OHO U: Brand & Content Strategy
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Be True to Your School: How to Keep Your Brand Fresh and Relevant
Your brand is not static — it is dynamic. It grows as you grow, changes as you change. While there is an immutable core to what defines your institution, there are many inflection points that can arise in response to shifts in institutional priorities, market factors, or new offerings. As many institutions flex in response to the tumult of the times, these needs may arise more frequently or urgently than before.
Such considerations may push the need to evolve messaging, shift positioning, or otherwise refine your brand strategy. This can present a major challenge for higher ed marketing professionals, where “the brand” can feel massive and intractable — or, in some cases, wholly undefined to begin with.
In this presentation, Georgy will present some ways to sustainably evolve your brand across your digital platforms. Through tactical research and testing, focused workshops on messaging and visual identity, and thoughtful engagement and collaboration with internal stakeholders, you can generate valuable insights and frameworks to guide your brand evolution and activation. Style guides, message architectures, voice and tone guidelines, and brand training modules are just some of the tools that can help you ride the waves through the changing times.
Georgy Cohen has spent nearly 20 years wrangling digital content for universities, newspapers, and a host of other organizations. She is director of digital strategy at OHO Interactive, a full-service digital agency based in Boston, Massachusetts. Georgy previously worked at Tufts University and Suffolk University, in addition to running her own independent consultancy to higher education. She speaks frequently at industry conferences such as HighEdWeb, CASE, and ContentEd. Georgy's background is in journalism, including a three-year stint working in the fast-paced online newsroom of The Boston Globe.
On Purpose: Strategically Branding Colgate University
On the precipice of its 200th anniversary, Colgate looked within — to its history, its people, and its future — purposefully leveraging an exciting milestone as the launchpad to a collective vision for its third century. In this presentation, hear strategies and real-world examples of how a successful rebrand comes together.
Tim Horn is a design generalist and Chief Creative Officer at Colgate University. He has worked as a designer, educator, strategic partner, and creative director across interactive, brand, and editorial projects to help companies find their image and voice.
Heroes of Higher Ed Lightning Talks
Brand New World: Developing Pandemic-Proof Strategies for Change
Rebecca is an experienced marketing and communications leader with 20+ years of experience across multiple industries and disciplines. Her broad areas of expertise include marketing strategy, customer engagement, brand development and offline media.
For the past 3 years, Rebecca has led the Brand and Creative Services team at Bentley University. Prior to this role in higher ed, she worked at Staples in Retail Marketing, at TripAdvisor in Member Engagement and at athenahealth where she developed the Patient Engagement function within product development. She has also consulted to retailers, non-profits and start-ups as well as volunteered with her kids’ schools, the Girl Scouts and several local organizations that support the homeless.
Rebecca earned her Master of Business Administration from the Tuck School of Business at Dartmouth College as well as a Bachelor of Art in Communication and Sociology from Tulane University. She currently lives in Wellesley, MA with her 2 children, her husband and all of their stuff.
I Fought the 'Gram, and the 'Gram Won
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Week 3: Lead Generation
Learn what lead generation tactics have worked for other institutions, and how trends in digital marketing could impact enrollment this year.