Although Marriott’s new mobile app was built for Millennials, what current features does that app have that would also appeal to a Generation Z customer? Brainstorm 2 or 3 features that the app currently doesn’t have that would help it become even more useful for Generation Z. 22

DECA direct

NOVEMBER–DECEMBER 2014

DECA IMAGES & CHAMPION New for 2014

Give us a call at 703.860.5006 or find us on the web at www.deca.org

WANT TO RUN YOUR OWN HOTEL? Now you can—thanks to the DECA Hotel Challenge, presented by the J. Willard and Alice S. Marriott Foundation. The DECA Hotel Challenge promotes hospitality education and career exploration. A key element of the challenge is the simulation technology used, created by the DECA Virtual Business Challenge sponsor, Knowledge Matters. Created in collaboration with subject matters experts from all areas of Marriott International, the simulation models a full-service, 500-room hotel, complete with a lobby, restaurant, kitchen, meeting space, banquet space and 15 floors of guest rooms. The simulation gives DECA members complete control of their hotel, allowing them to zoom in on specific floors, remove exterior and/or interior walls, and see virtually every aspect of what is going on in their hotel. DECA members control the simulation through a series of action screens. Some of these actions include: • Setting rates for their rooms based on high and low demand days. • Preparing custom bids for meeting and banquet space to win clients. • Monitoring guest arrivals and departures using a front desk calendar. Virtual Business Challenge—DECA • Choosing menu items and setting prices for the hotel restaurant. Hotel Challenge screen image • Overseeing the cleaning and turnover of rooms with housekeeping. • Controlling the meeting and banquet space by ensuring staffing is appropriate for the size of the group and large food requests are made. Pop-up issues from guests will challenge DECA members to make critical decisions. These decisions are not judged right or wrong, but have direct consequences as the simulation moves forward. The simulation also provides a series of in-depth reports, modeled after many industryleading best practices, to give DECA members insights on how their hotel is performing. Another incredible feature is the Tweeter Report, based on the popular social media site, that gives DECA members instant feedback on what customers are tweeting about their hotel experience and whether it was good or bad. This innovative learning lab is a perfect way to give DECA members who are already interested in the hospitality industry an avenue to explore their interests, or to introduce DECA members to the industry for the first time in a very real way. For more information on participating in the DECA Hotel Challenge, please visit http://www.knowledgematters.com/vbc/. Round 2 of DECA’s Virtual Business Challenge, featuring the DECA Hotel Challenge, begins on January 2, 2015. 24

DECA direct

NOVEMBER–DECEMBER 2014

UNIVERSITY OF MARYLAND ROBERT H. SMITH SCHOOL OF BUSINESS UNDERGRADUATE PROGRAM

CAN YOU SEE YOURSELF AT SMITH? “I’ve been there, applying to college, finishing AP exams, prom … the list goes on for senior year. Most of you have gone through all the steps except the last one: choosing the right college.” Yash had a lot of options on the table senior year. He chose Smith, which turned out to be the best decision he ever made: “For me, it was all about who provides the best opportunities. And the Smith School, with its prestige, connections and limitless ways to get involved, was that place.”

WE’RE CONNECTED. With more than 57,000 alumni and partnerships with regional and globalbusinesses, you’ll be in good company.

WE’RE PRESTIGIOUS. ranked

ranked

Best Faculty

Supply Chain Management U.S. News & World Report

U.S. News & World Report

ranked

Entrepreneurship

Best Public Business School

Bloomberg Businessweek

RANKED AMONG THE

BEST COLLEGES AND UNIVERSITIES

Management Information Systems U.S. News & World Report

U.S. News & World Report

ranked

15 25 Management

Finance

Best Business School U.S. News & World Report

U.S. News & World Report

APPLY TODAY: Yash Mehta, Class of 2016

ranked

301.314.8385 admissions.umd.edu/apply

BUZZ

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

WHATâ€™S YOUR CHAPTER BEEN UP TO?

