HARRISBURG – America250PA announces Ursinus College as the winner of its seventh annual 2025 Direct Effect™ Innovation Challenge (DEIC), a multi-round competition that challenges students from postsecondary institutions across the Commonwealth to design and develop integrated marketing campaigns that explore solutions to real-life challenges and questions. Ursinus College competed against four other postsecondary institutions—Rosemont College, Westmoreland County Community College, Penn State Altoona and Cairn University—and received the highest score from a judging panel of industry professionals.
The 2025 DEIC consisted of three rounds: a campus round, a virtual second round, and in-person final round at the Pennsylvania State Capitol Complex in Harrisburg, PA. This year’s theme—“Miles of Impact: America’s First Superhighway”—challenged students to design and pitch original integrated marketing campaigns that bring the Pennsylvania Turnpike’s story to life – showcasing its historic impact, highlighting its role in shaping mobility and commerce, and inspiring the next generation of travelers to see the PA Turnpike as a journey of innovation and
connection.
The event featured remarks from Cassandra Coleman, America250PA Executive Director; Bri Farrand, America250PA Director of Branding & Design and former DEIC participant; Sheri Herbst, Chief Administrative Officer, Pennsylvania Turnpike Commission; and Michael Coran, Attorney at Klehr Harrison Harvey Branzburg LLP and America250PA Commissioner and Education Subcommittee Chair “The Direct Effect™ Innovation Challenge reflects the promise of Pennsylvania’s next generation—their talent, teamwork, and pride in this Commonwealth,” said Cassandra Coleman, Executive Director of America250PA. “Working with the Pennsylvania Turnpike Commission gives them the chance to develop creative solutions that shape Pennsylvania’s future.”
The 2025 DEIC was generously presented in partnership with The Pennsylvania Turnpike Commission.
“Congratulations to this year’s winners and to all of the students and schools who participated in this challenge. Their creativity has shone through their bold, integrated marketing campaigns that highlight the Pennsylvania Turnpike’s place in history and innovation,” said PA Turnpike CEO Mark Compton. “As we look toward the future, we are inspired by the innovative ideas from the next generation on connecting with communities throughout the Commonwealth. We are proud to partner once again with America250PA to host these opportunities for students from postsecondary institutions throughout the state.”
America250PA’s DEIC was also endorsed by the Pennsylvania Department of Education, the Pennsylvania Commission for Community Colleges, the Pennsylvania State System of Higher Education, and The Association of Independent Colleges and Universities of Pennsylvania.
America250PA looks forward to hosting its last Direct Effect™ Innovation Challenges next fall in 2026.
To learn more about America250PA and the Direct Effect™ Innovation Challenge, please visit
www.America250PA.org.
