Brand Research Process and Results
Through a comprehensive, multi-phased engagement with the general population, college-bound students, corporate partners, and all internal audiences, core findings highlighted that there is a shared belief that Drexel is where academics meet the real world. Central to this idea is experiential education — students learning and studying, in the classroom and/or online, while also going out into the world to take advantage of cooperative education opportunities, R1 research endeavors, industry collaborations, civic and global engagement opportunities, and more.
The research was clear that not only is experiential education Drexel’s strength, but it is a critical driver of reputation and meets market demand across a wide range of audiences.
By embracing experiential education, Drexel has created a practical yet extraordinary differentiator that inspires intellectual exploration, leverages big ideas, and yields concrete results.
Through focusing on experiential education as our core benefit, we can draw public interest in challenging market conditions and have a vehicle to tether our broad offerings and expand how consumers perceive Drexel.
Experiential Education
Experiential education builds off our strengths and unites everything we do at Drexel under one focused driver: experience. Experiential learning is a top association with Drexel across all audiences.
100+ Years
For over 100 years, Drexel has been a global leader in preparing students for the real world through our renowned cooperative education program, Drexel Co-op — creating powerful partners and undeniable return on investment (ROI) outcomes.
The Value of Higher Education
Experiential learning draws interest and curiosity more than ever before in an uncertain and challenging world that is actively reevaluating the role of higher education.
Collaborative Work
This framework encourages the discovery of new passions by offering the access to work collaboratively alongside students, faculty, and partners throughout the University community.
Leaders of the Future
Our model offers unique access to career development opportunities that enable students to gain professional skills and experiences that prepare them to meet the needs and expectations of employers while serving as leaders of the future.
Key Differentiator
Out of this, Drexel's Division of University Marketing & Communications crafted a refreshed brand campaign that leans on experiential learning as our core benefit, differentiator, and vehicle to expand how consumers perceive Drexel.
Media Strategy
After establishing our brand campaign framework and fine-tuning creative, a multi-channel media strategy was executed beginning December 2023 to reach a variety of influential audiences in the Philadelphia Designated Market Area (DMA) and the following market regions: Washington D.C., New York – Long Island, and the State of New Jersey. This surround-sound media approach also includes national reach tactics.
Advertising efforts have included both national and local placements, such as NPR and WHYY; various podcasts and Quizlet; Forbes, Instagram, and Facebook digital outlets; The New York Times, Economist, and Financial Times; and broadcasting on Comcast, Hulu, CNN, FOX, MSNBC, and NBC (i.e., Tonight Show and Saturday Night Live). As primarily an influencer campaign, we have made it our goal to reach people who are already thinking about higher education and have opinions on the future of higher education and that’s why we chose the media outlets we did. When the world is talking about higher education, we want Drexel to be a part of the conversation.
Learn more about the campaign's voice, read the full manifesto, and more.
