ELEVATE - Troy Athletics Strategic Plan

LETTER FROM THE CHANCELLOR

A Japanese proverb says those who fail to embrace change will be swept away by it. That adage holds true for higher education and particularly the leadership and management of college athletics.

Think about the major changes we have seen in recent years. Nameimage-likeness (NIL) allows college athletes to receive payment for endorsements, a move that redefines the concept of amateurism. In a similar vein, the transfer-portal phenomenon has made every athlete a potential free agent, and has changed the face of college sports in ways unthinkable a generation ago.

The bottom line: Strategic planning is more important than ever to excel in the volatile world of U.S college athletics. This document outlines how TROY athletics will achieve success on the field and in the classroom. In the process we will provide the best experience possible for our fans.

Jack Hawkins Jr., Ph.D. Chancellor

We have high hopes for TROY athletics. If our conference rivals can win a College Baseball World Series, then why not TROY? If a former conference rival that we used to dominate on the basketball court can make it to the Final Four, why not TROY?

Accordingly, we have invested in our facilities and our people in order to attain our goals. am confident our facilities are among the best in the Sun Belt Conference. Moreover, our coaching staffs are filled with outstanding leaders and teachers.

But as Hall-of-Fame Coach Vince Lombardi once said, “Hope is not a strategy.” It takes planning and commitment to turn vision into reality.

I commend our athletics administrators and coaches for producing a roadmap which will guide our efforts over the next 24 months. I recommend it for your review. Go Trojans!

LETTER FROM THE ATHLETIC DIRECTOR

Trojan Nation,

It is with great excitement and enthusiasm that I present ELEVATE – the Strategic Plan for Troy University Athletics. This vision and plan was put together thanks in large part to our tremendous stakeholders. Over the course of several months, we gathered invaluable feedback from listening sessions that included university leadership, faculty, staff, alumni, season ticket holders, donors, coaches, student-athletes, letterwinners and community leaders. These listening sessions helped develop our path forward with this strategic plan and reinforced even further the pride and passion that permeates throughout all of Trojan Nation.

ELEVATE will serve as the guiding vision from which we will continue to strive to new heights as an Athletics Department. As we navigate a transformative era in intercollegiate athletics, this strategic plan will enable us to maintain our status as leaders within the Sun Belt Conference as well as among the Group of Five.

Brent Jones Athletic Director

As we begin this journey together, I thank all of you in advance for the part that you will play in the continued growth of Troy Athletics. Together, we will continue to invest in the success of our programs and provide a transformative student-athlete experience for the men and women that represent Troy University on the competition fields. greatly appreciate the tremendous support from Chancellor Hawkins and the university to have a world class athletics department.

This strategic plan is an important planning tool and road map for our future. The leadership and collaboration that brought this plan together serves as evidence of what we can and will accomplish as a team. As an Athletics Department, in tandem with our University’s leadership team, we look forward to bringing this plan to life as we ELEVATE Troy Athletics to a new level of success. Together, we will continue to ELEVATE as One TROY!

MISSION

In conjunction with Troy University, Troy Athletics will have a bold, dynamic, aggressive, collaborative and sustainable athletics department that engages all of our constituents and stakeholders. As such Troy Athletics will be great stewards of our brand and resources while we support and equip our student athletes for success in the classroom, in the community, on the playing field and in life.

VISION

To be the premier athletics department in the Sun Belt Conference where all sports are competing for Sun Belt championships and NCAA postseason play, including winning the Bubas Cup and universally being acknowledged as a top 10 Group of Five athletics department.

PILLARS OF SUCCESS

IN THE CLASSROOM IN THE COMMUNITY

WINNING

PILLARS OF SUCCESS

ON THE FIELD IN THE STANDS

ATHLETIC EXCELLENCE

To ensure that Troy Athletics is one of the top Group of Five athletics departments in the nation where we experience competitive success across the entire athletics department. Troy Athletics will have a growth mindset that fosters innovation, culture and competition that produces championships and postseason appearances.

