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SEPTEMBER-OCTOBER 2017

www.decadirect.org


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DECA DIRECT

TABLE OF CONTENTS

WELCOME TO YOUR #LIMITLESS YEAR

TAKE DECA WITH YOU ANYWHERE & EVERYWHERE

HOW TO RECRUIT MORE MEMBERS WITH SOCIAL MEDIA

EDITORIAL

DECA EXECUTIVE OFFICERS President Jaron May North Atlantic Region Vice President Mason Smith Central Region Vice President Leah Hoffman Southern Region Vice President Marjorie Sproul Western Region Vice President Hayley Haas

COLLEGIATE EXECUTIVE OFFICERS President Jake Jardine Vice President Paul Averhart Vice President Joe Esposito Vice President Darcie Hill Vice President Joshua Koshy

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WHAT TO LOOK FOR FROM COLLEGIATE DECA THIS YEAR

GET READY, GET SET, ENGAGE

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HOW TO PICK THE RIGHT COMPETITIVE EVENT FOR YOU

WHICH OF DECA’S #LIMITLESS OPPORTUNITIES ARE PERFECT FOR YOU

DECA’s #LIMITLE SS YEAR QU IZ

BOARD OF DIRECTORS

President Mary Peres President-Elect Jacklyn Schiller Secretary Ginger Hill Treasurer Olga Plagianakos Members Curtis Haley, Pam O’Brien, Ed Trang, Dave Wait National Advisory Board Chair Mike Sins Ex-Officio Members Richard Faulkner, John Fistolera, Frank Peterson

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

DECA Direct (ISSN 1080-0476) is published four times each year—September/ October, November/December, January/ February and March/April. Copyright ©2017 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 6, Number 1. Postmaster—Send form 3579 for change of address to: DECA Direct, 1908 Association Drive, Reston, Virginia 20191-1594.

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GET READ GET SET, ENGA

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HOW TECHNOLOGY IS HELPING MAJOR BRANDS ENHANCE THEIR CUSTOMER EXPERIENCE

CHAPTER BUZZ

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CLASSROOM CONNECTION

SEPTEMBER-OCTOBER | 2017

Publisher Mary Peres Managing Editor Janelle Arrighi Editorial Committee Jeff Collins, Sarah Williams, Christopher Young Advertising Cindy Allen, Nick Edwards Design Frank Peterson, Shawna Hession

This issue of DECA Direct includes instructional content focused on the following performance indicators from National Curriculum Standards: •

Assess personal interests and skills needed for success in business.

Utilize resources that can contribute to professional development.

Identify tentative career interest.

Demonstrate a customer-service mindset.

Discuss the nature of customer relationship management.

Describe the use of technology in customer relationship management.

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WELCOME TO YOUR #LIMITLESS YEAR! HIGH SCHOOL DIVISION PRESIDENT

@DECA_Jaron

SEP 5

Stock Market Game begins DECA Scholarship Site opens

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Piper Jaffray Taking Stock with Teens Fall Survey ends

OCT 6-9

MBAResearch Conclave Vancouver, WA

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Stukent Social Media Marketing Challenge Round 1 begins

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Virtual Business Challenge Round 1 begins

The temperatures are beginning to cool down, the leaves are beginning to change colors and students are beginning to head back to school. Welcome to your #Limitless DECA year! Although you may be sad to see the #SummerofDECA fade away, this school year is going to be one for the books. The 2017-2018 DECA Inc. High School Division Officer Team has been working extremely hard this summer to make sure your year is the best it can be. Here are just a few ways that this year will be #Limitless: EXECUTIVE PROGRAM OF LEADERSHIP The Executive Officer Team has developed its program of leadership for this upcoming school year, designed to engage all DECA members throughout the entire year. We will be implementing new ideas such as the Limitless Timeline and social media competitions, as well as continuing established programs including the Impact Program, DECA’s Chapter Campaigns, and President + Association Council Calls. You can view the program of leadership online at http://bit.ly/ decaPOL. CONFERENCES! CONFERENCES! AND MORE CONFERENCES! What is arguably the best part of this #Limitless year is all of DECA’s conferences. From district and association conferences, to an incredible lineup of fall leadership conferences, this year members will have plenty of chances to network, engage and learn. Plus, DECA Inc. has quite an experience planned for you at the 2018 DECA International Career Development Conference in Atlanta, Ga., next April. Make sure you complete your chapter campaigns, get your SBE certification, and prep for competition, because we want to see all of you there! LIMITLESS OPPORTUNITIES Networking possibilities, leadership growth, learning opportunities, and not to mention the biggest prize of them all - DECA glass! Work hard, have fun and enjoy your #Limitless year, because this is truly your time to experience all that DECA has to offer.

