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The New Jersey Small Business Development Center (NJSBDC) at William Paterson University (WP) has received a $15,000 AI U Student Engagement Grant to launch a student-led project that helps small businesses in northern New Jersey strengthen their digital marketing through the use of artificial intelligence (AI). The initiative is led by Regional Director Melissa Rosario in collaboration with professors Angie Yoo and Jungyun Won of WP’s Department of Communication. The grant, from America’s Small Business Development Center (SBDC), is funded by Google.
Under the mentorship of Yoo and Won, six students from William Paterson University, members of the Public Relations Student Society of America (PRSSA) chapter on campus, will assist business owners in designing and implementing data-informed marketing plans that reflect their brand stories and values.
“At the NJSBDC at William Paterson University, we believe innovation should be accessible to every small business owner,” Rosario says. “This project gives entrepreneurs practical tools to compete in a digital economy while giving our students the chance to make an impact in their community.”
“This achievement reflects the unwavering commitment of our faculty and staff to empowering students through real-world learning and community engagement,” says Anthony Bowrin, dean of WP’s Cotsakos College of Business, home to the regional NJSBDC hub.
The project will support local entrepreneurs who often face challenges in keeping up with today’s fast-moving digital world. They will work directly with the selected WP students, supported by faculty experts and NJSBDC consultants, to develop AI-powered strategies that streamline marketing tasks, expand customer engagement, and fuel long-term growth.
“As artificial intelligence continues to redefine how businesses connect with customers, this project gives our students meaningful experience in AI-powered marketing communication, while local businesses gain fresh and innovative strategies that drive measurable growth,” says Yoo.
“This project exemplifies how our faculty and staff empower students to put theory into practice through forward-thinking, hands-on learning and collaboration across disciplines,” says Wartyna Davis, dean of WP’s College of Arts, Humanities, and Social Sciences, in which the Department of Communication is housed. “It highlights how academic expertise, student creativity, and community partnerships can come together to create meaningful impact beyond the classroom.”
The participating students are also the founding members of the University’s soon-to-be-launched Powerhouse Student Agency, a new student-run firm providing hands-on experience in digital marketing and communications strategy. This initiative builds on the StudentConnect program, launched in spring 2024 through a collaboration of WP’s communication department and the NJSBDC, which connects students with local entrepreneurs in need of marketing support.
By investing in both local entrepreneurs and student success, the NJSBDC and William Paterson University are building a stronger, more connected, and future-ready New Jersey.
