In a vibrant blend of academics and real-world immersion, students from United International College’s Public Relations Campaigns course wrapped up their semester with a unique off-campus final exam. Under the direction of Dr. Marcela Moyano, the exam took place in the heart of Wynwood at Panther Coffee, a locally beloved roastery with global impact.
The Day Begins in Wynwood
At 9:30 a.m., students arrived at 2390 NW 2nd Ave, where the warm aroma of fresh-roasted coffee welcomed them to a space that would serve as both classroom and inspiration. Each student opened the day by delivering a one-minute pitch on their Public Relations Campaign Proposal, highlighting the overarching goal and the most relevant strategy of their personal project.
These brief but impactful pitches reflected months of hard work and preparation, setting the tone for the morning.
Learning Through Ethical Business
The group was met by Anthony Vinciguerra, Director of the Global Solidarity Haitian Partnership, who provided valuable context about the day’s deeper mission. Panther Coffee sources beans directly from the COCANO Coffee Cooperative in Northwest Haiti—a partnership that supports Haitian coffee growers and promotes sustainable business practices.
Students then heard from Mike Van Tyle, Panther’s head of roasting and coffee sourcing. He shared Panther’s story, his personal journey, and the ethical motivation behind their ongoing work with COCANO.
He also demonstrated how to roast coffee beans and spoke with students about the art and science of quality coffee production. Van Tyle emphasized the importance of long-term relationships with farmers, walking the group through the various development stages that ensure consistency, sustainability, and excellence in every cup.
Brewing Ideas, Writing Strategy
Students had a chance to taste Panther’s Haitian COCANO coffee. Then, the students settled in to write their final exam. Students crafted strategic Public Relations Campaigns tailored to Panther Coffee and COCANO based on their morning immersion and learning about fair-trade coffee and relationships of solidarity.
“Fuel Your Day, the Panther Way” is the tagline created by Karyna Shapsuk to target Gen Z audiences through platforms like TikTok and Instagram, with the goal of increasing Panther Coffee’s social media following. “Panther Coffee should be more than a coffee shop; it should be a creative, cultural hangout spot,” she explained, envisioning the brand as a hub for connection and lasting impact.
UIC’s Vision in Action
This experience reflects United International College’s commitment to transformative, hands-on learning that prepares students to engage with real-world issues. Dr. Marcela Moyano’s Public Relations Campaigns course doesn’t just teach communications—it embodies it, cultivating future professionals who understand the role of strategy in creating ethical and lasting impact.
