The Digital Marketing & Advertising Division gives members hands-on experience in social media strategy, content creation, and digital campaign management through real-world projects with actual brands, preparing them for internships and careers in digital marketing. Members work in groups to build practical skills across platforms like Wix, Canva, CapCut, and more, while gaining insight from industry professionals through guest speakers and workshops. Projects range from redesigning a local business website to creating persona-driven ad campaigns and video commercials, giving members a well-rounded portfolio of work by the end of the year.

Digital Marketing and Advertising Division

MEET YOUR DIRECTORS

Scott Akumiah
Managing Director

Jenna Hinfey
Associate Director

2026-2027 Projects

Project 1:
Fancy Pants Website Redesign Project

This project will focus on redesigning a local State College business’s website. To do so, members will utilize Wix, and give the website a personalized Home page, Contact page, About page, Services page, Photo Gallery, and Special Feature page. Groups will also create model Instagram accounts for the business, so it can start to target new advertising lines. Additionally, members will develop collaborative skills by exploring diverse ideas, concepts, and strategic approaches.
This project challenges members to think with the mind of an entrepreneur. Working in teams, students will blend creativity with analytical thinking to design two engaging digital platforms for Fancy Pants to call home. From brainstorming to the final presentation to Fancy Pants’ owner, members gain hands-on experience in website design, branding, content creation, and working within a real client’s vision.
This project will:
1. Equip members with hands-on experience in website-building, specifically using Wix.
2. Strengthen skills in campaign planning, audience targeting, and visual storytelling.
3. Develop adaptability and creative problem-solving through real client challenges.
4. Foster leadership, communication, and collaboration within a team setting.
5. Provide a tangible portfolio piece that demonstrates professional marketing capabilities.

Project 2:
Bath & Body Works Persona Ad Challenge

This project will focus on creating a revamped campaign that Bath & Body Works would utilize to target new customers. Groups will be given 5 customer personas and then tasked with creating a unique advertisement tailored to each audience. Members will grasp what it is like to operate as marketers in an everchanging environment while focusing their efforts on consumer needs and satisfaction.
This project puts members in the role of developing a strategy for a nationally recognized brand. Members will learn how to interpret real consumer data, identify target segments, and translate insights into creative messaging that aligns with Bath & Body Works’ brand voice. Members gain experience in audience research, campaign strategy, copywriting, and visual design.
This project will:
1. Enable members to gain hands-on experience working with an target audiences, creating messaging that speaks directly to different types of consumers.
2. Improve collaboration and leadership skills as members work in team roles that mirror agency environments.
3. Develop professional presentation abilities through practicing campaign pitch concepts, defending decisions, and presenting clearly to judges, mentors, and peers.
4. Create portfolio-ready work: members will walk away with polished campaign assets and strategic documentation that can be showcased.