GDA Integrated Services Testimonial

Case Studies University of Tulsa

Dakota Wesleyan University

Hendrix College


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In 2003, GDAIS partnered with Hendrix College in an extensive re-branding/repositioning campaign centered on a key differentiating element of the Hendrix experience. On the basis of market research conducted by another vendor and our recommendations, Hendrix repackaged existing active learning opportunities under the umbrella of a new program: “Your Hendrix Odyssey.” The Hendrix Odyssey provides funding and transcript recognition for six areas of hands-on learning: artistic creativity, global awareness, professional and leadership development, service to the world, research, and special projects.

Central to the new positioning was the creation of a new graphic identity and the development of a tagline. GDAIS created a complete identity package for Hendrix, including a wordmark, graphic shield symbol, and the tagline “Think Outside the Book.” Our identity system incorporated various sub-brands (which previously had entirely different graphic identities). We also created all-new admissions publications, developed the print materials for a capital campaign so successful that at the mid-point they raised their goal by 30%, and created mini-websites which were the centerpiece of their admission e-communication plan and became the models for our complete re-design of the Hendrix website.

In the past year, we updated the College’s communications flow and redesigned all of the admissions publications and recruitment emails to incorporate updated branding and messaging. We also created online ads to increase visibility in key out-of-state markets. Ongoing services provided by GDA include student recruitment and marketing communications consulting, student search, predictive modeling, and PR/visibility planning.

In the years since launching Odyssey and repositioning itself in the marketplace, Hendrix has earned national attention, including being recognized as the number one “Up and Coming” national liberal arts college in the country in the latest issue of the U.S.News and World Report’s college guide. It has seen record-breaking entering classes with steadily improving academic profiles. Enrollment stands at an all-time high, with enrolling freshmen and transfers up by 40% compared to the fall of 2004. In 2004, 30% of new students hailed from states other than Arkansas, and their primary competition was in-state public colleges and universities. Now, more than half of students are from out of state, and they are competing nationally with a wide array of well-known liberal arts colleges.

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