Issuu

THE MAGAZINE

THE FUTURE OF

RESTAURANT

MARKETING

+ THE LAUNCH OF

DECA DIRECT ONLINE

JANUARY–FEBRUARY 2013

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summer study for high school students Babson Entrepreneurial Development Experience: July 8â€“August 9, 2013 Explore and approach economic, social, and environmental problems in the context of developing new ventures.

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

JANUARY–FEBRUARY 2013

DECA NATIONAL OFFICERS President Morgan Thompson North Atlantic Region Vice President Emily Socha Central Region Vice President Christine O’Neil Southern Region Vice President Jordan Robinson Western Region Vice President Victoria Caña

COLLEGIATE DECA NATIONAL OFFICERS President Elsa Tavares Vice President Demi Hall Vice President Michael Pham Vice President Fidelmar Rivera, Jr. Vice President Jessica Tormey

YOUR TIME TO THRIVE

GET MORE DECA DIRECT ONLINE CHAPTER BUZZ

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

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

SUBSCRIPTIONS & CHANGE OF ADDRESS DECA Direct Circulation 1908 Association Drive Reston, Virginia 20191-1594

DECA Direct (ISSN 1080-0476) is published four times each year—September/October, November/December, January/February and March/April. Copyright ©2013 by the Distributive Education Clubs of America, Inc., 1908 Association Drive, Reston, Virginia 20191-1594. All rights reserved. Annual non-member subscription rate is $5.00. Periodicals postage paid at Herndon, Virginia and additional mailing offices. $1.00 of membership fee goes toward subscription to DECA Direct, a publication of DECA, (USPS 566-200), Volume 1, Number 3. Postmaster—Send form 3579 for change of address to: DECA Direct, 1908 Association Drive, Reston, Virginia 20191-1594.

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NETWORKS OF POSSIBILITY

FEATURES JOIN US ON THE ALL-NEW DECA DIRECT ONLINE For the past few months, we’ve been changing the way we communicate.

ABOVE THE FOLD: RESTAURANT MARKETING The advancement of technology has prompted restaurants to use mobile applications and social media.

RADISH A food truck becomes a hub for artists, musicians and adventurers.

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MANAGING A VIRTUAL RESTAURANT Do you know if you have what it takes to run your own restaurant?

PUT AN END TO “WHAT IS DECA?” February is Career and Technical Education Month, the perfect time to advocate for DECA.

DECA SUPER WEEKEND

5,100 excited, eager and motivated DECA members engaged in #decasuperweekend.

THE STAGE IS SET

BRAND A BUSINESS, BRAND YOURSELF Customer loyalty and company growth depend heavily on customer service.

Imaging standing in front of thousands of your peers accepting an award for a welldeserved accomplishment.

JANUARY–FEBRUARY 2013

DECA DIRECT

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WITH ALL OF DECA’S TOP PERFORMERS IT’S YOUR TIME TO SHINE INTERNATIONAL CAREER DEVELOPMENT CONFERENCE Photo courtesy of Travis Conklin

, CA

EIM ANAH

COLLEGIATE | APRIL 17-20, 2013 www.deca.org/events/colicdc

HIGH SCHOOL | APRIL 24-27, 2013 www.deca.org/events/icdc

CHAT

@decamorgant

TIMELINE JANUARY 2013 7

Virtual Business Challenge II begins

School-based Enterprise certification documentation postmark deadline

ubmissions due for March/April S DECA Direct

Student scholarship online applications due

FEBRUARY 2013 1

DECA Emerging Leader Honor Award applications due at DECA Inc. Virtual Business Challenge II ends

1–15

Online voting for ICDC T-shirt Design Contest

1–28

Career and Technical Education Month

NETWORKS OF POSSIBILITY

6–10

Sports and Entertainment Marketing Conference, Orlando, Fla.

MORGAN THOMPSON | DECA NATIONAL PRESIDENT

Has a generation ever been capable of reaching 22,885 people with the click of a button?

25–28

The answer is yes; 22,885 is the number of people connected to DECA through social media. The First Amendment to the Constitution of the United States gives us the freedom of speech and the power to voice our opinions, share our stories and live our lives. Now, more than ever, students are taking a stand and using their voices to connect, interact and share via social media. Remember when everyone had MySpace? Looking back on our timeline to photos of ourselves in braces, we know how much we’ve changed. Likewise, social media has evolved and grown to better fit the needs of its TWEET. audience. DECA is also evolving and taking a lead role in the world of social media. As the online content of DECA Direct FOLLOW. takes the world by storm, DECA is taking strides to set the CREATE standard as a leader. DECA Direct Online will feature cutting edge technology CONVERSATION. allowing you to join the conversation, receive new information 24/7 and learn from social media correspondents from across JOIN THE DECA the globe. In this huge world of online media, you’ll be able to SOCIAL MEDIA find valuable information to help with your college and career CORRESPONDENT preparation. TEAM DECA has taken on the challenge to evolve, innovate and grow. Will you take the same challenge to evolve and grow www.deca.org/page/ yourself? The skills we learn through DECA help us become the innovative leaders of the future. DECA Direct is the socialmedia resource that will help us along the way. JANUARY–FEBRUARY 2013

FIDM Challenge submissions due Piper Jaffray Spring Online Survey (continues through March into April)

MARCH 2013 1

dvisor scholarship applications A postmark deadline Advocacy Campaign due I CDC competitors’ final membership eligibility

1–31

Piper Jaffray Spring Online Survey

National Officer applications due

I CDC registration and hotel rooming list/deposit due from chartered associations

APRIL 2013 1–3

Piper Jaffray Spring Online Survey

24–27

ECA International Career D Development Conference, Anaheim, Calif.

