1

INSIGHT

COMPETITIVE EVENTS UPDATE New events await DECA members for 2011-2012!> PAGE 6

CONFERENCE DATESMark your calendar now for these exciting learning experiences.> PAGE 6

2011-2012THEMEHow will you aspire higher next year? > PAGE 3

10 DECA ACTIVITIES FOR THE FOURTH QUARTER

DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management.

April/May 2011No. 4

DECA Direct brings the DECA experi-ence to your classroom. View short segments on topics such as community service, choos-ing a college, participating in a competitive event and more filmed at DECA’s Interna-tional Career Development Conference.

General sessions will be broadcast at http://www.deca.org and you can engage in the conference through social media. Inter-act on the DECA fan page on Facebook at http://www.facebook.com/decainc and on Twitter at http://www.twitter.com/decainc. Be sure to use the hashtag #DECAICDC when tweeting about DECA!

DECA DIRECT

Broadcasting live from DECA ICDC

WATCH BROADCASTS FROM ICDC www.deca.org/page/decadirect

COLLEGE + CAREER PREPARATION1Help your graduating seniors polish their skills that will make them college and career ready. The March/April issue of Dimensions is devoted to helping them succeed in college and find the ideal career.

DECA has partnered with MyEdu to provide DECA mem-bers and advisors with official academic and career infor-mation. DECA members can access an online set of aca-demic tools to help them explore careers, colleges and degrees. Simply log on at http://deca.myedu.com.

SCHOLARSHIP OPPORTUNITYFor each MyEdu user that signs up, $0.50 is added into the fund. Once DECA hits the $1,000 mark (or 2,000 users), a DECA member is selected at random. The scholarship money is sent to DECA Inc. and is then sent directly to the member’s college. MyEdu is giving away up to $100,000 in scholarships.

<http://www.deca.org/ready/ and http://deca.myedu.com

CONNECT YOUR SENIORS TO COLLEGIATE DECA2

The DECA experience doesn’t have to end upon high school graduation. Collegiate DECA offers the same thrills of competition, networking, conference travel and career building.

For only $25, seniors can sign up now for 2011-2012 and receive state/national dues along with an exclusive t-shirt in this limited time offer. They can join regardless of which post-secondary institution they will be attending.

<http://www.decacollegeconnection.org

2

Published four times each year (Sept./Oct., Nov./Dec., Jan./Feb., April/May) by DECA Inc. Copyright © 2011 by DECA Inc.

INSIGHTPUBLISHEREdward L. DavisEDITORChristopher YoungEDITORIAL COMMITTEEShirlee KyleShane ThomasMichelle Walker

CORRESPONDENCEDECA INSIGHT1908 Association DriveReston, VA 20191-1594(703) 860-5000(703) 860-4013 faxwww.deca.orgchristopher_young@deca.org

Congratulations to five recipients of the DECA Outstanding Service Award present-ed at this year’s DECA International Career Development Conference in Orlando, Fla.

A local advisor and career and techni-cal education director, Dr. Brenda Clark (Mich.) is recognized for her outstand-ing service to DECA’s Competitive Events Program, serving on DECA’s Competitive Events Task Force, as a series director at ICDC and as an Advisor Academy presenter.

After retiring as a DECA advisor, Arlen Mizell and his wife Brenda (Fla.) have con-tinued to support DECA by assisting annu-ally at DECA’s New York Experience, Sports and Entertainment Marketing Conference and ICDC.

Diane Pruner (Va.) has used her experi-ences as a marketing teacher and director of career and technical education to continue aligning DECA’s Competitive Events Pro-gram with national curriculum standards and career clusters through her service on DECA’s Competitive Events Task Force. She also served five years as a conference coordi-nator at ICDC.

Minnesota DECA State Advisor Jack-lyn Schiller (Minn.) is recognized for her leadership to DECA as past-president of the DECA Inc. Board of Directors, past-chair of the Central Region Board of Governors and host of multiple Central Region Leadership Conferences.

OUTSTANDING SERVICE AWARD RECIPIENTS

Five honored for their contributions

SHARPEN YOUR SKILLS10

EVALUATE THE CHAPTER POW3 RECOGNIZE

PARTNERS4 YEAR-END RECOGNITION5

RECRUIT NEW MEMBERS6 ORDER DECA

TRANSCRIPTS7 PROMOTE YOUR SUCCESS8

MAKE PLANS FOR 2011-20129

With your chapter leadership team, take a moment to evaluate your overall program of work. Make an evaluation report to pass down to the next leadership team. Don’t under estimate the value of evaluation in the learning process!

