Issuu

DIMENSIONS SEPTEMBER–OCTOBER 2011

CONTENTS D EPARTMENTS 2 Let’s Talk

EDITORIAL Publisher Edward Davis Editor Christopher Young Editorial Committee Barbara Henn, Shirlee Kyle

2 DECA Events 4 My Turn 5 8 DECA Things to Do 26 Chapter Clips 28 Quick Response

Advertising Cindy Allen Art Direction and Design Chuck Beatty

NATIONAL OFFICERS President Claire Coker North Atlantic Region VP Jennifer Harrington Central Region VP Micah Melling Southern Region VP Kendra Wrightson Western Region VP Johnny Martin

BOARD OF DIRECTORS

6 DECA 411 Think you know DECA? Add these factoids to your knowledge base.

ACADEMICALLY PREPARED 8 Building Customer Relationships Learn how DECA’s corporate partners engage their customers and build loyalty.

10 Engineering Successful Customer Loyalty Programs Loyalty programs are an effective way to reward your most frequent customers.

President: Roger Cartee Members: Marsha Bock, Jim Brock, Lynore Levenhagen, Jacklyn Schiller, Oleg Shvets, Dave Wait, Brycen Woodley NAB Chair: Roger Glenn Ex-Officio Members: Edward Davis, Wayne Kutzer

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

SUBSCRIPTIONS & CHANGE OF ADDRESS Dimensions Circulation 1908 Association Drive Reston, Virginia 20191-1594 (ISSN 1080-0476 is published four times each year—September/October, November/ December, January/February and March/ April. Copyright ©2011 by the Distributive Education Clubs of America, Inc., 1908 Association Drive, Reston, Virginia 20191-1594. All rights reserved. Annual non-member subscription rate is $5.00. Periodicals postage paid at Herndon, Virginia and additional mailing offices. $1.00 of membership fee goes toward subscription to DIMENSIONS, a publication of DECA, (USPS 566-200), Volume 31, Number 1. Postmaster—Send form 3579 for change of address to: DIMENSIONS, 1908 Association Drive, Reston, Virginia 20191-1594.

COMMUNITY ORIENTED 14 Making a Muscle Grab your tennis shoes. DECA and its corporate partners teamed up to host the first-ever DECA 5K run/walk to benefit the Muscular Dystrophy Association.

PROFESSIONALLY RESPONSIBLE 17 You Know You’re a DECA Member When … It’s not difficult to spot a DECA member, right? Here are some ways you can tell you’re truly a DECA member.

20 Are You Ready for the Challenge? Start recording and upload a short film to YouTube in DECA’s new challenges. You might find yourself in the executive’s chair.

EXPERIENCED LEADERS 22 Aspire Higher Your 2011-2012 national officers interview each other and share interesting stories. Go to www.facebook.com/decainc to join the conversation. DECA DIMENSIONS | September–October 2011

LET’S TA L K

Welcome the

OBSTACLES I

n high school and throughout life, everyone faces difficulties. Whether it is getting an “A” in the class with that unbelievably strict teacher or finding a job in a tough economy, we all face obstacles that try to hinder our success. Most people avoid the hard choices and large obstacles completely. They re-chart their course in order to pick easier trials with fewer tribulations. What most people don’t know is that obstacles should be welcomed. When I first decided to run for national office, some big obstacles stood in my way. I didn’t know if I had the time to balance school, family and friends with my campaign. I had to convince my parents that deferring a year from college would be to my benefit, and I had to win in order to make it all worthwhile. At times I thought the obstacles that I faced were too great. As I continued to aspire higher, though, I realized that whether I won or lost, I was getting the experience of a lifetime. I, like the rest of Team 66, discovered things about myself that I thought did not exist. We all pushed through and overcame a lot to be where we are, and now we are reaping the reward of representing an outstanding organization that instills in students the keys to success. The obstacles we face in life are the hurdles that force us to aspire higher and achieve greatly. We learn about ourselves more in times of trouble than in times of contentment. Obstacles are not roadblocks, but hurdles that encourage 2

us to “jump.” Without them, we would not know how high we have to set our goal or what it takes to be successful. If we did not have obstacles, there would be no upward movement. To make leaps and bounds this year, we all need to start by laying out a plan. Ask yourself what obstacles you are facing that you have to overcome this year. How high is your hurdle? Are you aspiring higher than the obstacle that threatens to get in your way? Ask yourself these questions, and set new goals. Look towards your future. Don’t look straight ahead. Look up! Aspire higher than what you think is attainable, because you might just surprise yourself with what you can achieve.

If you are willing to aspire higher, then you are on your way to a successful year. The obstacles you face will be great, but if you strive to surpass them, you will achieve great things. Test your limits, welcome obstacles and ASPIRE HIGHER! Best wishes,

Claire Coker National DECA President decaclaire@gmail.com

DECA EVENTS August 2011 29–31 Piper Jaffray Fall Online Survey (continues in Sept.)

September 2011 1–27 Piper Jaffray Fall Online Survey 5 MDA Labor Day Telethon 6 Stock Market Game begins

October 2011 9–15 DECA Week 24 Copy due for January/February DECA Dimensions 24 Virtual Business Challenge I begins

November 2011

1 Notification of Candidate Nomination for Honorary Life Membership Award and Outstanding Service Award

DECA DIMENSIONS | September-October 2011

3–5 Innovations and Entrepreneurship Conference, Chicago, IL 10–12 Western Region Leadership Conference, San Diego, CA 11–13 Southern Region Leadership Conference, Little Rock, AR 1 4–20 Global Entrepreneurship Week 15 Online membership dues deadline 17–19 ACTE Annual Convention and Career Expo, St. Louis, MO 18 Virtual Business Challenge I ends 18–20 North Atlantic Region Leadership Conference, Philadelphia, PA 30–Dec. 4 New York Experience I, New York City, NY