DECA DIRECT

Study Hospitality at a World-Class University in a World-Class City

For more information, visit us at www.bu.edu/hospitality

CHAT

@elsadecapres

TIMELINE JANUARY 2013 18

Corporate and Applegate student scholarship applications due (submitted directly online)

FEBRUARY 2013 1–15

Online voting for ICDC T-shirt Design Contest

1–28

Career and Technical Education Month

Intent to Run for National Officer Form due Collegiate DECA membership submission and dues deadline for ICDC competitors (Students may still join after this date and participate in other ICDC activities.) There is no deadline for advisors and alumni to join.

Collegiate DECA Academic Honor Award applications due

YOUR TIME TO THRIVE

MARCH 2013 1

ELSA TAVARES | COLLEGIATE DECA NATIONAL PRESIDENT

Advisor of the Year Award deadline

There’s something unique about DECA members.

Community Service Award deadline

And it’s not being at the top of your class or the fact that you travel to some of the coolest cities that makes you unique—it’s you! YOU are the driving force behind DECA’s success; you give value and meaning to our organization’s principles. Without you, Collegiate DECA cannot THRIVE! Collegiate DECA’s Leadership Passport Program gives you an opportunity to give back and share what makes you so great. The Leadership Passport Program encourages local chapters and individual members to plan activities and participate in events that enhance the member experience. Recognition is given both to chapters and members who work to fulfill the requirements at any designated level. Chapter recipients of the Presidential Award and individual recipients of the Gold Diamond Award will be recognized for their efforts at Collegiate DECA’s International Career Development Conference in April 2013. Members are encouraged to engage in activities ranging from performing community service and attending chapter meetings to developing resumes and helping other schools start their own Collegiate DECA chapters. Chapters are encouraged to develop a unique program of work, host a panel of professionals to speak to their members or create and publish a chapter newsletter. Whether you design a marketing flyer, write a grant or develop the chapter event of the century, now is your time to THRIVE! Choose activities that tap into your talent and step on stage at ICDC to accept your award just for being you! Take advantage of unique opportunities to lead while building friendships that last a lifetime. Be sure to submit your Passport Award applications to DECA Inc. by March 1, 2013. For more information about the Leadership Passport Program and to view sample entries, visit www.deca. org/resources/college/. JANUARY–FEBRUARY 2013

Chapter and State Leadership Award deadline Passport Award applications (chapter and individual) due at DECA Inc.

National Officer Candidate applications due

ICDC Registration (to DECA Inc.) and housing (to hotel) due date Recipients of students, advisor and chapter recognition programs posted online at www.collegiatedeca.org

APRIL 2013 17–20

Collegiate DECA International Career Development Conference, Anaheim, Calif.

DECA DIRECT

TRENDING

@decainc or @collegiatedeca

#DECA TWITTER STREAM

Lexxxxxxy: I love DECA. I Love DECA. I LOve DECA. I LOVe DECA. I LOVE DECA. <3 @decainc #DECAmonth Ksneb: Thank you Mrs. Noble, Mrs. Meinster, and Mrs. Phillips for everything you do for GFHS DECA! We appreciate y’all!! #DECA #DECAMonth Alliebabyyy07: Perfect way to start out #DECAMonth! Headed to Fall Leadership at ISU with my teammate @Kenz_Kraze Showing our #DECAlove

GET MORE DECA DIRECT ONLINE GAINING SUCCESS AT DECA’S COMPETITIVE EVENTS www.decadirect.org/November-2012/Curtis-Haley-AssociationAdvisor-Nevada-DECA/

FOUR THINGS YOU NEED TO KNOW ABOUT FUNDRAISING www.decadirect.org/November-2012/Four-Things-YouNeed-to-Know-About-Fundraising/

MARKETING YOUR DECA CHAPTER www.decadirect.org/November-2012/Marketing-YourDECA-Chapter/

HEY, LET’S HANG OUT www.decadirect.org/November-2012/Hey-Lets-Hang-Out/

GAIN SUPPORT BY ADVOCATING FOR DECA INC. www.decadirect.org/November-2012/Gain-Support-byAdvocating-for-DECA/

Leave your comments on DECA’s Facebook pages at facebook.com/decainc or facebook.com/collegiatedeca. 6

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Carterchristens: Never have we been given so many opportunities to celebrate and promote such an awesome organization! #DECAMonth #DECAday #DECAlove CTDECANick: Google hangout with some super awesomesauce association officers!! #DECA #DECALove Madtownbrett: Are you pursuing your passion? Let us know how you are becoming an #Entrepreneur! #EntrepreneurshipWeek #DECAMonth Courtney_storer: Best DECA Memory: First Place Community Service with my best friend arin_straub #DECAmonth @Nstephenson23: Time for another year of proficiency and medals #deca #nathanstandards Presidentalcorn: It’s officially #DECAMONTH! Oklahomadeca: Ready to promote entrepreneurship & DECA for College/Career Night @MetroTechOK #DECAmonth @oklahomadeca

HERE’S WHAT MEMBERS ARE SAYING ABOUT THE NEW ONLINE FORMAT:

“

The technological transition by DECA,” remarks Ryan Mayfield, “truly demonstrates the organization’s awareness of today’s ever-changing shifts and trends in business and in social media.

