DECA club capitalizes on TV ads

Direct marketing to high school students is not an uncommon practice. What is unusual is having students market to themselves inside the school. At Copper Hills High School, the DECA club, also called the marketing club, has found a unique way to increase sales at its store while also bringing in additional revenue from outside companies through the use of television ads.

For the past five months, three 42” plasma TVs placed in the school’s commons areas have been cycling through ads promoting school activities and events, as well as local businesses who want to market directly to high school students.

“The first three TVs have been so successful [that] we ordered five more to be installed,” vice principal Bryan Leggat said.

The idea of adding televisions to the commons areas at CHHS came from DECA advisor Lynn Rowe.

“I was looking for a way to raise money for the club so we could send more kids to competitions, this idea was presented, and not only does it raise funds, but it gets the DECA students involved on every level,” Rowe said.

For a $250 tax-deductible donation to the DECA club, a professional graphic artist from RevelTV will design an ad to play several times a day on a rotating schedule for students to see as they walk through the school. Each month, businesses have the option of changing the content of their ad. Or, for a $150 tax-deductible donation to the DECA club, a business’ name and logo will scroll on the screens for the year.

“There is no better way to hit your target audience than this,” Rowe said.

DECA students are also seeing how direct marketing affects their sales by using the televisions. Last year, the club opened a store at lunch selling Little Caesar’s Crazy Bread for $2 a bag. On the best day last year, they sold 60 bags to students. After some thought, they regrouped and decided to sell smaller bags for only $1. That day, they sold 24 bags during the first lunch and sold out of another 36 by the second lunch. By the third day, they sold 140 bags during the lunch period.

“Students were amazed what happened by simply changing their business plan, then we added the TV ads and things really got going,” Rowe said.

By doing some self-promoting on the three televisions in the commons area, the DECA club started averaging 180 bags a day.

“It’s because students saw the ads on the TVs—word spread and we decided to add something else,” Rowe said.

DECA students expanded their store by one item: Frazil drinks.

“The first day we only sold 23 drinks,” Rowe said. “We ran ads the next day and sold 67 cups. We’re averaging 80 a day now and plan to add another flavor soon.”

Last year, the DECA club grossed about $2,200 to help club members attend competitions and pay fees. This year, with the addition of the television ads and the changes at the store, it is grossing $1,250 a week.

“I couldn’t get this kind of experience anywhere else,” DECA president Tyler Simmons said. “We have to deal with customers, money, product and quality control. There’s a lot to think about.”

Rowe agrees.

“This is real world experience in a high school setting.”

Businesses interested in advertising at the school can contact Lynn Rowe at 801-918-1008 or lynnrowe60@gmails.com.