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OHO U: Brand & Content Strategy

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Be True to Your School: How to Keep Your Brand Fresh and Relevant 

Georgy Cohen headshot
Georgy Cohen, Director of Digital Strategy, OHO Interactive

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

Headshot for Tim Horn, Chief Creative Officer, Colgate University
Tim Horn, Chief Creative Officer, 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

Headshot of Rebecca Burstein, Director, Brand Marketing and Creative Service, Bentley Universitys
Rebecca Burstein, Director, Brand Marketing and Creative Service, Bentley University

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

Headshot of Andrew Cassel, Social Strategist and Content Producer, Middlebury College.
Andrew Cassel, Social Strategist and Content Producer, Middlebury College.

Andrew Cassel has been creating and curating social media content for higher ed since 2011. Cassel speaks regularly about social media content including appearances at ContentEd 2021, full sessions at the 2017-2020 Higher Ed Web annual conferences, as well as the American Geophysical Union 2018 annual fall meeting. Cassel was awarded a best in track Red Stapler at the 2017 High Ed Web annual conference and is a five-time winner of Aurora Awards of Excellence from the Public Relations Society of America - Alaska including the 2018 Grand Award of Excellence. In 2019 he was a host for Higher Ed Live - Marketing Live. His most recently published work is in the Journal of Education Advancement & Marketing Vol. 5, No. 4. “Twitch for higher education marketing and communications: Creating a presence in the gaming world”. Cassel is currently the Social Strategist and Content Producer at Middlebury College.


40 Days of Video: 'Notes From Home' and Building a Content Community

Headshot of Tim Nekritz, Director of News and Media, SUNY Oswego
Tim Nekritz, Director of News and Media, SUNY Oswego

Tim Nekritz is Director of News and Media at SUNY Oswego, leading campus news operations, a range of digital content development and the college’s main social media channels. An award-winning journalist in a previous century, Nekritz’s regular roles include writer, editor, planner, peacemaker, photographer, marketer, matchmaker, video producer and recruiter. As if that’s not enough fun, he also serves as chief editor of HighEdWeb’s Link journal and teaches media writing at SUNY Oswego. A decidedly average musician, singer and songwriter, Nekritz also will teach a course on the history of the blues this fall. He has presented multiple times at HighEdWeb, Canada’s PSEWeb, Confab Higher Ed and SUNYCUAD conferences.


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