Point Park University Students Win America250PA's Statewide Direct Effect Innovation Challenge Friday, November 12, 2021

Pictured from left are Michael Coran, America250PA Education and Innovation subcommittee chair; Point Park students Natalea Hillen and Diana Navarrete; Cassandra Coleman, executive director of America250PA and Don Brominski, director of business development for UGI Utilities, Inc. Submitted photo.

"Experiential learning is a key component of the educational experience at Point Park, and this is a fantastic example. Their collaborative efforts culminated in this success, and we are excited to see this campaign come to life."

Dorene Ciletti, Ph.D., associate professor and director of Point Park's marketing and sales program

Point Park University took first place in America250PA's third annual 2021 Direct Effect Innovation Challenge (DEIC), a competition that challenges students from colleges and universities around the Commonwealth to design and develop integrated marketing campaigns that explore solutions to real-life marketing challenges and questions.

The 2021 challenge consisted of three rounds: the “Campus Challenge” in September, a virtual round in October and an in-person round with the top six teams on Nov. 8, 2021 at the State Museum in Harrisburg. The museum will soon add a display highlighting Point Park's winning campaign, #VisionaryVeteransPA.

Point Park's team included:

Natalea Hillen '24, broadcast journalism major and marketing minor, Peters Township High School alumna
Diana Navarrete '23, public relations and advertising major, Deer Lakes High School alumna
Jenna Tarson '22, sports, arts and entertainment management major and hospitality management minor, Baldwin High School alumna
Kailan Wendler '23, sports, arts and entertainment management major, Derry Area High School alumna

This year's competition theme, #ShowcasePA, was centered on the America250PA E.P.I.C. Platforms and Focus Areas, which include agriculture, diversity, education, history and tourism.

"Our idea to '#ShowcasePA' was to highlight the contributions of Pennsylvania veterans then and now," Navarrete said. "Our campaign illuminates the legacy of veterans and their honorable contributions in service to Pennsylvania both through military service and post-service contributions in agriculture, economic development and history, illustrating the significant people, places and pivotal moments connected to veterans throughout the course of Pennsylvania's history."

Students collaborated with Pittsburgh Hires Veterans to connect with Ferdinando "Turk" Turkovich, a local veteran and social development leader at Crop and Kettle. Hillen conducted a video interview with Turkovich as part of their campaign.

The team's faculty advisors, Dorene Ciletti, Ph.D., associate professor and director of Point Park's marketing and sales program, and Camille Downing, M.A., lecturer in the School of Communication, guided them through the campaign creation process, Hillen said.

"They coached us and wanted to make sure we were always on the right track," she said. "Also, Dean Steve Tanzilli gave us tips on our presentation for finals. Overall, the faculty did an amazing job in preparing us because they knew exactly what steps we needed to take to achieve success."

"We know our students are talented and motivated, but it's particularly exciting when we get third-party verification," Ciletti said. "Experiential learning is a key component of the educational experience at Point Park, and this is a fantastic example. Their collaborative efforts culminated in this success, and we are excited to see this campaign come to life."

Point Park University Students Win America250PA's Statewide Direct Effect Innovation Challenge Friday, November 12, 2021

Watch the students' winning presentation below: