Introducing Campaign Positioning

Through a comprehensive, multi-phased engagement of 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.

Across all audiences, survey results revealed to us that all of Drexel's top critical drivers of reputation speak to Drexel’s experiential academic model meeting market demand. By embracing experiential education, Drexel has created a practical yet extraordinary differentiator that inspires intellectual exploration, leverages big ideas, and yields concrete results. Experiential education is our core benefit and the research we conducted punctuated this fact.

Why is experiential education our core benefit?

• 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.
• Experiential education builds off our strengths and unites everything we do at Drexel under one focused driver: experience — the Drexel Co-op program is central to the Drexel story for undergraduate students, but experiential learning is a top association with Drexel across all audiences.
• 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.
• This framework encourages the discovery of new passions by offering the access to work collaboratively alongside students, faculty, and partners throughout the University community.
• Experiential learning draws interest and curiosity more than ever in an uncertain and challenging world that is reevaluating the role of higher education.

Out of this research, Drexel's Division of University Marketing & Communications crafted a refreshed brand structure that leans on experiential learning as our core benefit, differentiator, and vehicle to expand how consumers perceive Drexel.

From parents of high school students to college counselors, high school teachers, potential partners, industry leaders, and Drexel alumni — these are the decision makers and influencers who, ultimately, define the overall perception of a university and that's why they make up our core audience. Of course, as a secondary audience, prospective students, the Drexel community, and general public are also very important sectors of our new campaign's audience.

Today, the world is demanding more from higher education. This is the national conversation that our audiences' main concern reflects: living in an era of increasing focus around ROI, access, trust, and value of higher education and its purpose. We understand that the world's demands have shifted and it's questioning the place of higher education within it. However, we also believe that, now more than ever, there is a market for a university that not only encourages students to gain knowledge, but also helps them find new ways to turn that knowledge into action right away. Our answer to this overarching concern is that Drexel's transformative model of experiential education offers access to people with diverse perspectives to collaborate and leverage their knowledge and passion for the greater good, along with providing a great return. Drexel is redefining what a university — and all those looking to apply knowledge in new and meaningful ways — can achieve.

This brand campaign was created to let the world know about Drexel's strong reputation in the growingly important sphere of experience. We've known that experience matters, and the experience that our students, faculty, and professional staff bring to this community serve to strengthen the academic environment and the advanced expertise present within it.