DECA Dimensions | January-February 2012

JANUARY–FEBRUARY 2012

Design from FIDM’s Debut 2010 fashion show at ICDC in Louisville.

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DIMENSIONS JANUARY–FEBRUARY 2012

EDITORIAL Publisher Edward Davis Editors Lyn Fiscus, Christopher Young

CONTENTS D EPARTMENTS 2 4 4 5 26 28

Let’s Talk My Turn DECA Events 8 DECA Things to Do Chapter Clips Quick Response

Editorial Committee Barbara Henn, Shirlee Kyle 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

BOARD OF DIRECTORS President: Roger Cartee President-elect: Jacklyn Schiller Secretary: Lynore Levenhagen Treasurer: Brycen Woodley Members: Marsha Bock, Jim Brock, Oleg Shvets, Dave Wait 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 ©2012 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 3.

Postmaster—Send form 3579 for change of address to: DIMENSIONS, 1908 Association Drive, Reston, Virginia 20191-1594.

A CADEMICALLY

PREPARED

6 Is Fashion Merchandising Right for You? Whether your plans include managing a team, launching your own company, or becoming a store buyer, a fashion merchandising or merchandise marketing degree can help get you there.

8 Cashmere and Tweed Learn how one DECA member took his passion for fashion and turned it into a thriving online community.

C OMMUNITY

ORIENTED

11 MDA and DECA: 30 Years For 30 years, DECA members have been volunteering for MDA, and for 30 years the experience has been changing their lives.

14 Let’s Shake on It! A campaign to encourage respect, empathy, and acceptance brought together DECA members and Best Buddies at one Florida high school.

P ROFESSIONALLY

RESPONSIBLE

16 Before Lights! Camera! Action!, There’s Wardrobe Learn tips straight from a few rising stars on the importance of professional dress.

18 Service Recovery: A Powerful Tool for Success Every organization makes mistakes. It’s how employees handle those mistakes that makes all the difference.

E XPERIENCED

LEADERS

20 The Student Impact Model Super-charge your ability to make a difference in DECA and in life with these four simple concepts.

24 Industry Panels Bring

Expert Insight to DECA WRLC hosted expert panels on Marketing and Public Relations and the DECA Mission. Their purpose was to give members the opportunity to ask questions and hear from leaders who have real-world experience.

DECA DIMENSIONS | January–February 2012

1

LET’S TA L K

Make Your RESOLUTIONS

Matter N

ew Year resolutions are some of the most difficult resolutions to keep. In the moment of making them we see the year ahead as a clean slate full of abundant amounts of time and opportunity. Yet when the year begins to come to a close, we look back and feel as if there were not enough hours in each day, and not enough days in the year. Often New Year’s resolutions are made in the heat of the moment, right before the clock strikes midnight, and are unplanned and unreachable. Even more often, New Year’s resolutions are never made.

This year I am challenging myself to make attainable and beneficial resolutions. Resolutions that require dedication, but are not impossible to complete. I am aiming to better myself through my resolutions, just as DECA betters me every day. I challenge all of you to take this journey with me.

Perhaps a New Year resolution we all could take on would be to stay actively involved in DECA. Even as we mature and eventually graduate high school or college, DECA can be a part of each of our lives for as long as we let it. We all have the opportunity to stay connected with DECA by becoming alumni members, volunteering to judge local competitions, or just by telling our personal “DECA stories” to new and potential members. I know that when I end my year in office, my DECA chapter in life will not come to a close. I hope that all of you might resolve to keep up with DECA and stay involved.

Resolving to stay involved in DECA is a lot like resolving to invest in your future. By committing yourself to organiza-

tions and actions that allow you to obtain higher measures of success, you are granting yourself more opportunities to grow and prosper. Resolving to set yourself up for success can be implemented in a variety of ways, along with staying involved in DECA. Keeping up with your studies, taking advice from people whom you trust to look out for your best interests, and aspiring higher in everything that you do are simple ways to obtain higher measures of success. Determine to take charge of your future and aspire higher than you did last year.

Make resolutions this New Year that truly matter. Obtain higher measures of success by continuing to stay dedicated to DECA and other important aspects of your life that have a positive impact. Setting attainable goals is something DECA instills in each one of us. Let’s all make our aspirations attainable this year. I hope that this year of 2012 brings all of you a world of opportunity and excitement as you continue to Aspire Higher.

Best Wishes,

Go to www.facebook.com/decainc to join the conversation.

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DECA DIMENSIONS | January–February 2012

Claire Coker National DECA President decaclaire@gmail.com

MY TU R N

Celebrating CTE, DECA, and Fashion F

ebruary is Career and Technical Education month! This means that now is the time to make the most of what you are learning in CTE classes by applying it to your DECA projects and competitive events. In doing so, you will reap rewards in two ways: exciting travel to DECA events to participate in competitions and the satisfaction of being better prepared for a career.

Let’s Celebrate!

As we are all aware, DECA is a co-curricular organization that works cooperatively with classroom instruction to help students become the future leaders of business industry. DECA competitive events combine the knowledge gained from in-class learning and personal work experience to showcase students’ business skills. This month you can aspire higher at achieving international recognition in your event and celebrate your victories on stage at DECA events.

There are also a variety of ways to celebrate with others this February. A fun idea is to create your own DECA PSA to show your school and community why DECA and Career and Technical Education are so important. You can also participate in the Job Shadow Day developed by one of DECA’s partners, the Association for Career and Technical Education (ACTE). Encourage your friends to get involved in DECA. The stronger DECA is as an organization, the better it can serve all of its members!

