Drexel University Takes Over 30th Street Station to Spotlight Experiential Education
The "Experience Drexel" displays on the upper level train platforms of the William H. Gray III Philadelphia 30th Street Station.
The William H. Gray III Philadelphia 30th Street Station will be decked out in blue and gold for the month of October, thanks to a dynamic marketing campaign that turns every billboard and poster into an opportunity to showcase the best of Drexel University’s experiential education.
The “Experience Drexel” campaign was designed by Drexel’s University Marketing and Communications (UMAC) to highlight the University’s position as a global leader of experiential education. The eye-catching “creative” is displayed in all parts of the station, from the walls and floors of the spacious main hall to digital billboards on the SEPTA Regional Rail and Amtrak train platforms. Over a million projected passengers who will pass through 30th Street Station this month will see “Drexel” throughout the station.
The campaign incorporates datapoints that highlight the uniqueness of a Drexel education, such as the University’s place among the top 3% of U.S. institutions for lifetime earnings and its No. 2 national ranking for cooperative education. Alongside these figures are photographs of members of the Drexel community in their day-to-day experiences — on co-op, conducting research in laboratories, and engaging with communities on and off campus.
Behind the scenes, though, there’s another element that offers even more proof of the University’s capabilities and potential: Vice Chair of the Board of Trustees Stanley W. Silverman, BS chemical engineering ’69, MBA ’74.
The campaign came out of a discussion between UMAC and Silverman about how to highlight Drexel's strengths with a big statement. Silverman has always been passionate about highlighting the outcomes of a Drexel education, and he suggested the idea of the 30th Street Station “takeover” that the UMAC team then developed. He believes in the campaign so much that he paid half of its total cost.
A longtime Trustee, Silverman is also a board member of Drexel’s Charles D. Close School of Entrepreneurship and was formerly chair of the board for Drexel’s College of Medicine. He has been recognized as a member of the Drexel 100, the University’s alumni hall of fame, and received the A.J. Drexel Paul Award for Service to Alma Mater, which is the highest honor bestowed by Drexel’s Alumni Association. After retiring as president and CEO of the global PQ Corp., Silverman became a nationally syndicated columnist, author and thought leader in leadership, professional development and success.
“I have always been a proud Drexel University alumnus, and I want the world to know just how amazing and life-changing Drexel’s experiential education can be,” he said. “Now, everyone passing through 30th Street Station can see the results for themselves and understand exactly what sets Drexel apart.”
Though Drexel has held takeover media campaigns displayed throughout 30th Street Station before, this is the first time that an alumnus has financially supported a marketing endeavor of this size and magnitude.
“Stan has been a true partner and collaborator, and it is a credit to him and the UMAC team that this partnership brought all these ideas to life,” said Senior Vice President of University Marketing & Communications Tracy Powell. “Stan and our Drexel Trustees are such a critical part of our community. Their long-term engagement speaks to the power of the Drexel experience and the impact Drexel has beyond graduation.”
This initiative was planned for both the perfect time and place. It shows the Drexel brand in a high-traffic area in Philadelphia and increases Drexel’s visibility to people even before they step out of the station located next to the University City Campus. As for the timing: the campaign is held in the weeks before the early admissions and early decision application deadlines in mid-November.