The "Lead Change" campaign by Troy University positions the brand as a catalyst for developing leadership skills that equip individuals to make a meaningful impact. The core value proposition centers on empowering students from the outset of their education to become change agents, emphasizing the university’s role in shaping future leaders capable of influencing societal progress. This aligns with a broader narrative of personal and social transformation, framing education not merely as academic achievement but as a platform for active contribution to the world.
Strategically, the campaign targets prospective students motivated by purpose-driven goals, particularly those who aspire to leadership and impactful careers. By using a narrative approach, the campaign connects emotionally through the universal aspiration to lead and enact change, which resonates with individuals seeking education that goes beyond traditional credentials. The creative angle leverages this insight by posing an open question—"Do you have what it takes to change the world?"—engaging viewers directly and prompting self-reflection on their potential role as leaders. The medium choice of film supports a compelling storytelling format to convey this transformative journey, aiming to stand out in the competitive education market by highlighting leadership development as a distinctive outcome of the Troy University experience.
With over 368,000 views but limited engagement in likes and comments, the campaign likely achieved broad awareness but may have faced challenges in fostering deeper interaction or community building. Nonetheless, its strategic focus on leadership as a value proposition effectively aligns with market trends favoring education that promises practical, real-world impact, positioning Troy University within the media and entertainment category not only as an educational institution but as a platform for leadership cultivation.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign centers on the aspirational message that a Troy University education empowers individuals to "make a difference and lead change by developing strong leadership skills from day one," which signals a focus on the transformative journey typical students undergo. The absence of a literal problem-resolution structure, comparative language, or overt storytelling arc further points to the use of relatable or aspirational user imagery: viewers are encouraged to see themselves as future leaders, aligning directly with the Associated User Imagery format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. University of Alabama – Positioned as a top-tier public research institution, it emphasizes strong academic programs combined with impactful research opportunities and a vibrant campus life, appealing to students seeking both rigorous education and social engagement in the Southeastern U.S.
2. Auburn University – Differentiates itself through a focus on innovation and practical application in STEM and business fields, with strategic partnerships in industry, positioning as a career-oriented university rooted in community values.
3. University of South Alabama – Markets itself as an accessible, student-focused institution offering diverse programs, particularly in health sciences and engineering, positioning through personalized education and strong ties to regional healthcare and industry.
4. Jacksonville State University – Emphasizes affordability and personalized attention within a comprehensive range of undergraduate and graduate programs, targeting students desiring a close-knit campus atmosphere and strong teacher preparation programs.
5. Florida State University – Positions as a leading public university with a balance of research excellence, in-depth liberal arts education, and a rich cultural environment, catering to students seeking a well-rounded academic and extracurricular experience in a dynamic Southern location.
Q: What is Lead Change about?
A: Lead Change is a professional campaign created by Intermark for Troy University and launched in the United States in 2021. This film-based campaign is designed for the education sector and positions Troy University as a transformative institution focused on developing leadership skills. The central creative idea is to inspire prospective students to see themselves as future leaders capable of making a meaningful difference, with the campaign’s narrative challenging viewers to consider whether they have what it takes to lead change in the world.
Q: What creative device does Lead Change use?
A: Lead Change employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This creative device centers on aspirational user profiles that the target audience can relate to or aspire to become. Rather than following a traditional problem-solution or comparative storytelling structure, the campaign encourages viewers to envision themselves as empowered leaders, directly aligning with the transformative journey that Troy University promises from day one.
Q: What is the campaign proposition for Lead Change?
A: The campaign proposition for Lead Change positions Troy University as a catalyst for leadership development, targeting prospective students who are motivated by purpose-driven goals and a desire to make an impact. The brand message emphasizes that leadership skills are cultivated from the outset of the university experience, framing education as a platform for both personal and societal transformation. This strategic positioning is designed to resonate with individuals seeking more than academic credentials, highlighting Troy University’s commitment to nurturing future leaders in the competitive education and media/entertainment market.
Q: How does Lead Change rank in Clapboard's archive?
A: Lead Change holds a Clapboard Campaign Score of 57/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Troy University's category?
A: In the competitive landscape for higher education in the Southeastern United States, Troy University faces rivals such as the University of Alabama, which is known for its strong academic programs and vibrant campus life; Auburn University, which emphasizes innovation and practical industry partnerships; the University of South Alabama, which focuses on accessibility and student-centered programs, particularly in health sciences; Jacksonville State University, which highlights affordability and personalized attention; and Florida State University, which balances research excellence with a rich liberal arts and cultural environment. Each institution carves out a distinct positioning to attract students seeking leadership, academic rigor, or community engagement.
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