MY TU R N

The DECA &

COMMUNITY SERVICE Connection It’s Not about the Accolades “Initially I was disappointed and sad. However, as I began to reflect, I became overwhelmed by a sense of pride and accomplishment. I had never felt this mix of emotions before.” The above statements describe how I felt after Missouri DECA’s State CDC my sophomore year. As a freshman, I had qualified for DECA’s International Career Development Conference (ICDC), and I fully expected to return as a sophomore. The project I took to competition during my sophomore year was a Community Service Project that raised funds and awareness for the American Cancer Society. In total, the project raised $6,000 for cancer research. When I found out I had missed qualifying for ICDC by one place, I was crushed. I had worked diligently and poured myself into the project. However, when I truly began to consider the situation, I had an epiphany: It’s about the difference you make, not the accolades you obtain. At that point, my feelings of disappointment faded away and were replaced by feelings of accomplishment. I knew my project had made a difference in helping to find a cure for cancer, which was all that mattered. Through DECA, I have learned the importance of serving. Specifically, I have learned the importance of striving to make a difference. Make a Difference through DECA DECA gives its members a platform to make a difference. All of the Chapter Team Events provide a great avenue to improve a chapter’s school or community. Your chapter can raise money for the Muscular Dystrophy Association (MDA), increase awareness for safe driving or educate students on financial literacy. The options are endless. However, I encourage you to always “Aspire Higher.” Continually look for opportunities to be better. For example, strive to raise $1,000 4

DECA DIMENSIONS | September-October 2011

more for a charity than your chapter did last year. Focus on making a difference. “The Movement” This year, National Officer Team 66, in cooperation with former Oklahoma state officer Jay Koontz, is unveiling a project titled “The Movement.” The goal of “The Movement” is to unite DECA chapters to raise more money than ever before for MDA. Ultimately, the goal is for DECA to raise $1 million for MDA in one school year. We realize, however, we have to lay a foundation for this to happen. Therefore, our goal for this year is to raise $100,000 above the annual DECA contribution for MDA (around $450,000) through “The Movement.” This can be attained if 25 state/provincial action teams challenge eight chapters in their association to each raise a minimum of $500 above any funds usually raised for MDA. If this project is successful, we hope that it will be implemented in future years, that many more chapters will be united for the sake of “The Movement” and that the million dollars will be raised. What Truly Matters Remember that trophies and accolades are nice, but making a difference is what truly matters. I encourage you to focus on serving others. I encourage you to make use of DECA’s community service connection and strive to make a difference. The personal rewards will stay with you for your whole life.

Micah Melling Central Region Vice President decavpmicah@gmail.com

DECA THINGS TO DO in September and October

Get going!

Discover life beyond your DECA chapter by attending one of DECA’s many local and state/provincial conferences this fall. Looking to venture outside of your area? Experience life in the Big Apple, Windy City or one of four regional locations.

For more info, visit www.deca.org/conferences/highschool

2 Tell a friend

6 Find your inner competitor

It’s no secret that DECA is an awesome organization. Get your friends involved in DECA and create memories that last all year long.

Calling everyone who aspires to be an international champion! Start preparing so you can earn some serious hardware at this year’s International Career Development Conference. Find the competitive event that is right for you!

For more info, visit www.deca.org/membership

3 Watch for a cause

Be sure to tune in to the Muscular Dystrophy Association Telethon this Labor Day—September 5—and watch your National President Claire Coker make a presentation of nearly a half million dollars on behalf of DECA. For more info, visit www.deca.org/partners/mda

4 Compete virtually

Maximize your membership in DECA by participating in one of the many online competitive events or challenges. You can run your own retail business or sports franchise or make recommendations to executives through YouTube videos. You might just find yourself in a boardroom! For more info, visit www.deca.org/events

5 Celebrate DECA Week Represent the diamond! Celebrate DECA Week (Oct. 9–15) throughout your community and earn recognition for your chapter. Let everyone know you’re in DECA by displaying DECA in your Facebook profile picture!

For more info, visit www.deca.org/competitions/highschool

7 Give your opinion

Let your voice be heard by telling companies of major brands what you think is cool—and what isn’t. Take the PiperJaffray Online Survey anytime August 29 through September 27. For more info, visit www.deca.org/partners/pjc

8 Become a fan Connect with thousands of DECA members from here and afar by engaging in the discussion on DECA’s official Facebook page. Plus, you’ll be the first to hear exciting news and updates throughout the year! For more info, visit www.facebook.com/decainc

For more info, visit www.deca.org/events/decaweek DECA DIMENSIONS | September–October 2011

411

Think you know DECA? Add these factoids to your knowledge base.

ent DECA’s Mission Statem rs and

leade DECA prepares emerging g, finance, entrepreneurs in marketin in high schools hospitality and marketing globe. and colleges around the

Official Logo: Diamond

Pro gr a EN

Guiding Principles

arning Program DECA’s Comprehensive Le on m Instructi • Integrates into Classroo • Applies Learning • Connects to Business • Promotes Competition

generation to be DECA prepares the next • Academically Prepared • Community Oriented le • Professionally Responsib • Experienced Leaders

(always has been …)

Attributes and Values

2011-2012 Theme

n Competence • Innovatio rk wo Integrity • Team

Official Colors: Blue and Gold PMS 287C PMS 123C

Executive Director: Dr. Ed Davis

Website: www.deca.org 6

DECA DIMENSIONS | September–October 2011

MEMBERS

NTR EP RE N

MARKETING

P HI RS EU

members will meet in Salt Lake City for DECA’s 66th Annual ICDC.

BUSINESS + MANAGEMENT TION ADMINISTRA

FINANCE

$300,000

ENT R E PR EN E

HOSPITALITY + TOURISM

ENTR EP RE NE U

15,000

P HI RS U E

P HI RS U

Caree rC n4 i s l

rs te us SHIP

CHAPTERS IN

50 STATES & 9 COUNTRIES

EN T R EP RE N

awarded in scholarships

62 Business Partners

High School and Collegiate

COMPETITIVE

DECA is located at

2DIVISIONS

EVENTS

187,500

Founded in 1946!