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DECA Direct Online is a convenient, informative website for DECA members, alumni, and staff to network,” says Erin McGuire. “I learn something new every time I go on!

JOIN US ON THE ALL-NEW DECA DIRECT ONLINE For the past few months, we’ve been changing the way we communicate. In November, we introduced the all-new DECA Direct Online, a portal for everything that is anything in DECA—available 24/7. From the latest DECA news and chapter resources to competitive events strategies and conference highlights, DECA Direct Online is your one-stop shop for DECA information. Combining our traditional printed publications with interactive media, DECA Direct Online allows us to communicate more frequently with you, so you no longer have to wait two months for the latest information. All of the articles that appear in DECA Direct, the magazine, are also posted at www.decadirect.org, where we invite you to share them with your online networks and leave your thoughts and comments. Our goal is to create conversation, and we want to engage you in the discussion! We are continuously seeking Social Media Correspondents to contribute great articles to DECA Direct Online and promote us through various social media platforms. If you’re interested in this unique opportunity, visit www.decadirect.org and click on the Social Media Correspondent link at the top of the page.

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DECA Direct is so cool! It’s the perfect place for new, current, and prospective members and advisors,” says TJ Lind. “It’s like The New York Times of DECA. All in all, I love it!

”

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I’m moderately obsessed with DECA Direct,” admits Dyan Kohr. “I get so excited when I see all the accomplishments of and the impact that DECA members have had through the highlighted pieces, as well as the helpful tips on leadership and competitive events.

JANUARY–FEBRUARY 2013

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DECA DIRECT

Create Conversation: Tell us how you have used a mobile application when visiting a restaurant.

ABOVE THE FOLD

RESTAURANT MARKETING The restaurant business has traditionally relied on word-of-mouth advertising as a method of marketing and to drive repeat business. Historically, this exchange has resulted directly from conversations amongst friends and acquaintances who have recently dined at a particular restaurant. The advancement of technology, though, has prompted modern society to rely more and more on such mobile applications as Urbanspoon, Foodspotting, and OpenTable to guide them in their quest for dining options. It used to be said that if you had a bad meal at a restaurant, you’d tell approximately ten friends about your experience. Today, one bad online review can reach hundreds of potential customers in real-time, thereby DOUGLAS D. STUCHEL influencing their dining decisions and immediately ASSISTANT PROFESSOR AT THE impacting a restaurant’s bottom line. CENTER FOR FOOD & BEVERAGE MANAGEMENT IN THE HOSPITALITY COLLEGE AT Recognizing this growing trend, technologically JOHNSON & WALES UNIVERSITY savvy restaurateurs have begun to promote and market themselves instantaneously through the use of social media, blogs and smartphone applications. Capitalizing on new advances in technology, current and future restaurateurs alike are challenging preconceived notions of what it takes to establish, promote and operate a restaurant. If your customers aren’t tweeting about their experience, liking your restaurant on Facebook, or posting photos of menu items on Pinterest, you are losing a valuable market segment comprised JANUARY–FEBRUARY 2013

DECA DIRECT

of young, tech-savvy customers with an ever-increasing desire to eat out and socialize with their friends. Customer preferences are changing. Virtual menus adopted by such establishments as the Grand Met restaurant at the Grand Hyatt Dallas Fort Worth offer guests an interactive, touch-screen tour of the menu, detailed food descriptions and chef-recommended food and beverage pairings. The virtual menus are available for dinner service only and do not at all infringe on the first-class service provided to patrons by the Grand Met’s wait staff. Rather, the virtual menus are simply a new option intended to enhance the overall dining experience of Grand Met’s guests. After a guest completes their virtual menu tour, a personal server is on-hand to offer further recommendations and answer any questions. Another innovation is the use of Twitter by mobile restaurants, whose teams will broadcast their next location to their online followers. Food trucks sell niche menu items ranging from cupcakes and sushi to vegan dishes and everything in between. Food & Beverage Management seniors at the Johnson & Wales North Miami campus responded to the food truck trend for their capstone project, operating their own mobile restaurant for a day. The introduction of food trucks on campus was so successful that several trucks now drive through campus every Thursday, offering unique cuisines to students and the community. Pop-up restaurants, yet another restaurant trend, rely almost exclusively on social media for promotion, as they will only be at a specific location for an evening or two. In the pop-up environment, chefs set up temporary kitchens and serve hip, locally-sourced meals in any location deemed safe to cook and serve food. Menus are typically prix fixe and offer few or no

RADISH, a food truck serving locally grown and organic menu items, was created to promote healthy eating and creativity in Providence, Rhode Island. The food truck was the brainchild of a few passionate students at Johnson & Wales University, the Rhode Island School of Design and Brown University. The students were looking to put their exciting and progressive ideas to good use. In addition to offering organic, farmfresh food, the RADISH team promotes artists, musicians, cooks and adventurers every month via its truck and website. After winning the grand prize in the Johnson & Wales Shark Tank Competition (modeled after the ABC television series), CEO and 2011 JWU graduate Tim Silva and his team used the social networking website known as Kickstarter to fund their mobile restaurant. Kickstarter is an entrepreneurial social media outlet that serves as a funding platform for creative projects. Through Kickstarter, cutting-edge ideas are brought to life as people all over the world donate money to support the development of innovative products and services. Since its launch, Kickstarter support10

