Mayor Tutunjian Announces Branding Campaign for Troy Troy-based Smith And Jones Chosen For New Undertaking

Mayor Harry J. Tutunjian joined with representatives of the major non-profits in Troy Thursday to announce the City was embarking on a marketing program to facilitate changing its perception both inside and outside the community.

The Troy Redevelopment Foundation, whose members- Rensselaer Polytechnic Institute, Russell Sage, Seton Health, Emma Willard and Northeast Health- make up the largest non-profits in the City, will pay for the campaign.

“There is a great buzz about the City of Troy right now, and the time is right for a marketing campaign such as this,” Tutunjian said. “This area is rapidly changing, and while we have come a long way in a just a few years, we must be ready to do all that we can to position ourselves as the place to be in the next ten years.”

Approximately 18 months ago, Tutunjian approached the Redevelopment Foundation and asked that they fund a marketing and advertising campaign to help change the perception of Troy, and bring it more in line with reality. The Foundation sent out an RFP, and after conducting individual interviews last month, the City and the Foundation chose the River Street branding firm Smith and Jones for the project.

“Troy has become a essential component to the overall economic climate of New York’s Capital Region,” said Jim Reed, the Chair of the Troy Redevelopment Foundation. “As a community, we in Troy speak with many voices and from many perspectives. What we need most right now is an unified approach that will help us express what is special about Troy in a consistent, meaningful and truthful manner.”

Tutunjian said the original idea for the campaign was a notion that stated, “Don’t Trash Troy.” Since then, other groups have come to him with different ideas. He said Thursday he was happy that the Redevelopment Foundation committed to the funding he asked for to pursue this campaign.

“It’s a win-win for everyone,” Tutunjian said. “This is not being paid for with taxpayer dollars. We are getting the services of a talented and Troy-based firm that understand what we are about. And the results will allow us to position ourselves nicely in a number of different markets in the years to come.”


Smith & Jones was chosen from the qualified group of companies namely for its insistence that any branding, marketing or advertising campaign be done with truthful information, gleaned from those who know Troy best- the residents, the business owners, and the visitors.

“Changing how a city is perceived by both its citizens and people outside the community is complex. A lot has to be considered and many viewpoints have to be heard. We’re glad the City of Troy is taking the steps to get the job done right,” said Mark Shipley, chief thinker for Smith & Jones. “We have watched, with great pride, the economic boom that has been taking place throughout the city we call home. We’re glad that what we’ve successfully done for so many other companies and places, we can now do for Troy.”

Smith & Jones is a brand consultancy that specializes in moving brands up market. They help discover and invigorate brands, attract attention and inspire brand advocacy through careful development of premium brand positions and identities. Their client list includes Boston University, Heineken, Michelin Footwear, Silhouette Optical, Square One Bank in Durham, North Carolina, South Shore Estuary Reserve Bayway on Long Island, and Windham Mountain. Local clients include Cornerstone Telephone, Legacy Banks, and MapInfo.

“There is so much positive change going on in Troy,” Tutunjian added. “The Conservatory, the Congress-Ferry Street redevelopment, and Hedley District are just a few examples the economic growth that is currently taking place here. Over the past several years, we have been worked to map out a plan that would invigorate our city and the pieces are falling into place. As we continue to make improvements and updates to our landscape and infrastructure, we also need to update one of our most important assets – our brand. We are fortunate to have the Troy Redevelopment Foundation to fund and a company of the stature of Smith & Jones here in Troy to help us with this vital initiative.”