STAFF & COACHES

• Create a Leadership Institute where staff can continue to grow and learn from industry leaders

• Ensure that we hire the most talented candidates

Recruit...

great staff and coaches to ensure a deep and talented candidate pool

Hire... the most talented individuals

Train... in industry leading standards and in the Trojan Way

Retain... talented staff members to provide stability and growth opportunities

DEPARTMENT

• To be a top 10 Group of 5 athletics program

• Produce best practices for sports and individual units

• Ensure that we are following industry leading standards

• Create a professional development program to continue to invest in our own coaches and staff

• Develop a retention plan for coaches and staff

• Ensure that we are providing the necessary resources and budgets to compete at the highest level

• Ensure that our budget is comparable to other Sun Belt Conference and Group of Five athletics departments

SUN BELT CONFERENCE

• Be a leader among our conference colleagues

• Competitive success across all sports

• All sports finishing top four in Sun Belt Conference standings

• Competing for and winning Sun Belt Conference Regular Season Championships

• Participating in and winning Sun Belt Conference Postseason Championships

• Producing all-conference selections and coach of the year honorees

• Ensuring the Sun Belt Conference continues to be a leader in the Group of Five conferences

• To win the Bubas Cup

NCAA

• Participating in NCAA Championships (individually and teams)

• Participating in Bowl Games (football)

• Producing All-Americans

• Winning games in NCAA postseason tournaments

• Finishing top 100 in the Learfield Cup annual standings

• Hosting postseason and NCAA Tournaments / Regionals

• Continue to evolve and adapt in the rapidly changing NCAA landscape

• Continue to be a premier FBS program

OFFER THE TOTAL TROJAN EXPERIENCE...

on the field, in the classroom and throughout the community to student-athletes so they will maximize their potential as a student-athlete and in their post graduate careers.

• Implement the TROY CARES plan that prioritizes communication, action, respect, education and social responsibility.

• Produce a dedicated budget that allows for outside speakers, activities, and engagements to promote a culture of collaboration, empathy, inclusiveness and respect.

• Ensure 100% job placement for graduating student-athletes

• Focus on social responsibility and p ersonal development through experiential learning

• Establish a study abroad initiative where all student-athletes will be able to take advantage of this opportunity over a four year period

2

STUDENT-ATHLETE EXPERIENCE

Provide a commitment to...

NCAA RULES COMPLIANCE

• Develop and implement a plan to educate staff, coaches, studentathletes, internal and external constituencies

• Monitor compliance activities to ensure institutional control and compliance with NCAA rules and regulations

• Conduct regular compliance audits by an outside entity

• Utilize the industry software standards to monitor and log compliance forms

• Continue to produce comprehensive rule seminars for studentathletes, coaches and staff

• Maintain open dialogue with all coaches, staff and student-athletes

• Assist all coaches in the recruiting process of potential studentathletes to ensure proper certification and eligibility

Pursue an active role to support initiatives for...

PERMISSIVE STUDENT-ATHLETE BENEFICIAL LEGISLATION

• Actively engage new permissive legislation that is beneficial to student-athletes

• Collaborate with the Troy University’s IDEA Bank to help build the student-athletes’ brand with the new permissive legislation of Name, Image and Likeness (NIL)

• Educate campus and community partners regarding the importance of collaboration and cooperation with NCAA compliance

• Partner with industry standard companies and vendors for NIL opportunities

• Provide a comprehensive NIL education

• Collaborate with the Brandr Group to provide cobranded merchandise in the marketplace for Troy student-athletes

WINNING IN THE CLASSROOM...

By maintaining and surpassing specific goals

975 3.0

overall four-year cumulative APR rate annual grade point average as a department

• Provide an environment where all student-athletes have an opportunity to be academically successful

• Collaborate with Troy University partners to identify campus resources

• Continue to enhance academic programming for student-athletes

• Educate incoming students on degree programs available and provide a path toward graduation

• Provide an opportunity for all student-athletes to attend summer school

• Ensure 100 percent job placement upon graduation

• Continue to provide study hall, advisement and tutoring opportunities for student-athletes

STUDENT-ATHLETE WELFARE

Encourage and foster a first-class student-athlete experience grounded in diversity, inclusiveness, integrity, physical and mental well-being and NCAA compliance

NUTRITION PLAN

Develop a comprehensive and robust... for the Department which prioritizes individual physical growth while ensuring proper diet and fueling the body with appropriate nutrition.

• Provide numerous nutritional opportunities to all student-athletes

• Develop corporate sponsorship trade agreements to increase nutritional offerings at minimal costs.

• Identify an individual within the Athletic Department to be the primary contact for nutritional items.

• Create private sector partnerships focused on nutritional education for coaches, staff and student-athletes

• Produce nutrition education for coaches, staff and student-athletes

• Work to produce a diverse amount of nutritional offerings

ATHLETIC TRAINING

Continue to provide top ranked sport performance... and strength and conditioning resources to increase the mind, spirit and body to produce positive long-term outcomes.