1908 Association Drive, Reston, VA.

The headquarters was built in

1976

DECA DIMENSIONS | September–October 2011

. 7

ACADEMICALLY PREPARED

Building customer relationships Customer loyalty programs are popular among companies to build relationships with their customers and retain their business. The programs often provide rewards for customers, but they may also offer special discounts, inside information and exclusive opportunities.

This year’s Business Operations Research Event topic challenges DECA members to develop a plan to enhance or introduce a customer loyalty program to an existing business or organization. Here are programs of a few of DECA’s National Advisory Board companies.

Hilton’s “HHonors” program rewards its customers who stay at any of 3,600 Hilton brand hotels worldwide or fly with one of 50 airlines. Guests earn more by staying more and attain membership at four varying levels, each with its own rewards.

The “Shop Your Way Rewards” program allows customers at K-Mart, Sears, The Great Indoors and Land’s End to earn points for their purchases. Points are then converted into dollars to be deducted from additional purchases.

Marriott guests can earn points in the “Marriott Rewards” program through hotel stays, using services of travel partners, shopping and other ways. Each of the three elite membership levels offers guests exclusive benefits. Guests can redeem their points for upgraded rooms or complimentary nights.

The “Safeway Club Card” allows shoppers to enjoy exclusive savings, receive special discounts on Safeway gasoline and earn money for education. Savings automatically are deducted and appear on the receipt when the card is presented at the check-out. It also allows customers the opportunity to participate in “just for u” which provides personalized specials.

Southwest Airline’s “Rapid Rewards” program allows frequent travelers to earn points not only when they fly but also through using services provided by partner organizations such as car rentals, hotels and retail stores. The points can be redeemed for airfare, and very frequent travelers can earn additional perks like priority boarding status. Visit www.deca.org/partners to view these companies’ profiles and learn more about their customer loyalty programs. 8

DECA DIMENSIONS | September–October 2011

Finish Line focuses on Winner’s Circle program to build customer loyalty

inish Line is a mall-based retailer of athletic specialty footwear, apparel and accessories. Each store is strategically located in the nation’s best malls and features the best of athletic inspired gear from key brands such as Nike, Reebok, adidas, Puma and Under Armour. The core customer of Finish Line shops the mall frequently for the best offerings from these brands. While the mall represents the perfect environment for Finish Line to be close to its core consumer, it also represents a major challenge related to customer loyalty. Within the mall, Finish Line is just one of many choices for athletic inspired footwear. Major competitors selling similar products often sit just across the hall, which makes it very easy for consumers to make a purchase from another retailer. The close proximity of key competitors in the mall makes customer loyalty a hot topic. Consumer research within the category proves that overall customer loyalty is very low. Many shoppers make one purchase and never return to the same retailer again. The key to combating low customer loyalty is to create differentiation from your core competition. One strategy used to create this differentiation is a loyalty program. Finish Line’s loyalty program is known as Winner’s Circle, and it continues to be a key focus and area of growth for the company. The goal of the program is very simple. Drive repeat business through a deeper engagement of the company’s best customers. Finish Line continually works on ways to enhance the program and encourage repeat customer visits. Communication is a major component of engagement. Once a customer signs up for the program, they are immediately eligible to receive program rewards and the Finish Line catalog delivered to their home. Customers also have the option to receive product and key promotional information

through email, mobile (Apps + SMS), Facebook and Twitter. Awareness of Winner’s Circle for both customers and Finish Line store associates is critical to the success of the program. Many people are members of multiple loyalty programs and can often forget which ones they belong to. Finish Line focuses on a small number of key benefits that are easy to understand. For instance, for every dollar spent, a customer receives one point. Once 200 points are compiled within a year, a $20 reward is earned. Simple benefits like the $20 reward help the basics of the program to be understood by the customer and easily communicated by store associates. The essence of any loyalty program is to make your best customers feel like they are being recognized for their loyalty to your brand. This is accomplished by compiling customer data and using it to strategically deliver the most relevant content to each customer at every touch point. Simply stated, loyalty programs should tell a customer that we know who you are and we appreciate your business. Customer recognition leads to better customer service, more relevant products, more timely communication and ultimately, differentiation and long-term customer loyalty.

DECA DIMENSIONS | September–October 2011

ACADEMICALLY PREPARED

g S n u i r c c e e e s n i s f g u n E er Loyalty Pro l g m r o a t m s s Cu

by Seth Priebatsch

oyalty programs are an effective way to reward your most frequent customers. In other words, you should definitely have one. Unfortunately, it’s not as simple as issuing a few colorful punch cards and calling it a day. As fun as they are, these wallet-fatteners don’t come close to allowing you to tap into the full potential of your regulars. (Not to mention their high fraud rate and the inevitable redemption head10

DECA DIMENSIONS | September–October 2011

aches that come along with the all-toocommon “hanging chad.”) At SCVNGR, we spend a lot of time researching loyalty, testing out the relative merits of various programs and mechanics and accruing thousands of points and rewards that we’ll never have time to redeem. Here are four key points culled from our research to keep in mind as you construct your own loyalty program:

Make it Viral

Have it Be Transactional Integrating your loyalty program with actual transactions at your business accomplishes two crucial goals. First, it reduces friction for the consumer. By using the transaction as the basis for your program, you’re eliminating any redemption issues that quickly arise with more complicated systems. Obviously, your employees have to understand the specifics of your program in order to deploy it successfully. If the program is tied directly to a task that they already perform, it’s far more likely to succeed. Take Starbucks, for example. Their mobile rewards app, which allows users to pay seamlessly via their mobile phones, has over 3 million users in the six weeks since its launch. The novelty of the mobile payment method is undoubtedly a motivating factor, but since consumers are rewarded with Starbucks “stars” for merely completing a successful purchase, participation is a no-brainer. Another important point to keep in mind: Whenever you ask the consumer to complete an additional action beyond the transaction in order to gain credit in a loyalty program, you’re placing distance between the positive emotion elicited by the reward and the action of purchasing an item or experience. Think of it in these terms: If you want to motivate a child to complete their chores, then you should reward him or her immediately after they clean their room. If you require them to land a perfect backflip before forking over the reward, they’ll associate the reward with the acrobatic move, not the desired chore completion.

