This "Toolkit" is intended to assist CEOs and CAOs to make the case for quality for their institutions: framing, affirming, advocating for quality. The materials (1) provide key questions about quality and (2) offer suggestions for responses that can be tailored to individual colleges and universities. The "Toolkit" is one means of conceptualizing the quality and performance of a college or university to demonstrate the value of efforts to serve students and society. The material here may be used, e.g., to address the importance of quality and the value of an institution to governing boards, faculty, students, the community, employers, and government officials at all levels.