By Bella Getz ’24, staff writer

LVC consumer behavior students made it to the final round of the 2022 Direct Effect Innovation Challenge (DEIC).

The 2022 DEIC theme is Lead PA: The Future is YOUth. Students from post-secondary institutions across the Commonwealth were challenged to design a program, project or event and an integrated marketing campaign that works with the next generation of leaders in the state.

Dr. Kimberlee Josephson, associate professor of business administration, decided to integrate the challenge with her BUS 341 consumer behavior class. Josephson had students work in groups to design a marketing concept to enter into the 2022 DEIC.

The class decided to create a high school event as a collaborative effort to introduce what Pennsylvania is about and how students can develop their skill set through volunteering in the Feeding Pennsylvania program. The campaign is called “Leading by Feeding PA.”

“If you win the challenge there is potential for them to implement what you’re recommending, so there is a level of seriousness in that we really have to make sure this is a worthwhile event,” Josephson said. “It’s a really great opportunity for networking and something to put on your resume.”

Senior business administration majors Mike Bilansky, Hannah Campbell, Dylan Keeports and Julia Sennefelder recorded and submitted a presentation of the campaign that was chosen for the final round.

“It really was a collaborative effort with what we should be pitching,” Josephson said. “Now we’re in the process of how we should create an integrated marketing communications campaign around our concept.”

The students will compete in the finals against Point Park University, Pennsylvania College of Art & Design, Ursinus College and Rosemont College, on Friday, Nov. 18, in Harrisburg, PA.