While loyalty programs are good at motivating individual customers, they’re equally useful for building tight-knit communities within your customer base. By rewarding customers for spreading the word about your business, you’re tapping into the power of word-of-mouth marketing and helping customers feel like an expert for recommending you to their friends. At SCVNGR, we’ve experimented with this principle in LevelUp—a pilot we’re running in Boston and Philadelphia that aims to reinvent loyalty in a way that benefits both the merchant and the consumer. LevelUp is a series of three increasingly-good deals at a place. Whenever a user purchases a LevelUp, they are funneled into our Social Recommendation Engine (SRE). The SRE turns customers into powerful advocates for businesses by incentivizing them to spread the word about the deal with their friends. If their friends purchase the recommended deal, the recommender gets their money back. We’ve seen up to 20 percent of purchases on Level 1 come from a direct (trackable) recommendation from a friend. Also, we’ve found that people who are introduced to a place by a friend go there more often and spend more at that location. By adding a viral element to your loyalty program, you’ll expose new customers to your brand in a positive light, ensuring that they’ll return and upping the likelihood that they’ll reach coveted “regular” status. Takeaway Point: Reward customers for sharing their stories, and you’ll reap big returns.

Takeaway Point: Fewer consumer backflips, more transactional rewards. DECA DIMENSIONS | September–October 2011

Advertise it Effectively So, you’ve built the world’s greatest loyalty program. But does anyone know about it? If you’re content to let the program speak for itself, then you’re setting yourself up for disaster. Consumers, especially those who frequent your business regularly, are creatures of habit. Most of them aren’t going out of their way to find lucrative loyalty programs, so you have to effectively market your offering to them and convince them that it’s different than the innumerable loyalty cards being offered to them. Let’s take a look at one business that’s had strong success with their loyalty program: Amazon. For one annual payment of $79, Amazon Prime members receive free two-day shipping on all of their orders from the site. People enrolled in Amazon Prime spend 130 percent more each year than their non-Prime counterparts. Even more fascinating, in their first year after joining, the average Prime member goes from spending $400 per year to $900 per year. Wow! In February of this year, Amazon expanded the Prime program by offering unlimited commercial-free streaming of TV shows and movies to members at no additional cost. This was an exciting talking point and allowed Amazon to build buzz around the product on their own site and elsewhere, as consumers reacted to the new streaming opportunity. Amazon also offers consumers a onemonth free trial of Prime, and once they’ve had a taste of the numerous perks it includes, they’re virtually guaranteed to renew—or at least spread the word of their great experience to friends and family. So, you’re thinking—that’s all well and good for Amazon, but how can a small business hope to achieve the same success with their own program? Social media is a cheap and undervalued tool for developing strong relationships with your customers and informing them of new offerings. Also, be sure to train your staff so that they can act as ambassadors for the new program. Caveat: Be careful not to shove the new loyalty program down your customers’ throats. It’s opt-in, after all, and they want to feel like they have a choice in the matter. Lastly, don’t neglect the influence of well-placed signage in and around your establishment. Table tents, for example, provide a subtle yet powerful call-to-action. Takeaway Point: If a glorious loyalty program is created in the woods and no one hears about it (not even the squirrels), is it worth the effort? No. 12

DECA DIMENSIONS | September–October 2011

Give Customers Options Although you’re the engineer of your loyalty program, it’s important to give your members a sense of control. Regular customers are choosing your business over many others, so they feel that they’ve earned some degree of influence at your establishment. Make an effort to allow customers in your loyalty program to choose how to apply their rewards, whether it’s with varying offerings or distinct experiences. Obviously this principle is better suited to locations with a broad range of offerings, but it’s essential to give consumers at least some degree of choice. With the introduction of choice comes a crucial caveat: Keep your program as simple as possible. Although consumers appreciate choice, it’s important that they feel that they’re following a set of logical steps toward some clearly defined goal. Remember: you want to reward your customers, not confuse them deeply. Here’s a strong litmus test: If your staff has trouble understanding the program, then you’d better go back to the drawing board. American Express has had much success with their extensive loyalty program, and they offer their members a wide range of options for redeeming the points. There’s literally a catalog of redemption possibilities, ranging from travel experiences to charitable donations. On the opposite end of the spectrum, consider the last time that you dealt with a frequent flier miles program. Unfortunately, most of these “miles” programs seem more like existential torture devices than loyalty programs. The redemption process for most is unintelligible, and makes users feel far worse than they did before they tried to figure out how to track their miles. Takeaway Point: Give your customers meaningful choice, not migraines, in exchange for their loyalty.

While all of these tips will guide you in the right direction, you ultimately must work to make sure that your loyalty program fits with your overall brand identity. If you’re a fine restaurant, for example, it probably wouldn’t be a good idea to smash a gong every time that a customer redeems a reward (unless it’s a very small, antique gong.) When implemented properly, however, your loyalty program will help you deepen your invaluable relationships with your regulars, protect your bottom line and drive an excited new batch of customers in your door. Seth Priebatsch is an entrepreneur and chief ninja at SCVNGR, a location-based game platform. This article first appeared on the Huffington Post and is reprinted with permission from the author.

COMMUNITY ORIENTED

Luke Christie, youth chairman of the Muscular Dystrophy Association, and the MDA Make a Muscle Team.

