Issuu

MARCH–APRIL 2015

LOOK HOW FAR WE’VE COME!

FAST TRACK:

SUCCESS

You Don’t Start College at JWU. You Start Your Career. In today’s fast-paced business world, to really stand out you need a competitive edge. Johnson & Wales University will help you understand the connection between a college degree and career success. You’ll get inside your field of study, turning theory into practice while developing the knowledge and skills employers seek. In addition, faculty with industry experience will actively help you network to find the internships and job opportunities best suited to your career ambitions. Continuing your involvement in DECA at Johnson & Wales University, you will be part of our National Student Organizations (NSO), the perfect way for you to expand your leadership, communication and team-building skills. To assist DECA students in their pursuit of a college education, the university annually awards DECA scholarships ranging from $1,000 up to full tuition. Separate yourself from the competition starting today. Stop by Booth 239 at ICDC and see how Johnson & Wales can put you on the fast track to success.

admissions.jwu.edu/apply 1505009

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

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 MARCH–APRIL 2015

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

COLLEGIATE DECA EXECUTIVE OFFICERS 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 ©2015 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 4. Postmaster—Send form 3579 for change of address to: DECA Direct, 1908 Association Drive, Reston, Virginia 20191-1594.

WHY SHOULD YOU TAKE DECA TO COLLEGE?

GRADUATING WITH CONFIDENCE

#IAMDECA & GET MORE DECA DIRECT ONLINE

CHAPTER BUZZ

FEATURES

10 MILLION STRONG!

What does it mean to be part of an organization with 10 million alumni members? Find out and learn how to leverage your connections.

HOW TO START A COLLEGIATE DECA CHAPTER Discover the steps to forming a Collegiate DECA chapter at your college or university— it’s easier than you think!

FROM CASE STUDY COMPETITIONS TO NBA CHAMPIONSHIPS Meet DECA alumnus Jim Davis and discover how DECA prepared him for a career with the Boston Celtics.

PART STUDENT. PART BUSINESS OWNER. 100% #IAMDECA!

Find out how DECA helped this entrepreneur boost his company’s customer service reputation.

WRITING YOUR OWN SUCCESS STORY DECA alumna Jewel Jones has been hard at work on her public relations career since high school and is reaping the rewards now.

6 WAYS TO MAKE THE MOST OF LINKEDIN Do you know how to create the best LinkedIn profile possible? Discover tips and tricks you might not have known.

5 MAJOR TRENDS IN THE HOTEL INDUSTRY Technology is impacting the hospitality industry at a rapid pace, and in multiple aspects. MARCH–APRIL 2015

DECA direct

16 18 21 1

CHAT

@decazack

TIMELINE MARCH 2015 1

Association Administrator of the Year Award recipients due Association Chapter Advisor of the Year Award recipients due I CDC competitors’ final membership eligibility

Advocacy Campaign due Advisor scholarship applications postmark deadline

Executive Officer Candidate applications due

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

APRIL 2015 7

WHY SHOULD YOU TAKE DECA TO COLLEGE?

iper Jaffray Taking Stock with P Teens Spring Survey ends

25–28

ZACK SCHAJA | DECA EXECUTIVE PRESIDENT It’s that time of year again, when college acceptance letters begin to pour down on thousands of DECA members like a meteor shower. As your thoughts start to drift from high school to college, and all the changes and transitions that you’ll soon experience, it’s important to give Collegiate DECA some attention. You’re going to college for a reason, right? Of course you are! You want to become a welleducated, career ready adult who is prepared for life in the “real world.” Collegiate DECA is perfect for anyone with those ambitions and goals, especially high school DECA alumni. Here are a few reasons why you should #TakeDECAtoCollege: • DECA has affected the lives of over 10,000,000 people. There are very few organizations with a network as large as ours. When you start to interview for jobs, using the connections that you make through DECA will help make getting a job after graduation a breeze. Your Collegiate DECA membership will be a tremendous boost when it comes to internships and more! • Collegiate DECA will help you to meet new friends with similar interests and goals. The friends you meet in college are often the ones you have your whole life. Collegiate DECA is an opportunity to surround yourself with bright individuals that can help you and push you to do your best. • Finding a small niche in college is a great way to build relationships and stay focused in a large campus of thousands, or even tens of thousands, of students. Collegiate DECA cannot only help make navigating college much easier, but also make a huge school seem much smaller. Hundreds of colleges and universities already have established Collegiate DECA chapters. If your school of choice does not have an existing chapter, you can either start one yourself, or register online as an individual member (www.deca.org/college-programs/membership-college). Whatever you choose, just make sure you don’t forget to take DECA to college! MARCH–APRIL 2015

DECA International Career Development Conference, Orlando, Fla.

JUNE 2015 18–20

DECA Train the Trainer Certification Course, Reston, Va.

29–JULY 2

DECA AMPED, Charlotte, N.C.

JULY 2015 12–14

DECA Emerging Leader Summit, Washington, D.C.