Dress for Success In honor of CTE month, let’s make a pact to “dress for success” as well. When you are demonstrating your knowledge of marketing and business, looking pro4

fessional is just as important as knowing your facts. We all know that when going for an interview, we make sure shirts are tucked in, shoes are shined, and we bring our smiles. All DECA members know about looking good when they are ready to give their presentations: blazers are buttoned, ties are straight, jewelry is subtle, posture is professional. As a DECA member you are already held above others in regards to how you carry yourselves, which means you have to aspire higher and take everything one step further to surprise people. Your CTE month mission: Look professional no matter where you go; you never know who will notice!

What’s Next?

If you are interested in other ways to incorporate “dressing for success” into your DECA experience, consider entering the DECA & Fashion Institute of Design & Merchandising’s (FIDM) Challenge! In this Fashion Merchandising challenge, participants are asked to

create a runway garment from previously used fabrics and put together a YouTube video presentation that will be presented to FIDM executives. The challenge promotes awareness of sustainability in the textile industry. The deadline is February 12, 2012 so get your creative juices flowing and send in your presentations!

DECA also has many fashion-related competitive events in which to take part: Buying and Merchandising Team Decision Making, Apparel and Accessories Marking Series, Retail Merchandising Series, Buying and Merchandising Operations Research, and Fashion Merchandising Promotions Plan.

This is the time to show everyone your best DECA self—how much you know, how professional you look, and how you can “Aspire Higher” to win!

Visit the website www.acteonline.org to learn more about Career and Technical Education month and www.deca.org to learn more about DECA’s opportunities in Fashion Merchandising.

DECA EVENTS January 2012

2 Virtual Business Challenge II begins

13 School-based Enterprise certification documentation due

16 Copy due for March/April DECA Dimensions

20 Corporate and Applegate student scholarship applications due online

27 Virtual Business Challenge II ends

DECA DIMENSIONS | January–February 2012

February 2012

1 DECA Emerging Leader Honor Award applications due at DECA Inc.

1–5 Sports and Entertainment Marketing Conference, Orlando, FL 1–29 Career and Technical Education Month 20–29 Piper Jaffray Spring Online Survey (continues in March)

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DECA THINGS TO DO in January and February

1

Take stock of DECA goals The start of second semester is a good point to revisit your DECA goals for this year and make sure you’re on track to accomplish all you set out to do. Work with chapter officers and your advisor to make sure the chapter is making progress on its business plan, too.

2 Compete virtually

5 Show your fashion flair

Operate a computerized business simulation of a retail environment or sports franchise as part of DECA’s Virtual Business Challenge II, or compete on personal financial knowledge in round two of the H&R Block Dollars & Sense Challenge during January.

Create a runway-worthy garment from previously used fabrics and a marketing campaign focusing on sustainable fashion for the DECA/ FIDM Challenge. Deadline to enter is February 12.

For more info, visit http://vbc.knowledgematters.com/vbc.

3 Schedule a mock competition Invite local businesspeople to listen to project presentations by chapter members and provide feedback in preparation for chapter members’ DECA competitive events. Operate it under the same rules as a real competitive event so members get realistic practice for ICDC.

4 Write about

DECA for the local paper

In celebration of Career and Technical Education Month in February, write an article for the local paper touting all the ways DECA helps members prepare for college and the work force or highlighting all the community service your chapter has done. Be sure to thank local businesses for their support of your program.

For more info, visit www.deca.org/ events/ctemonth.

For more info, visit www.deca.org/events/fidmchallenge.

6 Break the cycle One in three young people experience abuse in their relationships. Help break the cycle of violence by conducting an awareness campaign during National Teen Dating Violence Awareness Month in February.

For ideas and info, visit www.teendvmonth.org/ whats-teen-dating-violence-awareness-month.

7 Earn leader status Senior DECA members should apply for the DECA Emerging Leader Honor Award. Learn about the award and download an application today. Deadline for application is February 1.

For details, visit www.deca.org/events/honoraward.

8 Become a shadow Connect with a local National Advisory Board partner and ask if they’d be willing to let you shadow them to learn more about jobs In their field on National Groundhog Job Shadow Day, February 2.

For more information, visit www.deca.org/partners.

DECA DIMENSIONS | January–February 2012

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ACADEMICALLY PREPARED

Is Fashion Merchandising Right For You? Learn the business of fashion

6

DECA DIMENSIONS | January–February 2012

D

o you have a “sixth sense” for spotting the latest fashion trends before they happen? Are you a natural organizer and a born leader? These skills are a great starting point for a career in the global fashion industry. Courses in Fashion Merchandising build on those attributes to give you the necessary personal and professional tools for success. Whether your plans include managing a team, launching your own company, or becoming a store buyer, a fashion merchandising or merchandise marketing degree can help get you there.

What Exactly Is Fashion Merchandising?

Taking the First Step

It can seem a little confusing, but fashion merchandising or merchandise marketing includes the steps between the creation of a fashion item and when a customer purchases it. Depending on your interests or job, you could be focusing on manufacturing, selling, or buying fashion merchandise. Often the merchandiser who works for a particular manufacturer is involved on some level with the production of the garment (fabric, color, style, etc.) Those in fashion merchandising often source products or work closely with the design team to make sure garments are marketable and will sell.

