IST professor receives PennTAP grant for online marketing project

Having a strong online presence is an important tool for small businesses — especially in today’s economy when online retail remains one of few growing sectors. However, finding the time, expertise and money to invest in the Web can be tough for these companies.

A Penn State professor and his students are aiming to help small and medium-sized businesses in Pennsylvania improve their online marketing efforts using an economic and workforce development grant from the Pennsylvania Technical Assistance Program (PennTAP).

Three students from Penn State’s College of Information Sciences and Technology with will create online advertising campaigns and improve company Web sites for Bella Jules Fashion Boutique, KMA Remarketing Corporation and Fit for Play Physical Therapy and Fitness Center under the supervision of Jim Jansen, associate professor of information sciences and technology. The project will be funded by a $25,000 PennTAP grant.

“I’ve been looking for ways to make my researching and teaching more immediately relevant to the local community, “Jansen said.. “This type of action research integrates subjects that I teach, the students who take those courses and my research programs in a way that directly benefits local business through economic and workforce development in Pennsylvania.”

The students, Peter Smith, Paul Rinaldi and Mitch Rukat, are all alumni of Jansen’s Google Online Marketing Challenge course, which allows students to build real keyword advertising for clients of their choice.

“This project will allow the students to take what they learned in the classroom and apply it in the real world,” Jansen said. “They will be working with Pennsylvania businesses, so it also strengthens the connection between Penn State and the community.”

The work began this summer and will continue into the fall semester, with both Jansen and the students making site visits to track project performance. Other partners in the effort include IMPAQT, Pepperjam and BlitzLocal, three online marketing firms whose staff members serve as advisers to the students.

PennTAP is a Penn State program that empowers businesses throughout Pennsylvania by providing technical and other workforce solutions to help them thrive and stimulate economic growth for the Commonwealth. Jansen is also seeking other sources to expand the program.