Making a

MUSCLE

DECA DIMENSIONS | Septemberâ€“October 2011

Congratulations to these Dash for the Diamonds 5K winners! Male Runner 1. Juan Campos, Virginia 2. Mark Valentino, New York 3. Danny Meyung, Ohio

Female Runner 1. Jessica Lemaster, Wyoming 2. Rachel Hagen, Virginia 3. Laura Mason, West Virginia

Male Walker

earing special DECA headbands and participating in group calisthenics, hundreds of DECA students and advisors stood under an archway of balloons eagerly awaiting the start of the firstever DECA Dash with the Diamonds 5K Run/Walk. After brief remarks, Luke Christie, youth chairman of the Muscular Dystrophy Association (MDA), had the honor of shooting the gun to start the race at the DECA International Career Development Conference in Orlando, Fla. Flexing their muscles for MDA, DECA members, dressed in crazy and spirited outfits, hit the pavement. They raised over $9,000 for MDA and a matching amount for DECA’s scholarship fund. MDA’s vice president for business development, Kim Bruna, expressed her appreciation to all of the event participants. “Thank you, DECA, for such an awesome event at ICDC! The 5K was such a perfect tie-in to MDA’s ‘Make a Muscle, Make a Difference’ campaign, and we couldn’t help so many kids and families without your tremendous support.” DECA’s corporate sponsors, led by Finish Line, helped make the day a success by providing t-shirts, athletic socks, water bottles, bags, muffins, water and more. “Finish Line is about sports, so we were very excited to get behind DECA’s firstever 5K,” said Mike Marchetti, executive vice president of store operations for Finish Line (third from left *). “Not only was it a great kick-off to ICDC, I think it also demonstrated an aspect of our business and sports marketing that students and teachers might not have thought about. We’re looking forward to an even more successful event in Salt Lake City!”

1. David Engel, New Jersey 2. Ryan Roulier, Washington 3. Jacob Scott, Ohio

Female Walker 1. Amy Chen, Colorado 2. Marissa Sexton, Missouri 3. Megan Mccabe, Montana

Most Spirited 1. Kevin Plazak, Wisconsin 2. Jared Sadtler, Indiana 3. Kaitlynn Wernsing, Arizona

Largest Donation 1. Jackie Schiller, Minnesota 2. Emily Unnone, West Virginia 3. Sonda Stuart, Missouri

DECA DIMENSIONS | September–October 2011

Creating Tomorrow’s Leaders.

Featured Major: Pharmaceutical Business Concentrations available in economics, human resources management, management and marketing

Ethical. Entrepreneurial. Engaged.

Kendra Hearn, BSBA’11 Warren, Ohio Major: Pharmaceutical Business Internship: Cardinal Health Job: Staffing, Coordinator, Cardinal Health

This program is unique in that it blends business with science and pharmacy, a combination that pharmaceutical manufacturers, health care employers and government employers value highly.

Prepare for a career in the growing pharmaceutical and health care sectors with a major that develops a strong business foundation complemented by the physical sciences (biology and chemistry) and industry fundamentals and practices. Students gain: • Communication skills, values and aesthetic sensibilities expected of a graduate from a four-year program and essential for success in the dynamic pharmaceutical and health care sectors • Business expertise in the core business disciplines, delivered by faculty in the AACSB-accredited College of Business Administration • Understanding of the pharmaceutical and health care industries, with practice necessary to succeed • Understanding of biological and chemical principles and the development of quantitative analytical skills • An internship that provides real-world experience in your area of concentration Career opportunities for the pharmaceutical business major by concentration Management: • Corporate benefits management • Pharmaceutical-manufacturing management

• Supply-chain and materials-control management • Management positions in managed care, health insurance and benefits-management companies Marketing: • Pharmaceutical marketing and sales • Marketing and sales positions in managed care, health insurance and benefits-management companies • Government health insurance plans Economics: • Industry analysts or consultants serving the pharmaceutical industry, health care sectors, government or investment banking. Human Resources Management: • Recruitment and selection • Compensation and benefits administration • Training and development • EEO compliance

For more information visit www.onu.edu/ba

PROFESSIONALLY RESPONSIBLE

You Know You’re a DECA Member When … by Julia Pitlyk

t’s not difficult to spot a DECA member. Though identifying one is easy when they’re wearing the iconic navy blue blazer, even DECA members wearing everyday attire are simple to spot. They have that professional panache that makes them engaging, interesting and eager to take on the world. But what gives these more than 187,500 high school students that “DECA swag?” Quite possibly, it’s from knowing that they are part of the premiere student organization that prepares them to become emerging leaders and entrepreneurs. You’ll know that YOU are a DECA member when you start experiencing some of these exclusive benefits.

You know you’re a DECA member when …

Your school work earns you a trophy. DECA enhances your experiences in the subjects that you already love, taking your passions to the next level and giving you the edge to achieve your academic goals now and in the near future. Projects, presentations and research papers that you create in many of your favorite courses, like marketing, finance, management and hospitality, can be transformed into trophy-winning competitive events projects, proving just how sales savvy or finance focused you really are. No doubt, this will give you that added edge of experience and achievement to make everything from your résumé to your job interviews stand out with success. DECA DIMENSIONS | September–October 2011

You know you’re a DECA member when …

You do good for the community without even trying. In keeping up with the latest business news, you know that “social responsibility” and “corporate consciousness” are major buzzwords that stem from one major idea: community service. In creating your résumé or applying for colleges, it’s clear that community service isn’t just important for businesses; it’s a must-have in order for you to be successful, too! Luckily, being involved in DECA isn’t just business. DECA puts you, along with thousands of your peers, in a communityoriented mindset from the start. Whether you’re crafting a Community Service Project for district competition or participating in a statewide fund-raiser for DECA’s choice philanthropy, the Muscular Dystrophy Association, you can’t help but improve the community around you as a DECA member. Though you may not even realize it, your involvement in DECA can help grow your own community service buzz; by doing good through DECA, you also do good for yourself!

You know you’re a DECA member when …

You need your own business cards.

You’re the chosen leader.