An accredited, reputable college will prepare you for the job skills you need to succeed in fashion merchandising. Advisors can help you pick the particular sector you may be most interested in. Fashion merchandising programs typically teach skills such as how to apply, analyze, and forecast trends for an upcoming season, acquire extensive knowledge of a target market, and how to understand and complete a seasonal buy plan using industry-related

Exciting Careers After studying fashion merchandising or merchandise marketing, you could go on to work as a buyer, account executive, store manager, merchandise coordinator, showroom manager, or merchandise planner/allocator. “I chose my career based on what I discovered about myself at FIDM: I love people and a fast-paced environment, I’m a natural leader, and I love styling wardrobes! Retail management fit all of those avenues,” says Kristin Shotts, a graduate of FIDM/Fashion Institute of Design & Merchandising and Buckle Store Manager. Regardless of the career you choose within the field, having a good fashion sense and an eye for new trends is key.

Fashion merchandising involves selling clothes, but the business aspect is crucial. Budgeting properly so you can spend money on items and make money back, without too many unsold items being left over at the end of the season, is key. You’ll most likely need to help keep costs down and profits up.

“I enjoy digging into the numbers to discover trends and patterns,” says Shanielle Howa, a graduate of FIDM’s Merchandise Marketing Program, planning analyst at PacSun, and a past member of DECA. “I forecast sales going forward and inventory, which gives the buyers a road map of what product we need and how much. With my responsibilities, I feel very involved and influential in my company, which makes me love my job.”

Former DECA member, Shanielle Howa, gets down to business.

technology. Students often learn how to create promotional campaigns to enhance brand strategy, implement strong leadership and managerial skills to create a positive working environment, and how to effectively present and communicate a business strategy.

Research schools that have fashion merchandising and merchandise marketing programs, visit their websites, or meet with an admissions advisor to learn more about this exciting field. If you love fashion, business, and trends, this could be the field for you!

DECA DIMENSIONS | January–February 2012

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Cashmere & Tweed

T

wice a year, the world’s leaders in fashion descend on New York City for Mercedes-Benz Fashion Week. Fashion Week, or #MBFW as it is known on Twitter, is the biannual event held to showcase designers’ works for the upcoming Spring/ Summer season, held in September, and for the upcoming Fall/Winter season, held in February. This week-long event is only open to guests of the designers, buyers, approved press and photographers. One DECA member has a passion for fashion and attends Fashion Week every season. Meet Ryan Charchian from Lake Braddock DECA in Burke, Virginia.

How did you get into fashion and what exactly do you do?

Well, what I do is how I got into fashion. I run a blog called Cashmere and Tweed.

What got you interested in fashion?

When I was in middle school I had to do a social studies project, and I decided to do one about the relationship between fashion and the economy. I was able to interview the editor-in-chief of Teen Vogue and during that interview she inspired me to keep going with fashion and expand my knowledge of the industry.

What do you blog about and where do you get your information?

I blog about fashion, beauty, health, lifestyle, and event coverage. I get a lot of my information from WWD, but most comes from attending the events and interviewing PR people and designers. My site also does product reviews, so companies like Dior, Clarisonic, and Estee Lauder, among others, have sent us products for review.

What was your “big break” that made your blog what is?

The one event that really opened many doors for the site was when I interviewed Tim Gunn, the chief creative officer of Liz Claiborne, Inc., and co-host of Project Runway. The interview was fantastic, and I was able to be his guest at a local fashion event. I kept in touch with him and then during an event in the summer of 2010 in D.C., he invited me to be his guest at the Project Runway Finale Show.

How did that motivate you?

After attending the show and experiencing Fashion Week, I have rebranded my site into what it is today and brought on a “staff.” These people contribute to the site by writing blog posts and attending events.

What is a usual day for you?

I wake up for school and check my e-mail and respond to anyone I’m working with that is in a different time zone—I have one contributor in Japan,

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DECA DIMENSIONS | January–February 2012

so there is a major time difference. During school, I check my e-mail from time to time to see if anything important has come in.

After school, I devote about an hour to two hours to blogging, site maintenance, and meetings. I travel into Georgetown and D.C. a lot for events also. On an average week, I have two events to attend during the week and at least one on the weekend.

industry changes daily and there are new things happening in New York every time I go. I also now am allowed to go to other local schools and talk about what I do and show my peers what you can do now to start preparing for a career in fashion.

What’s next for you and your site?

I will be attending Fashion Week in February and continue bringing on contributors from various cities. I also am starting to open my site up for advertisers and will look into that more.

How do you manage your fashion life and your school life?

At times it can get very hectic. During fashion week, I miss several days of school, but I let my teachers know in advance so that I can either take work with me or make it up when I get back. Now though, having more contributors lightens up my weeks so that I won’t be at events nights before tests or when major projects are due.

What keeps you motivated to do your blog?

I love to write and I highly enjoy fashion so this combination keeps me going. The

Ryan with supermodel Chanel Iman Photo credit: Matt Ellis/TheManofManyShades.com

What are your plans after high school?

I want to go the Fashion Institute of Technology and major in Advertisement and Marketing Communications. After that I want to work for a company such as the LVMH Group, Estee Lauder, or Conde Nast Publications.

Where can everyone see your blog?

Check out Cashmere and Tweed at http:// cashmereandtweed.com.

Creating Tomorrow’s Leaders.

Ethical. Entrepreneurial. Engaged.

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

Scan to see video how ONU Students Discovered [Their] True North

Kendra prepared 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.

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

Business Analytics:

• 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

COMMUNITY ORIENTED

&

YEARS OF CARING Volunteering for MDA, DECA members learn what matters

O

ne evening at MDA summer camp near Empire, Colo., seven-year-old Noah Essa, who has a progressive muscle disease called spinal muscular atrophy, asked: “Are you guys thankful to be alive?”

The question struck Noah’s counselor, a DECA member named Jonny Fowler, so strongly that he later described the scene in his college application essay.

“Everyone was like, ‘Wow, you’re 7. That’s a pretty meaningful question for 7,’” said Fowler, 19, now a sophomore at William and Mary College in Virginia.

