Troy University is launching a new brand campaign that celebrates the authentic, transformative experiences that make being a Trojan special.

Titled “All Ways Real. Always TROY.” the campaign highlights the values of discovery, exploration, persistence, leadership and mutual support that define the Trojan experience.

Developed in partnership with Carnegie Higher Education, the campaign emerged from a comprehensive brand research effort involving internal stakeholders, external perception surveys and competitive analysis. The result is a message that reflects not only what the University offers, but who Trojans are.

Troy University Chancellor, Dr. Jack Hawkins, emphasized the campaign’s alignment with the institution’s long-standing mission.

“This campaign reflects TROY’s commitment to a college experience that is authentic, career-focused and prepares students to make a real difference in the real world,” Dr. Hawkins said. “For nearly 140 years, TROY has remained steadfast in its mission to educate the mind to think, the heart to feel, and the body to act — preparing scholars, in all ways, to be leaders who contribute meaningfully to their communities and professions. ‘All Ways Real. Always TROY.’ honors our legacy while advancing TROY’s vision as a premier, purpose-driven institution on the pathway to R2 classification.”

In Fall 2024, the Marketing Department hosted university-wide workshops to gather input on the TROY brand personality. Leslie Scrushy, Associate Vice Chancellor for Marketing and Communication, said the workshops were a milestone in the process.

“All faculty, staff and students were invited, and many accepted that invitation to define what sets TROY apart,” Scrushy said. “Together, we built a campaign that truly reflects who we are, and that shared ownership has led to messaging that resonates across the board.”

Eric Page, Chief Client Officer at Carnegie, shared on the importance of community engagement in building a successful brand.

“We pride ourselves on pulling as many voices into our process as we can, and the TROY community turned out in full force to contribute to the conversation,” he said. “Our high-volume qualitative research model ensures we are building alignment as we are gathering data. We believe a brand should truly reflect the impact a university, its students, and alumni are making in the world, and TROY has many great stories to tell.”

Senior Vice Chancellor for Student Services and Administration Sohail Agboatwala highlighted the campaign’s connection to student development and alumni success.

“‘All Ways Real. Always TROY.’ speaks to the future leaders we’re developing today,” Agboatwala said. “The TROY experience is authentic and impactful, grounded in real relationships and meaningful opportunity. Our students graduate with critical thinking skills, strong character, and leadership experience. Our alumni continue to lead with heart, staying connected, loyal, and proud to call TROY home.”

“All Ways Real. Always TROY.” will roll out in Fall 2025 across multiple platforms, including a dynamic new commercial, print and digital advertisements, social media content, billboards, and campus signage. These efforts aim to ensure that the authentic stories of Trojans reach prospective students and the broader public.

Scrushy said that as TROY continues to grow and reach new academic milestones, the campaign will evolve to reflect its expanding impact.

“What I love most about this campaign is its ability to spotlight the real stories of our students and alumni and that reach will only grow,” she said. “As our academic renaissance unfolds, our storytelling will expand to reflect the extent of our impact across more disciplines, more lives, and more communities. The stage will be larger and the influence even greater but the heart of who we are will remain the same, always.”