DECA direct

WE’RE NOT FOOLING…

BLAZER DEADLINE IS APRIL 1, 2015 The deadline for ordering the official competition blazer is Wednesday, April 1, 2015, to ensure delivery to your school by Friday, April 17, 2015. Another option is to prepay for your blazers and pick them up at ICDC. All payments must be received at DECA Images by close of business April 1, 2015. If you are unable to purchase a blazer by the deadline you can purchase one onsite in Orlando. Only students participating in front of a judge or appearing on stage will need an official blazer. BLAZER ONSITE SALES WA LOBBY REGISTRATION Friday April 24 Saturday April 25 Sunday April 26 Monday April 27

CONCOURSE 8:00 AM – 9:00 PM 7:00 AM – 9:00 PM 7:30 AM – 4:00 PM 7:30 AM – 7:00 PM

SALES TAX DUE: If you wait to purchase your blazers in Orlando please be aware that we are required by Florida state law to collect sales tax on all items sold within the state. The tax rate is currently 6.50%. RETURNS & EXCHANGES: Proof of purchase will be required for all returns and exchanges. Blazers purchased through mail order that are in new, unworn condition and have their original tags in place may be returned or exchanged within 30 days of purchase. Blazers purchased onsite at the conference may only be exchanged and a cash register receipt will be required. TO ORDER CONTACT: DECA Images Customer Service 1908 Association Drive Reston, VA 20191 PHONE: (703) 860-5006 FAX: (703) 860-4013 deca_images@deca.org Available Monday through Friday 8:30 AM – 4:30 PM EST

CHAT

@DECAcated12

TIMELINE MARCH 2015 1

Association Administrator of the Year Award and Association Chapter Advisor of the Year Award recipients due

Advisor Scholarship Applications postmark deadline

eadership Passport Award L submission deadline (chapter and individual) Community Service Award submission deadline Chapter Leadership Award submission deadline Advocacy Campaign submission deadline

ICDC Registration (to DECA Inc.) and Housing (to hotel) due

Executive Officer Candidate applications due

Recipients of student, advisor and chapter recognition programs posted online at www. collegiatedeca.org. (Check lists to verify your submissions.)

GRADUATING WITH CONFIDENCE JOHNNIE HUBBARD III | COLLEGIATE DECA EXECUTIVE PRESIDENT Wow, did you see that? This year has flown by, and in just a few months, many Collegiate DECA members will be putting on their caps and gowns to receive their diplomas.

APRIL 2015 18–21

Collegiate DECA International Career Development Conference, Orlando, Fla.

JUNE 2015 29–JULY 2

DECA AMPED, Charlotte, N.C.

Some of you may be feeling anxious about entering the real world, but you shouldn’t be! Through your membership in Collegiate DECA, you have gained more skills and experience than the majority of your peers. Collegiate DECA is significant to each of us in a variety of ways, but I think we can all appreciate how this organization has helped us develop into the professional leaders we always hoped to be. Self-motivation, teamwork, etiquette and leadership are just some of the several major skills you will forever have because of your time in Collegiate DECA. In addition, you have perfected your verbal and written communication, presentation and networking skills, all crucial elements to professional success. Entering the real world may be tough for most, but with the extra hours of learning and preparing the DECA way, you already have the upper hand when it comes to scoring the job of your dreams. So while this next transition in your life can be challenging and nerve-racking, I know you are more than prepared for what lies ahead. With your Collegiate DECA skills in your back pocket, you are more than ready to step out into the world and begin achieving your wildest dreams. MARCH–APRIL 2015

DECA direct

TRENDING

@decainc or @collegiatedeca

#IamDECA

GET MORE

ONLINE SOCIAL MEDIA CORRESPONDENT SPECIAL DON’T GET FLUSTERED OVER YOUR DECA CLUSTER EXAM BRENDAN BUHLER | WILMOT DECA http://bit.ly/clusterexams

|1| Aaron Sampson @aaronsampson96 #iamdeca #deca #kingofmarketing #selfie |2| Tori Trigo @trtigo State bound with my best friend for the third year in a row #IamDECA |3| Varsha Mynampally @vasrha_malhotra Going to state…! #IamDECA

7 TIPS TO HELP YOU ACE YOUR ROLE-PLAY RHEA MANOCHA | AMADOR VALLEY DECA http://bit.ly/7decatips

HOW TO QUINTUPLE YOUR COLLEGIATE DECA MEMBERSHIP NUMBERS KAMIL STRYCHARZ | DEPAUL COLLEGIATE DECA http://bit.ly/ quintuplemembership

|6| Vivian Su @vivitheraspberry Loved my first DECA conference. Won overall finalist and finalist for FMP so proud of our team. Made so many memories and can’t wait for states #svcdc #iamdeca #cadeca |7| Hector Jaramillo @intensionist At the regional competition #IamDECA #DECA #GoDECA #AZDECA #catchmeonstage |8| Arrowhead DECA @arrowhead_deca Some of our officers hanging out with Mr. Cow at Marketing Night #IamDECA

|4| Bobbi @therookiekid Had a blast with my chapter and also Grayson DECA. Next stop, state CDC with @junioredition @georgiadeca #IamDECA

|9| Abdullah Memon @abdullahmemon Squad Selfie | DECA Provincials #IamDECA

|5| Amber Swint @spaazzy First place feeling on top of the world #iamdeca #firstplace #awesome #amazing

|10| Karishma Patadia @karishmapatadia 1/4 roomie swag. #socaldeca #iamdeca

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

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MARCH–APRIL 2015

CHABOT COLLEGIATE DECA HOSTS CONFERENCE WITH LOCAL HIGH SCHOOL MEMBERS ALVARO ROJAS HERNANDEZ | CHABOT COLLEGIATE DECA http://bit.ly/chabotdeca

INTERESTED IN BEING A DECA DIRECT SOCIAL MEDIA CORRESPONDENT?

LEARN MORE AT http://bit.ly/decasmc.

Summer Work

Vector has summer work available for you in your local area! Take the skills you have learned with DECA and use them in the real world while working with us.

