TROY markets its economic impact and gains the largest-ever
state funding increase as a result.
New funding for an educational leader hinges on the scope of its contributions to the state economy
Over $60 million was generated in vital funding programs and budget increases
Project: Brand Strategy, Public Relations
Industry: Higher Education
Issue: Can TROY prove its economic merit to local decision makers
Troy University thinks globally and acts locally, with brick and mortar campuses in Troy, Dothan, Montgomery and Phenix City (all in Alabama), as well as operating campuses in more than a dozen nations outside the U.S.
TROY boasts more than 120 years in education and currently instructs thousands of students from more than 50 nations.
To secure critical state funding, TROY needed to communicate its positive impact on the Alabama economy to state legislators.
Insight: Quantify TROY’s multi-million-dollar impact and communicate it not only to legislators, but to the public as well
Seventh Point determined that TROY produced a substantial $336 million impact on the Alabama state economy based on analytic data. The team recognized the need for a campaign that informed Alabama opinion leaders and decision makers about this impact and to influence them to continue to support funding for Troy University.
Seventh Point also understood the value of grassroots support in influencing legislators, making it essential that the media buy include channels that effectively targeted TROY parents, students, faculty and alumni.
Implementation: Develop a concise message and select the right media to convey it
Seventh Point developed a high-end informational brochure to communicate the consistent and well-honed message that TROY had positively impacted the Alabama economy
The team distributed the brochure to members of the Alabama legislature, TROY donors and alumni throughout the state
Seventh Point also created a long-format DVD and :30 commercial, and aired it regionally during the months of February through April to capture the attention of both legislators and the public during a time when budget decisions were underway
Impact: TROY secures millions and expands its global footprint
TROY was the recipient of a $30 million bond program
TROY received the governor’s recommendation for a $23 million budget increase–the largest-ever increase in the state
TROY won $8 million for the new Economic Development and International Business Center
Marketing pieces were successful in expanding TROY’s international footprint through presentations with foreign partners and diplomats
About Seventh Point Higher Education
Seventh Point’s Higher Education offers media, marketing and advertising to mid-sized to large colleges, universities, and agencies. Providing big-thinking strategy, with personalized customer service. Higher Education institutes receive more applications and better engagement through the methods implemented with Seventh Point.
Visit highereducation.seventhpoint.com or call Jeremy Fern at 704-600-6753 for more information.