• Create satellite rehabilitation offices within athletics facilities

• Continue a collaborative partnership with outside rehabilitation services group to offer the services of a physical therapist

• Ensure athletic training is working in collaboration with strength and conditioning to ensure that workouts limit and prevent sustained injuries

• Due to changes in certifications, there will be a need to increase full time athletic training staff members to meet the needs of our studentathletes and programs

• Partner with outside companies to continue to provide industry-leading services in physical therapy, medical services, mental health and surgeries

Develop a plan to promote an environment of...

EQUITY, DIVERSITY AND INCLUSION

• Utilizing recurring Title IX external audits

• Develop surveys for student-athletes

• Ensure Title IX compliance through external and internal operations

• Survey the interest and abilities of all incoming student-athletes

• Continue collaborative partnership with the Troy University leadership and Title IX officer to review areas of concern.

• Promote an environment of inclusion and diversity among coaches, staff, student-athletes and fans

• Continue to implement the TROY CARES program

Create an environment that focuses on the...

MENTAL HEALTH AND WELL-BEING

for all student-athletes.

• Create an environment that prioritizes mental health and well-being for all student-athletes

• Promote a commitment to lifelong mental health skills

• Include mental health screening for all studentathletes upon initial arrival to campus

• Provide Troy University Counseling Center’s information to all student-athletes

• Partner with an off-campus telehealth group that will deliver mental health assistance for individual and/or group support

• Create a life coach position on staff that is available to all student-athletes, coaches and staff

REVENUE GENERATION

Provide and cultivate the financial resources needed to compete at a championship level annually through ticket sales, philanthropic gifts, licensing revenue, sponsorships and emerging creative revenue streams.

Surpass previously established...

RECORDS FOR SEASON TICKETS, SINGLE GAME SALES AND ATTENDANCE

• Establish new season ticket sales records for all ticketed sports

• Provide top tier customer service throughout entire experience

• Improve functionality and ease of transaction through online purchasing mechanisms

• Further enhance awareness of the Troy Athletics brand and all events through an increased presence in traditional media and new media advertising

• Implement a season ticket holder retention plan across all ticketed sports in order to recruit, retain and reward our tremendous fans

• Establish single game ticket records for all ticketed sports

• Set Troy single game and season long attendance records in all spectator sports

• Lead the Sun Belt Conference in attendance in ticketed sports

Elevate philanthropic donations beyond previously established records and...

PROVIDE UNMATCHED DONOR EXPERIENCES

• Focus on increasing memberships within the Trojan Warrior Club by providing opportunities for supporters of all ages and financial backgrounds to further engage with the Trojans as donors

• Provide top tier experiences for donors as well as unique travel opportunities for road contests and connections with Athletic Department staff and coaches

• Officially relaunch the T-Club Letterwinners program under the guidance of Athletics and establish a board of former letterwinners

• Create additional opportunities for fundraising for sports individually through specific fundraising events and clubs

• Continue to develop new fundraising opportunities through premium seating, unique experiences, and additional campaigns

• Continue to exceed the previous year’s philanthropic giving levels

• Utilize technology to maximize all revenue opportunities

Continue upward trajectory of... and further enhancing product offerings for fans to enjoy and showcase their Trojan Pride

LICENSING REVENUES

• Maximize opportunities through e-commerce to further enhance product offerings for fans across the nation to easily purchase merchandise and provide additional revenue opportunities

• Further expand overall product offerings in brick and mortar stores regionally

• Continue to add new premium quality vendors to provide optimal apparel offerings to fans

• Expand the Troy Athletics brand through additional consumable goods while simultaneously opening new revenue streams

• Work with student-athletes for Name, Image and Likeness opportunities to co-brand merchandise

Promote our brand and cultivate championship resources by...

SURPASSING PREVIOUSLY ESTABLISHED RECORDS IN SPONSORSHIPS

• Establish new sponsorship revenue records while forecasting for sustainable growth year-over-year

• Provide new and innovative activation opportunities to promote brand awareness of our sponsors and create a one-of-a-kind gameday experience for all fans to enjoy

• Embrace emerging trends and be on the forefront of new sponsorship opportunities within the world of intercollegiate athletics

• Expand our sponsorship footprint further throughout the state of Alabama to broaden the overall reach of the Troy Athletics brand

• Provide sponsors with unrivaled opportunities to engage with Troy Athletics fans to provide a strong return on investment for their sponsorship

• Further embrace sponsorship opportunities by way of engaging content that fans will enjoy consuming and interacting with

Maintain strong..