You can never say thank you enough. Make a list of all of those that have helped you this year – business partners, judges, counselors, administrators, parents, fellow teachers. Recognize them whether it’s with a gift, thank you note or banquet.

Recognize outstanding achievements of your members by holding a year-end event. This allows you to rightfully thank your leadership team. DECA Images offers tassels, stoles, certificates and honor pins.<http://www.deca.org/shop

Start reaching out to underclassmen and middle school students to promote your program. Consider an invitation from your seniors to underclassmen for a end-of-the-year social. Ask your graduating seniors now if they’d like to become alumni and collect their dues for next year.

DECA’s all-new competitor transcripts measure achievement at the International CDC compared to other members from the state/province and all competitors. You can even create a report detailing participation and achievements in DECA.<http://www.deca.org/page/transcript

Make a “pride points” list of all the accomplishments of your members and chapter. Try to use quantitative data that includes measurable figures. Share it with your students and their parents, your administration, counselors, school board and the media. Post it in your classroom for all to be proud!

Use our new planning tool included as a pullout in this Insight to guide the work of you and your chapter leadership team this year. We encourage you to join DECA in adopting a monthly focus for your chapter and aligning your program of work with these goals.

Take part in professional development designed specifically for DECA advisors this summer. Look for information regarding the DECA Chapter Advisor Summer Institute in this Insight and online.<http://www.deca.org/advisors

SUMMER OFFICER LEADERSHIP TRAININGEmpower your chapter and state/provincial officers.

July 12-15, 2011Washington, D.C.

$125 registration per person

http://www.deca.org/events/solt/

3

2011-2012 PLANNING TOOL

Don’t just settle for the standard when you can aspire higher, a theme that

challenges ambitious DECA chapters, members and advisors to reach their peak potential. Through goal setting and visioning, DECA members can build upon their current strengths and attributes through their desire to engage in DECA activities that prepare them for college and professional careers. A modern, abstract logo that could resemble mountains, birds, kites or arrows not only illustrates the direction of moving higher but also demonstrates the creativity and diversity of DECA members. The four peaks in the logo represent each of DECA’s student-oriented guiding principles that encourage members to ascend to be academically prepared, community oriented, professionally responsible, experienced leaders. Whether it’s through competitive events, community service activities, leadership positions or mastery of knowledge and skills, DECA members can yearn to achieve the next level of excellence by aspiring higher.

As we embark on a year that challenges us to aspire higher,

we have identified one key theme for each month. While many of these important tasks occur year-round, we will focus our activities and highlight various ways that DECA encourages us to reach our peak each month.

During each month, we will demonstrate how the focus supports DECA’s guiding principles, and we invite you to join our monthly focus by incorporating it in your program of work and classroom instruction. A webpage for each month will feature resources and ideas to help your chapter support the monthly focus. If you have unique ideas or interesting concepts you’re willing to share, we want to hear from you too by e-mailing info@deca.org.

4

Grow Your ChapterINTEGRATES INTO CLASSROOM INSTRUCTION

Build Your ResourcesPREPARING EMERGING LEADERS AND ENTREPRENEURS

SEPTEMBER OCTOBER NOVEMBER DECEMBER

ElevateEXPERIENCED LEADERS

Empower your chapter leadership team to create a strong program of work and take the lead in energizing your students about all the opportunities that await them with DECA this membership year. Challenge your chapter to aspire higher this year by participating in DECA’s all-new membership campaign.http://www.deca.org/page/september

Celebrate InnovationCONNECTS TO BUSINESS

Entrepreneurship is the catalyst for many great ideas and solutions to challenging problems. As part of Global Entrepreneurship Week, DECA will celebrate innovation, creativity and imagination while highlighting the importance of entrepreneurship and its connection to DECA.http://www.deca.org/page/november

The summer is the ideal time to rejuvenate for another excellent year of teaching and DECA. Enhance your skills through DECA’s professional development and begin laying the foundation for the upcoming year.

With so many opportunities that integrate into classroom instruction and apply learning, DECA is your companion to an energized year of teaching and learning. DECA Week is an excellent opportunity to showcase how DECA is an important part of classroom learning as well as extend membership to all members, alumni and business partners.http://www.deca.org/page/october

Give BackCOMMUNITY ORIENTED

The holidays are a friendly reminder to consider why we are thankful. Encourage your DECA members to perform community service as part of a learning activity.http://www.deca.org/page/december

GUIDING PRINCIPLES

DECA’S Comprehensive Learning Program integrates into classroom instruction, applies learning, connects to business and promotes competition. DECA prepares the next generation to be academically prepared, community oriented, professionally responsible, experienced leaders.

