OHO U 2024 Online Conference: New Frontiers

New Frontiers

Just as so many higher ed institutions pride themselves on being at the forefront of discovery, so too much higher ed marketers be ready to evolve as new technologies and marketing approaches emerge. We will showcase some areas of opportunity, including AI.

If Video Content is King, Why is it a Royal Pain in the #?!#! 

In this session, David Perry, EVP of Bowstring Studios, will address the following topics:  

• Thinking Beyond the Brand Anthem 
• Employ content planning to address the “do more with less” directive
• Being thoughtful about creating and repurposing content 
• Empower students, faculty & staff to share their authentic stories
• Keeping it Fresh - feeding the content channels in a way that works for your institution

David is a strategic advisor for higher education clients focused on content planning and strategy. As a former CMO and advisor in higher education and academic medical centers, from Bentley University to the University of Utah Health to Stanford Medicine, David has created content and managed teams that produce and distribute it. He also serves on the board of Lindsey Wilson College, is an adjunct lecturer at Texas State University, and recently received his doctorate in business, where his dissertation focused on employer branding in the higher education sector.

AI Unleashed: Turning Student Data into Marketing Gold

Join us for a  dynamic talk that showcases how to use Artificial Intelligence to compile and analyze a broad spectrum of existing customer data to reveal key demographic trends and insights. Discover how to use these insights to create highly targeted, data-driven marketing campaigns that resonate with today’s diverse student populations. Whether you’re looking to refine your outreach strategies or leverage AI for more personalized marketing, this session offers practical tools and techniques to elevate your higher education marketing efforts.

Jim has always been creative, from his days as a newspaper reporter to his time as a managing director for a regional arts facility. As the Director of UX Research and Strategy at OHO, he uses that creativity as well as his expertise in ethnographic inquiry and user experience research to create websites and applications that meet his client’s business goals and make their customers happy. Jim’s clients in the higher ed space have included Harvard, Yale, and Columbia, as well as other leading colleges and universities in the US. Clients outside of higher ed include the New York Times, Standard & Poor’s, Amtrak, Blue Cross Blue Shield, and others. When he isn’t busy consulting for OHO clients, Jim is an award-winning playwright and filmmaker whose plays and films have won awards in New York, Boston, Dublin, and London.

Lightning Talk: From Keywords to Conversations: Navigating AI-Driven and Intent-Based Search  

As AI and Search Generative Experience (SGE) reshape how users search, the focus has shifted from keywords to intent and conversational queries. This quick-hitting session will cover essential considerations for optimizing content for AI-driven and conversational search behavior. Learn how to structure pages to meet intent-based, conversational queries and leverage AI tools to stay ahead of evolving search trends.

Carrie brings over a decade of experience in higher education and enrollment marketing, both in-house at various institutions and on the agency side, offering a unique perspective on creating the most impactful client-agency partnerships. Specializing in lead generation for graduate and online programs, she brings a passion and curiosity for non-traditional students to her work. Carrie seeks to help OHO and its partners create long-lasting and strategic relationships to ultimately serve more learners.

Adrienne is a digital marketing professional with extensive channel, analytics, and training expertise. She has 9+ years building marketing and communication programs across online and offline channels to support organizational growth, and broad marketing experience developing and translating brand strategy into diverse, multi-channel campaigns. Adrienne leads with a creative, yet data-driven approach.