KNOWLEDGE

AND SKILLS
DEVELOPED
Participants will demonstrate

INTEGRATED MARKETING knowledge and skills needed

CAMPAIGN EVENTS
to address the components of
the project as described in the
content outline and evaluation
INTEGRATED MARKETING CAMPAIGN—EVENT IMCE
forms.
INTEGRATED MARKETING CAMPAIGN—PRODUCT IMCP
Sponsored by Fashion Institute of Design and Merchandising Participants will also develop
INTEGRATED MARKETING CAMPAIGN—SERVICE IMCS many 21st Century Skills, in the
following categories, desired
The Integrated Marketing Campaign Events provide an opportunity for the participants to demonstrate by today’s employers:
promotional knowledge and skills needed by marketing personnel. • Communication and
Participants in the Integrated Marketing Campaign Events will: Collaboration
• develop an integrated marketing campaign of no more than 45 days in length for a real event, product, or • Creativity and Innovation
service
• Critical Thinking and
• present the campaign in a role-play situation to a prospective client/advertiser
Problem Solving
The guidelines for each of the Integrated Marketing Campaign Events are consolidated to facilitate
• Flexibility and Adaptability
coordination of participant activities in each of the campaign categories. This means the guidelines will be
exactly the same for each campaign category. However, each campaign category will be treated separately • Information Literacy
as a competitive event. • Initiative and Self-direction

CAREER CLUSTERS + DEFINITIONS • Leadership and

The following definitions are used to determine the category of campaign. Responsibility
• Media Literacy
• Productivity and
Accountability
Integrated Marketing Campaign—Event includes a campaign that is related to any sports and
• Social and Cross-cultural
entertainment event and/or company event. Examples include concerts, festivals, fairs, tournaments, pet
Skills
adoption day, charity events, etc.
Many Common Core Standards
Integrated Marketing Campaign—Product includes a campaign that is related to any hard/soft line retail
for Mathematics and English
products including e-commerce. Examples include apparel and accessories, retail products, etc.
Language Arts & Literacy are
Integrated Marketing Campaign—Service includes a campaign that is related to any service or intangible supported by participation in
product. Examples may include pet services, golf lessons, health care services, salons, restaurants, DECA’s competitive events.
amusement parks, etc.
Crosswalks that show
which 21st Century Skills are
EVENT OVERVIEW

INTEGRATED MARKETING CAMPAIGN

developed and which common
• This event consists of the written document, the cluster exam and the oral presentation. The maximum
core standards are supported
score for the written entry and presentation evaluation is 100 points. The combined written entry and
by participating in each
presentation score will be weighted twice (2 times) the value of the exam score. The exam score carries
competitive event are available
forward into the final round of competition.
at deca.org.
• Each event entry will be composed of one to three members of the DECA chapter. All participants must
present the campaign to the judge. All participants must respond to questions.
• Each participant will be given a 100-question, multiple-choice, cluster exam testing knowledge of the
Business Administration Core performance indicators and the Marketing Cluster performance indicators. In
the case of team entries, the scores of each participant will be averaged to produce a single team score.
• The body of the written entry must be limited to 10 numbered pages, including the appendix (if an
appendix is attached), but excluding the title page and the table of contents.
• The Written Event Statement of Assurances and Academic Integrity must be signed and submitted with
the entry. Do not include it in the page numbering.
• The oral presentation may be a maximum of 15 minutes in length, including time for judge’s questions.
• The judge will evaluate the presentation focusing on the effectiveness of public speaking and presentation
skills, how well the participants respond to questions that the judge may ask during the presentation.

DECA GUIDE 2018-19 ›› 121

WRITTEN ENTRY GUIDELINES
The written entry must follow these specifications. Refer also to the Penalty Point Checklist and the Written
Entry Evaluation Form.
WRITTEN EVENT STATEMENT OF ASSURANCES AND ACADEMIC INTEGRITY. This must be signed and 1 to 3
PARTICIPANTS
submitted with the entry. Do not include it in the page numbering.
TITLE PAGE. The first page of the written entry is the title page. It must include in any order, but is not
limited to, the following:
NAME OF THE EVENT (one of the following):
• INTEGRATED MARKETING CAMPAIGN–EVENT
• INTEGRATED MARKETING CAMPAIGN–PRODUCT MARKETING
• INTEGRATED MARKETING CAMPAIGN–SERVICE CLUSTER EXAM
Name of high school
School address
City, State/Province, ZIP/Postal Code
Names of participants
Date
PAGES
Title page will not be numbered. ALLOWED

TABLE OF CONTENTS. The table of contents should follow the title page. The table of contents may be
single-spaced and may be one or more pages long. The table of contents page(s) will not be numbered.
BODY OF THE WRITTEN ENTRY. The body of the written entry begins with Section I, Executive Summary, and
continues in the sequence outlined here. The first page of the body is numbered “1” and all following pages
are numbered in sequence. Page numbers continue through the bibliography (required) and the appendix PRESENTATION
TIME
(optional).
This outline must be followed. Points for each section are included on the Written Entry Evaluation Form.
Each section must be titled, including the bibliography and the appendix.