Why Vector? Because we oﬀer:

• Good pay • Flexible schedules around classes, DECA, sports, etc • Fun work environment

#VectorLovesDECA

To apply and obtain more information go to: VectorLovesDECA.com Customer sales/service

•

all ages 17+ • Conditions apply

PROUD NAB MEMBER AND SPONSOR SINCE 2005

First Class.

NIAGARA UNIVERSITY’S COLLEGE OF HOSPITALITY & TOURISM MANAGEMENT

The Villa d’Este on Lake Como, Italy. One of many work abroad locations.

• Nationally ranked program • World’s first bachelor’s degree in tourism • Founding Member of Leading Hotel Schools of the World

HOTEL SCHOOLS OF THE WORLD

• Student Consulting Teams at The Waldorf-Astoria. • Cruise Course with Carnival Cruise Lines. • National/International internships and job placements. MANAGEMENT MAJORS IN HOTEL/RESORT, TOURISM, FOODSERVICE, SPORT

Education That Makes a Difference

www.niagara.edu/hospitality

Who is your favorite DECA alum? Share a photo with @decainc on Instagram!

10 MILLION

STRONG 10 million.

That number is astonishing no matter what the context, but what makes that number so incredible to you as a DECA member is that upon joining DECA, you have entered an organization that boasts an incredible 10 million-member alumni base. As a driven and passionate DECA member, be sure to use these connections to your advantage and network! Here are ways to use your experiences to effectively network with DECA’s incredible alumni base:

DISCOVER THROUGH LINKEDIN Not only is DECA an awesome résumé and LinkedIn profile builder, but it is an organization whose members can connect based on their accomplishments. Look through the connections you have on your LinkedIn page; you’re bound to discover members who are connected with alumni that have had similar experiences as you. Reach out to them and discover how DECA has helped them reach their goals! Be sure to join DECA’s LinkedIn group at http://bit.ly/decalinkedingroup. AMAR HODZIC

RESEARCH

Your advisors, chapter members and association all have unique alumni stories and connections. Talk with those around you about your interests; you will surely be connected with an alumni member who can provide advice and support!

SOUTHERN REGION VICE PRESIDENT @DECAVPAMAR

DISCUSS Whether you are interviewing for a job or scholarship, or meeting someone for the first time, use your unique DECA story as a conversation starter. Not only will that show passion and spark interest, but it just may be something that connects you with the person you are talking to.

CONTINUE YOUR EXPERIENCE DECA doesn’t stop once high school ends. Continue your DECA experience in college and eventually you too can become an active alum for this incredible organization. You will continue to network throughout your life, and DECA will always be a common interest between you and countless other individuals. Ten million potential connections, 10 million opportunities to network and 10 million more reasons to proclaim #IamDECA! Continue to connect and network, because with DECA, you never know where these connections can take you! MARCH–APRIL 2015

DECA direct

Are you ready to #TakeDECAtoCollege? If so, be sure to follow @CollegiateDECA on Twitter.

HOW TO START A COLLEGIATE DECA CHAPTER Collegiate DECA is a great way to prepare for the career of your dreams, plus it provides a home away from home after you graduate high school and move onto college. That’s why it’s imperative that your university or college has a chapter! If it doesn’t, no worries! Starting a Collegiate DECA chapter is simple and there are plenty of resources available to help make that happen. DO YOUR RESEARCH Discover if your school already has a chapter that you can join through either your school’s organization list or by contacting one of the chapter’s executive officers. If there isn’t a chapter at your school, find out what the requirements are for starting an organization on your campus, and then register your chapter online at www.decaregistration.com/collegiate/.

FIND MEMBERS Connect with a few other students who may be interested in starting a chapter with you. The more people you have supporting your cause, the easier it will be to get it up and running. Talk to people in your classes, at career fairs and in other clubs to see if there’s any interest. Chances are you’ll bump into a previous high school DECA member who would love to be part of Collegiate DECA.

DEVELOP A STRUCTURE

DARYLL MORGAN Once you have a group of potential members, completed paperwork COLLEGIATE DECA VICE PRESIDENT and chapter approval, it’s simply a matter of getting your chapter off @THEDGMORGAN the ground. Appoint or elect an officer team (depending on how you structure your chapter), and begin to delegate tasks. Develop a program of work with the goals you wish to accomplish, both short- and long-term, and consult the Collegiate DECA Leadership Passport Program to give your chapter a framework of activities for the year.

KEEP GROWING Now that you have your foundation, it’s time to build up! To increase membership, make sure your chapter has a table at your school’s club fairs and similar events. Make sure your potential members know about everything your chapter is doing! You can send press releases to your school newspaper and local news stations to receive local attention, too. The more visibility your chapter has, the more interaction you will receive—and in turn, your membership will continue to grow. If you are having trouble getting a chapter started at your campus, or have questions, don’t hesitate to reach out to your Collegiate DECA Executive Officer Team. We’re here to help and want nothing more than to see Collegiate DECA chapters start up all over the world! MARCH–APRIL 2015

DECA direct

FROM CASE STUDY COMPETITIONS TO

NBA CHAMPIONSHIPS Jim holds up the 2008 NBA Championship trophy after the Celtics defeated the Los Angeles Lakers.

DECA direct

MARCH–APRIL 2015

Where do you hope DECA takes you one day? Tweet @DECAInc and share your career dreams with us!