“After camp, his question really resonated with me,” Fowler went on. “Comparing how easy my life is to his, I was struck by how he said we have to be thankful for our lives, no matter what.

I also reflected on how sad it is that such a young child could think in such a mature way.”

For 30 years, DECA members like Fowler have been volunteering for MDA, and for 30 years the experience has been changing their lives.

Again and again, DECA members report that the people they meet through MDA and the work they do on behalf of the DECA DIMENSIONS | January–February 2012

11

association has heightened their awareness, increased their compassion, shaped their values, and even influenced their career path.

At the same time, DECA members have raised more than $5 million for MDA over the past three decades, as well as spending countless hours volunteering at summer camp and other MDA events.

The DECA-MDA partnership truly has been mutually beneficial.

“It was great to get out of my element and see these kids and what they have to deal with on a daily basis, yet they’re still so happy,” Bol said. “It’s great that camp is a place where they can do things according to their abilities.”

Every year, MDA operates some Jonny Fowler and MDA cam pers 80 summer camps at sites around the nation where children ages 6 to 17 with neuromuscular diseases enjoy a week of accessible fun Cherry Creek High School at no charge to their parents.

Each camper is assigned a full-time Of the 5,000 high schools across the country that participate in volunteer counselor to assist him or her in all daily activities.

DECA, Cherry Creek High School in suburban Denver, Colo., is Like Jonny Fowler, Bol developed a special relationship with her one of the most actively involved with MDA. The school’s DECA camper, a girl named Savannah who uses a walker and leg braces chapter has been doing service projects for MDA for 22 years, and due to a muscle disease called Friedreich’s ataxia (FA). This disease during that time won numerous first and second place finishes in often manifests during childhood or the early teen years, at first the DECA Community Service Project at the International Career resulting in a “funny walk” as leg muscles weaken, and sometimes Development Conference. causing slurred speech when vocal muscles are affected. In later years, individuals with FA require a wheelchair full time.

“She definitely changed a big perspective in my life. She’s so selfless,” Bol said, adding that she hopes to be Savannah’s counselor again next summer.

Career with MDA Some DECA members are so moved by their experiences volunteering for MDA that they go on to careers working with people with disabilities. Some even go on to work for MDA itself.

Christina Neal, 26, began volunteering for MDA through DECA when she was a junior at Cherry Creek High.

“My partner and I did the Community Service Project,” she recalled. “We did a silent auction of sports memorabilia at the homecoming football game. Our biggest project was an awareness

Cherry Creek High School DECA students with Aaron Horan from Thornton, Colo., who is affected by Duchenne muscular dystrophy. project in elementary schools. We went in and showed a video on summer camp that we created.”

Award-winning fund-raising projects by Cherry Creek DECA Neal continued to volunteer at MDA camp throughout her colmembers include carnivals, magic shows, battle of the bands lege years at Baylor University, and after graduating in 2007, she contests, Lock-Ups (an MDA fund-raising event in which people went to work for MDA. must raise “bail” to get out of “jail”) and more.

She is now MDA’s health care service coordinator for Colorado Cherry Creek DECA members also participate in summer and Wyoming and directs MDA summer camps in Colorado and camp, Telethon, holiday parties, and other MDA events.

Montana.

“It’s been a lot of fun and it’s been really good for our Christina Neal and a young camper on Harley-Davidson Day “It’s the relationships,” Neal at MDA summer camp near Empire, Colo. members,” said Jim Konrad, a marketing teacher who said, when asked what MDA has been the DECA advisor at Cherry Creek since 1986. means to her. “I feel blessed to Konrad has been instrumental in developing the DECAhave the opportunity to conMDA partnership at the school, and many members cite nect with the families [served by him as both their mentor and inspiration to help others MDA]. They’re heroes to me— and achieve more. the optimism they express, and the way they continue to move Life-changing Experiences forward, one day at a time, is Jonny Fowler attended Cherry Creek High. So did truly inspirational.”

Alisen Bol, 17, now a freshman at the University of With so many caring young Colorado at Boulder. people dedicating themselves to Bol worked on the battle of the bands for her Comhelp families facing muscle dismunity Service Project and has volunteered to serve as ease, MDA is indeed fortunate to a camp counselor for the last two summers at the same have DECA in its corner! camp where Jonny Fowler served.

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DECA DIMENSIONS | January–February 2012

COMPETITION LEADERSHIP

NETWORKING

ELI YOUNG BAND DECA-CLUSIVE CONCERT

INTERNATIONAL CAREER DEVELOPMENT CONFERENCE SALT LAKE CITY | APRIL 28-MAY 1, 2012

SALT LAKE CITY BEES

BASEBALL GAME

WWW.DECA.ORG/EVENTS/ICDC

DASH WITH THE DIAMONDS

5K WALK/RUN Sponsored by

COMMUNITY ORIENTED

Let’s Shake On It!

J.P. Taravella DECA members and Best Buddies and their Buddy peers gather for Let’s Shake On It in October.

I

n a chapter campaign developed to encourage respect, empathy, and acceptance, 150 J.P. Taravella DECA members and Best Buddies, along with their Peer Buddies, gathered in the J.P. Taravella Gymnasium in Coral Springs, Florida, to participate in the chapter’s Let’s Shake On It project on October 27, 2011. DECA Co-Presidents Ricky Cutler and Katie Santangelo and Best Buddy Robbie Forti were emcees of the event.

“The gym was filled with smiling faces and new friendships. The more our students learn about their differences, the more they realize our similarities. We all want respect and acceptance, and they accomplished that today,” said DECA Lead Advisor Jamie Simmons.