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substitutions to customers. Some chefs see pop-up restaurants as an opportunity to generate the revenue necessary to open their dream restaurant, while others simply like the challenge of offering completely different menus in exciting locations for a short period of time. Doug Weiler, a 2009 JWU graduate and one of the chefs and owners of

ers have brought to life more than 30,000 creative projects in the fields of music, art, technology, film, gaming and food services. To date, monetary support of Kickstarter projects totals over $350 million, with pledges from more than 2.5 million individuals. By April 5, 2012, RADISH had received financial support from 95 supporters. With pledges totaling nearly $10,000, the RADISH team had reached its Kickstarter goal. The team used some of the cash to refurbish a truck to comply with health code requirements and other state regulations,

while the remaining funds went toward a commercial hood system, a flat top grill, plumbing and wiring costs, a commercial refrigerator and decorating materials. According to a recent Forbes article, the cost of starting a food truck business can range from $50,000 to $200,000, with $60,000 being the expected cost of a reasonably priced and reliable truck. An additional $10,000 is needed to cover start-up costs including fuel, maintenance, permits, kitchen equipment purchases or rentals, food supplies, insurance, advertising dollars and employee expenses. The costs of a food truck are far lower than those of a traditional restaurant with a physical space in one location. Start-up costs for a traditional restaurant typically range from $100,000 to $300,000, depending on its size and location. Both the mobile food truck and the fixed location restaurant have a niche in the food service industry, and each caters to the unique needs of its respective clientele. In fact, many restaurateurs in Providence now have both a fixed location restaurant and a mobile food truck. The founders of RADISH wanted their truck to be a hub for artists, musicians and adventurers in their community. Imagine a mobile gallery space that also serves delicious, feel-good food you can eat with your hands. Shortly after winning the competition, the RADISH team conducted a guerilla marketing campaign by posting black and red stickers all over Providence; the stickers featured an image of a radish and the slogan: “RADISH - the farmer’s food truck.” They also created “Where is Radish?” accounts on Facebook, Twitter and LinkedIn, and even posted pictures of future menu items on Pinterest. To learn more about RADISH, visit http://whereisradish.com/. JANUARY–FEBRUARY 2013

DECA DIRECT

Lost and Found, a pop-up restaurant located in the Long Island area of New York, focuses on menus that offer healthy, Long Island-grown and locally foraged ingredients. Chef Weiler and his partners use Facebook, Twitter and its website to build buzz about their food and the unique, exciting and innovative locations in which they serve it. One recent stand-out location was the Lali Lali Salon Gallery in New York City, where Lost and Found was part of a book launch for famed photographer Denis Piel in October 2012. The restaurant trends discussed here suggest that physical structure and location are no longer as important to a restaurant as is its ability to promote good food through both traditional and innovative methods. But what’s next? What are some future trends in restaurant marketing? Look for restaurants, especially high-end ones, to start promoting smartphone applications and websites that allow the customer to order from an online menu, like the very successful tracker website introduced by Domino’s Pizza. However, unlike the pizza giant’s menu options, expect your gourmet items to be packaged in eco-friendly, reheatable containers. Also look for new and creative apps that incorporate social media into the marketing mix. “Gratafy” is one such smartphone/social media application; recently launched, it lets you buy and pay for a round of drinks, food items, a game of pool or even comedy tickets for your friends over the web. This online service is sure to entice customers to visit a restaurant or venue that they otherwise may not have considered going to before. Think about it—would you pass up a free meal? To view the Grand Met’s virtual menu description, please visit www.hyatt.com/hyatt/ images/hotels/dfwgh/TheVirtualMenu.pdf. To locate Lost and Found, like them on Facebook: facebook.com/LostAndFoundPopup, follow them on Twitter: @lostandfoundpop, or go to their website: www.lostandfoundpopup.com.

? QUICK QUESTIONS What are pop-up restaurants? What do they rely on for promotion? What’s unique about their menus? In your own words, describe Kickstarter. 12

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Otis Spunkmeyer® is proud to sponsor 16 new scholarships for students and chapters that run an SBE. (10) $1,000 School-Based Enterprise Awards (3) $1,000 School-Based Enterprise Chapter Awards (3) $1,000 Advisor Awards

Serve warm, irresistible Otis cookies with the Otis fresh-baked cookie program. We’ll even loan you the oven! Earn up to 50% profit on every transaction Generate sales all day long with a variety of over 20 ready-to-bake cookie dough flavors plus thaw-and-serve muffins, pastries and sheet brownies Meet the newest school nutrition requirements with Delicious Essentials reduced fat whole grain options

To make even more money for your chapter with an Otis cookie dough tub fundraiser, visit otisfundraisingideas.com.

