Ursinus College wins statewide innovation challenge for campaign on PA Turnpike

Ursinus College has been named the winner of the 2025 Direct Effect Innovation Challenge (DEIC), a statewide competition organized by America250PA. The annual event invites students from postsecondary institutions across Pennsylvania to create integrated marketing campaigns that address real-world challenges.

This year, Ursinus College competed against Rosemont College, Westmoreland County Community College, Penn State Altoona, and Cairn University. The teams were evaluated by a panel of industry professionals, with Ursinus receiving the highest score.

The 2025 DEIC included three stages: an initial campus round, a virtual second round, and an in-person final held at the Pennsylvania State Capitol Complex in Harrisburg. The theme for this year's challenge was "Miles of Impact: America's First Superhighway." Students were tasked with developing marketing campaigns that tell the story of the Pennsylvania Turnpike, focusing on its historical significance, influence on mobility and commerce, and its role in inspiring future travelers.

Remarks at the event were delivered by Cassandra Coleman, Executive Director of America250PA; Bri Farrand, Director of Branding & Design at America250PA and former DEIC participant; Sheri Herbst, Chief Administrative Officer at the Pennsylvania Turnpike Commission; and Michael Coran, Attorney at Klehr Harrison Harvey Branzburg LLP as well as America250PA Commissioner and Education Subcommittee Chair.

Cassandra Coleman stated: "The Direct Effect Innovation Challenge reflects the promise of Pennsylvania's next generation-their talent, teamwork, and pride in this Commonwealth. Working with the Pennsylvania Turnpike Commission gives them the chance to develop creative solutions that shape Pennsylvania's future."