OHO U 2024 Online Conference: Making Changes

Making Changes

Change has always been a challenge in higher ed -- but it is possible. When you center the entities and priorities that need support -- whether it is the business of the institution, the needs of end users, or the work of the internal team -- we will explore how to make change happen.

Beyond the Algorithm: Integrating Gen AI to Enhance Your Professional Practices

In today's rapidly evolving tech landscape, the integration of generative AI remains a complex and daunting challenge for many. Have you tried using generative AI but have yet to find any useful benefits? Do you remain skeptical of the benefits due to ethical and security concerns? Have you ever felt like AI is mysterious black box? Does the thought of AI inspire hesitation? As a result, perhaps you are one of the many professionals missing out on opportunities to enhance your practices and drive innovation.

This talk is perfect for professionals in higher education marketing who are looking to innovate their practices, overcome skepticism, and gain a deeper understanding of how to effectively and ethically integrate generative AI into their workflows.

Speaker Statement

Hi! I’m Christy Moss. I help people feel inspired and equipped to integrate generative AI into their professional practices by demystifying its complexities and providing real-world use cases. I work as Vice President of Marketing and Business Development at the University of Illinois Alumni Association and write AI Insights, a weekly e-newsletter on applying generative AI in Higher Education.
 

Governance with a Small Team

How do you tackle bigger goals with a small team? In this talk, Patty Swisher will share some of the wins she's earned by making web governance a team sport at Duquesne University.

As AVP of Marketing & Communications at Duquesne University (located in Pittsburgh, Pa.), Patty leads content strategy, oversees both the media relations team and the University’s central web team and serves as Editor of the Duquesne magazine. She was instrumental in leading the team through vendor selection, negotiation, and project management for the University’s web redesign and CMS replacement project. Celebrating 4 years at Duquesne backed by 25+ years of experience, her role unites her marketing, digital and media expertise and keen focus on content creation and delivery in pursuit of strategic divisional and University goals. Patty also brings the perspectives of staff-member, content strategist, alumna and proud parent of a Duquesne student to her daily work.

Navigating the Future of Higher Education: 

Key Trends and Strategic Marketing Responses

A Discussion with OHO Strategists:  Mike Powers, Content Strategist and Tess MacCurdy, Digital Marketing Strategist

The higher education sector has been facing financial and demographic challenges for over a decade, with peak enrollment of high school students predicted as soon as 2025. The past year’s developments—from widespread protests on college campuses and new calls for transparency about costs and outcomes to the arrival of generative artificial intelligence which presents many institutions with challenges and opportunities for which they are largely unprepared—will compound the challenges leaders face in creating a sustainable path forward. Increased political attention and eroding trust in higher education institutions will likely accelerate the sector’s leadership crisis further as more presidents and chancellors eye the exit door and potential leaders decline to step into top roles.

Given the intersection of an array of forces affecting America’s campuses and future workforce needs, clearly the country is entering a new era for higher education—one that requires colleges to become entirely new institutions rather than staking their futures on tweaks at the edges. For marketing professionals, these challenges present both obstacles and opportunities. By embracing innovative strategies and fostering authentic engagement, marketers can help shape the transformative journey of higher education institutions, ensuring they remain relevant and resilient in this new era.

Danylle Kunkel, Ph.D is a Manager in Deloitte’s Higher Education practice with over 20 years of relevant experience. She has worked across multiple higher education institutions in senior faculty and director roles. She has partnered with Public and Private Institutions on large multi-campus transformations and acquisitions. In her current role, Danylle leads the Research & Insights pillar and the Academic Collaborations pillar in the Center for Higher Education Excellence, which is an incubator investing in groundbreaking research, the development of future leaders, and collaborations and partnerships with preeminent universities. 
 

Tiffany Dovey Fishman is a senior manager with Deloitte Services LP where she leads the firm’s Center for Higher Education ExcellenceTM, an incubator that invests in bespoke research, the development of future leaders, and collaborations and partnerships with colleges and universities across the US. Through research, immersive labs, and forums that convene higher education leaders, the Center engages the broader community in exploring critical topics, overcoming constraints, and charting a path forward. Her research and client work focus on how emerging issues in technology, business, and society will impact organizations. She has written extensively on a wide range of issues facing the sector, including the transformation of higher education, improving student success, and elevating cybersecurity on the leadership agenda, among others.

Lightning Talk - Hook, Line, and Reel: Using Short-Form Video to Engage Prospective Students 

This presentation will explore how institutions can leverage platforms like TikTok, Instagram Reels, and YouTube Shorts to craft compelling narratives that resonate with prospective students. 

Steve Ziemba, the Social Media Marketing Manager at Midwestern University in Downers Grove, Illinois, is a seasoned professional in the field of social media/digital/content marketing. His career, which began in 2008 with the Word of Mouth Marketing Association, has seen him work with various B2B, B2C, and DTC clients on both the client and agency side. Notably, Steve's expertise extends beyond his professional roles, as he has also shared his knowledge by teaching social media and influencer marketing courses at Roosevelt University in Chicago. His leadership and initiative were instrumental in the successful launch of the Social Media Certificate Program at the College of DuPage.

Additional Presentations and Lightning Talks

Be sure to check back frequently as we announce additional speakers bringing you insights on a diverse range of topics, including governance, video, and more.