For more information on building your DECA program with Otis, call us or visit our website. © 2012 ARYZTA LLC. Otis Spunkmeyer is a registered trademark of ARYZTA LLC. DECA is a registered trademark of DECA Inc.

spunkmeyer.com

facebook.com/otisspunkmeyer

twitter.com/otis_spunkmeyer

BRAND A BUSINESS What do you know about branding? When you see those golden arches, do you know a McDonald’s is up ahead? Do you think everyone “runs on Dunkin’” or heads to Starbucks on their way to school? These companies have invested time and money in building their brand and ensuring that customers recognize them and what they stand for. Building a brand is an extremely important process for a company. A brand is the “face” and first impression of a business. A well-established brand seems credible and will eventually lead to a loyal customer base for the company. In turn, the company will grow and prosper. Customer loyalty and company growth, however, depend heavily on customer service. I’m sure we have all been to a restaurant where we received sub-par service. Perhaps we have had just the opposite experience, where waiters have gone above and beyond to make our meal one to remember. Customer service is a factor that can make or break a customer’s perception of a business and can be a signature attribute of a company’s brand. Branding is essential not only for companies, but also for you! What do you represent? Do you have a signature phrase to live by? Are certain values and morals dear to you? These are important things to consider when you’re establishing yourself as a young professional. While you may not realize it, your name is a significant part of your personal brand. Give meaning to your name and what you stand for as a young professional by becoming more active in your community. The more active you are at school, in community 14

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BRAND YOURSELF

groups, or in extra curricular activities, the more people will get to know you. Build your résumé, stay classy, and be proud of the activities you participate in. You are the creator of your individual brand. Now that you’ve built your brand, what’s next? Enhancing your brand is similar to providing great customer service, but also a little bit different. Be sure to demonstrate team loyalty and respect. If you give 100% in every situation, you will serve your team well. Whether it is in DECA, school, athletics, or other organizations, work with your teammates in a positive and productive manner. Your teammates will want to work with you, your EMILY SOCHA teachers will know NORTH ATLANTIC REGION VICE PRESIDENT they can count on @EMILYSOCHA you, and you will eventually develop a great reputation. As DECA members, we strive to connect our classroom instruction to our DECA experience to become academically prepared individuals. DECA reminds us that marketing for a Fortune 500 company is just as important as marketing yourself. Remember to use all the skills you’ve learned in your marketing and business classes and apply them to your personal brand. A better brand means a better you! JANUARY–FEBRUARY 2013

DECA DIRECT

Virtual Business Challenge participants Anthony Franciscus and Louie Ferrara (second and fourth place in round one) from Greenway High School (Ariz.) DECA

MANAGING A VIRTUAL RESTAURANT For those DECA members without the capital to open their own restaurant but who want to try their hand at creating a menu, perfecting “front of the house” operations and managing a staff, they are in luck. The latest simulation from Knowledge Matters, Virtual Business Challenge—Restaurant, allows DECA members to virtually manage a restaurant from the comfort of their seat at home or school. “Competing in the VBC—Restaurant simulation was very entertaining,” said Anthony Franciscus of Greenway DECA. “It was interesting and competitive, but also intellectually challenging.” While they may enjoy virtually managing, DECA members must still make tough decisions when applying specific marketing and business concepts—including market research, advertising strategies and purchasing—in their own restaurants. “I learned about many aspects of the restaurant industry through the simulation,” said Nate Silvia of Apponequet DECA. “I learned about the importance of satisfying certain target markets when running your business, researching your market and maximizing profit.” As Jason Mueller of Port Clinton DECA remarked, “you must meet the needs of your target audience. We learned about market segmentation concepts like psychographics in class, so that knowledge helped when doing the simulation.” DECA members were also challenged to design a menu and implement pricing strategies, and they quickly found that placement often drives consumer decisions. “I learned that the menu and placement of food items on it are two of many things that help a restaurant earn a profit,” observed Kenan Karagic of Lakeview Fort Oglethorpe DECA. “Additionally, the different preparation of food made me realize that the 16

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actual items you put on your menu may cause your profit to decrease or increase. Some items require a bit more work because they are harder to prepare and require many ingredients, which also contribute to fluctuation in your profit margin.” “The most important thing we learned is that the menu of a restaurant is the absolute most important thing,” said Lisa Falkner of Apollo DECA. “Having one item listed before another can be the deciding factor between the most popular item and the one that’s rarely purchased. We also learned to use surveys to determine the best food to put on the menu, based on customer suggestions.” In the VBC—Restaurant simulation, DECA members also interpret actions, reports and financial information to make strategic marketing decisions for their restaurant while maximizing profitability—all without the risk of losing real capital. “I learned the importance of customer service,” said Ryan Evers of Papillion LaVista DECA. “If the customer is happy, your business will be successful and profitable.” “Virtual Business Challenge—Restaurant simulates a growing industry that engages the students,” declared Frank Rosa, DECA advisor of Apponequet DECA. “The breadth and depth of the game provides an eye-opening window into the world of restaurant ownership. The lessons stimulate higher-order thinking as students learn about each phase of the restaurant business, while the culminating projects invoke problem-solving and information management skills as they calculate and manipulate variables to achieve their business’s potential.” In the first round of the Virtual Business Challenge—Restaurant, eight teams qualified to participate in the final round of competition at DECA’s International Career Development Conference. “If you are interested in owning your own restaurant, then this program is the best simulation you could ever learn from,” said Mitchell Williams of Lakeview Fort Oglethorpe DECA.

She works to put clothes on your back.

FOR A COMPLETE LISTING OF ROUND ONE VBC WINNERS, VISIT DECA DIRECT ONLINE.