SEPTEMBER-OCTOBER | 2017

JARON MAY

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YOUR FUTURE WHAT TO LOOK FOR FROM COLLEGIATE COLLEGIATE DECA PRESIDENT

@JakeJardineDECA

SEP 5

DECA Scholarship Site opens

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Stock Market Game begins

OCT 3

Early-Bird Registration Deadline for ENGAGE

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MBAResearch Conclave Vancouver, WA

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ENGAGE conference registration and housing due

How can we make Collegiate DECA better? The 2017-2018 Collegiate DECA Executive Officer Team has been toying with this question all summer, and we’re excited to share some of our focus initiatives for this year with you. ENGAGE ENGAGE (deca.org/engage) is much more than a conference. A program has been developed to give participants the opportunity to work with DECA Inc. National Advisory Board partners throughout the year, learn the inner workings of these businesses, meet with them personally in New York City and then present a business research project at the Collegiate DECA International Career Development Conference next April in Washington, D.C. The aim is to increase community involvement and year-round programs for Collegiate DECA members. ALUMNI DECA Inc. has an estimated 10 million alumni! So how can we work with this group to provide value to our alumni and members? The solution is the official DECA Inc. LinkedIn Group. This gives members the opportunity to engage with alumni to ask for advice, seek internships, search for event speakers/panelists and more (http://bit.ly/decalinkedinbenefits). This group is developing to be the core hub of international DECA engagement at both the active member and alumni levels. Be sure to join the group at linkd.in/ decainc to be a part of the discussion and expand your network with DECA Inc. CHAPTER DEVELOPMENT From countless conversations with DECA leaders from across the organization, the Collegiate DECA Executive Officer Team has developed a ‘playbook’ for growing chapters. We plan to devote time and energy this year into equipping and empowering student leaders across Collegiate DECA. This means we want to be more available and accessible to chapter leaders to guide them and answer questions. It also means we’re dedicating time and energy beforehand into researching what makes some chapters successful and providing you with tips and tricks to improve the experience for your delegates. I am personally looking forward to working with associations and chapters to implement these initiatives and work towards the best Collegiate DECA for all of our members. Don’t forget to connect with me on LinkedIn or on Twitter!

SEPTEMBER-OCTOBER | 2017

JAKE JARDINE

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TAKE DECA WITH YOU ANYWHERE & EVERYWHERE! The DECA 365 app is here to help you take advantage of all the #Limitless opportunities DECA has to offer. No longer will you find yourself searching through deca.org trying to find the one page you need with the right information. Instead, DECA has taken the most important pieces of our website and brought them to you in one, easy to use app. Download the app today and get direct access to DECA news, competitive event information, calendars, DECA publications, scholarship details, chapter and member resources, Shop DECA and more! Plus, you can instantly connect with DECA through social

media, and meet DECA’s executive officer teams. With all this DECA info right in the palm of your hand, you’ll never miss another deadline or important announcement again! Download the app today at http://bit.ly/deca365 or by searching “DECA Inc” in the App Store or Google Play.

