At Reedy High School in Texas, DECA advisor Elizabeth Martin is bringing the business world directly into her classroom by intentionally incorporating DECA’s Corporate Challenges into both her instruction and chapter culture.
For Ms. Martin, Corporate Challenges are more than just another competition opportunity; they are a powerful way to deliver real-world, relevant experiences that align directly with DECA’s mission of preparing emerging leaders and entrepreneurs.
“They allow our members to work with authentic corporate partners, understand brand identity and apply classroom concepts in a competitive yet creative way,” she explains.
One of the keys to Reedy DECA’s success with Corporate Challenges is early exposure and structured planning. At the beginning of the school year, members are encouraged to explore available opportunities and select the challenges that interest them. This proactive approach ensures students have ample time to research, create and refine high-quality submissions.
Ms. Martin strategically integrates challenges into lesson units that align with the corporate partner’s industry. Students research each company’s brand identity, mission and target audience, allowing them to apply marketing and business principles in an authentic context. They also reference DECA’s brand guidelines and leverage creative tools such as Canva and Adobe Express to produce professional-level work.
Reedy’s structured officer team plays a critical role in execution. The chapter’s Virtual Event officers, who specialize in online competitions, help promote deadlines, provide accountability and support members navigating digital submissions. The chapter also highlights exposure opportunities such as Competition University for test prep and Knowledge Matters for Virtual Business Challenges, encouraging broad participation across the chapter.
Ms. Martin has found that students are especially engaged by the creative and collaborative aspects of Corporate Challenges. Members enjoy working with real brands, applying marketing strategy in hands-on ways and competing in team-based formats, often alongside peers they might not normally partner with.
“The collaborative aspect builds camaraderie and strengthens chapter culture,” Ms. Martin shares. “We frame these challenges as both competitive and fun.”
Students consistently report positive experiences. Many say Corporate Challenges have deepened their understanding of brand strategy, market research and creative execution. They also value the insight into how businesses operate and the opportunity to gain recognition through awards and corporate exposure.
It’s hard to argue with Ms. Martin’s effectiveness in integrating campaigns into her chapter when you look at the results. Reedy DECA members have received first or second-place recognition in four corporate challenges so far this year!
For advisors looking to incorporate Corporate Challenges into their chapters, Ms. Martin offers simple but effective advice: start small but start early. Encourage members to explore available options at the beginning of the year and commit to at least one challenge. With intentional planning, research and time management, students can produce meaningful, high-quality work.
Most importantly, Ms. Martin emphasizes positioning Corporate Challenges as an opportunity for creativity and collaboration.
“When members see them as a way to engage with real brands and work together, participation and enthusiasm naturally increase.”
Through thoughtful integration and a student-centered approach, Elizabeth Martin is ensuring that Reedy DECA members don’t just learn about business but also experience it.
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