2. What Does DECA Stand For?
OLD BRANDING
Distributive
Education
Clubs of
America
History of the DECA brand….

3. All dynamic organizations and corporations periodically examine their message statements to refresh, clarify and strengthen their brand.

4. DECA embarked on a two-year process that involved researching the use of message statements in modern communication strategies; conducting focus group sessions with the DECA Inc. Board of Directors, state/provincial and chapter advisors, student members and our business partners; and sampling opinions of education policy makers and the general public.

5. The result is a contemporary and enhanced brand with updated message statements that collectively define our organization while retaining our historic connections and name recognition.

6. The History of the DECA Brand

7. “Distributive Education”
The Beginning…..
Founded in 1946
Course Name:
“Distributive Education”
Original Name:
Distributive
Education
Club

8. Weakness Frets Continuously”
DECA MOTTO
“Power Works With Ease,
Weakness Frets Continuously”

9. DECA COLORS
BLUE = Sincerity & genuineness, reaching for the sky, continually trying to improve ourselves
GOLD = Crowning success, wealth, satisfaction

10. 4 Points of the DECA Diamond & Wrapped Package
1970….
Distributive
Education
Clubs of
America
4 Points of the DECA Diamond & Wrapped Package

11. 4 Points Represent: Vocational Understanding Social Intelligence
Civic Consciousness
Leadership Development
1970 Rebranding

12. Wrapped Package Represents:
Symbolizes a job well done achieved by cooperation of:
School officials
Students
Parents
Advisors
Business People
Working Together
1970 Rebranding

13. “Marketing and Distributive Education”
1980…
New Course Name:
“Marketing and Distributive Education”
New Tag Line:
“Developing Future Leaders for Marketing and Management”

14. “Marketing Education”
1991…
Course Name
Changes Again:
“Marketing Education”

15. 2010… BRAND UPDATE: Bold, modern design Dynamic
Added 4 outer points to represent 2nd set of guiding principles and polished leaders DECA prepares
New Tag Line:
”DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality, and management.”

16. DECA’s key messages are communicated through our guiding principles, which are connected to our updated logo:
The first set describes our signature methodology and connects to the inner points of the diamond (1970’s – 4 points of the DECA Diamond).
The second set (outer points) explains the result of participation in our organization and connects to the outer points showcasing the polished leaders DECA prepares.

17. GUIDING PRINCIPLES: (4 outer points of the diamond) DECA prepares the next generation to be:
Academically Prepared
Community Oriented
Professionally Responsible
Experienced Leaders

18. Academically Prepared
DECA members are ambitious, high-achieving leaders equipped to conquer the challenges of their aspirations.

19. Community Oriented
Recognizing the benefit of service and responsibility to the community, DECA members continually impact and improve their local and broader communities.

20. Professionally Responsible
DECA members are poised professionals with ethics, integrity and high standards.

21. Experienced Leaders
DECA members are empowered through experience to provide effective leadership through goal setting, consensus building and project implementation.

22. DECA’s Comprehensive Learning Program
Integrates into Classroom Instruction
Applies Learning
Connects to Business
Promotes Competition

23. Integrates into Classroom Instruction
An integral component of classroom instruction, DECA activities provide authentic, experiential learning methods to prepare members for college and careers.

24. Applies Learning
DECA members put their knowledge into action through rigorous project-based activities that require creative solutions with practical outcomes.

25. Connects to Business
Partnerships with businesses at local and broader levels provide DECA members realistic insight into industry and promote meaningful, relevant learning.

26. Promotes Competition
As in the global economy, a spark of competition drives DECA members to excel and improve their performance.

27. Q: Why did DECA enhance its branding and messaging components?
A: All dynamic organizations and corporations periodically examine their message statements to refresh, clarify and strengthen their brand. In the 19 years since DECA’s last branding project, much has changed in the economic climate, educational system and culture of our society. Our new branding and messaging components align with contemporary principles while reflecting our organization’s foundational philosophies. In order to provide a high-quality program, we must make progressive strides.

28. DECA ATTRIBUTES AND VALUES (our priorities and standards)
Competence
Innovation
Integrity
Teamwork

29. DECA prepares emerging leaders and entrepreneurs for careers in marketing, finance, hospitality and management in high schools and colleges around the globe.

30. DECA enhances the co-curricular education of members through a comprehensive learning program that integrates into classroom instruction, applies learning, connects to business and promotes competition.

31. DECA’s activities assist in the development of academically prepared, community oriented, professionally responsible, experienced leaders.

32. DECA, Inc. is a 501(c)(3) not-for-profit student organization with more than 200,000 members in all 50 U.S. states, the District of Columbia, Canada, China, Germany, Guam, Hong Kong, Korea, Mexico and Puerto Rico. The United States Congress, The United States Department of Education and state, district and international departments of education authorize DECA’s programs.

33. With a 60-year history, DECA has an illustrious past that has touched the lives of more than ten million students, educators, school administrators and business professionals. Their strong connection with our organization has resonated into a brand that people identify as a remarkable experience in the preparation of emerging leaders and entrepreneurs.

34. What Does DECA Stand For?
NEW BRANDING
“DECA prepares emerging leaders and entrepreneurs in marketing, finance, hospitality and management in high schools and colleges across the globe. We stand for competence, innovation, integrity and teamwork.”

35. Assignment – Teams of Choose from the following: (all presentations must include a visual & talking points)
Create a presentation to be used to train DECA members about DECA’s touch points.
Create a presentation to be used for training DECA members about dressing professional & the Official DECA Dress Code (do’s & don’ts??)
Create a presentation to be used to recruit new DECA members keeping the brand image in mind.
Create a presentation to be used for the Teacher Appreciation Breakfast during DECA Week that explains & promotes DECA.