You need to establish segues between your collection view controller (not the cell) and the destination controllers, giving each a unique storyboard ID.
Then in the collectionView:didSelectItemAtIndexPath:
delegate method, decide which controller you want to segue to based on the indexPath
and initiate the segue programmatically:
- (void)collectionView:collectionView didSelectItemAtIndexPath:indexPath
{
NSString *storyboardId = ...; // determine storyboard ID based on indexPath
[self performSegueWithIdentifier:storyboardId sender:indexPath];
}