Troy University // Integrated Campaign
Alabama's TROY University needed to carve out its space in an intensely competitive marketplace. Through qualitative and quantitative research, Chemistry built a communications strategy around their key point of difference: a big college experience on a personal scale. Students drawn to Troy want the benefits and reputation of a Division I university, but fear getting lost in the crowd. The creative idea - "Warrior Spirit" - focuses on the benefit of gaining the confidence to achieve. An integrated campaign of broadcast, radio, print, digital, SEM and social has driven a 73% increase in response, and the highest level of social activity on record. Best of all, student views of Troy as a "top choice" increased considerably, indexing at 200.