Welcome to Round III: 
     Business-to-
     Consumer 
             BuyPA: Innovation Challenge 
             Goals
                                       Work with inspired students from colleges across 
                                       the Commonwealth to promote the Pennsylvania 
                                       economy by creating integrated marketing 
                                       campaigns that: 
                     Promote                 Promote growth                 Encourage                  Connect student
                  Pennsylvania              opportunities for            Pennsylvanians                 marketers and 
                   businesses,              new and existing             to support local              innovators with 
                    present and               Pennsylvania                  businesses                   Pennsylvania 
                      future                    businesses                                                businesses
       Round III Challenge:
       Create Your Business-to-Consumer 
       Campaign
      Each student team will:
        1 Create an integrated marketing campaign to steer
          consumers to the businesses you recruited through the
          business-to-business campaigns you created in Round II.
        2 Use at least 3 marketing channels and include direct 
          mail as one of those channels. 
        3 Present your campaign during our virtual Round III 
          event.
       Presentation Format
      As in Round II, each Round III presentation must include:
        1 A PowerPoint presentation detailing your campaign’s audience, 
          messaging, channels, channel integrations, and calls-to-action, 
          and presenting design mockups.
        2 A paper mockup of your mail piece, either live on camera, or 
          through photographs. 
        3 A 5-minute oral presentation using your slide deck, delivered 
          during our virtual competition.
       Email your presentation to team@directeffectinnovation.com 
       by 11:59pm on Monday, November 16.
                    Round III Resources
                     Remember, at www.directeffectinnovation.com/america250pa, 
                     you’ll find: 
                                                                                                         Round III Resources:
                                                                                                         •   This presentation
                                                                                                         •   A video of the Round II competition
                                                                                                         •   A document containing peer 
                                                                                                             feedback from Round II.
                                                                                                         And from Round II:
                                                                                                         •   A video introduction to integrated 
                                                                                                             direct marketing
                                                                                                         •   America250PA Integrated Direct 
                                                                                                             Marketing Canvas
                                                                                                         •   A PowerPoint template you can use 
                                                                                                             for your presentation
                                                                                                         •   Links to other resources
                                                                                                         •   Contact information for assistance