The positive social and economic benefits of a well-educated community have been well documented. Research shows that a community’s culture toward education is one of the most important factors in determining educational outcomes. WDM was charged with developing a brand, a story, and a marketing campaign that would instill the idea that higher education is essential and attainable. Rather than focusing on the elements, curriculum, and policies within the education system, WDM endeavored to shift the cultural attitude of our community toward higher education. The KNOW2 brand message had to appeal to a very broad community base from kids to moms to corporate CEOs. Today, thanks to our message and the people who heard and responded to it, hundreds of South Carolina high school seniors graduate and apply for the annual KNOW2 Scholarship, which funds a two-year degree at a local technical college.