In 2003, GDAIS partnered with Hendrix College in an extensive repositioning campaign centered on a key differentiator of the Hendrix experience.
On the basis of market research conducted by another vendor and GDAIS recommendations, Hendrix repackaged existing active learning opportunities under the umbrella of the "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 tagline. GDAIS created a complete identity package for Hendrix, including a wordmark, graphic shield symbol, and tagline, "Think Outside the Book." The identity system coordinated a number of sub-brands that had previously operated with entirely different graphic identities. GDAIS also created all-new admissions publications, developed print materials for a capital campaign so successful that at the mid-point they raised their goal by 30 percent, and deployed several mini-websites that became the centerpiece of an admission e-communication plan. These sites ultimately became the model for GDAIS' complete re-design of the Hendrix website.
In the years since launching the Hendrix Odyssey and repositioning itself in the marketplace, Hendrix has earned national attention, most recently as the number one "Up and Coming" national liberal arts college in the country in the 2010 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 percent compared to the fall of 2004. In 2004, 30 percent of new students hailed from states other than Arkansas and their primary competition was in-state public colleges and universities. Now, more than half are from out of state and they are competing nationally with a wide array of established liberal arts colleges.