5

AdvocateAPPLIES LEARNING

DECEMBER JANUARY FEBRUARY MARCH APRIL MAY

Career and Technical Education Month is a great opportunity to advocate for your program. Let those important decision makers know about the impact DECA makes in your community, school and lives of your members. Begin building your program for next year by promoting DECA’s relevance to underclassmen and explaining how DECA can help them become college and career ready.http://www.deca.org/page/february

Document AchievementACADEMICALLY PREPARED

A time for reflection helps your members realize the key role DECA has played in their year of development. Encourage them to update their resume with new skills, service projects and accomplishments from the past year. Challenge them to create a portfolio using their best DECA projects and don’t forget to include the coveted competitive events transcript for your international competitors.http://www.deca.org/page/april

Promote SuccessPROGRAM EVALUATION

Take a moment to systemically evaluate your overall program. This is the time to shine by sharing measurable figures about your members’ achievements to key stakeholders. Show how your program supports your school’s overall mission.http://www.deca.org/page/may

Give BackCOMMUNITY ORIENTED

The holidays are a friendly reminder to consider why we are thankful. Encourage your DECA members to perform community service as part of a learning activity.http://www.deca.org/page/december

Focus on the VictoryPROMOTES COMPETITION

While effective DECA advisors incorporate DECA’s competitive events into classroom instruction, many advisors and members spend additional time enhancing their competitiveness. This month will focus on ways to take DECA’s competitive events to the next level.http://www.deca.org/page/january

Be EthicalPROFESSIONALLY RESPONSIBLE

DECA will focus on helping its members become poised professionals with ethics, integrity and high standards.http://www.deca.org/page/march

GUIDING PRINCIPLES

DECA’S Comprehensive Learning Program integrates into classroom instruction, applies learning, connects to business and promotes competition. DECA prepares the next generation to be academically prepared, community oriented, professionally responsible, experienced leaders.

6

COMPETITIVE EVENTS UPDATE

DECA introduces four new competitive eventsAs DECA continues to align its competitive events program to career clusters and pathways, the following changes were approved by the board of directors for the 2011-2012 school year. Complete guidelines will be posted at http://www.deca.org/competitions/highschool by July 1, 2011.

NEW EVENTS• Business Finance Individual Series Event• Human Resources Management Individual Series Event• Hospitality and Tourism Professional Selling Event• Sports and Entertainment Promotion Plan Event

DROPPED EVENTS• Internet Marketing Plan• DECA Quiz Bowl

BUSINESS OPERATIONS RESEARCH TOPICThe 2012 topic for each occupational category is the development of a plan to enhance or introduce a customer loyalty program to an existing business or organization. Using an existing business of their choice, participants will research the current and potential use of customer loyalty programs and their effectiveness.

Participants will develop a strategic plan to enhance or introduce customer loyalty programs into the current operations with the goals of building customer profiles, tracking sales, tracking visits, retaining current customers and expanding the current customer base.

Check the Guide for complete guidelines.

LOOKING TO 2012-2013NEW EVENTS• Entrepreneurship Opportunity Recognition Event• Entrepreneurship-Growing an Existing Business Event

<http://www.deca.org/competitions/highschool

MARKETING

FINANCE

BUSINESSMANAGEMENT +

ADMINISTRATION

HOSPITALITY+ TOURISM

EN

TREP

RENEURSHIP ENTREPRENEURSHIP

EN

TREPRENEURSHIP ENTREPRENEU

RSH

IP

CONFERENCE CALENDAR

DECA conferences connect to the classroomJuly 12-15, 2011 | Washington, D.C.SUMMER OFFICER LEADERSHIP TRAINING