The driving force behind “Let’s Shake On It” was encouraging the respect of others and raising awareness of ESE students’ desire to be accepted by their peers. Chapter members and their partners hosted a number of fun activities designed to foster friendship and understanding among students. DECA members paired up with an ESE student and taught good handshake skills and the art of tying a tie. They also presented prizes to students winning Hot Potato Handshake and Beach Ball

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DECA DIMENSIONS | January–February 2012

catching contests. Buddies received business-sponsored “Let’s Shake On It!” t-shirts and business ties donated from Men’s Wearhouse.

“I think the Best Buddies were able to make new friends, had fun, and left with a sense of confidence and an overall good feeling. I know many wanted to know when they could do it again,” said Cutler. “It was a new experience for many DECA members and we were extremely pleased with the results,” added Santangelo.

Taravella DECA also has plans for an interactive city-wide Family Field Day for special needs children on JPT’s football field where ESE students, DECA members, sponsors, and other participants will come together for a day filled with games, hands-on activities, and prizes for winners.

More than $2,000 has been generated through donations by DECA members and hundreds of “Let’s Shake On It” wristbands were given as a token of appreciation. Businesses that donated $100 had their company name placed on the Let’s Shake On It t-shirts. Taravella DECA will donate all proceeds to the Special Olympics.

PROFESSIONALLY RESPONSIBLE

Before Lights! Camera! Action!

There’s Wardrobe.

W

hether we’re talking about the entertainment industry or a major corporation, the right appearance goes a long way in the professional world. How we dress can determine if we ace that interview, land the job, or how quickly we move up in a company.

Here are some tips courtesy of Men’s Wearhouse—straight from a few rising stars—on the importance of professional dress:

CLASSIC

“

The classic look works for me, but I still like to stay in style. Most days I’m dressed in a cotton button-down shirt and dark slacks. Occasionally, I throw on a suit jacket. But whenever I have an important meeting or a big presentation to give, I break out the gray suit and tie. It seems like my colleagues respect my professional appearance and are more open to my suggestions on product strategy and planning. And since I’m up for a promotion soon, I think management appreciates my professionalism as well.

”

Darren | Associate Product Manager 16

DECA DIMENSIONS | January–February 2012

EXPRESSIVE

“

I’m in a career field that’s all about selfexpression. But I know there are some limitations depending on the company. So I did my homework before my last interview. Boy was it a pleasant surprise to find out that, for such a large company, their office culture was pretty laid-back. Keeping that fact in mind, I wore my favorite pantsuit to the interview. I looked professional while showing I can still fit right in their work environment. I feel that because I was confident and comfortable in how I was dressed, my interview went very well. In fact, I got the job.

”

Jessica | Graphic Designer

“

I work in a competitive industry, and you need every edge you can get. How I present myself gives me that. I’d say it’s helped me move up the ranks fairly quickly. Of course, I wouldn’t say I’ve always had a sense of fashion, especially for the corporate environment. Luckily, I attended a Dress for Success presentation in high school and remembered the many principles they taught me, including how to present myself as a professional and how first impressions mean everything. And for a guy who likes to dress casual, I learned it’s not that much of a hassle … present a neat appearance, keep accessories to a minimum, etcetera. I’m most grateful for non-iron shirts.

”

Cyrus | Senior Software Engineer For more than 35 years, Men’s Wearhouse has helped dress young men and women for every occasion. Their Dress for Success program provides 35 to 45-minute in-school presentations on how to dress for interviews, the importance of first impressions and men’s and women’s career wear and formalwear. For more information, call (866) 247-4697.

DECA DIMENSIONS | January–February 2012

17

Service Recovery A Powerful Tool for Success

by John Tschohl

SERVICE RECOVERY.

Those two words can make the difference between success and failure. And yet most people in management positions don’t know what the term means, let alone how to use service recovery to establish a loyal customer base and increase sales.

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DECA DIMENSIONS | January–February 2012

PROFESSIONALLY RESPONSIBLE

L

et me give you two examples of customers who had a problem with a business. Mary meets a friend for dinner at ABC Restaurant; a few blocks away, Frank is dining with a coworker at XYZ Restaurant. Mary had made a reservation for 7 p.m. and waited for 45 minutes before being seated. Down the street, Frank’s steak was under-cooked and was sent back to the kitchen.

When Mary complained about the long wait for a table, the hostess simply said, “We’re very busy tonight,” and went on her way. When Frank complained about his steak, his waiter apologized, immediately returned it to the kitchen, and offered Frank and his dinner companion free desserts.

Which restaurant would you patronize? I think the answer is evident. The waiter at XYZ Restaurant apologized for the problem and compensated Frank for the mistake, sending the message that the restaurant values Frank and his business.

Every organization, no matter how good it is or how awesome its service, makes mistakes. It’s how employees handle those mistakes that determines the level of service the organization provides and the loyalty that service instills in its customers.

Whatever It Takes Service recovery means doing whatever it takes to solve a customer’s problem— and doing it quickly. Most companies, not only in the United States but throughout the world, don’t know what service recovery is, or the impact it can have on their bottom lines. Federal Express is one of those companies.

My company spends $5,000 to $10,000 a month with Federal Express but, when it lost customized, printed material I had shipped to Ethiopian Airlines, it offered no help, so I had to reprint the material and re-ship it. Federal Express located the misplaced shipment two weeks later and denied my claim for the original printing and shipping costs. What it should have done was apologize for the mistake, waive the extra shipping charge, and given me a credit for the extra printing costs against

a future invoice. There was no service recovery here.