REVENUE DISTRIBUTION

NCAA and Sun Belt as well as expanded opportunities through game guarantees.

• Provide top tier viewing experiences on ESPN+ as well as on linear broadcasts within the ESPN family of networks to further strengthen the Sun Belt’s TV agreement

• Maintain high APR rates to ensure maximum distribution from the NCAA

• Increase game guarantee revenues for football, men’s basketball, and women’s basketball

• Look to establish game guarantees in all sports who previously did not receive game guarantees

• Continue to maximize partnership with industry leaders in ticketing, multimedia rights, licensing and concession revenue

• Continue to use creative services, broadcasting, and communications to maximize revenue

FAN EXPERIENCE

Provide the premier game day experience in the Sun Belt Conference and be amongst the top in the Group of Five by embracing emerging trends, providing meaningful experiences for our alumni, students, former letterwinners and fans while also further enhancing the Troy Athletics brand regionally and nationally.

Create one of the most..

EXCITING GAME DAY ATMOSPHERES

in the country for all fans, students and student-athletes to enjoy and participate within.

• Provide an engaging and welcoming atmosphere for all spectators that fans will enjoy from the moment they step onto campus

• Utilize videoboards and technology to further enhance the game day experience and provide engaging content that creates an unmatched home-field advantage for all programs

• Work directly with student leaders to form a leadership council focused on maximizing student involvement and providing feedback for game day experiences

• Continue to embrace the rich traditions surrounding game days that stir emotions within the fan base

• Work with concessionaire partners to produce creative offerings for concessions

• Utilize technology through surveys and text messages to ensure communication and feedback is provided

• Create a fan experience and gameday promotions budget for all sports

Embrace..

EMERGING TRENDS

as it relates to the overall fan experience and expansion of the Troy Athletics brand.

• Continue to enhance digital offerings by way of the Troy Athletics App, social media and other emerging media to provide constant connections with all members of Trojan Nation

• Embrace innovation as it relates to the fan experience inside and around athletic venues as well as through communication pieces

• Maintain our status as a prominent leader in social media and creative content within the Sun Belt Conference and the Group of Five

• Create unique content via podcasts and other emerging media to provide in-depth looks into our teams, coaches, staff and goals for the Troy Athletics Department

Enhance...

COMMUNICATION

to our fan base as well as furthering our reach through traditional media, growing digital trends and branding opportunities.

• Further enhance our advertising and earned media opportunities throughout the state by strengthening connections and providing unmatched access to all media personalities within the Montgomery, Dothan and Birmingham marketplaces

• Provide regular correspondence – both written and video based – to further communicate developments to keep our stakeholders aware of the vision for Troy Athletics

• Continue to grow our presence throughout the Southeast with alumni and fan events as well as media engagement opportunities

Continue upward trajectory of...

ATTENDANCE

for all athletic programs.

• Provide an environment that welcomes all students and creates a lasting legacy as part of their student experience

• Create experiences that leave a lasting impression on fans and cements their status as Trojans for Life whether that be former letterwinners, alumni or members of the community at large

• Maintain strong connections with the community through appearances by coaches, student-athletes and staff at various events in the Troy community as well as throughout the Wiregrass

• Encourage all members of Trojan Nation to continue to grow the fan base by serving as ambassadors for Troy University and Troy Athletics wherever they may be located

• Be a leader in the Sun Belt Conference in attendance and top 10 in the Group of Five

FACILITIES

Ensure that we have the best and most competitive facilities across all sports in the Sun Belt Conference and in the Group of Five conference which will allow and provide the best studentathlete and fan experience possible.

FACILITIES

• Produce a comprehensive athletics facilities master plan

• Complete Riddle-Pace Field renovation project

• Commission feasibility study for upgrades to the Lunsford Tennis Complex

• Conduct feasibility study for the viability of an indoor practice facility

• Commission feasibility study for Colley Track & Soccer Complex upgrades

• Maintain championship level turf management for golf practice facility and soccer playing surface

• Create and develop a needs and wants report for all sports and departments that is evaluated annually

• Ensure facilities are up to date and maintained properly

• Ensure all facilities are branded effectively and properly telling the story of Troy Athletics

• Assist in revenue generation

• Aid in the student athletic experience

• Aid in providing the best fan experience

• Add a state of the art tennis scoreboard and state of the art baseball, softball, and soccer video boards and sound systems