I. EXECUTIVE SUMMARY
One-page description of the campaign which should be no more than 45 days in length
II. DESCRIPTION OF THE EVENT, PRODUCT OR SERVICE
III. CAMPAIGN OBJECTIVES

IV. CAMPAIGN TARGET MARKET

V. CAMPAIGN ACTIVITIES AND SCHEDULE
Include creative samples of marketing pieces suggested
VI. BUDGET
Detailed projections of actual cost
VII. KEY METRICS
VIII. BIBLIOGRAPHY
A bibliography is required. Include a list of the sources of information used in the written document.
IX. APPENDIX
An appendix is optional. Include in an appendix any exhibits appropriate to the written entry but not
important enough to include in the body.

122 ›› DECA GUIDE 2018-19

PENALTY POINT CHECKLIST
In addition to the Written Entry Guidelines, participants must observe all of the standards on the Penalty Point
Checklist on page 52. These standards are designed to make competition as fair as possible.

PRESENTATION GUIDELINES
• The major emphasis of the written entry is on the content. Drawings, illustrations and graphic
presentations (where allowed) will be judged for clarity, not artistic value.
• The participants will present to the judge in a 15-minute presentation worth 100 points. (See Presentation
Judging.)
• The presentation begins immediately after the introduction of the participants to the judge by the adult
assistant. Each participant must take part in the presentation.
• Each participant may bring a copy of the written entry or note cards pertaining to the written entry and
use as reference during the presentation.
• If time remains, the judge may ask questions pertaining to the campaign.
• Only visual aids that can be easily hand carried to the presentation by the actual participant(s) will be
permitted. The participants themselves must set up the visuals. Wheeled carts, moving straps or similar
items may not be used to bring visuals into the area. Set up time is included in the total presentation time.
Participants must furnish their own materials and equipment. No electrical power or internet connection
will be supplied. Alternate power sources such as small generators are not allowed. Sound may be used,
as long as the volume is kept at a conversational level.
• Materials appropriate to the situation may be handed to or left with judges in all competitive events. Items
of monetary value may be handed to but may not be left with judges. Items such as flyers, brochures,
pamphlets and business cards may be handed to or left with the judge. No food or drinks allowed.
• If any of these rules are violated, the adult assistant must be notified by the judge.

PRESENTATION JUDGING
Participants will make a 15-minute presentation to you. As the judge, you are to assume the role of a client
who will assess the participants’ campaign proposals. You may refer to the written entry, or to your notes,
during the presentation.
At the beginning of the presentation (after introductions), the participants will present the proposal. Allow
the participants to complete this portion without interruption, unless you are asked to respond. Each
participant must take part in the presentation.
If time remains, you may ask questions that seem appropriate, based on your notes or on the written entry
itself (to which you may refer during the presentation).
At the conclusion of the presentation, thank the participants. Then complete the Presentation Evaluation
Form, making sure to record a score for all categories. The maximum score for the evaluation is 100 points.

INTEGRATED MARKETING CAMPAIGN

DECA GUIDE 2018-19 ›› 123

INTEGRATED MARKETING
CAMPAIGN EVENTS
INTEGRATED MARKETING CAMPAIGN—EVENT IMCE
INTEGRATED MARKETING CAMPAIGN—PRODUCT IMCP
INTEGRATED MARKETING CAMPAIGN—SERVICE IMCS

WRITTEN ENTRY AND PRESENTATION EVALUATION FORM

LITTLE/ BELOW MEETS EXCEEDS JUDGED
NO VALUE EXPECTATIONS EXPECTATIONS EXPECTATIONS SCORE

1. Executive Summary: One-page description provides a clear overview of the

0-1-2-3 4-5-6 7-8 9-10
campaign
2. The description of the event, product or service, and business is clearly defined 0-1 2-3 4-5 6
3. Objectives are defined and referenced throughout the campaign 0-1-2 3-4-5 6 7-8
4. The target market is clearly analyzed 0-1 2-3 4-5 6
5. The campaign activities are realistic, show evidence of marketing knowledge,
0-1-2-3 4-5-6-7 8-9-10 11-12
and are research based
6. Unifying theme is evident in all campaign activities 0-1 2-3 4-5 6
7. Provides high-quality appropriate and creative samples of key marketing pieces
0-1-2-3 4-5-6 7-8 9-10
suggested
8. Campaign schedule is cohesive and plan is no more than 45 days long 0-1-2 3-4-5 6 7-8
9. The budget is realistic for the campaign and all costs that would be incurred
0-1-2 3-4-5 6 7-8
have been considered
10. Key metrics are well thought out and appropriate for the campaign 0-1-2 3-4-5 6 7-8
11. The campaign shows evidence of creativity and originality 0-1-2 3-4-5 6 7-8
12. The written entry is well-organized, professional, and presented in a
0-1 2-3 4 5
logical manner
13. Overall performance: professional appearance, poise, confidence, presentation
technique, effective use of visuals, professionalism of participants, participation 0-1 2-3 4 5
by each participant

TOTAL POINTS (100)

LESS PENALTY POINTS

TOTAL SCORE

JUDGE __________

124