Service recovery means providing service that is so amazing that the customer tells everyone she knows about it. That word-of-mouth advertising is cheap and powerful and will bring more customers— and their money—through your doors.

Four Steps to Grow On If you’d like to grow your business, without having to spend millions of dollars in advertising, focus on service recovery by taking these four steps: Act quickly.

If you can solve a customer’s problem quickly, in 60 seconds or less, you not only maintain that customer’s loyalty, you save your organization money. How? The cost to move a complaint up the ladder takes more time and increases the cost of resolving the situation by getting others involved. The real magic happens when a frontline employee handles the situation.

Take responsibility.

Most employees, when faced with a complaining customer, take the attitude, “I didn’t cause the problem, so why should I apologize?” They take complaints personally rather than merely apologizing for the situation and then working quickly to resolve it. Instead of running for cover, you should simply say, “I’m so sorry for the problem; let me take care of this for you.”

More Than Customer Service There is a distinction between customer service and service recovery. If I buy a bag of apples, discover that half of them are rotten, and the store gives me a new bag of apples, that’s customer service. If, however, the store replaces that bag of apples and gives me another at no charge, that’s service recovery.

When you practice—and perfect—service recovery, your customers will sing your praises to anyone who will listen. That word-of-mouth advertising will bring in new customers and strengthen your bottom line. Service recovery is a powerful tool for success that you can’t afford to ignore.

John Tschohl, an internationally recognized service strategist, is founder and president of the Service Quality Institute in Minneapolis, Minnesota. Described by USA Today, Time, and Entrepreneur as a “customer service guru,” John’s monthly strategic newsletter is available online at www.customer-service.com.

Be empowered.

To put service recovery into practice, it’s imperative that managers and supervisors empower their employees. That means giving them the authority to do whatever is necessary to take care of the customer.

Compensate the customer.

Every organization has something of low cost but high value that it can give a customer as compensation for a problem.

A hotel can upgrade a guest’s room to a suite, a cell phone company can give a client 1,000 free minutes, and a computer company can extend a warranty for a year. In each of these cases, the cost to the company is virtually zero.

DECA DIMENSIONS | January–February 2012

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The

Student Impact Model

by Rhett Laubach

Tiffany Grant, a former Oklahoma DECA member, understands how to make an impact on her world. She also is a living, breathing example of something called The Student Impact Model—Influence, Spirit, Class, and Legacy.

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EXPERIENCED LEADERS

W

hen Tiffany Grant was six years old she was diagnosed with Auditory Processing Disorder (APD). The doctors told her she would never speak legibly her entire life. She didn’t believe them and she worked hard every day to learn how to speak clearly. Tiffany’s fight to overcome APD gave her the confidence to start her own business while in high school called Prom Wishes, Inc. She gathered donations from dress and tuxedo makers, limo services, hair/nail specialists, shoemakers, and so forth and opened her own store in her little Oklahoma town. She then advertised to the surrounding schools that anyone who couldn’t afford to go to prom in style could come to her store and get what they needed for free. Her company’s tag line was “everything you need for a great prom except for the date.” Tiffany knew how to be a leader within her school and community. How about you?

Four Simple Concepts The Student Impact Model is four simple concepts every student leader should hold as central beliefs directing their behavior and thoughts. It’s not an all-inclusive list, but these four can supercharge your ability to make a difference in DECA and in life. As you read through the list, think about whether or not each is present in your life and to what extent. Lead is a verb; leader is a noun; leadership is both. It is the combination of who you are and what you do.

Each of these requires action to truly allow you to make an impact.

Influence Everything leadership-related starts with this word. Everyone leaves a mark, for good or bad, on everything and everyone we encounter. Think of it as having a theme song playing everywhere you go. Pick a positive, kind, empowering song others will want to turn up. Making an impact begins with you interacting with others in such a way that makes them want to be around you, work with you, and follow you. Encourage your friends. Give compliments freely. Choose to avoid gossip. Author and teacher Stephen Covey says the best way to build trust with someone in the room is to talk up about people not in the room. Use your influence to build up those around you, in big and small ways.

Spirit Tiffany’s story is most inspiring because of the challenges she had to overcome to just get by in life, let alone serve others at a high level. Spirit is our ability to remain positive in the face of negative people and situations. It is your capacity for responding to life’s challenges with a growth mindset. Failure is a natural part of life. Everyone has a failure factory. Failure comes into our lives and then we decide what to make with it. Follow Tiffany’s example and use the challenges and difficulties in your life to inspire you to help others overcome, as well.

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A positive spirit is not the absence of troubles; it is the decision to make the absolute best of them. Be thankful when troubling times come into your life. They carry a purpose. The key is you get to decide whether the purpose is to weaken you or to strengthen you. My good friend and speaking peer Bill Cordes calls these times “Great Moments”—moments meant to give us what we need to lead through the good times and the bad.

Class Every student leader who deeply understands how to make a positive impact in the lives of others knows he or she must first be someone worth following. This requires a commitment move: making the decision to live a life of character and excellence. A classy leader sets a high standard for his or her personal behavior, interactions with others, attire, personal hygiene, work ethic, service to others, etc. It is not easy to live the life of a first-class leader and that is what makes it so honorable. Students who truly make an impact on others gain followers not by yelling or demanding, but by inspiring others to want to follow them. Apply classy strategies to your social media use, also—specifically Facebook.Two examples include: 1. Share your good days on Facebook. When you are having a bad day, talk to someone privately about it. Classy people avoid publicly whining and complaining. Plus, when tough times show up, you need one-on-one interaction to rebuild your spirit.