Foothill DECA (Pleasanton, Calif.) chapter members (left) posed together at the Georgia Dome in Atlanta during the 2014 DECA International Career Development Conference. Chapter members from University of Wisconsin-Eau Claire Collegiate DECA (Wis.) showed their fun side (below) while getting together to take their own #WIDECASelfie. Perry DECA (Gilbert, Ariz.) chapter members (right) took on the ALS Ice Bucket Challenge this past summer after being nominated by Camelback DECA (Phoenix, Ariz.).

Sherando DECA (Stephens City, Va.) members posed together (left) inside the World of Coca-Cola in Atlanta, Ga., during the 2014 International Career Development Conference before they started their tour.

DECA direct

NOVEMBERâ€“DECEMBER 2014

BUZZ Cactus Shadows DECA (Cave Creek, Ariz.) is ready for an incredible year! The entire chapter posed together (below) during a bowling event for members.

Looking sharp Pinnacle DECA (Phoenix, Ariz.)! Chapter members dressed in their DECA blues (above) for an open house event at their high school, where they talked to students and parents about joining DECA.

Upper Merion DECA (King of Prussia, Penn.) delivered a great presentation (left) for its school’s freshman orientation and discovered some new prospects! The entire chapter is excited that the new school year has started and can’t wait to see what they’ll accomplish this year.

Wausau West DECA (Wausau, Wis.) chapter officers (right) promoted DECA to all incoming freshmen at their school’s “Warrior Welcome Night.”

It’s pretty clear that Tri County Technology Center DECA (Bartlesville, Okla.) members (left) were ready to start the new school year off right! Go DECA!

Liberty DECA’s (Frisco, Texas) officer team (right) proved they’re ready to represent #IamDECA this year!

DECA SBE NEWS Is your SBE ready to go for the gold? The SBE Chapter Certification project is due January 16, 2015! The certification project is more streamlined than ever before and your advisor can easily submit all your materials online. Better yet, work ahead and submit your manual to DECA before holiday break. Don’t wait until the last minute for your chance to earn the ultimate distinction of being DECA Gold Certified! Gold Certified DECA SBEs automatically earn a spot at the 2015 International Career Development Conference in Orlando, Fla. Don’t miss out on this opportunity for your SBE and DECA chapter to gain international recognition and participate in the biggest DECA event of the year. The “7th Grade Locker Night” event is the first school store activity of the year for Maple Shade DECA (Maple Shade Township, N.J.). During the event, chapter officers greeted seventh grade students with brand new Wildcat gear for the year.

NOVEMBER–DECEMBER 2014

Pacific DECA (Mo.) chapter members (above) smiled for the camera before enjoying the St. Louis Cardinals Career Day!

DECA direct

BUZZ

The Appleton East DECA (Wis.) officer team (above) spent a day presenting DECA to all the marketing and business classes at their school and recruiting great new members to start the new year off strong. Coral Spring Charter School DECA (Fla.) chapter officers (below) showed their DECA diamond pride after their first chapter meeting of the new school year.

Grandview DECA (Wash.) was hard at work promoting DECA to fellow classmates (right), other schools in the area and to the local community as well.

STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION

Dutchtown DECA’s (Hampton, Ga.) president Kayleigh Price and social media correspondent Yvonne Danville (above) proclaimed #IamDECA at the 2014 DECA ICDC in Atlanta, Ga. It was their second year competing in DECA and their second trip to ICDC.

