Think Globally, Act Locally—East Stroudsburg University’s unique approach to Buy PA

On October 23, 2020, students from 13 universities and colleges across the Commonwealth of Pennsylvania presented their B2B marketing campaign ideas at the Direct Effect Innovation Challenge’s virtual Regional Round.

A panel of professional judges from America250PA, USPS, and other notable PA organizations reviewed a variety of campaigns—some focusing on promoting small businesses, some incorporating festivals, and some taking inspiration from local events like East Stroudsburg University’s (ESU) approach.

Jamyrah Rhyanes, a senior graphic design student at ESU, was the main presenter for her team’s concept: “Think Globally, Act Locally.”

Taking inspiration from the strong community engagement seen during the fall and Halloween season in East Stroudsburg, PA, ESU’s concept incorporates a month-long Zombie Apocalypse experience featuring spooky direct mail pieces, a community scavenger hunt, a Zombie Walk, and a tent event. All of these channels focus on developing community partnerships to drive traffic to local businesses, engage local college students, and more. Photos of ESU’s concept can be seen below, and those interested in watching the full Regional Round can visit

Judges were so impressed by all of the concepts presented at Regional Rounds that they decided to advance all of the student teams to the final round. Now, ESU and the other teams must expand their ideas and build B2C marketing campaigns.

Watch the interview with Rhyanes below to learn more about her team’s experience so far, how she has benefitted as a student, and what she’s looking forward to most as she moves forward to the final round:


East Stroudsburg University’s Campaign

ESU’s main focus — engaging the Commonwealth of PA by acting on a local level.

The Zombie Apocalypse idea took inspiration from East Stroudsburg’s popular Halloween events, like “Spooky Stroudsburg” where local college artists paint the community.

ESU’s direct mail piece mock-up — incorporating student-designed infographics and other experiential learning opportunities.

ESU believes local, engaging events will drive people to buy from PA businesses. They also hope to connect local design students with participating businesses to provide spooky logo variations.

Altogether, ESU focuses on building community partnerships across the Commonwealth of Pennsylvania.


To learn more about America250PA and the Direct Effect Innovation Challenge, please visit

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