2. Think about this question: do you keep your Facebook clean

She works to put clothes on your back.

because you never know who may see it or do you keep your life clean so you don’t have to worry about it? Classy students understand the first part of that question. Facebook is called a social network for a reason. You never know who may see a status update or picture and form a negative opinion of you.

However, if you follow the lesson from the second part of the question, your character will never be questioned.

Legacy The most important reason the Student Impact Model works so effectively as a guideline for students is that the end game is not about the leader, but about the people they are serving and helping. Every great leader is entrusted with the critical task of doing work that will last after he or she is gone. When a student leader leaves a positive influence on others, uses challenges to fuel future success, and operates in a classy manner, he or she is creating a legacy of excellence for other students to follow. This legacy is not the reason for making an impact, but it is a sweet by-product.

Influence. Spirit. Class. Legacy. Four simple words that create exceptional results in the lives of student leaders and the people they lead. Go give the best of you and the world will give you its best right back!

For more inspiring words of leadership encouragement, follow Rhett Laubach on Facebook, LinkedIn, Twitter (@yns1) and his two blogs: http://plileadership.blogspot.com and www.

AuthenticityRules.com. His website is www.YourNextSpeaker.com.

He works to keep you from losing your shirt.

And Berkeley College prepared them for a career.

Marilyn Martillo Sales Events Manager, Chanel USA, Inc. B.S., Fashion Marketing & Management Berkeley Class of ‘07

Different passions lead to different professions. For many, Berkeley is the perfect place to prepare. Proven degree programs provide practical experience through internships or job-related assignments. And an accomplished, supportive faculty and staff help with everything from applying for scholarships and financial aid…to tutoring…to lifetime career assistance for graduates.

Joseph Stephens External Auditor, Deloitte & Touche LLP B.B.A., Accounting Berkeley Class of ‘10, Cum Laude

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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 information may not be reflected here. For the most up-to-date information, please visit BerkeleyCollege.edu. For more information about Berkeley College graduation rates, the median debt of students who completed programs, and other important disclosures, please visit BerkeleyCollege.edu/disclosures.

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DECA DIMENSIONS | January–February 2012

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Industry Panels Bring Expert Insight to DECA D

ECA’s connection to business gleans many opportunities for members to learn about marketing, entrepreneurship, finance, hospitality, and management from highly successful professionals. More than 1,250 members at the Western Region Leadership Conference in San Diego engaged not only with their peers but also with many business partners.

“The reason WRLC is such an amazing conference is because of the vast array of experiences that attendees receive while being here,” said Arizona DECA State Representative Brittany Lucero.

Along with being in a beautiful city like San Diego, members were able to hear the stories of brilliant keynote speakers Bill Cordes, Kelly Barnes, and Phil Boyte. The speakers emphasized the importance of the “little leadership moments that lead to big success.”

DECA members enjoyed lots of “little moments” learning throughout the conference including the National Advisory Board workshops and DECA University sessions presented by a field of experts from companies like UBS Financial Services, TRI Leader24

DECA DIMENSIONS | January–February 2012

ship Resources, Chick-fil-A, FIDM, American Management Association, Accenture, Men’s Wearhouse, TJ Maxx, and more.

WRLC also hosted two different expert panels on Marketing & Public Relations and the DECA Mission. Their purpose was to give members the opportunity to ask questions and hear from leaders who have real-world experience in different sectors of business.

Marketing and Public Relations Panel The first panel was the Marketing and Public Relations Panel facilitated by Bill Cordes of Cordes Keynotes & Seminars and consisted of Accenture Communications Consultant Jonathan F. Block, La Jolla Playhouse Communications Specialist Deanna Chew, Rescue Social Change Group President Jeffrey Jordan, and Major League Baseball’s San Diego Padres Director of Marketing Nicole Smith. These industry leaders volunteered their time because they know that organizations like DECA significantly impact the futures of emerging leaders and aspiring business professionals.

“As a student who has aspirations to pursue a career in public relations, the Marketing and Public Relations Panel was truly insightful,” said Nevada DECA Vice President of Publicity Victoria Cana. A great example of this was Jonathan F. Block telling the students, “You’ve got about two or three seconds to get the attention of the people in your generation; you have to make sure your message is succinct and efficient.”

The Padre’s Nicole Smith, who is also a former Disney executive, added, “Public relations is a lot more than showing up and sending a Tweet or posting a Facebook message. If that’s all I did you couldn’t justify my salary. It’s about the research, the reach, targeting, and strategic messaging that goes into every communication.”

The panel provided the attendees with a plethora of wise words, such as “Don’t underestimate the value of the experiences that you can achieve right now and how those little experiences can help you build and grow.” This panel was a big advocate of internships and volunteer work.

“Don’t be afraid to work for free. I worked for free as an intern for years before I landed my first paying job. All of these experiences counted when I was hired as the Deputy Press Secretary at the White House,” said Block.

“I started volunteering in causes I believed in while I was a student in Las Vegas,” said Jordan. “In my case it was teen tobacco prevention. Now I have my masters, am working toward my doctorate, and have a successful nationwide business dedicated to social change. It all started with volunteering.”

DECA Mission Panel The DECA Mission Panel of accomplished DECA alumni from throughout the Western Region represented each aspect of DECA’s mission (entrepreneurship, marketing, finance, hospitality, and management). The panel was moderated by Ryan Underwood, CEO of TRI Leadership Resources, and included the founder of Leadership Inc. Ty Bennet, Director of C.K. Cooper & Company and Fox Business Contributor Adam Connors, Keller Williams Real Estate Agent Jen Singer, multi-million dollar

“ Be a constant student. Never stop learning—it’s more important now than ever.”

entrepreneur David Gass, and Apple Training Facilitator Ed Trang.

