Point Park University Students Take First Place in America250PA's Statewide Direct Effect Innovation Challenge
"This experience has significantly enhanced my career readiness by giving me a hands-on opportunity to apply my marketing skills in a real-world setting. From designing the campaign to crafting the messaging, I gained practical experience in developing a cohesive strategy that aligns with both creative and business goals."
Point Park University students Aaron Baker and Natalie Caine won America250PA's sixth annual 2024 Direct Effect™ Innovation Challenge (DEIC), a multi-round competition that challenges students from post-secondary institutions across the Commonwealth to design and develop integrated marketing campaigns that explore solutions to real-life challenges and questions. Point Park competed in the final round against four other schools, and their campaign, "Spark Solar PA," received the highest score from a judging panel of industry professionals. Aaron is a junior marketing and sales major, and Natalie is a senior interdisciplinary studies major with a minor in photography.
The 2024 DEIC consisted of three rounds: a campus round, a virtual second round and an in-person final round at the Pennsylvania State Capitol Complex in Harrisburg. This year’s theme — “Powering the Future” — challenged students to design and pitch original integrated marketing campaigns promoting the Pennsylvania Turnpike Commission’s adoption of solar energy, raising awareness about the benefits of solar power and encouraging interest in sustainable transportation solutions.
"Competitions like the America250PA Direct Effect Innovation Challenge, an integrated marketing competition, provide great opportunities for experiential learning," said Dorene Ciletti, Ph.D., professor and director of the marketing and sales degree program and coach for Point Park's team. "Students challenge themselves, taking the skills they have honed academically and applying them professionally. This can help students build a growth mindset, recognizing the impact they can make on an organization like their client, the Pennsylvania Turnpike."
Dr. Ciletti, who also coached Point Park's team to a first-place victory in the 2021 competition, emphasized the high level of creativity, collaboration, problem-solving and strategic thinking this year's competition demanded. Point Park's team leaned into various media to build a cohesive pitch.
"Aaron and Natalie have taken advantage of the Michael P. Pitterich Sales & Innovation Center’s Business of Broadcast initiative through our partnership with the Pennsylvania Association of Broadcasters, and they were able to effectively incorporate broadcast elements into their competition submission as they worked to 'Spark Solar' for the Turnpike."
In the Q&A below, learn more about Aaron and Natalie's experience in the competition.
Describe your campaign and what inspired it.
Aaron: Our campaign focused on creating a sustainable highway initiative marketing plan for the Pennsylvania Turnpike. We were inspired by solar energy, the history of the Turnpike and some of the projects they already have in place.
Natalie: Our campaign's goal was to position the Pennsylvania Turnpike as a leader in sustainable travel. We aimed to market the Turnpike as a forward-thinking, eco-friendly transportation system by integrating solar solutions.
The inspiration came from the opportunity to elevate a familiar and essential part of Pennsylvania’s infrastructure. We wanted to show how the Turnpike could symbolize progress by embracing renewable energy and innovation, creating a campaign that not only promotes sustainability but also highlights the Turnpike’s role in shaping the state’s future.
What work did you put into it?
Aaron: We put a lot of work into this campaign by researching the Turnpike Commission, different types of sustainable energy and solar energy, the percentages of people in certain locations near the Turnpike and the costs associated with different marketing tools, like radio advertising and billboards.
Natalie: I put a lot of thought and effort into the design and wording of our campaign to ensure it was visually appealing and impactful. From creating engaging visuals to crafting clear, persuasive messaging, I focused on making the campaign resonate with our audience. I worked on designing the campaign's layout, including mockups for the Instagram account and materials for the Keystone School Initiative, to reflect the innovative and sustainable vision we wanted to communicate.
When it came to writing our messaging, I aimed to strike a balance between being informative and inspiring, ensuring that it was relatable and memorable. It was important to me that every element — from the graphics to the taglines — conveyed the forward-thinking and eco-friendly goals of the project cohesively.
What did you learn from this experience?
Aaron: This experience gave me a real-world example of what it's like to work in marketing and showed me the competitive nature of the business. I learned what it's like to make a truly successful marketing campaign.
Natalie: This experience taught me so much about taking ideas and applying them to the real world. Working alongside two amazing people — my professor and project advisor Dr. Ciletti and my teammate Aaron — showed me the value of collaboration and how different perspectives can come together to create something truly impactful. Presenting in the state capital was an unforgettable experience; sharing our campaign in such a meaningful setting made all the hard work feel incredibly rewarding.
One of the biggest takeaways for me was seeing our project come to life and realizing the potential impact it could have. It was inspiring to see how creativity and teamwork could translate into a vision that resonated with others and had the power to drive change.
How has this experience enhanced your career readiness?
Natalie: This experience has significantly enhanced my career readiness by giving me a hands-on opportunity to apply my marketing skills in a real-world setting. From designing the campaign to crafting the messaging, I gained practical experience in developing a cohesive strategy that aligns with both creative and business goals.
Working closely with my professor and teammate Aaron also taught me the importance of teamwork, communication and adaptability — skills that are essential in any career.
Presenting our campaign in the state capital and sharing our ideas under pressure boosted my confidence in public speaking and reinforced my ability to think on my feet. Overall, this experience has strengthened my ability to manage projects, collaborate effectively and handle high-pressure situations — preparing me for success in my marketing career.
How did Dr. Ciletti contribute to your success?
Aaron: She was a major part of our success by helping and supporting us along the way and keeping us calm under pressure. She gave us good advice and insights about the competition itself, and she helped us develop our ideas for the campaign.
Natalie: Her wisdom and guidance were invaluable. Beyond her expertise, Dr. Ciletti is a genuinely kind person. She made sure we felt supported every step of the way, always offering encouragement and constructive feedback. Her dedication to our success, both academically and personally, helped us push through challenges and bring our vision to life.
Why would you recommend Point Park to a prospective student?
Natalie: I would highly recommend Point Park to a prospective student because it offers a supportive and engaging environment where you can truly grow academically and personally. The faculty, like Dr. Ciletti, are experts in their fields and genuinely care about your success. The smaller class sizes allow for more personalized attention, which makes a huge difference in your education.
Additionally, the location in Downtown Pittsburgh provides access to incredible professional opportunities, cultural experiences and a vibrant community. Whether you’re looking to get involved in hands-on projects, internships or connect with like-minded peers, Point Park offers a unique blend of opportunities to set you up for success.
View mock-ups from Natalie and Aaron's campaign:
