DECA Insight | November-December 2018 by DECA Inc.

COMPETITIVE EVENTS

DECA CONFERENCES

PAGE 2

PAGE 3

Learn about DECA’s Integrated Marketing Campaign Events.

Learn about DECA’s ICDC Attraction Ticket package.

NOV-DEC 2018

INTEGRATED MARKETING CAMPAIGN EVENTS

With new and evolving channels of marketing communication upon us, traditional advertising and promotion are used less often. DECA’s new Integrated Marketing Campaign Events will allow DECA members to utilize their marketing communication skills to develop strategies using unified and seamless experiences for consumers – both online and offline. In the new Integrated Marketing Campaign Events, participants will develop an integrated marketing campaign of no more than 45 days in length for a real event, product or service and then present the campaign in a role-play situation to a prospective client/advertiser. Here are eight ways they differ from the former Marketing Representative Events. A MORE SPECIFIC CAMPAIGN The Integrated Marketing Campaign Events require participants to select a very specific purpose for a campaign in a very specific timeframe of less than 45 days. Based on the campaign selected, this will help categorize the campaign as an event, product or service. CUSTOMERS ARE AT THE CORE The events focus very much on the target customer and engaging the customer. First, participants should clearly identify the target audience both in demographics and psychographics. Then the participants should strategically choose the channels to best reach each customer group. Rather than trying to get the customer to come to the product, participants should identify activities to go to where the customers are. MORE FOCUS ON DIGITAL THAN PRINT Customers are consuming more media digitally than ever before. Participants should expand the activities and channels beyond print and in-store. Some examples include mobile, blogs, e-mail marketing, social sharing and video. All channels, however, should work collaboratively in achieving the campaign’s objectives by using a consistent look and messaging to reinforce the call to action. Continued on page 2.

GET MORE WITH

DECADIRECT.ORG 2018-2019 DISTRICT EVENT INSTRUCTIONAL AREAS Prepare for district competitions with the primary instructional area(s) assessed in each of the district level scenarios. bit.ly/districtevent

DECA IDEA CHALLENGE STARTS NOV. 9 The DECA Idea Challenge is a fast-paced experiential learning exercise for your students. Access the toolkit before the mystery item is announced. bit.ly/decaidea18

CELEBRATE DECA MONTH 2018! The #DECAMonth Photo Challenge is back for November 2018 and better than ever! bit.ly/decamonth18

SCHOLARSHIPS FOR DECA MEMBERS Each year, DECA awards over $300,000 in scholarships. Learn more about the different scholarships available to your students. The application deadline is Jan. 18, 2019. bit.ly/decascholarship19

CHAPTER CAMPAIGN SUBMISSION SITE NOW OPEN Check out the Chapter Campaign Guidebook and gain additional tips before submitting. Submissions are due Dec. 3. bit.ly/ddocampaigns

INTEGRATED MARKETING ACTIVITIES SOCIAL MEDIA

MULTI-MEDIA

MOBILE

EMAIL MARKETING

BLOGS

PUBLIC RELATIONS

PRINT MEDIA & DIRECT MAIL

YOUR CUSTOMER

OTHER OFFLINE MEDIA

VIDEO

WEBSITE

SOCIAL SHARE

REPURPOSING CONTENT Media doesn’t have to be used for just one activity. Participants should develop a unifying theme and consistent message so it is reinforced across channels. Images that are used in e-mail marketing, for example, can also be used on a website. Blogs can be shared via social media. A 30-second video/commercial could be produced, and then spliced into smaller cuts to use on social media. USER-GENERATED CONTENT Customers are talking about brands on social media now more than ever, and they like to hear from fellow customers — not necessarily brands. Participants can consider how best to curate and monitor user-generated content.

DID YOU KNOW

Shop DECA does custom projects? Check out ShopDECA.org/pages/customorders or give us a call 703-860-5000 to start your new order today.

Never used Shop DECA before? Mention this ad for 10% off your first custom order. Valid through 11/30/18.

EDITOR

Christopher Young, CAE

THIS EDITION

PUBLISHER

Lou DiGioia, CAE

EDITORIAL COMMITTEE Hayley Pettey Anjelica Michael

DESIGNER

Frank Peterson

CORRESPONDENCE

DECA INSIGHT 1908 Association Drive Reston, VA 20191-1594 (703) 860-5000 www.deca.org communications@deca.org

BRAND AMBASSADORS Companies are searing for reputable brand ambassadors to give authentic information about their events, products or services. Some companies have organized a brand ambassador program, while others may invite guest bloggers or instagrammers. Providing a personal element helps give life to a brand. METRICS ARE A MUST With digital channels, there are many opportunities for tracking metrics based on the medium and target customer. For example, if one campaign activity consists of e-mail marketing, the open rate and click rate by customer group can be tracked. Creating unique URLs to use in various media can also help track where the customers are consuming the activities. Even strategically using unique coupon codes can provide insightful metrics. A HYBRID OF STRATEGY AND CREATIVITY The new events will focus not only on strategy, but also on creating very creative content. Keeping the customer at the core, participants should develop activities, strategies, messaging and metrics around that customer and the desired objectives. Likewise, make sure the visual identify is consistent and impactful so that when a customer gets the message in one channel it is recognizable on another channel. Consult the DECA Guide for complete guidelines and details.

ATTRACTION TICKET OPTIONS DECA is pleased to announce the 2019 DECA International Career Development Conference Tour Package. DECA will host one special event and also offer tickets to theme parks. We hope that having this information will help your chapter to make its fundraising plans.

DECA NIGHT AT UNIVERSAL STUDIOS FLORIDA™ APRIL 29 6:00 PM – 11:00 PM

$95 This special ticket gives DECA members access to the park during these hours. Once the park closes to the public, DECA members will have private access until 11:00 p.m. Many of your favorite attractions will be open, as well as dining and retail operations. A DJ will play your favorite songs and there will be opportunities for character meet and greets. This cost includes DECA transportation, which must be used as this is a special event, and a $25 voucher for food or gift items. Ticket valid only during the date and time noted. Non-refundable. Quantities limited.

UNIVERSAL ORLANDO RESORT™ THEME PARKS

WALT DISNEY WORLD® RESORT MAGIC KINGDOM® PARK

UNIVERSAL STUDIOS FLORIDA™

EPCOT®

UNIVERSAL’S ISLANDS OF ADVENTURE™

DISNEY’S HOLLYWOOD STUDIOS®

UNIVERSAL’S VOLCANO BAY™

$110

Gate Price: $170 plus tax 1 Day Park-to-Park Universal Studios Florida™ and Universal’s Islands of Adventure™

$140

Gate Price: $264 plus tax 2 Day Park-to-Park Universal Studios Florida™ and Universal’s Islands of Adventure™

$175

Gate Price: $279 plus tax 3 Day Park-to-Park Universal Studios Florida™, Universal’s Islands of Adventure™ and Universal’s Volcano Bay™

DISNEY’S ANIMAL KINGDOM® PARK

$95

Not available at the gate 1 Day, 1 Park after 1:00 PM

$65

Not available at the gate 1 Day, 1 Park after 5:00 PM

$245

Gate Price: $274 plus tax 2-Day Park Hopper

$305

Gate Price: $370 plus tax 3-Day Park Hopper

Transportation is not provided, except for the DECA NIGHT AT UNIVERSAL STUDIOS FLORIDA on Monday, April 29. DECA will sell optional transportation wristbands for use on Saturday, April 27 only. The transportation wristbands will be good for one round trip to one location (Disney’s Transportation Center or Universal Orlando Resort) and will be color coded. Information about ordering and ticket pick up hours and locations will be included in the ICDC Registration Kit. DECA Inc. does not recognize or accept any responsibility for tours arranged through travel agents or individuals. DECA’s official tours are promoted and sold only through DECA Inc. All tours are subject to change or cancellation at any time. Pre-orders must be paid in full when tickets are picked up or a credit card, check or cash payment will be necessary.

Marketing Plans, Portfolio Development, and more!

If you need new marketing resources, look to G-W for a complete line of print and digital textbooks, workbooks, and interactive materials. The comprehensive content and relevant, project-based activities engage your students, and the online instructor resources help you manage your classroom.

Request a free preview sample today at www.g-w.com/preview

Goodheart-Willcox Experts in Career and Technical Education