All panelists work in multi-million/billion dollar enterprises and shared from experience what it takes to lead at the highest levels of business.

Jen Singer encouraged students by saying, “If you do what you love and what you’re passionate about, the money will come. I have always loved house shopping, so it just makes sense that I sell real estate.”

The entire panel emphasized that the key to “Aspire Higher” is setting high goals and working hard at the details. As Ty Bennet said, “None of us on this panel got where we are without working hard.” In addition to writing down goals, the panelists encouraged the audience to talk about their goals so that others can get involved to help. They also mentioned the importance of helping others achieve their goals as well as visualizing goals, whether through a picture, drawing, or poster of what you want to see happen.

One DECA member addressed the panelists with, “You all are accomplished leaders and what we aspire to be. What are the steps we need to take to get to where you are?”

The panelists responded with: • “Don’t be us—be you. Your goal should be to become the best YOU you can be. That’s what we did.”

• “Be a constant student. Never stop learning—it’s more important now than ever.”

• “Make a decision and don’t let up until you do it.”

• “You are already us. Change your mindset and everything else will follow.”

• “Don’t do what everybody else is doing. I aspired to be in the top 5% of people in my industry. That means I have to do things better and differently than the other 95%.”

Read more about the WRLC experience and what these experts had to say by accessing the conference blog at www.getdeca.org.

This article was co-authored by the DECA WRLC Social Media Interns: Victoria Cana, Southwest CTA High School (NV); Dallas Davis, Manzano High School (NM), Tyler Dyer, Kentlake High School (WA), Kyungna Kim, Rancho Bernardo High School (CA), Brittany Lucero, Deer Valley High School (AZ); Saurabh Mahajan, Sprague High School (OR), Kavya Methukupally, Foothill High School (CA); Ross Snyder, Pinnacle High School (AZ); Vincent Velez, Barry Goldwater High School (AZ); Ling Zeng, Rancho Bernardo High School (CA).

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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.

Finances 4 Life Varun Chakravarthy, Hassan Hossayrami, and David Berand of Clayton High School (St. Louis) DECA hosted a financial literacy night to educate people about financial steps they can take in this troubled economy. The seminar included five professionals in the economic field including a financial aid advisor from Washington University in St. Louis.

The seminar was broken up into breakout sessions led by each of the five guest speakers, and people chose where to go based on what each speaker was presenting.

Pink Out It was all about pink at Alma High School (Ark.) as DECA members held PINK OUT Airedale Stadium for breast cancer awareness month. Aire-looms, AHS’s school-based enterprise, came up with all sorts of new pink t-shirt designs and neat pink items to raise funds to donate to the Kay Yow Foundation for cancer research. The school-based enterprise also partnered with Alma Healthcare and Rehabilitation Center, which donated an iPad2 for a drawing. The proceeds from the drawing will also be donated to the Kay Yow Foundation.

Leadership Forum Texas DECA District #3, Pasadena High School Chapter officers participated in “The O Factor,” a leadership forum in October sponsored by the Vince Young Foundation.

“The O Factor” emphasizes the message: “Experience Your Opportunity.”

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CHAPTER CLIPS

Service Extravaganza Sherando (Stephens City, Va.) DECA members organized two major service efforts in October.

“Warriors Go Pink for a Cure” provided a women’s day out at the local mall. Women were treated to manicures, makeovers, and pink hair extensions with more than $2,000 raised for the Angel Fund, a breast cancer support group at the Winchester Medical Center. Members rallied the very next day for the “Fight to Drive Right” campaign. In conjunction with the Frederick County Sheriff’s Department, DECA members hosted a distracted driving challenge course. Four-person teams competed in a drunk-goggles course, a textingwhile-driving course and a seatbelt challenge.

The event was so successful in bringing awareness to distracted driving that the school board office and sheriff’s department are planning a similar challenge at the other two area high schools.

Sidewalk Sale Maple Shade (N.J.) DECA members showed their school spirit and fundraising skills at Maple Shade’s 39th Annual Sidewalk Sale, held on Main Street every year. Clothes from the school store were sold to community members and fellow shaders. Maple Shade DECA also ran its Annual Cats Kids Zone. Parents could purchase tickets for their children to participate in fun games such as a pumpkin bean bag toss, the duck pond, a moon bounce, and pumpkin painting.

Relay for Life Battlefield (Haymarket, Va.) DECA members gathered at their high school on September 24 for a 7 p.m. to 7 a.m. all-night walk benefiting the American Cancer Society. A total of 178 DECA team members came out for 12 hours of activities, games, and walking. By the morning the chapter had raised $4,358 for the cause.

Fair Fun Caddo Career & Technology Center (Shreveport, LA) DECA kicked off DECA Week with a community service project by volunteering at the Red River Revel (Fair) and assisting at the Pet Education Project Tent.

DECA members helped elementary students to color and draw for prizes.

DECA DIMENSIONS | January–February 2012

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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.

Clothes Calendar App Never forget what you wore and when you wore it with this nifty app for iOs and Android. http://itunes.apple.com/us/app/clothes-calendar/ id463862129?mt=8

The World of Fashion Merchandising Learn about the world of fashion merchandising through the eyes of Roberta Pasciuti, senior merchandiser for Juicy Couture. www.allartschools.com/art-careers/fashiondesign/fashion-merchandising-interview

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Marketing Essentials Flashcards Quizlet is a free service that lets you create online flashcards for studying any topic, or use sets already created by others. Check out the ones already created for marketing essentials, or make your own. http://quizlet.com/subject/marketing-essentials

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DECA DIMENSIONS | January–February 2012

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