GET MORE DECA DIRECT ONLINE

A NEW WAY TO CONQUER YOUR CHAPTER CAMPAIGNS bit.ly/campaignguidebook

INTRODUCING DECA’S SNAPCHAT GEOFILTER LIBRARY bit.ly/decageofilters

DECADirect.org

5 THINGS NEW COLLEGIATE DECA CHAPTERS SHOULD KNOW

GET ACQUAINTED WITH DECA’S NEW ONLINE MEMBERSHIP SYSTEM

bit.ly/newcolldeca

bit.ly/decamemsystem

HOW TO BECOME A MASTER OF TIME MANAGEMENT bit.ly/decatimemgmt

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HOW TO RECRUIT MORE MEMBERS WITH BETTER SOCIAL MEDIA

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What’s this magical tool? Social media! Just think about it: If you stumbled upon an awesome Instagram page for an organization at your school that was full of images and videos showing its members traveling to cool cities for conferences, winning trophies and medallions on stage and having tons of fun together doing community service activities and special events, wouldn’t you want to immediately join too? If you’re ready to make your social media work for you, check out these three tips: 1. FOLLOW STUDENTS AND OTHER ORGANIZATIONS IN YOUR SCHOOL. When you follow people, they are more likely to see what you are posting. Whether it be on Twitter, Instagram or Facebook, the only way to get people to see your content is to make them aware that it is there! Be sure to follow your own members, as well as potential members, students in other clubs and organizations

in your school, and other active student leaders who can help spread the word about DECA in your school. 2. KEEP YOUR PAGES ACTIVE. No one wants to follow an account that hasn’t had a new post in over a month, so it’s imperative that you’re consistently posting on all your chapter social media pages! Whether you’re highlighting special events, chapter trips or individual members, just keep the content flowing. For more tips on creating a successful social media strategy, check out the DECA Social Media Guide at http://bit.ly/ decasmguide. 3. SHOW WHAT DECA IS REALLY ABOUT. Sometimes it’s hard to pinpoint what DECA is exactly, but it’s important to show all aspects of the member experience on your social media pages. The different areas will be

attractive to different students in your school. Be sure to share pictures of your chapter’s activities, interact with other DECA pages by reposting and tagging other accounts and promote DECA conferences and travel opportunities. Don’t forget to highlight other benefits of being a DECA member too, like scholarships, competition and leadership positions. Make sure that potential members really know what they are missing! Last but not least, don’t forget to follow DECA on Twitter and Instagram at @decainc and tag us in all your awesome social media posts!

SEPTEMBER-OCTOBER | 2017

ecruiting members can be difficult sometimes, especially when you rely on the same, tried-and-true techniques year after year. However, you have a powerful tool at your disposal that can literally recruit members for you.

LEAH HOFFMAN

Central Region Vice President @decavpleah

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GET READY, GET SET, ENGAGE!

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s this academic year is just beginning, are you ready for all the #Limitless fun and exciting opportunities that await you? Your Collegiate DECA executive officers are excited to see you all take on different opportunities as you grow as future leaders. To make your year as #Limitless as possible, here are a few ways to help you get ready, get set and engage.

GET SET

Has your chapter prepared to recruit the incoming freshman who can’t wait to start college, meet new people and find new interests? Planning on how to recruit new members on your campus can be kind of difficult, but the tips and ideas from fellow members and DECA staff on decadirect.org will be an invaluable resource for you this fall.

ENGAGE

If you haven’t heard of the redesigned Collegiate DECA conference experience yet, you’re really missing out! ENGAGE will take place November 9-11, 2017, in New York City, and will be a totally new Collegiate DECA experience. From tailored networking events to yearround case study competitions with National Advisory Board companies, this is one conference your chapter cannot afford to miss. Learn more at deca.org/ engage. So, are you ready for your #Limitless year now? I look forward to seeing all the things you and your chapter will accomplish this year, and don’t forget to share your achievements with me on Twitter @cdecavpjoe and @CollegiateDECA.

SEPTEMBER-OCTOBER | 2017

GET READY

Take a look at all the upcoming opportunities and events your chapter can take part in this year, such as attending the educational conferences like ENGAGE or the International Career Development Conference! There are also opportunities you can take part in from your college campuses, such as Chapter Campaigns, the Stock Market Game and the Leadership Passport Program. Go to deca.org/college-programs to learn more.

