{"id":1399,"date":"2024-07-16T17:22:00","date_gmt":"2024-07-16T17:22:00","guid":{"rendered":"https:\/\/gmb.com\/?post_type=work&#038;p=1399"},"modified":"2025-08-22T12:44:43","modified_gmt":"2025-08-22T12:44:43","slug":"hardin-simmons-university","status":"publish","type":"work","link":"https:\/\/gmb.com\/work\/hardin-simmons-university\/","title":{"rendered":"Hardin-Simmons University"},"content":{"rendered":"\n<section class=\"single-post-content__section \">\n    <div class=\"acf-innerblocks-container\">\n\n<div class=\"wp-block-group single-post-content-container is-layout-constrained wp-block-group-is-layout-constrained\"><div class=\"pixels-decoration pixels ne three-three-two\">\n<\/div>\n\n\n<div style=\"height:6rem\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading work-secondary-title has-gmb-purple-color has-text-color has-link-color has-figtree-font-family wp-elements-56bdcbd5de07a13c09fa620f0057406f\" style=\"font-size:2rem\">Brand Strategy and Campaign Activation<\/h2>\n\n\n\n<p class=\"work-location-date\" style=\"padding-bottom:2rem;font-size:20px\">Abilene, TX | Completed 2023<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-deeb956a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66%\">\n<p style=\"padding-top:0;padding-bottom:var(--wp--preset--spacing--50);font-size:32px;line-height:1.1\">Hardin-Simmons University needed alignment. Struggling with conflicting internal and external perceptions as well as trying to stand out in a market saturated with competitors, its team came to us looking to clarify what made Hardin-Simmons unique.<\/p>\n\n\n\n<h6 class=\"wp-block-heading\">The Goal:<\/h6>\n\n\n\n<p>Increase enrollment by\u2026<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Differentiating Hardin-Simmons from the other private liberal arts colleges in Texas<\/li>\n\n\n\n<li>Creating more awareness in the metropolitan areas of Texas<\/li>\n\n\n\n<li>Making a splash with Hardin-Simmons\u2019 unique attributes and distinctiveness<\/li>\n<\/ul>\n\n\n\n<h6 class=\"wp-block-heading\">The Challenge:<\/h6>\n\n\n\n<p>Get the outside world to see Hardin-Simmons the way its faculty, staff, and students do.<\/p>\n\n\n\n<h6 class=\"wp-block-heading\">The Opportunity:<\/h6>\n\n\n\n<p>Give Hardin-Simmons the courage and confidence to lean into its cowboy spirit.<\/p>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33%\"><div class=\"taxonomy-focus focus-list-block wp-block-post-terms\"><span class=\"wp-block-post-terms__prefix\">Focuses<br><\/span><a href=\"https:\/\/gmb.com\/focus\/brand-strategy\/\" rel=\"tag\">Brand Strategy<\/a><span class=\"wp-block-post-terms__separator\">, <\/span><a href=\"https:\/\/gmb.com\/focus\/messaging-strategy-development\/\" rel=\"tag\">Messaging Strategy &amp; Development<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/div>\n<\/section>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-898c1be4 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem;padding-right:0;padding-left:0\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<h2 class=\"wp-block-heading\">Defining the HSU Experience<\/h2>\n\n\n\n<p>Pulling insights from internal and external stakeholders, including leadership, the enrollment team, marketing team, current students, alumni, faculty, staff, and even business leaders in the area, we started to gain a better understanding of what makes Hardin-Simmons stand out in a very saturated market.&nbsp;<br><br>We realized all their competitors were similar in look, feel, and messaging (even brand colors). Everyone was saying and doing the same thing, which was very safe. We saw an opportunity for HSU to stand out by doing something different: embracing and proudly owning the Christian heritage and cowboy traditions that were unique to the University.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1264\" height=\"2560\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banners-group-scaled.jpg\" alt=\"\" class=\"wp-image-1430\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banners-group-scaled.jpg 1264w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banners-group-148x300.jpg 148w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banners-group-506x1024.jpg 506w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banners-group-768x1556.jpg 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banners-group-758x1536.jpg 758w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banners-group-1011x2048.jpg 1011w\" sizes=\"auto, (max-width: 1264px) 100vw, 1264px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-a523a222 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:60%\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1517\" height=\"2560\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-Series-scaled.jpg\" alt=\"\" class=\"wp-image-1431\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-Series-scaled.jpg 1517w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-Series-178x300.jpg 178w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-Series-607x1024.jpg 607w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-Series-768x1296.jpg 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-Series-910x1536.jpg 910w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-Series-1214x2048.jpg 1214w\" sizes=\"auto, (max-width: 1517px) 100vw, 1517px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:40%\">\n<h2 class=\"wp-block-heading\">\u201cWe are cowboys.