DECA direct

(1) Publication Title: DECA Direct. (2) Publication Number: 0566-200. (3) Filing Date: 9/30/2014. (4) Issue Frequency: 4 times/year: Sept./Oct., Nov./Dec., Jan./Feb., Mar./Apr. (5) Number of Issues Published Annually: 4. (6) Annual Subscription Price: $5.00. (7) Complete Mailing Address of Known Office of Publication (Not printer): DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. Contact Person: Paul Wardinski. Telephone: 703-860-5000. (8) Complete Mailing Address of Headquarters or General Business Office of Publisher: DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. (9) Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher: Paul Wardinski, DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. Editor: Christopher Young, DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. Managing Editor: Janelle Scudder, DECA Inc., 1908 Association Dr., Reston, VA 20191-1594. (10) Owner: Full Name, Complete Mailing Address: DECA Inc., 1908 Association Dr., Reston, VA 201911594. (11) Known Bondholders, Mortgagees, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None. (12) Tax Status (For completion by nonprofit organizations authorized to mail at nonprofit rates): The purpose, function, and nonprofit status of this organization and the exempt status for federal income tax purposes: Has Not Changed During Preceding 12 Months. (13) Publication Title: DECA Direct. (14) Issue Date for Circulation Data Below: September 2, 2014. (15) Extent and Nature of Circulation: Average No. Copies Each Issue During Preceding 12 Months/No. Copies of Single Issue Published Nearest to Filing Date: (a) Total Number of Copies (Net press run): 114,875/83,000. (b) Paid and/or Requested Circulation: (1) Paid/Requested Outside-County Mail Subscriptions Stated on Form 3541. (Include advertiser’s proof and exchange copies): 109,365/80,504. (2) Paid In-County Subscriptions Stated on Form 3541 (Include advertiser’s proof and exchange copies) 0/0. (3) Paid distribution outside the mails: 0/0. (4) Other Classes Mailed Through the USPS: 4,560/1,621. (c) Total Paid and/or Requested Circulation [Sum of 15b (1), (2), (3), and (4)]: 113,925/82,125. (d) Free or Nominal Rate Distribution (By Mail and Outside the Mail): (1) Outside-County included on PS Form 3541: 0/0. (2) Free or Nominal Rate In-County Copies Included on PS Form 3541: 0/0. (3) Free or Nominal Rate Copies Mailed at Other Classes Mailed Through the USPS: 0/0. (4) Free or Nominal Rate Distribution Outside the Mail (Carriers or other means): 0/0. (e) Total Free or Nominal Rate Distribution (Sum of 15d (1), (2), (3), and (4)): 0/0. (f) Total Distribution (Sum of 15c and 15e): 113,925/82,125. (g) Copies not Distributed: 950/975. (h) Total (Sum of 15f and g): 114,875/83,000. (i) Percent Paid (15c divided by 15f times 100): 100%/100% (16) Electronic Copy Circulation: (a) Paid Electronic Copies: 0/0. (b) Total Paid Print Copies + Paid Electronic Copies: 113,925/82,125. (c) Total Print Distribution + Paid Electronic Copies: 113,925/82,125. (d) Percent Paid (Both Print & Electronic Copies): 100/100. I certify that 50% of all my distributed copies (electronic and print) are paid above a nominal price. (17) Publication of Statement of Ownership: Publication required. Will be printed in the November/December 2014 issue of this publication. (18) Signature and Title of Editor, Publisher, Business Manager, or Owner: Paul Wardinski, Publisher. Date: 9/30/2014.

NOVEMBER–DECEMBER 2014

BUZZ The Harker School DECA (San Jose, Calif.) members (below) took a break from DECALaunch, the inaugural summer event for incoming members, and smiled for a photo. This two-day intensive program introduces DECA and all its events to new members and is capped off with a mini Idea Challenge, where members create products and present their ideas.

Appleton North DECA (Appleton, Wis.) members (left) got pumped up for the Wisconsin DECA COW Games during an officer training camp this past summer.

Delta College Collegiate DECA (University Center, Mich.) posed together in front of the U.S. Capitol (left) during the 2014 Collegiate DECA International Career Development Conference in Washington, D.C.

THIS PART OF my life IS CALLED RADFORD.

Radford, VA

Radford University offers more than 140 academic programs on a medium-sized, student-oriented campus. Students here are teaching music therapy classes to elementary students, kayaking on the New River, running a student investment group worth more than a million dollars, playing in Division 1 sports, studying sparrows in Kenya, and meeting new best friends. Visit and see for yourself why so many of our students know that your time at Radford is four years that could totally change the rest of your story. Learn more at www.mylife.radford.edu