About Us
Your Higher Education Marketing Agency
Institutional Knowledge is a marketing agency specializing in the needs of higher education clients. Our team addresses the challenges of marketing, enrollment, and advancement offices seeking to move their brands forward in the minds of all stakeholders — from prospective students and faculty to alumni, key donors, and parents.
It Started in a Dorm Room
…at Rollins College, where then student and future Institutional Knowledge founder Matt Certo developed the school’s first-ever website — ushering his alma mater into the modern era. Nearly 30 years later, we’re still helping colleges and universities address the challenges of an ever-changing landscape and reach the right audience with the right message at the right time. This endeavor is layered and nuanced, involving conversations surrounding core values, institutional identity, and relevant differentiation. And it’s one we’re proud to undertake.
Top of the Class is Earned
In today’s competitive environment, students are growing more discerning and skeptical with each successive enrollment class. The media’s steady drumbeat questioning the value of college itself only increases the burden on higher education brands. That’s why your institution’s approach to differentiation needs to involve more than clever taglines and cute campus photos.
We believe that an institution’s best path forward — your best path forward — is to discover what truly differentiates you in the marketplace.
- Identify key institutional strengths
- Name a core competitive set to contextualize strengths
- Codify a series of differential advantages relative to key competitors
- Develop core messages that leverage key differentiators
- Develop messaging elements that have target market relevance
Learn more about our proprietary differentiating tool