JOE ESPOSITO

Central Region Vice President @cdecavpjoe

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JOE ESPOSITO Vice President

DARCIE HILL Vice President

JAKE JARDINE

Division President

JOSHUA KOSHY Vice President

PAUL AVERHART Vice President

@cdecavpjoe

@cdecavpdarcie

@JakeJardineDECA

@cdecavpjosh

@cdevavppaul

@cdecavpjoe

@cdecavpdarcie

@jakejardinedeca

@cdecavpjosh

@cdecavppaul

MEET YOUR 2017-2018

SEPTEMBER-OCTOBER | 2017

OFFICER TEAMS

MARJORIE SPROUL Southern Region Vice President

HAYLEY HAAS Western Region Vice President

JARON MAY

Division President

LEAH HOFFMAN Central Region Vice President

MASON SMITH

North Atlantic Region Vice President

@decavpmarjorie

@decavphayley

@DECA_Jaron

@decavpleah

@decavpmasons

@decavpmarjorie

@decavphayley

@deca_jaron

@decavpleah

@decavpmasons

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o you aspire to attain some #DECAGlass this year in DECA’s Competitive Events Program? The secret to succeeding in DECA’s competitive events is two-fold: first, find a career area that you have immense interest in learning more about, and second, find a format that suits your learning style. These few questions will help you be well on your way to choosing a competitive event that best matches you!

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One of the best advantages of DECA’s competitive events is that they encourage you to explore your career interests. If you have a career interest that you are passionate about, find a competitive event that aligns with that passion, because you’ll likely be more motivated and interested in learning as much as you can about that career pathway. That will make learning the knowledge and skills necessary for that competitive event, as well as the additional competition preparation and trends in the industry, all the more enjoyable.

Do you have job experience? If you’ve had a part-time job, an internship or any work experience, think about how that may help you in DECA’s competitive events. For example, if you have worked in the retail career field, then a retail event may be a perfect fit for you, because you can use the knowledge and skills you learned on the job when solving your challenge in your role-play or case study. For example, some of DECA’s role-plays challenge you to handle an issue with an upset customer, so if you have done that in real life, you’ll easily be able to relate to the challenge in the role-play. Or, perhaps you worked with a community or civic group over the summer. That experience may help you in DECA’s Chapter Team Events. Consider using your previous job experience to find a competitive event that matches your onthe-job training.

How can you match your personal strengths to the format of the competitive event? Are you a strong test taker? If so, you may want to consider a competitive event that has an exam component. If you’re not, you may find a written event more suitable, or at least know that you need to practice strategies to improve your test taking skills.

Do you work well with others? This is a big question when deciding if you are looking to tackle a competitive event that allows you to work in a team of one to three members. Teamwork is undoubtedly an important 21st century skill, so making sure you find teammates who complement each other’s strengths and weaknesses is key. You also have to make sure that your teammates will be accountable, and sometimes that may require branching outside of your network of friends. For some people, they just prefer to work independently. Whether you choose a role-play event or a prepared event, DECA’s competitive events will undoubtedly prepare you for your future. Be sure to use the DECA Guide, competitive events poster and decadirect.org as you navigate your competition preparation – and treat it as such! Athletes practice for their sport almost daily, so make DECA your sport and practice daily as well. DECA will help prepare you for college and a career.

WHETHER YOU CHOOSE A ROLE-PLAY EVENT OR A PREPARED EVENT, DECA’S COMPETITIVE EVENTS WILL UNDOUBTEDLY PREPARE YOU FOR YOUR FUTURE.

SEPTEMBER-OCTOBER | 2017

What are your career interests?

role-play or case study event may be optimal for you. However, if you like time to map out your presentation and rehearse it, you will likely want to consider one of DECA’s prepared or written events. And if you don’t like to present at all, consider one of DECA’s Virtual Business Challenge events that uses a computer-based simulation.

Are you a strong presenter? If so, most of DECA’s competitive events are a perfect fit for you because they require a presentation in front of a judge. The real question is: how much time do you like to prepare? If you like to think quickly, then a

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WHICH OF DECA’S #LIMITLESS

OPPORTUNITIES ARE PERFECT FOR YOU? DECA is known for its endless list of conference experiences, competitive events, video challenges and chapter campaigns, but these LIMITLESS options can be overwhelming!

DECA’S #LI 1. What is yo

ur favorite TV show? a. Mad Men b. Shark Tank c. Mad Money d. Hotel Impo ssible e. Undercover Boss

2. Which term

MITLESS YE

do you know most about? a. Target marke t b. Venture capi tal c. Balance shee t d. BEOs e. Business op erations

3. Where wou

ld you like yo ur office? a. Los Angeles b. Silicon Valle y c. New York Ci ty d. Orlando e. Seattle

4. Which best

describes yo u? a. Trendy b. Innovative c. Precise d. Hospitable e. Goal-Orient ed

5. Who would

you most like to meet? a. Erik Qualman b. Mark Zucker berg c. Warren Buffe t d. J. Willard M arriott e. Richard Bran son

6. What’s your

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business pet peeve? a. Terrible bran ding b. Unpolished presentation c. Lingering de bt d. Poor custom er service e. Micromanag ing

Want to find out which opportunities and events are right for you and your chapter this year? Take the quick quiz below and use your quiz results to find a list of perfectly tailored DECA experiences for you to embark on!