November 3-5, 2011 | ChicagoINNOVATIONS + ENTREPRENEURSHIP CONFERENCE

November 10-12, 2011 | San DiegoWESTERN REGION LEADERSHIP CONFERENCE

November 11-13, 2011 | Little RockSOUTHERN REGION LEADERSHIP CONFERENCE

November 18-20, 2011 | PhiladelphiaNORTH ATLANTIC REGION LEADERSHIP CONFERENCE

November 30-December 4, 2011 | NYCNEW YORK EXPERIENCE I

December 2-4, 2011 | OmahaCENTRAL REGION LEADERSHIP CONFERENCE

December 7-11, 2011 | NYC NEW YORK EXPERIENCE II

February 1-5, 2012 | OrlandoSPORTS + ENTERTAINMENT MARKETING CONFERENCE

April 28-May 1, 2012 | Salt Lake CityINTERNATIONAL CAREER DEVELOPMENT CONFERENCE

<http://www.deca.org/conferences/highschool2011-12 | CAMPAIGN

DEADLINE FOR RECOGNITION:December 1, 2011NO REPORTING NECESSARY! JUST ENTER YOUR MEMBERS.If 20 more students than last year cannot be achieved, the chapter may substitute them with additional alumni or professional members.Reward items shown are for pictorial purposes. Actual items may vary.FOR DETAILS AND RESOURCES, VISIT

http://www.deca.org/events/membershipcampaign

SUMMIT | RECRUIT

MORE STUDENTSTHAN LAST YEAR

OR MOREALUMNI

OR MOREPARTNERS

REWARDS

+ + SPECIAL PLAQUE

ADVISOR SHIRT

CHAPTER PROFILED ON

DECA.ORG

FREE CURRICULUM

COMPLIMENTARYBLAZER PATCHEXCHANGE

VIP SEATS AT ICDC 2012

PEAK | RECRUIT

MORE STUDENTSTHAN LAST YEAR

OR MOREALUMNI

OR MOREPARTNERS

+ +REWARDS

SPECIAL CERTIFICATE

ADVISOR SHIRT

CHAPTER PROFILED ON

DECA.ORG

FREE CURRICULUM

COMPLIMENTARYBLAZER PATCHEXCHANGE

PINNACLE | RECRUIT

MORE STUDENTSTHAN LAST YEAR

OR MOREALUMNI

OR MOREPARTNERS

+ +REWARDS

SPECIAL CERTIFICATE

ADVISOR SHIRT

FREE CURRICULUM

COMPLIMENTARYBLAZER PATCHEXCHANGE

MEMBERSHIP CAMPAIGN

New membership campaign raises the bar, provides awesome rewardsDECA is excited to announce a new format for the membership campaign that provides chapters the opportunity to earn awesome rewards for members, the chapter and the advisor.

More than ever before, DECA will provide membership resources designed to help you achieve these goals. There’s no reporting form – simply enter your membership online by December 1, 2011, to be eligible for recognition. Look for this flyer included in this chapter packet for more information and watch the DECA website for the full unveiling of this exciting endeavor.

<http://www.deca.org/events/membershipcampaign

7

at DECA Images

GIVE US A CALL | 703.860.5006MONDAY - FRIDAY8:30 a.m. - 4:30 p.m. est.

SHOP ONLINE ATwww.deca.org/shop

GRADUATIONGOODIES

8REGISTER TODAY AT

www.deca.org/advisors

SPONSORED BY

Structure

my program

Organize my DECA

Chapter

Expand membership and

increaseparticipation

PromoteDECA to diverse

audiences

Integrate DECA into classroom

instruction

CHAPTER ADVISOR SUMMER INSTITUTE

Looking for ideas to help with your to-do lists?

Join your colleagues for a three-day institute designed to invigorate your teaching. The institute will provide resources and new ideas to make DECA an integral part of your students’ learning experience and increase student achievement. Choose your track – new advisor or experienced advisor.

TENTATIVE AGENDADAY 1REGISTRATION2:00 P.M.-4:00 P.M. ORIENTATION, WELCOME RECEPTION AND DINNER5:30 P.M.

DAY 2INSTITUTE SESSIONS8:30 A.M.-4:30 P.M.

DAY 3INSTITUTE SESSIONS8:30 A.M.-4:30 P.M. CELEBRATION ACTIVITY

DAY 4INSTITUTE SESSIONS8:30 A.M.-12:00 P.M. CLOSING SESSION AND LUNCH12:00 P.M.-12:30 P.M.

Institute sessions will be conducted on the Johnson & Wales University campus with accommodations at a nearby hotel.

$350 Registration Fee includes 3 nights lodging with two per room, training materials, seven meals and transportation to/from institute sessions.Single rooms are available for an additional $225 upgrade charge. Early bird registration by May 16. After May 16, registration increases by $50.

Additional program support provided by

JUNE 27-30, 2011CHARLOTTE, NC

JULY 18-21, 2011MIAMI, FL

PLUS DECACOMPETITIVE EVENTS UPDATE