Although Jim Davis was only a member of Chelmsford DECA (Mass.) for his junior and senior years of high school, the experience of competing and participating in the organization left a lasting impression on his academic and professional career. Now, as the senior director of ticket sales for the Boston Celtics, Jim recognizes how many of the skills and techniques he learned in DECA have helped him throughout college and his career. “I took part in the DECA program, as well as participated in the marketing class, but really just heard about it through the grapevine and how great it was, as well as the case study competition,” Jim said. Jim competed at the association level in Cape Cod, Mass., both years as a DECA member and his main focus was sports marketing. Although he never placed or won a DECA competition, he enjoyed the experience all the same. After graduating high school, Jim attended the University of New Hampshire. Although he started in the engineering program, Jim quickly realized this wasn’t the area of study for him and switched to sports studies as his major, with a minor in business. “I felt that the sports studies major better suited my interest,” Jim explained. “Plus, I took a sports marketing class, which was really beneficial to my career path.” When asked what skills from DECA he found the most beneficial to have during his college career, Jim immediately reverted back to his experience in the case study competition. “Preparing for those case study competitions gave me the best experience for college and my career. Everything from doing the research during after-school hours, learning that you had to use outside classroom resources to get a big project done, gaining time management experience and interviewing people, to just putting the entire presentation together was such a great experience, because that’s what you have to do in college,” Jim said. “It was even great preparation for after school, and it’s some of the things I still go through when preparing for meetings or workshops.” Jim is not only a firm believer in DECA’s competitive events, but the importance of internships as well. “Internships, in the sports world, are where you make your contacts,” Jim advised. Jim has an impressive list of internship experience, too. He first interned with the NASCAR Speedway in New Hampshire, where he was in charge of interviewing drivers for quotes. MARCH–APRIL 2015

DECA direct

“It was a great way to work on my interview and note taking skills, and I got experience with reporting my quotes back to the media,” Jim said. Working from 6 a.m. to 10 p.m. also gave him a view into what life is like in the working world as well, as Jim noted, “It’s really important to learn how the working world is, especially in sports because it’s such a non-traditional job.” Jim also interned with the University of New Hampshire arena and athletic department, and then moved to the Spinners Minor League baseball team, where he first began working in ticket sales. “I did a little bit of sales with the Spinners, but that was the first time I really felt like sales is where I wanted to be. I just enjoyed talking to people and it felt like the right path for me,” Jim said. His position at the Spinners got him another job in the sports industry, which then led him to the Boston Celtics, where he has been since 2003, although it was a very different atmosphere when he first started there. “Back then it was a very small staff, maybe only four or five people totally selling everything,” Jim said. “Now it’s about 25!” As senior director of ticket sales, Jim is responsible for overseeing the entire sales staff. Their main objective is revenue generation. “It’s about getting people into the arena, having a great time and experience, and then coming back again,” Jim said. He also noted that ticket sales is a mix of finding out which ticket package best fits what the customer is looking for. “Not everyone can come out to every home game (a full 41 season ticket package), so you need to find out if a 20 game package is better, or just a single game package, or maybe a GroupOn?” Jim is also responsible for mentoring and developing the sales representatives. Some come with little to no sales experience, so Jim teaches and trains these employees on the right way to sell and the proper business etiquette in sales, to put them in a position where they can rise in the ranks. Think you want a career like Jim’s? His advice to current DECA members is pretty simple: absorb everything your advisor is telling you. “There would be things my advisor would have told me, stuff at the time I didn’t really think was worthwhile, suddenly come back to me in college and I would think, ‘Wow my advisor was right!’” Jim’s other pieces of advice include participating in DECA’s competitive events program and meeting and networking with other members and business professionals as often as possible. “Especially in this online age, you should definitely have a LinkedIn account,” Jim suggested as well. “That’s a fascinating tool in the business world and when members are in college or are applying to internships, people will be looking at their online presence and connections first.” So whether you’re hoping to get your dream job in the sports world like Jim, get accepted into your top university, or hope to be offered a highly-coveted internship, don’t forget about the simple skills and life-long lessons DECA instills in all its members, because you never know where DECA may take you!

DECA + The Real World “When doing the case study competitions, one thing you have to do is sell yourself, which is what you really do during job interviews,” Jim said. Case study competitions also helped Jim learn to stay organized and how to button up a presentation from A to Z, “Which is how you have to be when it comes time to do an interview too,” Jim advised. Additionally, DECA helped Jim develop his ability to sell himself, and his ideas, which has proved beneficial in his career overall. What skills are you learning now that will come into play during your career?

? QUICK QUESTIONS Jim credits much of his college and career readiness to his DECA case study competition experience. Brainstorm five examples of how your DECA competition experience has already impacted your academic or professional career. Despite the differences in all of Jim’s internships, what are three common skills he developed from them that have benefited his career today? 14

