Troy University Athletics wanted an eye-catching yet simple new advertising campaign to strengthen name and brand recognition for all things Trojan sports. Athletics director John Hartwell sought the assistance of an advertising agency called Phoenix Design Group of New York. They came up with the concept and slogan "It's T Time". In the graphic logo the "T" located between the words "it's" and "time" was represented with the athlete's T-shaped sword logo. Speaking to Hartwell about the logo, he said he wanted the T to be an instant, recognizable logo. much the same way the “U” represents the University of Miami in all of its athletics logos and sports awards. It would be something immediately recognisable. The message should be simple and powerful. It's a simple slogan of "It's T Time." The "T" is supposed to represent more than just Troy or Trojan. It is supposed to represent the embodiment, dedication, loyalty and a strength that is the Trojan nation. It is meant to be the same message every time it is used. It is aimed at all audiences of all ages. Hartwell said: “From eight to ten year olds to sixty and ninety year old Trojan fans. It's all inclusive for all ages." To make distribution of the campaign easier, every aspect of it had to be in visual form to instill the concept of the logo as more than just a shape or image but as a meaning and an image for the university's athletics department. It can be seen visibly in many places. Example is a printed flyer that includes the football team's game schedule. To help tie the image to Troy athletics, it was featured prominently with the university... in the middle of the paper... not only on the Friday after a holiday, but also on the biggest shopping day of the year. believes that this announcement was strongest in the social media industry. It was easier to spread the word about "It's T Time" through channels like Twitter, Facebook and other social venues electronic media is simply an easier format to distribute. I believe that the print and online advertising sections of this advertising campaign were especially lacking. The concept was well thought out and simply executed. I think the timing of the release was ill-conceived. They waited until the football season started to start the advertising campaign. All this should have started much earlier. Possibly in spring. She's still a young ad campaign and I think given enough time she'll grow and develop better into what the athletic department has envisioned for her..