The DECA experience brings you to a new level of business savvy, ensuring that you can “walk the walk” and “talk the talk” like a true professional. Spend a few days at a DECA conference, and you’ll never again have to wonder about the difference between business casual or business professional dress, which gives you the dress code knowhow for future interviews, meetings and work environments. With extensive travel opportunities that take you from Orlando to New York City to Chicago to Salt Lake City, you’ll be able to pack like a pro and be just as well-traveled. You will meet fellow members from around the globe and experience the fun, freedom and fierce competition of DECA conferences. Beyond the surface, DECA’s competitive events program challenges you with real-world business scenarios that many of the most well-known business leaders are dealing with today, like social media and sustainability. Your experience in DECA gets you thinking like an executive as you ponder business ethics, strategy and innovation in order to succeed. No matter your career of choice, your involvement in DECA will have you sharpening your skills in networking, interviewing and competing, which will enhance your success for any career path.

A DECA experience empowers your personal excellence as a leader and team member with endless opportunities. If a literal leadership position is your calling, you can lead and grow the organization through positions at chapter, district, state/provincial and national levels. As a student-leader, you’ll be driving the organization’s success through your own creativity and critical thinking, while discovering your unique ways of working as a leader. And if those positions don’t suit your style of leadership, DECA still has ways to illuminate your leadership talents. You may lead yourself and your teammates to completing a trophy-winning competitive event, or you might work to rally your community behind a charity close to your heart. Or maybe you’ll find yourself at one of DECA’s leadership academies, where you’ll share ideas, take on creative challenges and form friendships with members from all over the organization. Regardless of your leadership style, you’ll see your natural abilities emerge through DECA as they apply to every aspect of your life, including work and play.

DECA DIMENSIONS | September–October 2011

You are a DECA member! Whether your DECA career focuses on serving a charitable cause, organizing meetings or bringing that business plan of yours to life, involvement in DECA gives you the competitive advantage that everyone can see, both in and out of the blazer. When your academic achievements, professionalism, service and social network are taken to the next level, you’ll know you’re definitely a DECA member. Time to put on that blazer! Learn more about the benefits of DECA membership at www.deca.org/membership/highschool/.

N O R T H W O O D

U N I V E R S I T Y

Known as the school of choice for business-minded students, Northwood University graduates emerge as leaders, managers, and entrepreneurs ready to succeed in a global marketplace.

Discover the leader in you.

DECA

SCHOLARSHIPS  $4,000 ($1,000/year) - Active students with a 2.7 GPA and letter from advisor.

 $10,000 ($2,500/year) - State officers and national or state 1st place winners by category with a 2.7 GPA and letter from advisor.  $20,000 ($5,000/year) - All national officers with a 2.7 GPA. Your advisor must submit a letter on your behalf by May 1. DECA scholarships are renewable if G is maintained and are in addition to academic scholarships. To learn the academic a 2.5 GPA merit scholarship for which you may qualify, visit the Freshmen Merit Scholarship Estimator located in the financial aid section of our website.

Several business majors available. Choose from three campus locations: West Palm Beach, Florida - Midland, Michigan - Cedar Hill (Dallas), Texas

www.northwood.edu DECA DIMENSIONS | September–October 2011

Are You Ready for the

CHALLENGE? DECA and its corporate partners have teamed up to give DECA members an opportunity to share their thoughts via YouTube and meet corporate executives! DeVry Innovation and Entrepreneurship Challenge Launch innovative business concepts that enhance the lives of the North American consumer in one of the following themes: technology, environmental sustainability, personal health or tourism. Awards Top three participants (or participant teams) will attend DECA’s Innovations and Entrepreneurship Conference in Chicago and receive a laptop computer courtesy of DeVry University. The overall winning participant (or participant team) will be invited to DeVry’s headquarters in Chicago to meet executives from the university and receive a travel stipend to attend DECA’s International Career Development Conference in Salt Lake City. www.deca.org/events/entrepreneurshipchallenge Deadline: October 3, 2011

FIDM Challenge Further the awareness and understanding of sustainability in textile related products by creating a runway worthy garment using previously used fabrics or garments. Then present the new garment along with a marketing campaign focused on sustainable fashion through a video presentation posted on YouTube. Awards The overall winning participant (or participant team) will receive a travel stipend to assist with the expenses to attend DECA’s International Career Development Conference in Salt Lake City. www.deca.org/events/fidmchallenge Deadline: TBA

Finish Line Challenge Evaluate how Finish Line is perceived by its core consumers by conducting research studies at Finish Line retail stores. Then develop unique, real-world improvement strategies based on opportunities discovered during the research. Awards Top three participants (or participant teams) will be invited to Finish Line’s corporate office in Indianapolis to present their findings and ideas to corporate executives courtesy of Finish Line. The overall winning participant (or participant team) will receive a travel stipend to attend DECA’s International Career Development Conference in Salt Lake City. www.deca.org/events/finishlinechallenge Deadline: December 19, 2011 20

DECA DIMENSIONS | September–October 2011

SHOP DECA IMAGES FOR ALL YOUR CHAPTER’S APPAREL NEEDS

GIVE US A CALL 703.860.5006 MONDAY - FRIDAY 8:30 AM - 4:30 PM est. SHOP ONLINE AT www.deca.org/shop

ASPIRE HIGHER 2011–2012

EXPERIENCED LEADERS

with your

NATIONAL OFFICER TEAM

There are many factors that contribute to a successful DECA officer team: Do the team members believe in the mission of the organization? Are they willing to sacrifice personal time for DECA projects? Do they have strong communication skills? Do they have an achievable Program of Work? And maybe the most important of all: Can these people from diverse regions, backgrounds and experiences come together to form a highly functioning work team? Getting to know fellow team members—their likes and dislikes, their special talents, their work styles—is critical to having a productive year. As a part of learning about each other and establishing a work pattern, your national officer team members interviewed each other to find out the interesting aspects of their new work partners.