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PART STUDENT. PART BUSINESS OWNER. 100% #IAMDECA! “Joining DECA was hands down the best decision I’ve made in my life so far,” Sam Hendren, a Desert Mountain DECA (Ariz.) member, said with confidence. After starting his own business in 2011, Sam noticed just how much entrepreneurship goes hand-in-hand with what DECA is all about. “The terms and questions that seem so odd in our association or ICDC exams are everyday business terms that you need to know to become successful. After all, a DECA role-play is not that much different from my meeting with a FedEx sales representative!” Sam said. Tech Gone Wild (www.techgonewild.com) was founded because Sam liked to ship things, but when tied with his passion for electronics, the whole concept came to life. Tech Gone Wild, LLC is an online e-commerce company that sells electronics and electronic accessories and prides itself on having the best customer service in the industry. As founder and full owner of Tech Gone Wild, Sam’s day-to-day duties range from ensuring the call center is at the highest quality possible and giving out the most current and correct information, to maintaining carrier account relationships by meeting with FedEx and UPS sales executives, and ensuring they are ordering enough product and selling them at a desired pace. “In one of my DECA workshops I learned that if you’re not inventing something new, you better make your customers feel like gold, because they have the option to go somewhere else,” Sam said. “This is where our award winning customer support comes into play.” When you need a case for your phone, where do you go? Best Buy or Amazon? Have you ever tried calling either company for help with an order? Your call will start by listening to a menu, then waiting on hold until you get the pleasure of speaking with someone who doesn’t really help you, and doesn’t really care either. So Sam made sure Tech Gone Wild did everything the opposite of those guys. “When you call us, you talk to a live person every time within 10 seconds, and they’re located right here in the USA. The best part is, they’re helpful! If you received the wrong case, you can expect the correct item on your doorstep the next day,” Sam said. “DECA is definitely the thing I will miss most about high school, as some of my best friends and memories have been made through DECA,” Sam added. In the fall, Sam plans on attending Arizona State University and the W. P. Carey School of Business to study entrepreneurship. Although the future of Tech Gone Wild is unknown, Sam is certain that his experience as a first-time business owner is one he’ll never forget. Sam and his team won first place at DECA’s 2014 International Career Development Conference. Thanks to DECA and Tech Gone Wild, Sam gained incredible business experience and built a résumé he is proud of. Just like many of you, Sam is proud to say, “I am DECA!”

ONE

WEEKEND JULY 12–14, 2015 | McLean, VA

TWO

TRACKS ELEVATE | Learn the ins and

outs of being an effective and successful chapter officer.

EMPOWER | Enhance and

improve the skills needed to be an association officer that makes an impact.

ENDLESS

OPPORTUNITIES Network, grow and learn with other dedicated DECA high school officers. This is one weekend you won’t forget.

#DECAELS IS COMING

SUMMER 2015

MARCH–APRIL 2015

DECA direct

Do you have a DECA mentor helping you prepare for a successful future? Let @DECAInc know on Twitter!

WRITING YOUR OWN

SUCCESS STORY Jewel Jones always knew she wanted to pursue a career in public relations. “In high school, I had a great group of mentors who really helped shape my career goals in the public relations field,” Jones said. “I would shadow people in agencies or in corporations or even reach out to professionals and ask for just 10 minutes of their time to ask them where they got their start or how they got to where they are now.” That tenacity and drive, along with her DECA experience at James Madison High School (Vienna, Va.), helped Jones move from assistant account executive to director of PR in just six years. Jones joined DECA as a sophomore and first competed in DECA’s role-play events. She then participated in DECA’s Public Relations Project, won first place at the Virginia DECA association conference and advanced to the International Career Development Conference. “That experience is what really made me interested in pursuing a career in the marketing/ advertising/communications field,” Jones recalled. “Competing in DECA gave me skills that were so beneficial, like public speaking, being able to think through a challenge, and developing a plan, executing it and then being able to measure. Being able to have that experience in high school was invaluable.” After high school, Jones attended Hampton University in Virginia, where she actively pursued internship opportunities that would produce a well-rounded résumé upon graduation. Jones first interned at a local newspaper and according to Jones, “to do well in PR and in any job, you have to love reading and writing and you have to be a phenomenal writer.” Jones knew spending time at a newspaper would give her exceptional writing experience, but it also helped her understand the mindset of how a reporter would want a story to be pitched to him or her, an invaluable skill for anyone in the PR industry. Jones then interned at the Leukemia and Lymphoma Society in Hampton Roads, Va., where she helped with event planning and PR for the non-profit. Next, she went to New York City for a summer in the fashion PR industry at a small boutique agency. After graduation, Jones spent a few months interning at a boutique social media agency as well. All this experience in a variety of areas paid off for Jones. “Being able to have four internships before I began applying to jobs was so valuable, and I was hired within three months,” Jones said. In addition to her internship experience, Jones’ DECA experience paid off when it came time to find a job as well. “Being in DECA really reinforces what you hear about how to present yourself.” The best component of her DECA experience was the feedback she would receive after her competition presentation. 16

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“Listening intently to feedback is so important, and receiving that feedback after we presented really took the emotional component out of it and it was constructive!” Jones recalled. “If you really learn from what your judges tell you, you’ll come back better, and that’s great experience for interviews. Even if you’re at an internship and in a room with people who are levels above you with decades of more experience, you’re going to be comfortable in your skin and able to hold your own and learn from your mistakes to make yourself better.” Jones spent the early part of her career at an agency focused on acquiring skills that would accelerate her career. “At an agency I was able to really learn by doing, whether it was building a company or business, learning what really exceptional writing was or working within a small budget,” she said. “There were so many more opportunities to learn there.” She spent her free time engaging in social media and learning the role of social in the marketing/PR industry. “It’s important to also read or watch the news, follow people on social media and LinkedIn, and really see what you can learn from all these different areas. Professionally that has helped me to diversify my point of view and learn to see from the perspective of those sitting around me,” Jones said. In her current role as director of public relations at a technology company that works with education institutes, Jones is directly responsible for telling the story of its brand and community through the media, using social or blogs, or sharing case studies of successful clients. She also manages her company’s media relations and social media programs and develops brand strategies. Her advice to DECA members? “If you use the same level of tenacity and proactivity that you have when developing your DECA project or preparing for competition, and you put that passion into finding what you want to do as a career, you’re bound to be successful,” Jones shared. Whether you’re like Jones and already know what you hope to be doing 10 years down the road, or you’re still undecided on the career path right for you, being in DECA is already the right step to a bright future.