\u201d<\/h2>\n\n\n\n<p>That concept became the rallying cry and tagline establishing the true essence of what made Hardin-Simmons the university it is.&nbsp;<br><br>But what are cowboys? Cowboys are hard workers, people who push forward through any challenge that arises. Cowboys stand up for what they believe and finish what they started. They\u2019re responsible. They\u2019re natural born leaders. They have grit and passion for what they do.<br><br>Cowboys aren\u2019t defined by the dust on their boots. They\u2019re defined by their character.&nbsp;<br><br>This campaign shows that it doesn\u2019t matter where you\u2019re from or what you do. The cowboy spirit lives in each one of us.<br><br>We are Hardin-Simmons University.<br>We are cowboys.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8e92eae2 wp-block-columns-is-layout-flex\" style=\"margin-top:4rem;margin-bottom:4rem\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-right:0;padding-left:0;flex-basis:75%\">\n<h2 class=\"wp-block-heading\">Results: Moving Forward with Confidence and Clarity<\/h2>\n\n\n\n<p>With our strategy and creative direction, Hardin-Simmons now has the clarity and a solid foundation to lean into what makes&nbsp;it&nbsp;different from other Christian universities in&nbsp;its&nbsp;area. It\u2019s a strong, simple, refreshing&nbsp;message&nbsp;that&nbsp;shows grit&nbsp;and what it means to be a cowboy.<\/p>\n\n\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>&#8220;Partnering with GMB brought new life back into our campus. Our new campaign helped align the university as a whole with new brand pillars and a sense of pride in where our university came from.&#8221;<\/p>\n<cite>Kacie Eurek, Director for University Marketing<\/cite><\/blockquote>\n<\/div>\n<\/div>\n\n\n\n<section class=\"gmb-image-carousel__section alignfull\">\n    <div class=\"gmb-image-carousel__wrapper\">\n        <div class=\"gmb-image-carousel__container\">\n            <div class=\"swiper\">\n                                <div class=\"acf-innerblocks-container\">\n\n<figure class=\"wp-block-image size-large image-carousel-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"596\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banner@2x-1024x596.jpg\" alt=\"\" class=\"wp-image-1432\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banner@2x-1024x596.jpg 1024w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banner@2x-300x175.jpg 300w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banner@2x-768x447.jpg 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banner@2x-1536x894.jpg 1536w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-banner@2x-2048x1192.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1707\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-viewbook-scaled.jpg\" alt=\"\" class=\"wp-image-1433\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-viewbook-scaled.jpg 2560w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-viewbook-300x200.jpg 300w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-viewbook-1024x683.jpg 1024w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-viewbook-768x512.jpg 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-viewbook-1536x1024.jpg 1536w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-viewbook-2048x1365.jpg 2048w\" sizes=\"auto, (max-width: 2560px) 100vw, 2560px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-sample-1024x576.jpg\" alt=\"\" class=\"wp-image-1434\" srcset=\"https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-sample-1024x576.jpg 1024w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-sample-300x169.jpg 300w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-sample-768x432.jpg 768w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-sample-1536x864.jpg 1536w, https:\/\/gmb.com\/wp-content\/uploads\/2024\/07\/HRDS-sample-2048x1152.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" 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class=\"results-card-title\">Maryville College<\/h3>\n                                    <p class=\"work-card-headline\">New Look. 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