Micah Melling interviews Kendra Wrightson Micah: Kendra, you already seem like a very confident leader. Where did that come from? Kendra: DECA gave me confidence because of my amazing advisors, supporting members and my peers. I saw that all of these people had confidence in me. When I saw that, I became more confident in myself. Micah: Has this helped in other aspects of your life? Kendra: Because DECA taught me how to create a network, sell my skills and promote a business, I was hired by Apple. Without DECA, I would not have had the opportunity to become an employee of such a prestigious company.

Here’s a sneak peak at some of the things they found out.

Johnny Martin interviews Jenn Harrington Johnny: Congratulations on being elected North Atlantic Region Vice President! Jenn: Thanks, Johnny. Johnny: So what is it about DECA that makes you all warm and fuzzy on the inside? Jenn: Warm and fuzzy? Hmmm ... well, DECA has pushed me to participate in activities I had not considered before. I was very shy when I was younger, but DECA broke me out of my shell and allowed me to experience leadership and teamwork. Being able to see how a community can gather together and serve its members inspired me to get as involved as possible. I love that DECA members are always engaging in community service activities and truly enjoying it at the same time. Johnny: What’s an interesting thing you do outside of DECA? Jenn: I’m a marketing intern for a magazine called Delaware Today. I help organize two of their major events: The Beach Bridal Show and The Best of Delaware Party. Johnny: Do you use the skills you’ve learned in DECA? Jenn: Of course! I’m constantly networking with other people. Being a self-motivated person has certainly helped me in this capacity as well, just as it has helped me get the most out of my experiences in DECA. Johnny: Jenn, you’re truly an inspiring leader. Jenn: Thank you. But it’s true that I would not have come this far without the support of the Delaware DECA members and advisors. Being a part of the “DECA family” is one of the greatest gifts this organization has to offer. 22

DECA DIMENSIONS | September–October 2011

CLAIRE COKER National President Tennessee

Micah: I understand you are also known for your talent in dance. Can you tell us a little about that? Kendra: Since the age of three, I have dedicated a big part of my life to dance. Because of hard work and devotion to the art, I have earned numerous awards within the dance community. I had the chance to participate in a world-renowned ballet competition. I practiced for two years for that dance. When I got out on stage, I let it all go. I had been practicing for so long that I knew I was either going to get this one very difficult move right or I wasn’t. When I got it right, I smiled. I was so happy. I knew all of my hard work paid off. Micah: Do you see a relationship between DECA and dance? Kendra: Absolutely! When you are passionate about something, as I am about both DECA and dance, you know that nothing is going to stop you from putting in the work necessary to achieve some measure of success.

Claire Coker interviews Johnny Martin

offenses to select an alternative process in which they are tried by a jury of their peers. I actually took the extra step to go through the teen court attorney-training program, so I was able to help these teens understand that society has expectations from its members and that there are consequences for the decisions we make in life. As we have certainly seen on TV lately, sometimes an attorney has to be a little “theatrical” to make a point. Claire: What have you done outside of DECA? Johnny: When I was a junior, one of the things I did in addition to DECA was try out for our fall plays. I was selected to be the lead male role in “The Diary of Anne Frank” which was presented at the state thespian conference. This play was also selected to represent the state at the National Thespian Competition. Obviously, this also shows my theatrical side.

Jenn Harrington interviews Micah Melling Jenn: Micah, you say that DECA has allowed you to make a difference as a leader and that you enjoy having the opportunity to help others. What is your favorite part of DECA?

Claire: Johnny, I’m going to interview you. Johnny: FANTASTIC! Claire: Johnny, what is DECA to you? Johnny: I initially joined DECA because of the traveling opportunities. It seemed unique. As I got more involved, I became passionate about competition, leadership and professional development. I realized what was so special about DECA is that the more you put in, the more you get in return. It rewards students’ aspirations, and that’s why we encourage students to aspire higher. Claire: You are very theatrical. Any reason why?

Micah: I have been given incredible opportunities to help people and become an inspiration in their lives through DECA. An example of that would be an incident that happened while I was state president in Missouri. In a terrible car accident, a member of a Missouri DECA chapter was killed. I led a fundraiser for their chapter to create a scholarship in his name. When I met the chapter advisor, I could see how appreciative she was. Seeing the appreciation in her eyes made all of the hard work well worth it, and I knew I was in this position for a reason. I was making a difference.

Johnny: When I was in high school, I was involved in the Surprise Teen Court Program that allows minors who have committed misdemeanor

JOHNNY MARTIN Western Region VP Arizona

KENDRA WRIGHTSON Southern Region VP Florida

DECA DIMENSIONS | September–October 2011

Jenn: That is an inspiring story. Another interesting story you mentioned is that you are a sports broadcaster for KDKD Radio in Clinton, Mo. Could you tell us a little about this?

has thrown at me all of their knowledge from their state presidencies, and I have the DECA staff. But just serving as a chapter president has also given me an advantage of sorts. I feel like I have a direct link to a lot of the members and can easily relate to each of them. I have also found that a lot of new members have said it has been easy to reach out and communicate with me.

Micah: I do color commentary for football and play-by-play for basketball. This is not a job for me but a passion, something I really enjoy doing. I can’t believe I get paid for this! The first night on the radio I had no idea what I was doing, but the second night I found that I had natural talent, and I knew it was something I could handle. I can’t express how glad I am that I took the job.

Kendra: What is an important aspect of your life outside of DECA? Claire: I am really involved in my community. I held a position on my neighborhood board as the youth outreach director, which really shows my commitment to getting young students involved in their community.

Jenn: I can’t wait to hear you on the radio myself this year! Is there anything else we should know about you?

Kendra: What do you think is your greatest shortcoming?

Micah: I am constantly thinking about how I can improve myself, which directly translates to all aspects of my life. I feel that if I do this every day, I’ll become the best person I can be. My work ethic is my strength— working hard, being prepared, completing tasks ahead of schedule and always making sure I can do everything to the best of my abilities.