AR QUIZ

7. Which Twit ter account w follow? ould you a. @FastCompa ny b. @Entreprene ur c. @MarketWat ch d. @HiltonNew srooms e. @businessin sider 8. Which app is more likely phone? to be on your a. Hootsuite b. LIKEtoKNOW .it c. Mint d. Yelp e. LinkedIn

9. Your ideal

work day outf it would be… a. Bold prints and fun access ories b. Jeans and a t-shirt c. Tailored suit d. Company un iform e. Business ca usal

10. You love…

a. Creating a ne w trend b. Being the fir st one to think of an idea c. Taking calcul ated risks d. Making peop le happy e. Being the bo ss

If you answer ed mostly A, go to page 17 If you answer ed mostly B, go to page 18 If you answer ed mostly C, go to page 19 If you answer ed mostly D, go to page 21 If you answer ed mostly E, go to page 23


IF YOU ANSWERED MOSTLY A, CHECK OUT THESE

#LIMITLESS OPPORTUNITIES RELATED TO MARKETING. COMPETE HIGH SCHOOL •

Advertising Campaign

Apparel and Accessories Marketing Series

Automotive Services Marketing Series

Business Services Marketing Series

Buying and Merchandising Operations Research

Buying and Merchandising Team Decision Making

Community Service Project

Creative Marketing Project

Fashion Merchandising Promotion Plan

Food Marketing Series

Learn and Earn Project

Marketing Communications Series

Marketing Management Team Decision Making

Principles of Marketing

Professional Selling

Public Relations Project

Retail Merchandising Series

Sports and Entertainment Marketing Operations Research

Sports and Entertainment Marketing Series

Sports and Entertainment Marketing Team Decision Making

Sports and Entertainment Promotion Plan

Virtual Business Challenge Fashion

Virtual Business Challenge Retail

Virtual Business Challenge Sports

ENGAGE

Here’s your chance to compete in the world’s first social media marketing simulation used by top institutions around the word! The Stukent Social Media Marketing Challenge will test your social media marketing skills for a fictitious, global bag company. Learn more at deca.org/challenges.

ATTEND

There’s no better place to get an inside look at the world of marketing, merchandising and fashion than at DECA’s New York Experience! Learn more about this year’s New York Experience, taking place November 29–December 3, and December 6-10, at deca.org/nye. Collegiate DECA members can experience NYC at ENGAGE, November 9-11, 2017, where you’ll explore your desired career path while networking with DECA’s National Advisory Board members. Learn more at deca.org/engage.

COMPLETE

Put your marketing skills to good use and help your chapter complete the Membership and Promotional Chapter Campaign! Be sure to check out the guidelines for this year’s campaign submissions at deca.org/ chaptercampaigns and get to work before the December 1 deadline.

Advertising Campaign

Business-to-Business Marketing

Emerging Technology Marketing Strategies

Fashion Merchandising and Marketing

International Marketing

Marketing and Communications

Marketing Management

Professional Sales

Retail Management

Sales Management Meeting

Sports and Entertainment Marketing

SEPTEMBER-OCTOBER | 2017

COLLEGIATE

CAREER PATHWAYS •

Marketing Communications

Marketing Management

Marketing Research

Merchandising

Professional Selling

@kasa ndram atus

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IF YOU ANSWERED MOSTLY B, CHECK OUT THESE

#LIMITLESS OPPORTUNITIES RELATED TO ENTREPRENEURSHIP. COMPETE HIGH SCHOOL •

Business Growth Plan

Entrepreneurship Promotion Project

Entrepreneurship Series

Entrepreneurship Team Decision Making

Franchise Business Plan

Independent Business Plan

Innovation Plan

International Business Plan

Start-up Business Plan

COLLEGIATE •

Entrepreneurship (Starting a Business)

Entrepreneurship (Growing Your Business)

ENGAGE

Put your innovative thinking and marketing skills to the test with the DECA Idea Challenge, taking place during Global Entrepreneurship Week, November 13-19, 2017. Learn more at genglobal.org/gew/deca-idea-challenge.

