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Marketing Your Program-Building Positive PR
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A seasoned marketing educator talks to his
dog...
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Growing your program and creating positive PR
does not happen by accident!

• Think about the image you want to project for
  your program
• Think about who (and what) will help you develop
  that image
• Put together a planset some goals
• Get out of your classroom and make it happen!

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Who do we need help from to have a successful
program?

• Students in the program
• Students in the school but not in the program
• Administrators
• Parents
• Faculty

• School staff
• Our advisory committee
• The business community
• The general public
• Other programs

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Ten ways to build positive PR

• Position your program as something special
• Set a higher standard
• Establish traditions
• Celebrate achievements
• Money, money, money
• Be involved as a professional

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Ten ways to build positive PR

• View your school as a community, and be a good
  neighbor
• Market, market, market
• Students Identify em, recruit em, engage em,
  train em, enpower em, watch em go!
• Put in the time and effort

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? Position your program as something special

• Dont ever let a student or staff member talk
  down your program without a challenge
• Dont talk down your own program
• Dont build your program up by tearing down
  another-it doesnt work
• Search for things that make your program
  different from the others

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QUESTION WHAT IS THE MOST SPECIAL THING ABOUT
YOUR PROGRAM, AND HOW DO YOU PROMOTE IT?

• ANSWER

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? Set a higher standard

• Begin to model behavior as soon as you get to
  school each day
• Put your DECA chapter officers and members on the
  schools eligibility list
• Meet with students and parents prior to traveling
  to conferences
• Consistently express your expectations orally and
  in writing

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? Establish traditions

• Identify activities that can be important to you
  and your programofficer member inductions,
  end-of-year banquets, Sunday brunch at State,
  homecoming floats, etc.
• Invite parents, administrators, advisory
  committee whenever possible
• Traditions can be as simple as letting seniors
  pick their rooms first when you travel

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? Establish traditions

• Make the celebration of traditions important to
  students by involving them in the planning
• If you have a new program, you need to be
  prepared to start the traditions and sell them to
  your students
• Get approval to do new projects twice
• Be persistent

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QUESTION WHAT IS YOUR PROGRAMS BEST TRADITION,
AND HOW DO YOU PROMOTE IT?

• ANSWER

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? Celebrate achievements

• Identify the achievements of your students and
  recognize them in any way that you can
• Build a display case of your chapters
  achievements and make it a shrine
• Use building and district newsletters and daily
  announcements to recognize achievements
• Be generous with your praise for students and
  staff in other programs

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QUESTION WHAT IS YOUR PROGRAMS GREATEST
ACHIEVEMENT, AND HOW DO YOU PROMOTE IT?

• ANSWER

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? Money, money, money

• Recognize that not a whole lot happens without
  money, and that money doesnt happen without hard
  work
• Accept that fundraising is a fact of life
• Position your program so that you can ask others
  for financial assistance without embarrassment
• Handle program/chapter money as if your job
  depended on it
• Be prepared to account for all of your money-keep
  your own books and crosscheck them with the
  statements you get from your bookkeeper

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QUESTION WHAT IS YOUR PROGRAMS BEST
MONEY-MAKING STRATEGY?

• ANSWER

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? Be involved as a professional

• Try to have input to any building or district
  committees whose decisions will affect your
  program
• Be active in your professional organizations.
  Dont live in a vacuum
• Treat your peers with respect. Believe that they
  are trying to do their best
• Share what you know. How did you come by the
  information?
• Do your fair share
• Learn from your mistakesand others

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? View your school as a community, and be a good
neighbor

• Work hard to identify needs in your school, and
  try to fill them
• Show support and give encouragement to as many
  other programs and activities in your building as
  you can
• Share the wealthbe proactive, not reactive
• Be seen
• Take ownership of your building
• Make your principal look good
• Dont rest on past accomplishmentssuccess is an
  ongoing endeavor

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? Market, market, market

• Remember that everything that has your name on it
  markets your program for better or worse
• Use technology to the best of your ability. If
  your ability isnt what it should be, improve it
• Recognize that there are formats other than 8 ½
  by 11
• Think twice about letting your kids design your
  marketing and recruiting materials
• Nothing is as sweet as a kid in every seat

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QUESTION WHAT IS YOUR PROGRAMS BEST MARKETING
STRATEGY?

• ANSWER

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? Students Identify em, recruit em, engage
em, train em, enpower em, watch em go!

• Identify the kids you want in your program
• Dont be afraid to tell them you want them
• Kids talkonce theyre in your classroom and your
  chapter, youd better not waste their time
• If you want kids to lead your chapter, youve got
  to train them how to be leaders
• Challenge them to wrestle control of your chapter
  away from you

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? Put in the time and effort

• Recognize that if you choose to look at your
  profession as a 730 a.m. to 230 p.m. job, 185
  days per year
• you can disregard everything youve heard up
  to this pointit wont help!
• These days, an organization that says a thing
  cannot be done is quite apt to be interrupted by
  another organization doing it.

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