Claire: Well most people can’t see me from behind the podium! Kendra: I know how you feel about that! But I truly believe that your leadership skills will shine through this year. On behalf of the regional vice presidents, we cannot wait to get to know and work with you throughout the year.

Jenn: I will vouch for that! You are the most prepared and hard working person I know!

As DECA National Officer Team 66 will be happy to confirm to you, they have found the respect for each other and each other’s skills and talents that will carry them through a successful year. They look forward to communicating with members and advisors through Facebook, Twitter, scheduled Skype conferences, monthly newsletters and “old-fashioned” email. Please visit www.deca.org/about/nationalofficers/ for more information on the 2011–2012 DECA National Officer Team.

Kendra Wrightson interviews Claire Coker Kendra: How has the leap between chapter officer and national officer been so far? Claire: I have had to soak in a lot of information very quickly, but the transition has been relatively easy. I have an amazing officer team that

MICAH MELLING Central Region VP Missouri JENN HARRINGTON North Atlantic Region VP Delaware

DECA DIMENSIONS | September–October 2011

CHAP T E R C L I P S Across the globe, DECA chapters engage in activities that encourage our members to become academically prepared, community oriented, professionally responsible, experienced leaders. Share your chapter’s activities by e-mailing deca_dimensions@deca.org.

Membership Achievement Commit to Fit Auburn (Wash.) DECA members created the “Commit to Fit” program within their school to promote healthy behaviors. They signed up 4,000 students and staff and were recognized on First Lady Michelle Obama’s national “Let’s Move” website.

The Nebraska DECA state officer team the special dinner guest of Dr. Davis, exe director of DECA Inc., at DECA’s Interna Career Development Conference in Orla Fla., in recognition of their efforts for inc ing membership. They were randomly s from all chartered associations that incr membership by five percent.

Support to Japan Okkodo (Guam) DECA members donated dozens of boxes of food to the earthquake and tsunami victims in Japan. The chapter worked in conjunction with their school to offer aid to those affected by the disaster in early March.

DECA DIMENSIONS | September-October 2011

Special Access Arizona DECA state officers were granted special access into the Senate interview room during their trip to Washington, D.C., which also included a visit to DECA Inc. Headquarters and the making of a virtual tour of the building with their iPads.

was xecutive ational ando, creasselected reased

CHAPTER CLIPS

It’s Raining Men Mount Horeb (Wis.) DECA hosted its annual “Mr. Viking Man Pageant” to raise money, create awareness and get people involved in their chapter. The contestants are males from the student body that commit to a month of preparation for the big event. They then strut their stuff in different categories, including formalwear, swimwear, talent and bedtime attire.

Conversations about CTE Nshira Turkson and Stephanie Asante of West Springfield (Springfield, Va.) DECA participated in Career and Technical Education Community Conversations in Washington, D.C., with Dr. Brenda Dann-Messier, assistant secretary for Vocational and Adult Education in the United States Department of Education. They shared the impact that DECA has made in their pursuit to become college and career ready.

It Pays to Evaluate

Fight Like a Girl Tipton (Mo.) DECA members Grant Davis, Kylie Welch and Zach Knipp are shown with the winner of a special edition pink guitar, with the slogan “fight like a girl,” donated by Simba Products. Through a series of fundraisers, the chapter raised over $846 to benefit the Susan G. Komen Foundation.

In a random drawing of evaluations from the leadership academies at the International Career Development Conference in Orlando, Fla., four DECA chapters received DECA Images gift certificates. Congratulations to Cascade (Ore.) DECA for LEADS, Marshfield (Mass.) DECA for the Chapter Management Academy, River Ridge (Wash.) DECA for the Senior Management Institute and North Country Career Center (Vt.) DECA for the Leadership Development Academy. Thanks to all of attendees who took part in the evaluation process as your input helps DECA grow! DECA DIMENSIONS | September-October 2011

QUICK RESPONSE Learn more about the topics featured in this issue of Dimensions! Download an app at reader.kaywa.com and use your camera-enabled smartphone to reveal the contents of the QR codes below. (URLs can be found at www.deca.org/issues/19.)

Customer Service is key Read a blog post from Emily Dziatlik, Collegiate DECA Vice President.

Digital Dimensions Read this issue online and download a worksheet!

Meet Your Officers Read more about your DECA National Officers.

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DECA DIMENSIONS | September–October 2011

DO YOU HAVE

an innovative BUSINESS IDEA? Innovation and Entrepreneurship Challenge Enter to participate in DeVry University’s Innovation and Entrepreneurship Challenge 2012. The three top participants will win a laptop computer and the overall winner will be invited to DeVry’s headquarters in Chicago, Illinois and attend DECA’s International Career Development Conference (ICDC) in Salt Lake City, Utah. This is your chance to shine! For complete details, please visit deca.org/partners/devryuniversity Connect with us:

No purchase necessary to enter. Limit one entry per person. Must be a legal resident of the United States to win. Void where prohibited. Winning entries will be judged and selected from all entries timely received; decision of the Judge(s) is final. Entries must be received by October 1, 2011. To review the complete Official Rules, go to www.deca.org/events. For additional information or a list of winners, contact Shane Thomas at shane_thomas@deca.org.

In New York, DeVry University operates as DeVry College of New York. DeVry University is accredited by The Higher Learning Commission of the North Central Association of Colleges and Schools, www.ncahlc.org. Keller Graduate School of Management is included in this accreditation. DeVry University operates as DeVry Institute of Technology in Calgary, Alberta. DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. DeVry University is authorized for operation by the THEC. www.state.tn.us/thec. Nashville Campus – 3343 Perimeter Hill Dr., Nashville, TN 37211. Program availability varies by location. ©2011 DeVry Educational Development Corp. All rights reserved.

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G IN ET E K TY T R NC LI EN A M NA ITA EM SP AG FI O H AN

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APRIL 28 - MAY 1