ATTEND

The 2017 Innovations & Entrepreneurship Conference is the place to be to grow your entrepreneurial and marketing skills! Join DECA in Philadelphia, Penn., November 10-12, for this incredible high school conference experience.

COMPLETE

Put your entrepreneurial and marketing skills to good use and help your chapter complete the Global Entrepreneurship Week Campaign! Be sure to check out the guidelines for this year’s campaign submissions at deca.org/chaptercampaigns and get to work before the December 1 deadline.

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IF YOU ANSWERED MOSTLY C, CHECK OUT THESE

#LIMITLESS OPPORTUNITIES RELATED TO FINANCE. HIGH SCHOOL •

Accounting Applications Series

Business Finance Series

Finance Operations Research

Financial Consulting

Financial Literacy Promotion Project

Financial Services Team Decision Making

Personal Financial Literacy

Principles of Finance

Stock Market Game

Virtual Business Challenge Accounting

Virtual Business Challenge Personal Finance

COLLEGIATE •

Accounting

Banking Financial Services

Corporate Finance

Financial Statement Analysis

Stock Market Game

CAREER PATHWAYS •

Accounting

Banking Services

Business Finance

Insurance

Securities + Investments

ENGAGE

Get a taste for life as a professional in the finance industry with the Accounting and Personal Finance Virtual Business Challenges. Learn the fundamentals of accounting to tracking personal behavior and spending habits. These simulations will give you the real-life experience you need to excel in these career fields one day. Learn more at deca.org/competitiveevents.

ATTEND

Get an up close and personal look at New York’s financial district, including Wall Street, during the DECA New York Experience conference! #DECANYC will take place this year November 29–December 3, and December 6-10. Learn more at deca.org/nye. Collegiate DECA members can experience NYC at ENGAGE, November 9-11, 2017, where you’ll explore your desired career path while networking with DECA’s National Advisory Board members. Learn more at deca.org/engage.

COMPLETE

Think your financial skills are ready for the big league? Check out the Stock Market Game! Participants in the SIFMA Foundation Stock Market Game develop and manage a virtual investment portfolio of stocks, bonds, and mutual funds. Plus, this challenge is open to both high school and collegiate DECA members. Learn more at deca.org/competitiveevents.

SEPTEMBER-OCTOBER | 2017

COMPETE

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IF YOU ANSWERED MOSTLY D, CHECK OUT THESE

#LIMITLESS OPPORTUNITIES RELATED TO HOSPITALITY + TOURISM HIGH SCHOOL •

Hospitality Services Team Decision Making

Hospitality and Tourism Operations Research

Hospitality and Tourism Professional Selling

Hotel and Lodging Management Series

Principles of Hospitality and Tourism

Quick Serve Restaurant Management Series

Restaurant and Food Service Management Series

Travel and Tourism Team Decision Making

Virtual Business Challenge Hotel Management

Virtual Business Challenge Restaurant

COLLEGIATE •

Event Planning

Hotel and Lodging

Restaurant and Food Service Management

Travel and Tourism

CAREER PATHWAYS •

Food + Beverages Services

Lodging

Recreation, Amusement + Attractions

Restaurants

Travel + Tourism

ENGAGE

Developed with the support of the J. Willard and Alice S. Marriott Foundation, the Virtual Business Challenge Hotel Management online simulation draws on industry experts to model the inner workings of a hotel. Students learn the hourly and daily business decisions that go into running a high-end, successful hotel. Learn more at deca.org/competitiveevents.

ATTEND

Want an inside look at how a world-renowned resort and amusement park creates the ultimate guest experience? DECA’s Sports & Entertainment Marketing Conference, held at Universal Studios Orlando, puts you front and center with some of Florida’s biggest hospitality brands! Learn more at deca.org/sem, and be sure to join DECA January 31-February 4, 2018.

COMPLETE

Learn the ins and outs of outstanding customer service by working at your school-based enterprise! The #DECASBE experience provides invaluable knowledge and expertise, perfect for your resume. To learn more about SBEs and DECA’s SBE certification program, go to deca.org/sbe.