He works to keep you from losing your shirt.

And Berkeley College prepared them for a career. Marilyn Martillo Sales Events Manager, Chanel USA, Inc. B.S., Fashion Marketing & Management Berkeley Class of ‘07

Different passions lead to different professions. For many, Berkeley is the perfect place to prepare. Proven degree programs provide practical experience through internships or job-related assignments. And an accomplished, supportive faculty and staff help with everything from applying for scholarships and financial aid…to tutoring…to lifetime career assistance for graduates.

Joseph Stephens External Auditor, Deloitte & Touche LLP B.B.A., Accounting Berkeley Class of ‘10, Cum Laude

Take your first step today. Call: 800-446-5400, ext. GD3

Check us out at:

Twitter

YouTube

BerkeleyCollege.edu • info@BerkeleyCollege.edu

BERKELEY COLLEGE ONLINE: BerkeleyCollege.edu/Online

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 information may not be reflected here. For the most up-to-date information, please visit BerkeleyCollege.edu. For more information about Berkeley College graduation rates, the median debt of students who completed programs, and other important disclosures, please visit BerkeleyCollege.edu/disclosures.

JANUARY–FEBRUARY 2013

DECA DIRECT

10193.11.2011

Looking for a great business program? DIRECT ADMISSION for qualified freshmen 100 PERCENT placement rate in management $58 MILLION invested in student scholarships and aid Business Leadership SCHOLARSHIPS APPLIED LEARNING through internship programs 95 PERCENT overall placement rate FREE textbooks for DECA students*

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The James F. Dicke College of Business Administration is a proud national sponsor of DECA! *Conditions Apply

Create Conversation: Post a message on your Facebook profile that describes the impact DECA has made on you. Be sure to also post it at www.facebook.com/decainc.

DECA’S ADVOCACY CAMPAIGN

OUTREACH ACTIVITIES

OUTREACH CATEGORIES SUBMIT BY MARCH

PUT AN END TO

DECA ADVOCACY RESOURCES

Let’s face it—DECA’s on your mind pretty often. Competitive events, community service projects, chapter meetings . . . and the list continues! With everything going on, chances are that you devote a significant portion of your day to planning, discussing and thinking about DECA. But can you say the same for other members of your community? Think about those school administrators, public policymakers and business owners whose efforts have a profound impact on your community; they need to know about DECA, too. Fortunately, February is Career and Technical Education Month! This is the perfect time to promote DECA through an advocacy campaign and put an end to the question: “What is DECA?”

DECA Mission Statement and Guiding Principles: www.deca.org/about/

“WHAT IS DECA?”

LET’S GET STARTED It’s difficult to advocate for something if you don’t know about it, so don’t leave your audience in the dark about DECA. Begin by educating school administrators, public policymakers and business professionals in your community about what DECA is and what it stands for. Talking about competitive events and trips to cool locations is great, but don’t forget to mention the ways in which DECA impacts your audience. Think about how DECA gives back to your community, helps promote and support local businesses and prepares the future workforce (that’s you!) for college and careers.

DECA Fact Sheet and Annual Report: www.deca.org/about/ DECA Public Service Announcement: www.deca.org/page/psa/ Sample Proclamation: www.deca.org/events/ ctemonth/

ACTIVATE YOUR ADVOCACY Put together a plan of action for your chapter’s advocacy campaign. Make a list of key individuals in each category—think of people who might ask “What is DECA?” These might include: • School administrators: Think school board members, school principals and guidance counselors. These people have influence over what classes are offered and what activities students can participate in. Make sure DECA is on their list! JANUARY–FEBRUARY 2013

JULIA PITLYK

DECA DIRECT

• Public policymakers: Reach out to your town’s mayor, city council and the state legislators for your area or district. It’s crucial to have their support when it comes to legislation and budget decisions that impact our organization. Help them get to know DECA! • Community business partners: Local chambers of commerce, business owners, local media outlets and other civic groups are key to spreading the word about DECA in the real world. Include them on your list of people who need to know how DECA impacts their community! Come up with a list of activities you can do in February to introduce these groups to DECA. Deliver a DECA presentation to the school board. Have your chapter members write letters to your legislator. Invite a local business owner to present to your class. These simple ideas go a long way—especially when they come directly from members! For even more ideas, check out the “Advocacy Campaign” section on DECA’s Chapter Campaigns page. (Hint: Start planning now so your chapter is ready to go in February!)

MAKE IT COUNT Take full advantage of DECA’s Advocacy Campaign with the power of three. Execute three outreach activities in each of the three categories (school outreach, public policymakers outreach and community outreach), and you’ll have completed DECA’s Advocacy Campaign! Snap photos and write descriptions of your activities as you go, and remember that the deadline to submit all your hard work is March 1, 2013. DECA will recognize your chapter with a pennant, a plaque from DECA’s Congressional Advisory Board and a letter of recognition to your school and government officials. This February, it’s your responsibility to put an end to “What is DECA?” Make sure that members of your community will say, “I know—and support—DECA!” through a DECA Advocacy Campaign.