If you really learn from what your judges tell you, you’ll come back better, and that’s great experience for interviews.

? QUICK QUESTIONS Jewel mentioned the importance of having strong writing skills in order to be successful in any job. Do you agree or disagree? Why or why not? What is the value of having a wide variety of internships and exposing yourself to different environments, even if you already have a strong idea of the career path you want to follow? MARCH–APRIL 2015

DECA direct

Join the DECA Inc. LinkedIn group at http://bit.ly/decalinkedingroup to network with industry professionals and get the latest DECA news.

6 WAYS TO MAKE THE MOST OF Look at any article about searching for jobs or securing interviews and you’ll be hardpressed not to find LinkedIn mentioned. With 300 million users, LinkedIn is the world’s largest professional network. It is used to build your professional identity online, stay in touch with business colleagues and classmates and discover professional opportunities through industry-related news. Let’s explore six ways you can make the most of LinkedIn.

SUMMARY: WHO ARE YOU?

Your personal statement should be exactly what it sounds like, a personal statement. Fill in the blanks of what your résumé doesn’t say about you. Showcase your unique personality and style in a quick read for someone to make an accurate first impression of you.

EXPERIENCE/RÉSUMÉ: WHAT HAVE YOU DONE?

Don’t have much professional experience? No problem! Share leadership positions in organizations and clubs that you have been a part of, not just after school jobs. Quantify your experience as if someone were asking the question, “How good are they?” Use numbers to back up your answer. For example: Instead of putting “Editor of the School Newspaper,” share, “Editor of The Scroll, won the 2012 Texas Publication of the Year, led a team of 65 students and distributed to 10,000 community members.” You can also upload images and links to your experience to backup your words. Be aware not to share too much though. This section should be a quick highlight of your positions. Use the other sections on LinkedIn, such as projects and recommendations, to fully explain your professional experience. 18

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MORGAN THOMPSON

2012–2013 DECA EXECUTIVE PRESIDENT

SKILLS AND EXPERTISE: WHERE DO YOU SHINE?

Be honest—don’t say that you have experience in areas where you only know the basics. Self-reflect on areas that you are truly spectacular in and share those skills. This is a section that you can relate specific skills back to support your résumé and leadership experience. In addition, have your connections endorse you. This showcases a credible reputation and gives others confidence that you do have expertise in the areas you noted. Lastly, remember that almost everyone knows how to use Microsoft Word and PowerPoint. Do not share this as a skill; use this space to share other unique capabilities you have.

Are you a DECA Direct Online Social Media Correspondent? Then showcase your published articles by including them in your LinkedIn account! This is a great way to show future employers your writing skills, as well as highlight the achievements you discussed in your articles.

PROJECTS: HOW HAVE YOU APPLIED YOUR SKILLS AND EXPERTISE?

Share specific projects that you have completed within areas of your résumé such as successful events, community service projects or competitive events. This is the perfect place to fill in the blanks so you don’t overload your reader when they scan your experience section.

Be sure to use your DECA leadership positions as experience on your LinkedIn account. Share any major responsibilities of your role, as well as if you oversaw any members or committees. If you worked on a special project, be sure to share any numerical outcomes that resulted from your leadership.

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RECOMMENDATIONS: ARE YOU AS GOOD AS YOU SAY YOU ARE?

I believe that this is the most influential feature on LinkedIn because it illustrates your value from those who have worked with you. However, it is not always easy to get a recommendation. Before you go in and ask for one, give a recommendation first to someone else. You are far more likely to get one in return this way. Be diverse; don’t have eight recommendations from people who worked in the exact same position as you. Seek a variety of sources from fellow team members, to supervisors and even clients. This gives the credibility you need to show you did an all-around awesome job.

If you were part of any special clubs or groups, such as a DECA conference social media team, be sure to share this on your LinkedIn profile as well! Taking on this kind of responsibility as a high school or college student shows your dedicated, professional and able to juggle multiple duties at once—all great qualities for a future employee!

CONNECTIONS: WHO DO YOU KNOW AND WHO KNOWS YOU?

LinkedIn wants you to connect to people who are truly real-life connections. Use this as a follow-up after a meeting or search for people you haven’t met using similar interests or backgrounds. Although it can be difficult to stay in touch with business connections, LinkedIn is a great way to interact: share articles they would appreciate, send them a message of encouragement or congratulate them on a new career change. LinkedIn is a powerful tool to create and maintain a professional image online. Reach out to your coworkers, colleagues and classmates, play around with the different features, give a colleague a recommendation, write an inspiring summary and make the most out of LinkedIn. I’d love to hear ways you are taking advantage of LinkedIn, and connect with you personally on my own LinkedIn account at www.linkedin.com/in/morganthmpsn.

? QUICK QUESTIONS Imagine you are an employer. What qualities and characteristics would you want to see on a possible employee’s LinkedIn profile? Why are these characteristics so important to showcase on an online résumé? What activities, projects or events have you been a part of in your DECA chapter? How can you use these experiences to boost your own LinkedIn profile to help with your college and career search? 20

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Have you experienced any of these hospitality trends firsthand during your DECA travels? Tweet @DECAInc and @Cornell and let us know!

