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DECA / Finish Line Challenge

PURPOSE

Participants in the Finish Line Challenge will assist Finish Line (FINL) in analyzing its Omni-channel strategy (providing a consistent and premium customer experience through the many ways in which the customer shops). This includes researching the customer experience through mobile technology, the Internet, social media, offline media, and in-store. Participants will develop recommendations based on that research. Teams will then present these recommendations in a YouTube video. These videos will be reviewed by Finish Line executives to determine the top videos.

PROCEDURE

Finish Line challenges DECA members to evaluate its Omni-channel strategy using market research on a variety of subjects. Using the research questions listed below, teams are to present how customers perceive Finish Line and its Omni-channel efforts and identify areas to improve that are most important to the consumer. Here's how we see the future of retail:

Finish Line Omni-channel Strategy

After research is conducted and observations are made, each team must develop a presentation on their research findings. Teams must then create a video presentation of their methodology, research findings, solutions and improvement strategies. Video presentations will be posted on YouTube for evaluation. Videos over ten (10) minutes in length will not be evaluated and will not be eligible for awards. Video presentations will be evaluated on the methodology of the research, the quality of the findings, how actionable the improvement strategies are, and on the overall look and style of the presentation.

RESEARCH QUESTIONS

1. In your opinion, how is Finish Line leveraging the omni-channel experience vs. the competition?

2. How many ways and in which ways do customers typically engage with Finish Line before they make a purchase?

3. What could Finish Line do to improve the omni-channel experience for its customers and increase their likelihood of recommending Finish Line?

4. How can Finish Line better leverage its current channels of social media (i.e., Facebook, Twitter, Instagram)?

5. What new social or different media platforms should Finish Line explore to enhance its omni-channel experience?

6. What role can offline media (i.e., direct mail, coupons, brochures) play in the omni-channel experience for Finish Line?

ELIGIBILITY

Teams of up to three (3) DECA members may participate in the presentation. Chapters may submit multiple entries for consideration. Eligibility to attend the International Career Development Conference is determined by the chartered associations, based on their policies. Finalists should consult with their chartered association advisor for eligibility guidelines.

Interested chapters must fully complete and submit the registration form no later than December 12, 2014 to be eligible for awards. Late entries will not be accepted.

Finish Line retains the copyright on any submitted material and reserves the right to use the material in any way or format it sees fit. DECA Inc. and Finish Line are not responsible for lost, mislabeled or misdirected entries.

EVALUATION CRITERIA

1. How well did the participant team's research address Finish Line's omni-channel experience? How actionable were the suggestions for improvement? (10 Points)

2. How well did the participant team's research address the competition's omni-channel strategy? How actionable were the suggestions for improvement? (10 Points)

3. How well did the participant team's research address Finish Line's Facebook strategy? How actionable were the suggestions for improvement? (10 Points)

4. How well did the participant team's research address new social media platforms for Finish Line to explore? How actionable were the suggestions for improvement? (10 Points)

5. How well did the participant team's research address offline media in Finish Line's omni-channel experience? How actionable were the suggestions for improvement? (10 Points)

6. Overall look, style, and feel of the presentation. (10 Points)

AWARDS

Finish Line will evaluate all of the video presentations and select the top three teams to travel to Finish Line's corporate headquarters in Indianapolis, Indiana to make their presentations to top management in person. Presentations in Indianapolis will be a maximum of thirty (30) minutes in length followed by a fifteen (15) minute question and answer session. Teams will present in a boardroom to as many as thirty (30) executives. Teams will have access to a computer connected to a projector with speakers. Finish Line will pay for travel and accommodations for all three teams. Finish Line management will select the winning team and award a travel prize to cover that team's expenses to the International Career Development Conference in Atlanta, Georgia. The grand prize winning team will be recognized on stage at the International Career Development Conference.

TIMELINE

Challenge Announced - August 2014

Challenge Registration Due - December 12, 2014

Top three teams notified - January 9, 2015

Top three teams present in Indianapolis, Indiana - TBD

Winning team travels to ICDC (Orlando, Florida) - April 25-28, 2015

SUBMIT ENTRIES HERE!

design & development: Fathom Creative, Inc. (fathomcreative.com), Maribel Costa, Anthony D. Paul (anthonydpaul), Brent Maxwell, Efrat Levush, Shelli Silverstein, Byron Hughey