DECA SCHOLARSHIPS

DECA’S CONGRESSIONAL ADVISORY BOARD DECA’s Congressional Advisory Board (CAB) is a bipartisan group of United States Senators and Congressmen representing varied political philosophies, but all support Career and Technical Organizations as an integral part of delivering Career and Technical Education and for making sure that America’s youth are college and career ready. Learn how to sign up your U.S. Senator or Congressman at www. deca.org/about/cab/.

leaders

entrepreneurs

$4,000 ($1,000/year) All active students with a 2.7 GPA and letter of recommendation from chapter advisor. $10,000 ($2,500/year) All state officers, and national or state 1st place winners by category with a 2.7 GPA and letter of recommendation from chapter advisor. $20,000 ($5,000/year) All national officers with a 2.7 GPA. These scholarships are in addition to academic scholarships. Eligibility requirements apply. Please visit our website for more information.

Our

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emerge as leaders, managers, & entrepreneurs.

professionals competitors winners

Many business majors to choose from (Check out our Four Year BBA/MBA Program!)

Start courses in your major on day one

High employment rate

Academic merit scholarships up to $15,000 annually with on-campus residency

34% of graduates own part or all of their own business (based on 2012 alumni survey)

Intercollegiate athletics

Award-winning Collegiate DECA program

Residential campuses in Florida, Michigan, and Texas

Call, Click, or Visit Today! 800.622.9000 | northwood.edu

DECA DIRECT

JANUARY–FEBRUARY 2013

@HollyCNorris

h conference. everyone enjoying eac Great getting to see ming each ram tag ins and texting We were all tweeting, on ing go s wa date on what other to say hi and up

DECA SUPER WEEKEND MORGAN THOMPSON | DECA NATIONAL PRESIDENT

5,100 excited, eager and motivated DECA members took over New York City, Detroit, Seattle and Washington, D.C., during the recent DECA Super Weekend (November 15–18). The energy was felt not only throughout all four cities, but was also broadcast through various social media outlets with the help of the hashtag #decasuperweekend. “Even though we were all separated across the country, you could feel the connection among members through social media,” said Central Region Vice President Christine O’Neil. “It was so fun to see what was going on at each conference.” The weekend engaged high school and Collegiate DECA members from 40 state associations, Germany, Guam, Ontario and Puerto Rico at DECA conferences of impressive scale. Just as each DECA member is unique in their own ways, each of the conferences during DECA Super Weekend offered unique experiences for participants. But one thing remained consistent throughout the weekend—the energy of our members! Thanks to everyone who attended. North Atlantic and Southern Region members powered up at The Ultimate DECA Power Trip in the fast-paced city of Washington, D.C. The diamond series workshops explored exciting innovations in a variety of career fields. On Saturday night, members saw the nation’s capital in a new light as they visited several monuments around the National Mall on an exhilarating night tour.

1,347 mentions of #decasuperweekend on Twitter

@elle_forrest er

Had a great experience at #DECAPower Trip in Washi ngton, D.C.! Can’t w ait to bring ho me what I’ve learned an d share with my fellow DECA -ers

@gcristallo “The White House!”

@AnnaPischer

@maxxx40 “Walkin’ the Mall”

nds were in I wish more of my frie see just how ld DECA so people cou es are. enc fer con se amazing the #decasuperweekend

At the Collegiate Leadership Academy, Collegiate DECA members met in the Concrete Jungle to learn about careers in fashion, hospitality, finance and sports and entertainment marketing.

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photos of #decasuperweekend on Instagram

@marta_was “US Capitol!”

JANUARY–FEBRUARY 2013

DECA DIRECT

s @jessesoli

experience RLC was an C # the g in st o H ecting with rget. Conn region l ra I’ll never fo nt ce e aders in th greatest le that much ve #DECA lo e m made nd ke asuperwee more#dec

@danicadrezner “We made it!” @xokelseyannxo “Minot DECA”

@ochackochan3 I don’t want this #decasuperweekend to end

The Central Region Leadership Conference in Michigan’s Motor City featured business tours around Detroit to connect workshop presentation topics with real-life experiences. For their Saturday evening entertainment, members cruised on the Detroit Princess along the shores of the Detroit River.

@morganethomps “Officer training”

@xokelseyannxo @tiffani_sierz

@madschiller every aspect of the confere nce was unlike any other #crlc #decasuperweekend

In Seattle, members ascended at the Western Region Leadership Conference as they listened to captivating speakers, attended a hypnotist show, participated in a geoteaming activity and explored such famous sites as the Space Needle and Pike Place Market.

@loveelinds “Ride the Ducks!”

Loved the opportunity to connect with officers and members across our region to plan how we can excite our members! #decasuperweekend

@decamayfield

s christen ll of such ekend fu @carter e w a n ening bee

@niicolechristensen “GeoTeaming!”

app as there events h Never h f DECA o g to see ty in e it ri c a x It was e a wide v . y tr n ut our u o o ec sting ab across th g and po d in n e lk k ta e e y so man asuperw on #dec ti a iz n a org

@tfulks2 22

DECA DIRECT

JANUARY–FEBRUARY 2013

Photo by Kevin Tsukii | Monta Vista DECA

THE STAGE IS SET! Imagine standing in front of thousands of your peers accepting an award for a well-deserved accomplishment; the lights are shining. The crowd is cheering. There truly is no better feeling. The stage is set for you to excel in competition, networking and leadership at the annual International Career Development Conferences (ICDC) in Anaheim, California. More than 2,000 Collegiate DECA members will put their skills to the test April 17–20, 2013, before more than 16,000 high school DECA members do the same April 24–27, 2013. Whether you will be competing or simply looking to develop your leadership skills, there are plenty of highlights at ICDC. For more information, visit www.deca.org/events/icdc for high school DECA’s ICDC and www. deca.org/events/colicdc for Collegiate DECA’s ICDC. JANUARY–FEBRUARY 2013

DECA DIRECT

MEET NEW

PEOPLE DECA’s Competitive Events Program allows members to take what they have learned in the classroom and apply that knowledge to real-life situations judged by experts in marketing, finance, hospitality and management. In addition, members can attend a variety of career workshops and academies designed to further expose them to their areas of interest.