5 MAJOR TRENDS IN THE HOTEL INDUSTRY

The trends that affect the hotel industry are driven both by the industry itself and external forces. In this article, we will touch on some of the major trends that you may observe during your DECA chapter activities or during one of your DECA trips. As you’ll see, the blinding speed of technological changes is driving several of these trends. No technology solution will last long, however, because technology continues to march on to give us an even stronger virtual environment. The following trends are based on studies and industry roundtables produced by the Cornell Center for Hospitality Research, as well as research presented at the recent Cornell Hospitality Research Summit and published in the Cornell Hospitality Quarterly.

ROHIT VERMA Singapore Tourism Board Distinguished Professor at the Cornell School of Hotel Administration GLENN WITHIAM Executive Editor for the Center for Hospitality Research

ENVIRONMENTAL SUSTAINABILITY

Environmental sustainability is now an integral part of hotel operations. The good news here is that environmentally sustainable hotels operate more efficiently and perform better than their competitors. The frustrating thing for hotel operators is that sustainability doesn’t seem to give their hotels a specific competitive advantage. Instead, guests simply expect “green” operations. That said, when you visit a hotel, take note of their sustainability programs both in the front and back of the house. MARCH–APRIL 2015

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TECHNOLOGY & SOCIAL MEDIA

As we said, there’s no stopping technology, but the challenge is for hospitality firms to integrate technology with their existing human-based services. A recent example is tablets being installed in major restaurant chains, which have to balance high tech with high touch. We may soon be able use our mobile devices to check in to a hotel, find our room and order room service without speaking to anyone. The question is, do hotel guests really want that, or will people prefer a human touch? The jury is still out on that question.

THE SHARING ECONOMY

It seems clear that the world hospitality industry will continue to see the growth of shared services in all forms, including AirBnB, Warmshowers, Couchsurfing, or other clearinghouses for shared services. Regardless of whether Uber survives negative publicity and government regulation, it’s clear that the idea of sharing facilities has caught on and should be a longrunning trend.

THE HR CHALLENGE

The world’s service industries have always faced challenges in the area of human resources, especially in the form of constant turnover. In your travels, watch for ways that employers encourage their best employees to stay with them. Employees with technical ability are particularly in demand. Employers often find it hard to find well-trained people, and then the best employees are often lured away by other firms.

PRIME TIME FOR DATA AND TEXT ANALYTICS

Do hotel guests really want technologybased services, or will people prefer a human touch?

We’ve all heard of big data, and it’s true that the firms which collect and crunch data are getting steadily more effective, for example, in following people’s click streams as they purchase hospitality services. Also, sophisticated text analysis can distill the information contained within the feedback and comments provided by hotel guests on various social media channels, such as Trip Advisor and Yelp. However, “small data” may also become more valuable. A technology known as eye tracking almost allows us to read people’s minds, for instance, because eye tracking systems record where a person looks and how long they look at it. So, we can now get a clear view of what captures potential guests’ attention in terms of making a sale. We must conclude by mentioning the world’s economy as an overriding factor in the hotel and tourism industries. It is hard to discern the trend here. We have been hoping that we could say that we’re finally out of the woods after five years of uneven recovery, but at this point, the outcome of the recent turbulence in world energy markets remains unclear. Some observers see reduced oil prices as a plus, since consumers will have more money to spend. Others look at the supply side and see a challenge for producers who no longer can sell their product at a premium price. With regard to the tourism industry, we will gain more clarity on the effect of energy prices as 2015 unfolds.

? QUICK QUESTIONS Do you think customers prefer technology as an answer to their hospitality needs, or is there still value in providing human assistance? How can eye tracking technology impact the way the hospitality industry delivers information, news, updates and promotions to its customers? 22

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CORNELL’S SCHOOL OF HOTEL ADMINISTRATION AND ILR SCHOOL

Where today’s DECA students become tomorrow’s... executives consultants entrepreneurs analysts policy-makers global influencers

BUZZ

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

WHAT’S YOUR CHAPTER BEEN UP TO? Novice DECA chapter? No problem! Friends Central DECA (Wynnewood, Penn.) showed off its 10 members (left) who will move on to the Pennsylvania DECA Association Conference in Hershey, Penn.!

Grayson DECA (Loganville, Ga.) members smiled together holding their #IamDECA sign (below). They couldn’t wait to compete and proclaim, “I am DECA,” in 2015! Santa Fe Capital DECA (N.M.) members posed together (right) during a community service project where freshman members spent time mentoring elementary school students.

Katherine Lindsay and Emily Eaton from Guerin DECA (Noblesville, Ind.) posed with their DECA advisor, Mr. Rafferty, for a DECA diamond photo (below).

The Wilmot DECA (Twin Lakes, Wis.) chapter officers (above) recently got professional pictures taken. These photos will be used in business partner and professional member newsletter.

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BUZZ Okkodo DECA (Guam) members (left) had an ecstatic time during a gathering of all school chapters at a Guam DECA Bash.

Farmington DECA (Mich.) chapter members (below) threw up the diamond during the Michigan DECA District 6 competition after 16 of their members advanced to the association career development conference in Grand Rapids, Mich. University of Las Vegasâ€”Nevada Collegiate DECA (Las Vegas, Nev.) hosted the first Nevada DECA Las Vegas Competition Academy (right) for local high school DECA chapters to practice for their association career development conference in February.

Wilmot Union DECA (Twin Lake, Wis.) members (below) were busy helping keep their community clean last fall during a chapter community service event.

Petersburg DECA (Va.) takes a group photo (right) after successfully advancing to the next round of competition in Virginia Beach.