SEPTEMBER-OCTOBER | 2017

COMPETE

@cur.ol

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IF YOU ANSWERED MOSTLY E, CHECK OUT THESE

#LIMITLESS OPPORTUNITIES RELATED TO BUSINESS MANAGEMENT + ADMINISTRATION. HIGH SCHOOL •

Business Law and Ethics Team Decision Making

Business Services Operations Research

Human Resources Management Series

Principles of Business Management and Administration

COLLEGIATE •

Business Ethics

Business Research

Human Resource Management

CAREER PATHWAYS •

Administrative Services

Business Information Management

Corporate/General Management

Human Resource Management

Operations Management

ENGAGE

The best way to recognize a strong DECA leader is to nominate him or her for DECA’s Emerging Leader Honor Award! This award is only open for DECA seniors, and makes a wonderful graduation gift. Learn more at http://bit.ly/decaelha. Collegiate DECA members have the opportunity to complete the Leadership Passport Program to showcase their leadership skills, and be recognized for their achievements. Learn more at http://bit.ly/decalpp.

ATTEND

DECA’s Emerging Leader Summit is the place for aspiring leaders to discover their true potential. Network with other DECA leaders as you discover your leadership style, learn strategies for working with others, and find impactful ways to share your voice and vision. Learn more about #DECAELS 2018 at deca.org/els.

COMPLETE

Your leadership and drive is ideal for helping your chapter complete the Advocacy Chapter Campaign. Be sure to check out the guidelines for this year’s campaign submissions at deca.org/chaptercampaigns and get to work before the March 1 deadline

SEPTEMBER-OCTOBER | 2017

COMPETE

@jasminetongseely

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Fortunately, technology is empowering companies to meet these demands and use innovative techniques to keep happy customers returning time and time again. Chipotle, for example, introduced online ordering for those customers who want to skip the restaurant line, and has even worked to enhance service by using “Smarter Pickup Times” technology. Its goal is to cut down on wait times for customers who order digitally, as well as allow customers to secure pick-up times in advance. “Chipotle has extensively tested the “Smarter Pickup Times” system in restaurants around the country,” the company reported in a February 2017 press release. “In tests, the company saw a reduction of wait times for digital orders by as much as 50%, and an increase in the total number of digital orders to record levels.” It seems this technology is driving Chipotle’s goal of someday having all orders come through digitally, and the company reported a very aggressive marketing effort aimed at encouraging customers to go digital when ordering. Chipotle is currently running a marketing campaign to drive digital orders that includes in-store promotions, social media advertising, search optimization, and digital advertising. Moving forward, nearly all of the company’s digital advertising will link customers directly to digital ordering.” It’s clear that digital is the trend most companies are leaning towards when it comes to making changes that will positively impact their customers. Marriott International, Inc., is another brand that is listening to its customers and responding with a new and improved mobile app.

“Based on actual hands-on guest research and feedback, Marriott International, Inc. will now offer Marriott Rewards members a dynamic mobile experience personalized for them,” Marriott reported in February 2017. “Guests will enjoy new and expanded digital features; customized travel content; simple, one-button navigation; and a new swipe-able discovery home screen.” Instead of delivering a one-size-fitsall app for its customers, Marriott has created an app that will actually adjust to meet the personalized needs of the customer’s travel needs and particular journey. Whether members are in trip planning mode, getting ready to travel, in transit, or enjoying their hotel stay, the app will display content and features based on what services members are most likely to need in that moment of their travel journey.” Marriott understands the deep connection its travelers have with their smartphones, and are making the effort to create an enjoyable and positive experience with their app. This is not only important for providing to customers with a gratifying experience, but also in proving that Marriott is taking an invested interest in learning and listening to its customers. Walgreens is also doing an amazing job listening to its customers and is reaching a surprising demographic with its mobile app. “The Walgreens mobile app, already one of the most popular retailer apps in the marketplace with tens of millions of users nationwide, has garnered a particularly robust following among older Americans - a demographic rarely associated with mobile app adoption,” the company reported in a press release published in June 2017. Walgreens data show more than 20 percent of its app users are age 55 and older, more than twice the percentage of industry averages.”