EARN

ICDC gives DECA members the opportunity to network both socially and professionally. One of the most rewarding experiences you will have in DECA is making friends, many of whom become friends for life. At ICDC, you will be in the company of some of today’s highest achieving business professionals. They attend our conferences because they know that DECA members are top-notch. Networking with these individuals can open the door to your future career.

PREPARE FOR

CAREERS There are plenty of opportunities for DECA members to earn recognition at ICDC. Thanks to our corporate partners, DECA will award more than $300,000 in scholarships and competitive events awards to deserving members at this year’s conference.

RECOGNITION

DECA DIRECT

ICDC also provides DECA members with a chance to travel and experience new cultures. There is no better place to THRIVE than in southern California, an area known for its high performers—celebrities, fashion designers, professional athletes and major marketing companies. You will be able to see the magic come alive at Universal Studios, Disneyland and Disney’s California Adventure Park.

JANUARY–FEBRUARY 2013

SEE AMAZING

NEW PLACES

FOR ALL YOUR CHAPTER’S NEEDS CHECK OUT THE IMAGES AND FRIENDS CATALOG FOR NEW MERCHANDISE FROM UNDER ARMOUR

BOXERCRAFT

J AMERICA

BLUE 84

ONLINE YARD SALE

A special thank you to Ms. Darlena Ricks, Mr Jay Walker and the students from South Lakes DECA shown in this picture.

703.860.5006 |

www.deca.org/shop |

deca_images@deca.org

BUZZ

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

WHAT’S YOUR CHAPTER BEEN UP TO?

It’s official—J.P. Taravella DECA (Coral Springs, Fla.) set the Guinness World Record for the longest handshake relay with 1,168 participants (above and left). The activity was part of DECA’s Public Relations Project, “Let’s Shake On It!,” which encouraged respect, empathy and acceptance while raising awareness for the school’s special needs program. DECA members also raised $2,000 for the school’s Special Olympics program. Noble DECA (Okla.) members (right) attended DECA Day at the Dallas Cowboys Stadium in October. While there, students toured the locker rooms, playing field and stadium suites.

DECA DIRECT

JANUARY–FEBRUARY 2013

BUZZ

North Murray DECA (Chatsworth, Ga.) partnered with Keep Chatsworth-Murray Beautiful to adopt a mile of highway (left). Members met to pick up litter along the mile of road in front of their high school.

Lewis and Clark DECA (Spokane, Wash.) members volunteered at KSPS TV by working the phone lines during a fundraising program (below). They helped raise $10,353 in one night.

Wausau West DECA (Wis.) officers promoted DECA Month on Sunrise 7, a local television stationâ€™s early morning show (left).

Republic (Mo.) DECA members organized a class competition (right) to raise money for Republic Paw Pantry, an organization that strives to prevent dogs and cats from being abandoned or surrendered due to financial crisis. They raised $625, exceeding their goal by $125.

Hanford DECA (Richland, Wash.) members (right) hosted a casual bonding activity at a local frozen yogurt shop to welcome new members and prepare for WRLC.

Rasmussen Chicagoland and University of Chicago Collegiate DECA chapters teamed up to co-host a first-ever regional competition (above). More than 60 Collegiate DECA members from Rasmussen-Mokena, RasmussenRomeoville, Rasmussen-Aurora, University of Chicago and Valparaiso University attended the event, at which community professionals served as judges.

JANUARYâ€“FEBRUARY 2013

DECA DIRECT

BUZZ

King George DECA (Va.) hosted the King George Athletic Hall of Fame (above) to induct Jermon Bushrod of the New Orleans Saints. Bushrod is a friend of King George DECA, and his sister, Ashley, is a former chapter officer.

Hinds Community College DECA (Vicksburg, Miss.) members hosted an officer installation ceremony (below) where they also raised money for the Muscular Dystrophy Association.

Deerfield Beach DECA (Fla.) members rallied their fellow students to raise $217 for the Juvenile Diabetes Relief Fund of Broward County (right).

DECA DIRECT

Caddo Career DECA (Shreveport, La.) hosted business professionals who shared information about their careers in marketing and public relations during the chapter’s DECA Week (above).

Minnesota School of Business— Elk River Collegiate DECA members volunteered at the Lupus Foundation of Minnesota’s 5K walk/run (left). Members were responsible for the registration booths, silent auction and photography.

Bentonville DECA (Ark.) members attended the WalStreet Speaker Series sponsored by the Bentonville/Bella Vista Chamber of Commerce (above). DECA members visited with featured speaker Stephen Quinn, Wal-Mart’s chief marketing officer.

JANUARY–FEBRUARY 2013