Fossil Ridge DECA (Fort Collins, Colo.) held the CSU Invitational (below) to help better prepare DECA members for DECA Districts! Way to go, Fossil Ridge DECA!

A group of awesome Texas DECA members from District 7 (above) went to the Dallas Mavericks Day at the American Airlines Center last December. It was a great bonding experience and all the members learned so much about marketing from the guest speakers.

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BUZZ Wausau West DECA (Wausau, Wis.) held its annual “Trick or Can” event (right) on Halloween and collected over 2,500 nonperishable food items for their local Salvation Army food pantry.

Members of Appleton East DECA (Wis.) enjoyed their time at the 2014 Central Region Leadership Conference (below) in Minneapolis, Minn.! Holt DECA (Wentzville, Mo.) members (left) campaigned for their chapter president, who was running for president, at the Missouri state officer elections.

Pacific DECA (Mo.) members posed (left) for pictures on professional dress day.

Harrison DECA (Ark.) members (below) visited FedEx Forum for Pro Sports Career Day with the Memphis Grizzlies.

Twenty-four Frankfort DECA (Ind.) members (above) took a 90-minute private tour of The Great American Ballpark, home to the Cincinnati Reds. Cincinnati will be hosting the 2015 MLB All-Star Game in July.

José Santos Alegría and Dorado DECA (Puerto Rico) chapter members (above) proudly represented the Arecibo Region at the 7th Annual Olympics State.

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BUZZ

Appleton North DECA (Appleton, Wis.) members (above) had a successful weekend at the Wisconsin District 4 Competition earlier this year. The amazing members of Cape Hatteras DECA (Buxton, N.C.) at their district competition in December (above).

DECA Recognizes SBE Individual Certification Recipients The School-based Enterprise Individual Certification Exam measures student knowledge and understanding of key business concepts vital to the operation of a successful School-based Enterprise (SBE) and prepares students with 21st century employability skills. To earn a certification, students must achieve a score of 70% or higher on a 100-question, multiple choice exam. Congratulations to the following students that earned an Individual SBE Certification between September 2014 and January 2015: Naka Agulefo

Peachtree Ridge High School

Georgia

Madison Connolly

Peachtree Ridge High School

Georgia

Alexander Fernandez Peachtree Ridge High School

Georgia

Ashley Kim

Peachtree Ridge High School

Georgia

Kyle Rouleau

Peachtree Ridge High School

Georgia

Triton Ferguson

Capital High School

Idaho

Gracie Jacobsen

Capital High School

Idaho

Paige Tilley

Capital High School

Idaho

Kaitlyn Biri

St. Amant High School

Louisiana

Trae Boudreaux

St. Amant High School

Louisiana

Tyler Guidry

St. Amant High School

Louisiana

JR Spencer

St. Amant High School

Louisiana

Bailey Skinner

Springfield Glendale High School Missouri

Laura Trejo

Gadsden High School

New Mexico

Amanda Villalobos

Gadsden High School

New Mexico

Devin Tyler

Spotsylvania High School

Virginia

SBE Individual Certification is an excellent résumé and transcript builder for students, and also provides advisors with measurable proof of learning obtained through students’ experience in their SBE. Provide credibility and validation to your DECA SBE and consider pursuing a certification! For more information, visit www.deca.org/sbe.

Carlson DECA (Gilbraltar, Mich.) members (above) shared some #IamDECA smiles with the entire DECA community!

Midlothian DECA (Va.) chapter officers (above) took leadership to a new level this year!

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BUZZ During the New Jersey DECA Southern Region Conference, CJ Berroa from Cinnaminson DECA (N.J.) took this #IamDECA selfie (left) with his GoPro camera. There are more than 1,200 students in it!

The very first 25 members were inducted into the brand new South Plainfield DECA (N.J.) chapter (below). The chapter is very excited to compete in the upcoming regional, association, and (hopefully) international conferences, and is very optimistic about their future in DECA!

Elk River DECA (Minn.) partnered with the local Pizza Ranch (below) and hosted a Community Impact “Tip Night” supporting MDA.

Middletown DECA (Conn.) loved dressing for success (left) at the 2014 Ultimate DECA Power Trip in Washington, D.C., last November.

School administrators at Sunrise Mountain DECA (Las Vegas, Nev.) show their love and support wearing the chapter’s t-shirts (left).

Easton DECA (Penn.) had great success at Pennsylvania DECA’s 2014-2015 District 7 Competition (right)!

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BUZZ

King George DECA (Va.) chapter officers (right) visited DECA Headquarters for their officer retreat and had a crash course on leadership inspiration and DECA’s Chapter Campaigns.

Members of Virginia DECA’s District 23 posed (above) during a DECA Day event held at the Virginia State Fair. District 23 presidents Lily Elias and Sam Hanny took the photo.

Southington DECA (Conn.) took a break from its chapter meeting (above) and snapped an awesome #IamDECA selfie with chapter advisors Teresa Brooks and Sandy Spinello. Chapter members from Valencia DECA (Santa Clarita, Calif.) attended the West Coast Franchise Expo (right) in Anaheim, Calif., where members were able to talk to more than 60 real franchisers about their franchise opportunities.

Chapter members from Juan Suarez Pelegrina DECA (Aguadilla, P.R.) shared an #IamDECA selfie (above) to show their DECA spirit for the New Year!

Maumelle DECA (Ark.) chapter members (left) posed with Arkansas DECA President Rebecca Aguilera and Arkansas DECA Vice President of Communications Hannah Williamson at Silver Dollar City Career Day.

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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