such as a TouchID sign in to assist those with trouble remembering password, font size options and simplified menus. “One of the things we repeatedly hear is that customers really value their connections with individual pharmacists and staff,” said Mindy Heintskill, Walgreens divisional vice president, loyalty. “We wanted to replicate that connection digitally, so customers can get a high-value, personalized experience even when they can’t make it into a store. We created Pharmacy Chat, which enables customers to have access to trusted experts through our site or mobile app anytime of the day or night, wherever they are. We’ve also seen opportunities for tools like individual pill reminders and prescription alerts to help our customers simplify their daily lives.” It’s evident that the customer experience is no longer just taking place inside a conventional retail space. Technology is stretching this experience to begin before a person even steps foot inside a Chipotle store, Marriott hotel or Walgreens location. Brands today need to ensure their customers are having amazing experiences in-person, as well as online, with personalized and thoughtful apps that provide clear evidence of a brand’s dedication to learn more about their customer’s needs, behaviors and trends. Listening to customers is obviously the key to success when it comes to providing an enhanced customer experience, and Chipotle, Marriott and Walgreens are prime examples of how to ensure customers keep ordering, staying and shopping with them.

SEPTEMBER-OCTOBER | 2017

W

hen it comes to providing a positive customer experience, you may think that just means having a clean retail space, friendly employees and a responsive customer service team. While those are all important facets to creating a memorable experience, there is so much more that today’s customer demands.

Walgreens credits some of its more unique and personalized app features for the app’s popularity with this age group, 25


CHAPTER BUZZ

▲ APPLETON EAST DECA | WISCONSIN

The Appleton East DECA officers used their #SummerofDECA to prepare for a #Limitless year by planning trips, community service projects, competition preparation activities and more!

▲ PICKERINGTON NORTH DECA OHIO

Pickerington North DECA attended DECA Camp, hosted by Ohio DECA, for the first time since their chapter started two years ago. Members said it was an experience of a lifetime and they’re so glad they attended.

▲ MOUND WESTONKA DECA | MINNESOTA ▲ COPPERAS COVE DECA | TEXAS

Copperas Cove DECA officers Ariana Wilson, Ashley Wilson and Brandon Parton volunteered at the Copperas Cove Chamber of Commerce 5K Summer Run during their #SummerofDECA. 26

Mound Westonka DECA members participated in their local Spirit of the Lakes Parade, where they promoted the projects they’ll be working on during the coming school year.


▲ DR. MARIA CADILLA DECA | PUERTO RICO

Dr. Maria Cadilla DECA members hosted the Arecibo Region mini-Olympics games, where all profits of the event went to the Muscular Dystrophy Association.

◀ CENTENNIAL DECA | ARIZONA

▲ BROOKFIELD CENTRAL DECA | WISCONSIN

Brookfield Central DECA hosted its first annual Premiere Night for parents, administrators and partners, where competitors practiced their written project presentations and gained valuable feedback.

SEPTEMBER-OCTOBER | 2017

Centennial DECA chapter officers were busy during their #SummerofDECA planning for an incredible new DECA year!

◀ CYPRESS BAY DECA | FLORIDA

The Cypress Bay DECA officer team had a motivating and inspiring trip to the 2017 Emerging Leader Summit during their #SummerofDECA. These officers learned important information that will make their year truly #Limitless!

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CHAPTER BUZZ ◀ TEXAS DECA | TEXAS

The Texas DECA association officer team had a blast visiting the DECA Inc. headquarters in Reston, Va., this summer before they attended the 2017 Emerging Leader Summit.

▲ INÉS MARÍA MENDOZA DECA PUERTO RICO

Hospitality and tourism students from the Inés María Mendoza DECA chapter had a great time learning more about the hospitality industry at the Careers @ Hilton Live event held at the Hilton Ponce Golf & Casino Resort in Ponce, PR.

▲ OMAHA BRYAN DECA | NEBRASKA ▲ ARIZONA STATE UNIVERSITY COLLEGIATE DECA ARIZONA The Collegiate DECA members at ASU are ready for a #Limitless new DECA year! 28

The Omaha Bryan DECA chapter kicked off a new school year by playing games to help chapter members learn how to ask questions and work together.


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DECA Direct | September-October 2017  
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