In Partnership With

Market Research & Brand Strategy

Connect market insight to institutional action.

Market insights are foundational to enrollment strategy. Institutions make decisions about programs, markets, pricing, and messaging every day. Without a clear read of the market, those decisions are shaped more by assumption than evidence. We provide institutions with visibility into the market through research that translates insights into action.

Research that reflects how institutions actually operate

Our backgrounds in admissions, enrollment marketing, and data science means we understand how decisions are made and what it takes to implement them. That’s why we approach research differently. We’re not focused on generating insight for its own sake, but on helping institutions make better decisions about programs, markets, pricing, and positioning.

What Our Work Enables

→ Make confident decisions about new and existing programs

→ Identify where real market demand exists—and where it doesn’t

→ Align stakeholders around a shared understanding of the institution’s position

→ Refine pricing and financial aid strategy with market context

→ Strengthen brand positioning and messaging based on real perception

Our Approch

FRAMING & REFINEMENT

The most complex challenges often begin with an unformed question. First we’ll identify, frame, and refine the question. Then, we’ll break it down to determine the data we need to find solutions.

DATA COLLECTION

We collect the right information in the right way. Our primary and secondary research dives into your market landscape to find thorough data relevant to your unique challenge.

INTERPRETATION

Through meticulous analysis and a holistic perspective, we translate volumes of raw data into clear, actionable insights, crafting a roadmap tailored to your institution’s success and growth.

STRATEGY

With a clear understanding of the findings and their implications, we work collaboratively with you to create customized, results-driven strategies for navigating challenges with clarity and confidence.

Offerings

Market Research

  • Academic Program Demand

  • Brand Assessment

  • Brand Perception & Institutional Positioning

  • Competitor Analysis & Benchmarking

  • Enrollment Trend Analysis

  • Market Opportunity Assessment

  • Tuition Pricing Analysis

Brand Strategy

  • Brand Guidelines & Toolkits

  • Brand Positioning & Architecture

  • Brand Voice and Messaging

  • Visual Identity Development

Brand Marketing

  • Brand Activation

  • Branded Collateral

  • Brand Communication Planning

  • Digital Marketing Strategy Optimization

  • Video Production

  • Website Assessment

Research from Our Newsroom

Explore Our Thinking
Explore Our Thinking

A HALO Framework for Higher Education

42% of bachelor’s and 56% of associate degree students have considered changing their major because of AI’s impact on their careers. Sixteen percent already have. These concerns are real and well-founded, but they are also incomplete.

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The Founder Generation

50% of Gen Z adults plan to start a new business in 2026, compared with 44% of Millennials and 31% of Gen X. How can colleges speak to students’ entrepreneurial ambition?

Read More

It’s Who You Know

Outcomes are critical but the labor market for college grads is eroding. What can colleges do? Active their networks.

Read More

  • Grinnell College

    “We worked with Grant on a price sensitivity study in order to bring discipline to institutional conversations about setting the comprehensive fee for tuition, fees, room and board.

    Understanding our brand value among competitors proved to be a critical component of a price-setting strategy. Now, instead of simply looking to the competition to help us set our price, our decisions are grounded in market research. The team offered us an impressive combination of methodological insight, expediency, flexibility, and user-friendly deliverables.”

    – Joseph Bagnoli, Ph.D., Vice President for Enrollment, Dean of Admission & Financial Aid

    Full Case Study

  • Earlham College

    "It was clear from the start of our branding work with ADV that Chuck Reed and Grant DeRoo understand our value proposition. But more important, they understand our campus culture and our people. Their personal investment in the work, coupled with deep expertise in market research, has inspired confidence among our faculty and staff. Today, we consider Chuck and Grant to be a trusted extension of our in-house team, whether we need a zinger of a copy line or strategic counsel on program development."

    — Kristen A. Lainsbury, Vice President, Marketing and Communications

    Full Case Study

  • Elon University

    “ADV did some critical work for us. ADV’s data analysis acumen and knowledge of higher education made them the ideal partner to advise us on strategies to offset the approaching ‘demographic cliff.’ Grant’s research is thorough, timely and exhaustive. It resulted in critical findings which he expertly and professionally presented to the university senior staff and president. We are executing ADV’s recommendations and will work with ADV again knowing the exceptional work they do."

    — Greg Zaiser, Vice President for Enrollment

    Full Case Study

  • University of Minnesota Mankato

    "It was absolutely the right decision to work with ADV throughout this rebranding process. They took the time to really get to know our university and distilled our identity beautifully. ADV went well above and beyond in this process to not only bring us and our team along, but really the whole university. Through extensive sessions with faculty, staff, students, and alumni, they incorporated feedback and generated critical buy-in for this process. We needed a strong external partner to carry through this process and ADV was clearly the right choice."

    – Sara Frederick | Senior Director, Marketing and Communications

    Full Case Study