Communications students craft award-winning social campaigns for campus clients

UNIVERSITY PARK, Pa. — Three separate campaigns created by students in the Donald P. Bellisario College of Communications for on-campus partners at Penn State earned awards in a national competition that celebrates outstanding achievements in digital marketing within the education sector.

The students, part of the CommAgency social media team, partnered to deliver campaigns and results for the Matson Museum of Anthropology and the Penn State All-Sports Museum. The work they produced was subsequently judged among some of the best in nation.

More than 1,000 entries were submitted for the 13th Education Digital Marketing Awards, which recognize information delivered through diverse channels, including websites, digital content, electronic communications, mobile media and social media.

An effort with the All-Sports Museum for the unboxing of the Penn State women’s volleyball team’s national championship trophy earned a gold award for Social Media Content-Single. Another effort with the All-Sports Museum, featuring a Lego model of Beaver Stadium, earned an award of merit for Social Media Content-Single.

An effort with the Matson Museum led to the recognition of its Instagram account for an award of merit.

Danielle Sanois, a senior major in advertising/public relations, and Jules Maluenda, who graduated in May with her bachelor’s degree in advertising/public relations, led CommAgency’s efforts with the Penn State All-Sports Museum. Sanois said her work with CommAgency has complemented her classwork at the University.

“We kind of just get thrown into it with clients. There are really no training wheels, and it feels like that’s the best way to learn,” Sanois said. “We talk, meet, organize, plan and work to bring something to life. It’s been a super experience — especially getting hands on with all the little nuances of a campaign.

“For the volleyball one, as we were playing with camera angles and different approaches, and with the level of creativity, we kind of knew in the moment it was strong. Overall, it was really a gratifying experience.”

Colleges, universities and secondary schools from across the nation submitted entries for the competition, which were evaluated by a panel of judges consisting of education marketers, advertising creative directors, and marketing and advertising professionals.

CommAgency’s social media team regularly works with on-campus partners as students strategize and execute plans that lead to vibrant accounts where audiences can be educated and entertained. Students consistently implement digital tactics that help partners’ social media accounts reach organizational goals.

"The team keeps trying to crack the code for getting attention on social media," said Bill Zimmerman, an assistant teaching professor in the Bellisario College and faculty supervisor for the CommAgency social media team. "Whether it's hopping on trends, trying new visual tricks or jumping in front of the camera, the students want to figure out what works best for a client. Awards recognize that creativity and tenacity."   

CommAgency is the student-run creative agency housed in the Bellisario College. Along with social media, it features departments that offer video, photography, live production, graphic design and public relations support. The agency exists to offer real-life experience to Penn State students while delivering high-quality support for clients.